Director, Brand, Campaigns & Customer Engagement

Varsity Brands

1d•Onsite

About The Position

The Director of Brand, Campaigns & Customer Engagement serves as a strategic and creative leader within the Varsity Yearbook division—guiding the brand identity, integrated campaigns, customer acquisition programs, and promotional experiences that drive both B2B and B2C engagement. This individual leads a multidisciplinary team across creative, content, and campaign strategy, while partnering closely with digital, product, and field marketing to deliver compelling, purposeful work. This highly collaborative role brings together the best of branding, storytelling, lead generation, and lifecycle marketing—while instilling the processes and pace of a high-performing in-house agency.

Requirements

Strong understanding of lead generation, B2B2C marketing, and email automation best practices
Excellent communicator with both strategic vision and direct execution capabilities
Bachelor’s degree in marketing, Communications, Design, or related field; MBA or advanced degree a plus
7+ years of experience in marketing, with at least 3 in a leadership or director-level role
Proven success leading integrated campaigns, brand strategy, and customer engagement programs
Experience managing creative and content teams, and collaborating with cross-functional stakeholders

Nice To Haves

Experience in education, youth media, publishing, or ed-tech industries preferred
MBA or advanced degree a plus

Responsibilities

Lead the development and evolution of the Varsity Yearbook brand across all channels and touchpoints.
Guide creative direction, tone of voice, and brand visuals through campaigns, content, and sales assets.
Manage a multidisciplinary creative team across design, copy, and video.
Collaborate with the Varsity Spirit Creative Director to ensure brand consistency while shaping the unique personality of the Yearbook division.
Own the strategy and execution of integrated marketing campaigns supporting product launches, customer engagement, and lead generation.
Oversee messaging, creative asset development, and channel distribution across digital, print, and in-person channels.
Develop standout content including thought leadership, social storytelling, customer spotlights, and video.
Design and execute multi-touch lead-generation campaigns in partnership with the digital and sales teams.
Own top-of-funnel messaging, landing page strategy, paid media creative, and content offers that convert.
Align with field and inside sales teams to support outreach at the regional and rep level.
Lead B2B2C email strategy and execution, ensuring customer-facing email communications are timely, personalized, and effective.
Oversee automated and campaign-based email programs that promote yearbook sales and senior ad purchases to parents and students.
Collaborate with marketing ops, sales, and fulfillment teams to ensure alignment of message, timing, and goals.
Support ongoing optimization and performance analysis of customer email campaigns and promotional offers.
Partner with Product and Software teams to define go-to-market plans for new features, tools, and offerings.
Contribute to product messaging, packaging, campaign strategy, and enablement content.
Drive adoption through thoughtful storytelling and well-executed campaigns.
Lead and mentor a creative and campaign-focused team, including content creators and designers.
Collaborate across departments to align priorities and deliver cross-functional marketing programs.
Manage timelines, workflows, and vendor partnerships to deliver high-quality work at scale.
Champion process improvements and establish an “in-house agency” mindset that drives clarity, speed, and excellence in execution.