Director Brand Management & Creative Services

O'Reilly Auto Parts•Headquarters, KY

About The Position

The Director Brand Management & Creative Services provides strategic leadership for O’Reilly Auto Parts’ Masterbrand and proprietary brand portfolio, while overseeing the Creative Services function. The role establishes brand strategy and governance to keep brands differentiated, appropriately positioned, and aligned with customer needs and business objectives. The Director partners with Merchandising and other business leaders to guide portfolio decisions using customer insights, market research, and business priorities. Through the Brand & Creative Services Manager, the Director provides strategic direction for creative operations and ensures the function supports brand consistency and business objectives. The role leads the executive Brand Committee, sets brand standards and decision criteria, protects proprietary brands in partnership with Legal, and builds alignment across business functions. It also oversees Creative Services processes, resource planning, quality standards, and continuous improvement. O’Reilly Auto Parts describes a promote-from-within philosophy and offers a total compensation package that includes competitive wages and paid time off, a stock purchase plan and 401(k) with employer contributions starting day one, medical, dental, and vision insurance, an optional flexible spending account, team member health and wellbeing programs, tuition educational assistance, and career growth opportunities.

Requirements

Bachelor's degree in marketing, business, advertising, communications, brand management, or a related field.
10+ years of progressive experience in brand management, marketing, advertising, consumer products, retail, or a related field, including significant brand or portfolio management experience.
Experience developing and managing brand strategies, positioning, architecture, and portfolio governance.
Knowledge of brand development and lifecycle management, including brand evolution, extension, repositioning, and retirement.
Experience using customer insights, market research, competitive analysis, and brand performance data to guide business decisions.
Ability to influence senior leaders and cross-functional stakeholders without direct authority.
Experience leading, developing, and mentoring managers and professional teams.

Nice To Haves

Master's degree in marketing, business, brand management, or a related field.
Background managing proprietary brands across U.S. and international markets.
Knowledge of retail, automotive, consumer products, or complex multi-category businesses.
Familiarity with brand architecture and portfolio governance across multiple product categories or business units.
Proficiency in using brand health tracking and customer research to guide brand strategy.
Knowledge of trademark strategy and brand protection, including partnership with Legal.
Familiarity with creative development, design, production, and marketing technologies.

Responsibilities

Establish and maintain the strategy, architecture, and governance of O’Reilly’s Masterbrand and proprietary brand portfolio across U.S. and international markets.
Partner with Merchandising to align proprietary brand strategies, positioning, and investment with product category objectives, customer needs, and business priorities.
Evaluate brand performance, market conditions, customer insights, and competitive activity to identify opportunities to strengthen and evolve the brand portfolio.
Partner with research to maintain and improve Brand Health Trackers and translate insights into actionable brand recommendations.
Lead the executive Brand Committee in evaluating major portfolio decisions and provide recommendations grounded in brand principles, objective criteria, research, and business needs.
Establish and govern brand standards and decision criteria that guide brand development and evolution while protecting long-term brand equity.
Partner with Legal to protect proprietary brands, including trademarks and other elements of brand identity.
Build alignment across Merchandising, Professional Sales, Store Operations, Marketing, and other functions so brand strategies reflect business needs and can be effectively executed.
Provide brand management expertise to major company initiatives and oversee external agencies and strategic partners when specialized brand capabilities are needed.
Provide strategic direction to the Brand & Creative Services Manager, establish priorities, and develop capabilities needed to support the function’s objectives.
Oversee Creative Services processes, resource planning, and quality standards to ensure creative work aligns with brand strategy, business priorities, and operational needs while supporting continuous improvement.