Brand Activation Manager

Crayola Corporate • Forks Township, PA

6d • Hybrid

About The Position

This role will be instrumental in planning and executing annual marketing activation strategies that drive awareness, engagement, consideration, and conversion across key product, platform, seasonal, and brand priorities. The ideal candidate is an experienced marketer who thrives at the intersection of strategy and execution, brings a global mindset, and excels in cross-functional collaboration. They are energized by turning insights into action and passionate about delivering best-in-class consumer and shopper experiences.

Requirements

• 5+ years of experience in integrated marketing, brand activation, or related roles.
• Bachelor’s degree in Marketing or a related discipline.
• Proficient Microsoft Office skills
• Strategic Mindset: Ability to translate brand vision and commercial goals into clear, actionable activation strategies.
• Collaboration & Influence: Proven ability to partner cross-functionally and align execution with national and global priorities.
• Exceptional Communication: Clear, confident communicator across functions, seniority levels, regions, and cultures—written, verbal, and visual.
• Results-Driven Approach: Strong focus on commercial performance, ROI, and continuous improvement.
• Agility & Adaptability: Thrives in a fast-paced, matrixed environment with shifting priorities.
• Project & Campaign Leadership: Demonstrated success leading complex, multi-stakeholder initiatives from planning through execution.
• Attention to Detail: Ensures flawless execution across consumer, marketplace, and retail activations.
• Customer-Centric Mindset: Passion for creating best-in-class experiences at every touchpoint.
• Ownership & Accountability: Takes full ownership of initiatives and consistently delivers results.

Nice To Haves

• Advanced coursework or certifications a plus.
• Shopper marketing and global brand experience strongly preferred.

Responsibilities

• Support the planning and development of annual marketing activation strategies that drive awareness, engagement, consideration, and conversion for priority products, platforms, seasons, and brand initiatives.
• Lead the execution and implementation of activation plans, partnering closely with activation, platform, shopper, digital, partnerships, and sales teams to achieve annual commercial objectives.
• Serve as a key liaison between platform, activation, sales, and global marketing teams to ensure connectivity, collaboration, efficiency, and alignment with marketing priorities and goals.
• Translate product, audience, and marketplace insights into actionable, relevant, and demand-driving campaigns and activations.
• Create and manage activation toolkits that align marketing with sales, global teams, and agency partners.
• Craft and share clear, compelling activation briefs with platform, agency, global, and activation partners.
• Execute activation plans within approved budgets and timelines, ensuring strong alignment with overall business priorities.
• Partner with global marketing leads to share activation plans, assets, results, and best practices, driving consistency and scale where appropriate.
• Own post-activation analysis, highlighting successes, marketplace impact, best practices, and opportunities for improvement.
• Maintain and update the global marketing scorecard on a quarterly basis to track performance and inform future planning.
• Plan and activate retail marketing programs across Grocery, Craft, Education, Office, and Value channels to drive demand for priority products.
• Provide activation strategy, assets, and support to retail partners, ensuring alignment with national and enterprise-wide programs.
• Serve as a liaison between sales teams and activation partners to enable fast, collaborative execution and marketplace synergy.
• Deliver post-program analysis to assess effectiveness, efficiency, and ROI, and inform continuous improvement.

Benefits

• Kid Inspired Culture
• Free Admission to Crayola Experience for Employees
• Community Volunteerism Opportunities
• Annual Bonus Potential for all Full-Time Employees
• Company Matched 401k & Employee Value Sharing Plan
• Comprehensive Healthcare Benefits for Eligible Employees
• Education Assistance Program
• Wellness Programs
• Employee Resource Groups
• Generous Product Discounts Onsite & Online
• Company Sponsored Employee Events
• Discounts on a wide variety of products and services – automotive, electronics, fitness, travel and entertainment

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level