Senior Brand & Advertising Director

Acumatica•Bellevue, WA

About The Position

Acumatica is seeking a Senior Director of Brand & Advertising to lead the strategy, development, execution, and measurement of our global brand and advertising programs. This leader will be responsible for increasing brand awareness, strengthening Acumatica’s differentiation in the market, and building a distinctive, consistent brand that contributes to long-term business growth. The ideal candidate combines brand strategy, advertising and media expertise, creative judgment, analytical rigor, and strong business acumen. They understand how brand and advertising influence the customer journey and can build integrated programs spanning video, CTV, programmatic, digital, social, print, sponsorships, events, and emerging channels. This leader will serve as the steward of the Acumatica brand, with responsibility for brand architecture, corporate identity, brand governance, naming, and company-wide brand standards. They will ensure that Acumatica presents a clear, differentiated, and consistent identity across markets, audiences, and customer touchpoints. This leader will also help define how Acumatica uses AI and emerging marketing technologies to improve creative development, audience insights, advertising optimization, measurement, personalization, and marketing productivity—while maintaining strong standards for brand consistency, quality, intellectual property, and responsible use. The role requires someone comfortable operating at multiple altitudes: setting strategy and influencing senior executives while remaining close enough to the work to challenge agencies, interrogate performance, identify opportunities, and drive continuous improvement. This role reports to the CMO.

Requirements

10+ years of progressive experience in brand marketing, advertising, media, or integrated marketing, preferably within B2B technology, SaaS, or enterprise/SMB software.
Significant experience developing and leading brand and advertising strategies for a recognizable and growing organization.
Proven experience owning or significantly influencing corporate brand strategy, positioning, identity, and governance.
Experience developing and managing brand architecture and establishing standards that can scale across products, markets, audiences, and geographies.
Strong strategic and creative judgment with the ability to evaluate brand positioning, advertising concepts, messaging, visual identity, and customer experiences.
Significant experience leading integrated advertising programs across multiple channels and formats.
Experience managing significant advertising budgets and making strategic investment and optimization decisions.
Demonstrated experience leading external creative, media, research, brand, and/or measurement agencies.
Strong understanding of modern advertising and brand measurement, including brand health, brand lift, experimentation, incrementality, attribution, and the strengths and limitations of platform-reported metrics.
Working knowledge of the modern MarTech and AdTech ecosystem, including CRM, marketing automation, advertising platforms, analytics, audience/data platforms, and measurement technologies.
Demonstrated AI fluency, including hands-on experience using generative AI and/or AI-enabled marketing tools to improve marketing workflows, insights, creative development, brand management, or operational efficiency.
Strong understanding of the opportunities and risks associated with AI-generated content, including brand integrity, intellectual property, accuracy, governance, and responsible use.
Strong analytical capabilities and the ability to turn complex data into clear business decisions and executive-level narratives.
Strong executive presence and ability to influence across functions and levels of an organization.
Proven ability to operate effectively in a fast-paced, entrepreneurial environment with evolving priorities.
A builder’s mindset: comfortable creating strategy, standards, processes, and operating models while remaining close enough to execution to ensure high-quality outcomes.

Responsibilities

Own Acumatica’s global brand strategy and ensure it supports the company’s business strategy, market position, and long-term growth ambitions.
Develop and steward Acumatica’s brand architecture, including the relationship between the corporate brand, products, solutions, programs, initiatives, and other branded entities.
Own corporate identity and company-wide brand standards, ensuring consistent application of Acumatica’s visual and verbal identity across markets and customer touchpoints.
Establish and maintain brand governance frameworks, processes, guidelines, and tools that enable teams across the company to represent the brand consistently and effectively.
Lead or provide strategic oversight for naming initiatives across products, solutions, programs, campaigns, events, and other significant branded assets.
Build Acumatica’s brand awareness, consideration, preference, and differentiation among priority audiences and markets.
Translate company strategy, customer insights, market research, competitive intelligence, and cultural trends into differentiated brand strategies.
Define and evolve Acumatica’s brand positioning, value proposition, personality, and core brand narrative in partnership with Product Marketing and Communications.
Act as the senior brand authority within the organization, balancing consistency and governance with the flexibility required to support different markets, industries, audiences, and business needs.
Develop and own Acumatica’s annual and multi-year advertising strategy, including objectives, audiences, channel strategy, investment priorities, experimentation roadmap, and success metrics.
Define the role advertising plays in building brand awareness, consideration, preference, and differentiation and contributing to Acumatica’s broader growth objectives.
Determine the appropriate advertising mix based on business objectives, audience behavior, market opportunity, and performance.
Lead agency and advertising partner relationships, including strategy, planning, negotiation, execution, optimization, and performance management.
Establish a disciplined experimentation agenda across audiences, channels, creative, messaging, formats, and investment levels.
Continuously evaluate emerging advertising channels, technologies, platforms, and audience behaviors to identify new opportunities for Acumatica.
Ensure advertising strategies reflect evolving audience behavior, privacy requirements, platform changes, and advertising technologies.
Lead the development of distinctive advertising campaigns and brand experiences in partnership with internal teams and external agencies.
Ensure Acumatica presents a consistent, recognizable, and differentiated brand across advertising and key company and customer touchpoints.
Establish and maintain standards for visual identity, tone of voice, brand messaging, photography, illustration, video, and other forms of brand expression.
Drive continuous creative experimentation and iteration across industries, segments, personas, channels, and stages of the customer journey.
Champion customer-centric storytelling grounded in real customer needs, outcomes, and experiences.
Establish processes that allow creative development to move faster without compromising brand standards or quality.
Ensure representation and imagery appropriately reflect the customers, industries, partners, and communities Acumatica serves.
Provide brand leadership and guidance for high-visibility company initiatives, executive communications, major events, sponsorships, campaigns, and market-facing experiences.
Establish a comprehensive advertising and brand measurement framework connecting investment to brand and business outcomes.
Define and monitor KPIs across brand health, awareness, consideration, preference, reach, engagement, audience response, and relevant business outcomes.
Partner with Marketing Operations and Finance to improve understanding of advertising effectiveness, investment efficiency, and brand performance.
Apply appropriate measurement approaches including brand lift studies, experimentation, incrementality testing, attribution, and marketing mix analysis where appropriate.
Establish mechanisms for continuously measuring brand health, competitive positioning, and changes in audience perception.
Translate complex marketing and brand performance data into clear insights and recommendations for senior leadership.
Build a culture of experimentation in which advertising and creative decisions are informed by evidence, learning, and continuous optimization—not simply historical precedent or platform-reported metrics.
Champion practical adoption of AI across advertising and brand workflows, identifying opportunities to increase speed, insight, personalization, experimentation, and creative effectiveness.
Demonstrate hands-on familiarity with generative AI and modern AI-enabled marketing tools, including applications for research, audience insight, creative ideation, content variation, advertising analysis, reporting, and workflow automation.
Explore how AI can help scale and protect the Acumatica brand, including brand compliance, content evaluation, asset management, creative adaptation, and localization.
Partner with internal teams and agencies to develop repeatable AI-enabled workflows while maintaining appropriate human judgment, brand governance, intellectual property safeguards, and quality standards.
Evaluate emerging AI capabilities within advertising platforms, creative technology, analytics, and marketing operations and determine where they can create meaningful competitive advantage.
Help establish a culture of responsible experimentation in which the team actively tests new technologies and incorporates successful approaches into scalable operating practices.
Serve as a senior strategic advisor to the CMO and marketing leadership team on brand, advertising, creative strategy, and emerging marketing trends.
Build strong partnerships across Communications, Marketing Operations, Sales, Product Marketing, Finance, and Events & Sponsorships.
Partner with Communications to ensure alignment between corporate narrative, reputation, earned media, executive communications, and brand strategy.
Partner with Product Marketing to connect corporate brand positioning with product, industry, competitive, and audience messaging.
Partner with Events & Sponsorships to ensure major experiences and partnerships strengthen and consistently express the Acumatica brand.
Partner with Marketing Operations and Finance on measurement, investment effectiveness, planning, and business impact.
Partner with Sales to understand customer and market feedback and ensure brand and advertising strategies resonate with the audiences Acumatica is seeking to reach.
Lead and develop internal talent and external agency partners, establishing clear goals, accountability, and high standards for performance.
Effectively communicate strategy, investment rationale, performance, learnings, and recommendations to executive audiences.
Bring a combination of strategic vision, curiosity, creativity, commercial judgment, and willingness to engage deeply in the work.