Sr. Director, Brand Experience

Holley Performance•Nashville, TN

2d•Hybrid

About The Position

The Sr. Director, Brand Experience is responsible for leading the strategy, frameworks, and operating direction for how Holley’s iconic brands show up across every key marketing and customer-facing touchpoint. This role provides central leadership across brand experience — including brand architecture and visual identity stewardship, content and creative direction, corporate events and activations, public relations and earned media, promotions strategy, and social media. The Sr. Director, Brand Experience will partner closely with divisional marketing leaders and cross-functional stakeholders — including Divisional marketing and leadership, Ecommerce, and Executive Leadership — to strengthen how Holley plans, activates, and extends brand moments across campaigns, launches, flagship events, and ongoing channel activity. This role is ideal for a senior leader who can balance brand stewardship with operational pragmatism, own the company’s external voice through PR, and build a more connected, scalable approach to brand-building across the enterprise. This position reports directly to the SVP, Digital & CXM and leads a broad team spanning brand and content, corporate events, and merchandising, plus PR, creative, and event agencies and strategic partners.

Requirements

12+ years in brand, content, PR/communications, or experiential marketing, with at least 5 years in a senior leadership role managing multi-discipline teams
Proven ability to lead cross-functional teams spanning content, design, video, events, and PR/communications
Strong understanding of enthusiast and performance automotive culture (or equivalent passion-led consumer markets)
Experience defining brand architecture and governance within a multi-brand or portfolio organization
Experience managing PR and/or brand agencies, with a track record of earned media results
Experience planning and executing large-scale flagship events and tradeshows, including vendor, venue, and budget management
Experience managing DAM systems, creative operations, and content governance at scale
Commercial acumen — comfortable aligning brand, promotions, and event strategy with revenue priorities
Excellent stakeholder management and the ability to influence across marketing, commercial, sales, and product teams
Experience in a multi-brand, division-based, or highly matrixed organization

Responsibilities

Lead the overall Brand Experience function and define the strategic direction for how Holley’s brands are expressed across every DTC touchpoint
Partner with the Sr Director of B2B Marketing to evolve Holley’s brand architecture — defining how the master brand, power brands, and legacy brands relate, differentiate, and reinforce one another across the portfolio
Provide high-level ownership of visual identity direction, style guidelines, and brand expression systems across the portfolio
Partner with the Divisional Marketing Directors and Sr. Director, B2B Marketing to align brand experience efforts with commercial priorities
Partner with executive leadership to refine long-term brand narrative and positioning as the company scales
Provide strategic leadership across content and creative priorities within the Brand Experience function
Guide how content and creative support major launches, campaigns, events, and enterprise priorities across the business
Help shape a more intentional content ecosystem that improves planning, quality, reuse, and overall business value
Oversee evolution of our Digital Asset Management (DAM) function, ensuring assets are organized, accessible, and brand-compliant across all teams
Lead a small, central creative and content team with exclusive focus on top-tier activations across campaigns, events, product launches, and brand storytelling; support all Enterprise Brand projects including investor and board-facing materials
Own the enterprise Corporate Events function, including flagship activations such as LS Fest, SEMA, and other tradeshows, from strategy through on-site execution
Lead the Events & Marketing team — spanning a Corporate Events Director, coordinators, supervisors, and specialist roles — to deliver best-in-class brand activations on time and on budget
Oversee event budget discipline, vendor/venue/logistics operations, and cross-functional coordination that translates Brand, Product, and Sales priorities into flawless on-site delivery
Ensure events are planned not only as point-in-time experiences but as broader brand, content, and earned media opportunities before, during, and after activation
Own the Holley event-series merchandise program, including product strategy and on-site sales and activation
Partner with the Sr. Director of B2B Marketing to evolve Holley’s enterprise PR and earned media strategy — from corporate and investor communications to brand, product, and event-led storytelling for automotive and enthusiast media
Manage internal PR agency relationships, scopes of work, and performance expectations
Align earned media support to product launches, flagship events, and priority campaigns
Establish crisis communications standards and escalation protocols
Track earned media impact, share of voice, and reputation metrics, and report results to executive leadership
Own the DTC promotions strategy and calendar — setting the cadence, guardrails, and brand standards for how promotions run across divisions, channels, and touchpoints
Partner with Ecommerce/Merchandising and Division Marketing to align onsite, email, and campaign promotions with brand and margin guardrails
Partner with the Sr. Director, B2B Marketing to ensure DTC promotions strategy is coordinated with partner- and retailer-facing promotional calendars
Monitor cross-brand promotional saturation and effectiveness, recommending adjustments to protect brand equity and performance
Provide leadership for how social media supports brand-building, community engagement, and amplification of key priorities
Help align event, social, PR, content, and creative efforts into more unified brand activations across the organization
Lead and develop the expanded Brand Experience team — including brand and content, events, and merchandising functions — setting priorities, clarifying roles, and building the function for future growth
Serve as a key partner to divisional marketing leaders, helping connect central resources and frameworks to divisional needs
Collaborate across creative, GTM, product marketing, digital, communications, sales, and commercial teams to align execution around enterprise priorities
Help identify opportunities to improve planning, governance, and cross-functional coordination across Brand Experience workstreams
Act as a senior leader and thought partner in shaping the future of Holley’s marketing organization and brand-building capabilities