Director, Brand & Content

Follett Content Solutions LLC•Mchenry, IL

3h•Hybrid

About The Position

Follett Content Solutions is seeking a Director, Brand & Content to join their marketing department. This is a full-time exempt role responsible for building, protecting, and activating the Follett Content brand across all audiences, channels, and touchpoints. The position reports to the VP of Marketing and oversees the brand and content ecosystem, including brand strategy, content development, PR, communications, creative services, paid media, thought leadership, social media, and marketing project management. This is a highly visible, cross-functional role that acts as a strategic link between brand, content, demand generation, and the broader business, ensuring all marketing efforts are differentiated, on-brand, and contribute to business outcomes. The ideal candidate possesses expertise in both brand strategy and operational execution, capable of setting a creative vision, developing and implementing communication frameworks, and fostering a collaborative environment. This role requires a builder, collaborator, and storyteller who can adapt to business needs and understands that brand is reflected in every interaction.

Requirements

10+ years of progressive marketing leadership experience, with a strong track record in brand strategy, content marketing, and marketing communications.
Experience in preK-12 education, publishing, or library markets strongly preferred.
Proven B2B marketing expertise with demonstrated success building brand presence, driving content performance, and supporting pipeline and revenue growth.
5-7 years of direct experience building, leading, and overseeing marketing communications, creative, and/or content teams.
Demonstrated ability to influence and align stakeholders at all levels in a matrixed, cross-functional environment.
Strong strategic decision-making skills with the ability to leverage an understanding of business models, market dynamics, and organizational priorities.
Excellent written and verbal communication skills with a strong presence in presentations, executive communications, and cross-functional collaboration.
Proven project management skills with a history of successfully leading and delivering complex, multi-workstream initiatives on time and within budget.
Strong analytical foundation with the ability to translate data, market research, and performance insights into actionable brand and content strategies.
Deep understanding of marketing systems, tooling, and process optimization - including familiarity with platforms such as HubSpot, project management tools, and content management systems.
A leadership style that motivates, develops, and holds teams accountable.
Sense of urgency balanced with strategic patience; able to make tough decisions quickly, drive simplification, and champion innovation.
Flexibility and composure in the face of ambiguity, shifting priorities, and a fast-paced, ever-evolving business environment.
Perpetual curiosity and a genuine passion for education, literacy, and the markets served.

Responsibilities

Own the Follett Content brand, defining and stewarding brand positioning, voice, visual identity, and messaging architecture.
Champion brand standards and architecture, providing strategic oversight of the brand style guide, design system, and naming conventions.
Translate business strategy into brand narrative, ensuring brand communications reflect strategic priorities.
Lead competitive and market intelligence to inform strategic recommendations.
Report on brand health by defining KPIs, establishing measurement frameworks, and presenting brand insights to leadership.
Stay current on brand, content, and communications trends in the K-12 and public library market and recommend evolutions for brand expression and storytelling.
Own the overall content strategy, setting the vision, framework, and priorities for content across the business.
Drive content marketing performance, holding accountability for initiatives that drive awareness, engagement, and leads.
Own industry association and media partnerships, managing strategy, co-marketing opportunities, and sponsorship alignment.
Oversee thought leadership and influencer programs, ensuring alignment with brand positioning and audience priorities.
Champion social media strategy and performance, ensuring alignment with broader objectives.
Own paid media and media buys, ensuring alignment with business goals and ROI tracking.
Serve as the strategic connective tissue between brand/content, marketing strategy/demand gen, and cross-functional stakeholders.
Provide management oversight of project coordination, supporting the Manager of Creative Services in project management and traffic management.
Approve and align on marketing calendar priorities, ensuring alignment with strategic objectives and business needs.
Champion structure and flexibility in handling urgent requests and provide director-level guidance for prioritization and escalation.
Own the PR and communications strategy, setting the vision and priorities for PR, media relations, and internal/external communications.
Lead and develop the communications/PR function, providing strategic direction and editorial oversight.
Oversee customer-facing marketing communications, ensuring adherence to brand standards.
Maintain senior media and PR relationships and support the Communications/PR lead in building a broader network.
Oversee internal communications strategy, ensuring communications are strategic, consistent, and aligned.
Drive performance and accountability for PR and communications by establishing KPIs and reviewing reporting.
Set and champion creative vision, defining the overarching creative direction, quality bar, and brand design principles.
Provide strategic oversight of the creative services function, ensuring the team is resourced and delivering high-quality work.
Champion the brand design system, providing strategic oversight of templates, style guides, and libraries.
Serve as senior creative approver and escalation point for high-visibility creative output.
Ensure cross-functional creative alignment, serving as a liaison between creative services and the broader marketing organization.
Support the annual budget process, developing and submitting annual budgets and contributing to reforecasting.
Monitor and manage brand/content related expenses, ensuring spending stays within budget.
Ensure timely financial administration by submitting expenses and invoices accurately.
Manage staffing and contractor resources, evaluating needs, overseeing vetting, contract negotiations, and onboarding.