Director of Brand Marketing

Wilco•Mount Angel, OR

2d•Hybrid

About The Position

We're seeking a strategic Director of Brand Marketing to define and elevate our brand identity and positioning in the retail marketplace. In this role, you'll be responsible for determining what our brand stands for and why customers should choose us. You'll set the strategic direction for all marketing initiatives, craft compelling brand narratives, and ensure consistency across every customer touchpoint while driving brand awareness, perception, and loyalty.

Requirements

Proven track record of developing brand strategies that drive business growth in retail environments
Deep understanding of consumer psychology, brand-building principles, and storytelling
Strong strategic thinking skills with the ability to translate insights into compelling brand narratives
Experience working with creative agencies and managing creative development processes
Excellent communication and presentation skills with the ability to inspire and influence
Expertise in marketing automation platforms, CRM systems, and project management tools (Monday.com)
Strong analytical skills with experience using marketing analytics and data visualization tools
Excellent communication skills and ability to collaborate cross-functionally
Experience with brand repositioning or rebranding initiatives
Background in retail or consumer goods brand marketing
Track record of successful integrated marketing campaigns
Experience with brand tracking research and analytics
Bachelor's degree in Marketing, Communications, Business, or related field; MBA preferred
7 years or more of relevant work experience.

Responsibilities

Sustain and evolve the brand's purpose, values, positioning, and unique value proposition
Develop brand strategy that aligns with business objectives and resonates with target audiences
Maintain brand architecture and guidelines that govern all marketing communications
Monitor brand health metrics, including awareness, consideration, preference, and sentiment
Determine what stories we tell, which customer segments we prioritize, and what messages we communicate
Set the strategic agenda for marketing campaigns and initiatives based on brand objectives
Identify brand partnership and collaboration opportunities that enhance brand equity
Define customer experience principles that bring the brand to life across all touchpoints
Manage and collaborate with established marketing agency partners, and serve as the point for evaluating any new partnerships
Build reporting dashboards that provide visibility into marketing performance and ROI
Measure campaign effectiveness across channels and provide performance insights
Conduct digital testing programs to optimize execution, channels, and tactics
Translate performance data into operational improvements and efficiency recommendations
Partner with the Marketing Operations Director to measure brand health and campaign impact
Lead the development of breakthrough creative campaigns that express the brand's essence
Partner with creative teams and agencies to produce compelling content that drives emotional connection
Establish creative standards and ensure all marketing materials reflect brand identity
Champion innovative storytelling approaches across traditional, digital, and experiential channels
Conduct consumer research to understand customer motivations, perceptions, and behaviors
Analyze competitive landscape and identify opportunities for brand differentiation
Translate market insights into brand strategies and positioning recommendations
Stay ahead of retail trends, cultural shifts, and emerging consumer needs
Collaborate with Marketing Operations to ensure the brand strategy is executed effectively
Partner with Merchandising and Product teams to ensure brand alignment in product selection and presentation
Work with Store Operations to bring brand experience to life in physical locations
Align with e-commerce teams on digital brand expression and online customer experience
Serve as the internal guardian and advocate for the brand
Educate stakeholders across the organization on brand strategy and positioning
Present brand performance and strategic recommendations to senior leadership
Represent the brand externally with media, partners, and at industry events