Director of Brand Marketing

Director of Brand Marketing

JOB PURPOSE:  TO DELIVER ON THE MISSION OF WILCO BY PROFITABLY PROVIDING SUPERIOR CUSTOMER SERVICE.

JOB SUMMARY:  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.

REPORTS TO:   VP HR

SUPERVISES:    Brand Marketing Team

Job Responsibilities:

1.    Brand Strategy & Positioning

• 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

2.    Strategic Direction

• 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

3.    Performance Analytics & Optimization

• 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

4.    Creative Leadership

• 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

5.    Market & Consumer Insights

• 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

6.    Cross-Functional Partnership

• 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

7.    Thought Leadership

• 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

Special Skills/Training:

• 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

Experience/Education:

• Bachelor's degree in Marketing, Communications, Business, or related field; MBA preferred
• 7 years or more of relevant work experience.

Working Conditions:

• This position is hybrid and will require 1-2 days/week on-site for meetings.
• Occasional travel to our store locations is required.

Benefits

• STIP Eligible
• Medical, dental, and vision health insurance
• Profit Sharing Program
• 401K Retirement Plan up to 6% Employer Match
• Employee Assistance Program
• Long-term disability and Life/AD & D Insurance
• Generous Employee Discount
• Tuition Reimbursement
• On-Demand Pay
• Holidays and paid time off

About Wilco
Dating back to the early 1930s, Wilco, a growing retailer, has stood the test of time by maintaining focus on our values and never losing our passion for customer service. Wilco is progressive and unlike the standard “farm store”. With a variety of departments, including Garden, Pet and Animal Supply, Hardware, Paint, Clothing, and Pet Grooming, partnered with personalized service, our customers consider Wilco a preferred retail destination. Wilco has been named a Top Workplace in Oregon and SW Washington by The Oregonian for 12 consecutive years. We are dedicated to our team and attribute this distinction to them.

Wilco is an Equal Opportunity Employer. We recognize and encourage the valuable and enriching contributions that people from all backgrounds and experiences bring to our organization. As a values-based cooperative, we believe all individuals should be treated based on merit without prejudice.

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