Senior Brand Manager

Unclaimed Baggage•Scottsboro, AL

3d•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 involves leading four to six major campaigns annually, from conception through execution and analysis. The position is crucial in developing the brand marketing function within the company, leveraging the brand's existing appeal and media magnetism to tell its story more effectively. The Senior Brand Manager will collaborate across various departments including creative, social media, digital, e-commerce, public relations, out-of-home advertising, partnerships, and influencer marketing, as well as the in-store experience. The ideal candidate will have a strong foundation in brand marketing, ideally from a consumer-focused business or a brand-centric agency. The role requires significant time spent at the Scottsboro campus to understand the core guest experience, with future scope including 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 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 with a keen eye for strategic alignment and brand consistency.
Experience planning out-of-home and local media with a clear understanding of placement and reach in regional markets.
Experience working with PR, media, or creative agencies as a day-to-day partner.
Analytical skills, including setting success criteria, honestly assessing results, and making adjustments.
Strong project management instincts and the ability to manage multiple campaigns simultaneously.
Self-starter with a proactive approach and enthusiasm for building new initiatives.
Bachelor’s degree in marketing, communications, or a related field.

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, developing plans and budgets, managing cross-functional teams, and conducting post-campaign analysis.
Serve as a key contributor to the annual brand strategy, brand plan, and marketing calendar.
Write creative briefs and collaborate closely with the Creative Director and team throughout concepting and production.
Own the regional awareness plan, focusing initially on the Huntsville market, including identifying and recommending out-of-home and local media placements, and building community presence, sponsorships, and grassroots programs.
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 the Scottsboro campus to work with Retail, Operations, and the local marketing team on campaign and event execution.
Define campaign success criteria, track key metrics (regional awareness, traffic, engagement), and use insights for future planning.
Build and manage campaign budgets, prioritizing spend for maximum impact on awareness, traffic, and engagement.