Senior Brand Manager

Forrest Johnson • Scottsboro, AL

10h • Hybrid

About The Position

The Senior Brand Manager is responsible for translating brand strategy into impactful campaigns that capture guest attention and drive engagement. This role will lead four to six major campaigns annually, overseeing them from initial brief to final analysis. The position is crucial in developing the brand marketing function within the company, leveraging the brand's existing appeal and media potential to tell its story more effectively. The Senior Brand Manager will collaborate across various departments including creative, social, digital, e-commerce, public relations, out-of-home, partnerships, influencers, and in-store experience to bring campaigns to life. The ideal candidate will have a strong foundation in brand marketing, preferably from a consumer-focused business or a brand-centric agency. This role requires regular presence at the Scottsboro campus and the Atlanta marketing office, with significant time spent on-site in Scottsboro to understand the core guest experience. As the role progresses, responsibilities will expand to include destination and tourism partnerships, a college ambassador program, and local media buying.

Requirements

• 5 to 8 years of brand marketing experience in a consumer business (consumer products, retail, restaurant, hospitality, entertainment, or destination) or at a brand-led agency.
• Proven track record of leading multiple full-cycle brand campaigns, from strategy and brief development through cross-functional execution and measurement.
• Strong ability to lead through influence and collaborate effectively with partners who do not report directly.
• Excellent creative briefing and written communication skills.
• Experience partnering with creative teams and evaluating work for strategic alignment and brand consistency.
• Experience planning out-of-home and local media with a clear understanding of regional market placement and reach.
• Experience working with PR, media, or creative agencies as a day-to-day partner.
• Analytical skills, including setting success criteria, evaluating results, and making adjustments.
• Strong project management skills with the ability to manage multiple campaigns simultaneously.
• Self-starter mentality with a drive to build and innovate.
• Bachelor’s degree in marketing, communications, or a related field.
• Must be based in Scottsboro, AL or Atlanta, GA, with regular time spent on site in Scottsboro.

Nice To Haves

• Destination, tourism, experiential, or retail marketing experience.
• People leadership experience.
• Existing ties to the Huntsville or North Alabama market.

Responsibilities

• Lead four to six tentpole campaigns annually from start to finish, including setting objectives, defining success criteria, writing briefs, building plans and budgets, orchestrating cross-functional teams, and conducting post-campaign analysis.
• Serve as a key contributor to the annual brand strategy, brand plan, and marketing calendar development.
• Write creative briefs and collaborate closely with the Creative Director and team to ensure campaign concepts and execution remain on strategy and on brand.
• Own the awareness plan for priority regional markets, focusing initially on Huntsville, and recommend out-of-home and local media placements.
• Build community presence, sponsorships, and grassroots programs in key markets like Huntsville.
• Integrate earned media into campaigns by partnering with the PR agency and the PR & Communications Specialist.
• Lead brand partnerships, pop-ups, and activations to expand reach and brief influencer marketing efforts.
• Collaborate with social, digital, e-commerce, and experiential design teams to ensure consistent brand messaging across all guest touchpoints.
• Lead and develop the PR & Communications Specialist and the Project Coordinator.
• Spend regular time on-site in Scottsboro to support campaign and event execution with Retail, Operations, and the local marketing team.
• Define campaign success criteria, track key metrics (regional awareness, traffic, engagement), and use insights to refine future campaigns.
• Build and manage campaign budgets, prioritizing spend for maximum impact on awareness, traffic, and engagement.

Benefits

• Casual yet professional work environment
• Flexibility
• Great benefits
• Competitive pay
• Close-knit team who cares
• Culture of collaboration, support, and growth

What This Job Offers

• Job Type: Full-time
• Career Level: Senior