cumberlandfarmsinc is hiring: Director of Brand Management in Westborough

Are you curious about solving complex business challenges for a leading convenience retailer?  Do you have a passion for cross functional collaboration?  Then you may be the perfect addition to our team! 

EG America is one of the fastest-growing convenience store retailers in the United States, committed to becoming America’s #1 ‘one-stop’ destination. The business has an established pedigree of delivering excellent fuel, grocery and merchandise, and food service. Headquartered in Westborough, Massachusetts, our Company has grown to over 1,500+ locations across the United States employing over 18,000 team members.  You can find us operating under the following store banners: Certified Oil, Cumberland Farms, Fastrac, Kwik Shop, Loaf N Jug, Minit Mart, Sprint Food Stores, Tom Thumb, Turkey Hill, and Quik Stop. Our headquarters in Westborough, MA is home to our Store Support Center, Company Warehouse, and Culinary Center.

What We Offer:

• Competitive Wages
• Work today, get paid tomorrow through our earned wage access program*
• Paid Time Off
• Medical/Health/Dental Coverage
• 401K with Company Match
• Team Member Discounts
• Tuition Reimbursement
• Employee Assistance Program
• Health Savings Account
• Company Spirit Days
• Employee recognition and awards
• And much more!

Position Summary:

The Brand Director plays a pivotal role in shaping and executing the overall brand strategy of the company. This leadership position requires a dynamic and strategic thinker with a deep understanding of branding, marketing, and consumer behavior. The Brand Director is responsible for driving brand growth, enhancing brand equity, and ensuring brand consistency across all touchpoints. This role requires an energetic and strategic leader who can inspire and lead cross-functional teams to deliver on the brand's promise and objectives.   The successful candidate will be a visionary leader who can blend technology and marketing to deliver exceptional results.  This role will set an extremely high bar for the Cumberland Farms brand with aspirations to become best in class within the C-store industry.  The successful candidate will oversee the development, training and career growth of all brand management teams and programs. From a development perspective, the Brand Director will be responsible for the coaching and development of direct reports to achieve and execute all goals and company strategies and develop a talent pipeline of qualified entrepreneurial individuals.  

Responsibilities:

1.       Develop and execute a comprehensive brand strategy for Cumberland Farms that aligns with the company's overall goals and objectives.

2.       Define and refine the brand's unique value proposition, ensuring it resonates with the target audience and distinguishes the brand from competitors.

3.       Oversee the development and maintenance of the brand's visual and verbal identity, including logos, color schemes, messaging, and tone of voice.

4.       Lead the creation of integrated marketing campaigns that effectively communicate the brand's message and drive brand awareness and engagement.

5.       Monitor and manage brand equity, tracking brand health metrics and implementing strategies to enhance brand perception and loyalty.

6.       Build and manage a high-performing brand team, providing guidance, mentorship, and clear direction to achieve brand objectives.

7.       Collaborate closely with other departments such as product development, sales, and customer service to ensure alignment with the brand strategy.

8.       Conduct market research to stay updated on industry trends, consumer preferences, and competitive landscape, using insights to inform brand decisions.

9.       Develop and manage the brand budget, allocating resources effectively to achieve brand goals.

10.    Establish and track key performance indicators (KPIs) to measure the success of branding initiatives and make data-driven decisions.

11.    Ensure that the strategic business plans for the brand department are aligned with the overall corporate strategic plan and that all goals are communicated, executed, and measured with precision.

12.    Continuously evaluate and optimize brand programs, marketing campaigns, programs, and partnerships to exceed sales, profit, volume, user growth, engagement, and all ROIs.

13.    Communicate brand programs seamlessly across all key support departments driving followership and optimism across the enterprise.

14.    Partner closely with our key vendors to drive a high level of collaboration and investment in new brand initiatives and programs.

15.    Be actively involved with industry associations to effect industry and legislative changes that are favorable to the company. 

16.    Analyze programs that have been put in place to ensure that they are successful in reaching company sales, operating profit, and Return on Investment (ROI) goals.

17.    Ensure constant consumer and trade research to develop products that are in-line with current trends. 

18.    Coach and develop the brand management team to ensure a pool of promotable and talented associates.

19.    Partner with HR training and development for training materials for all brand management programs.

20.    Partner with the Communications and PR teams to develop advertising and launch campaigns.

21.    Supervise and coach direct reports in the performance of their duties; complete performance reviews and provide continuous feedback and development to direct reports.

Working Relationships:

Collaborate closely with marketing, advertising, PR, communications, merchandising, FP&A, fuel, store operations, and other support divisions to execute brand strategies at a high level.

Minimum Education:

Bachelor’s degree required with a focus on advertising, brand management, brand marketing, or related field.

Preferred Education:

Master’s degree preferred with a focus advertising, brand management, brand marketing, or related field.

Minimum Experience:

10+ years of experience in brand management, advertising, brand marketing, or related fields.

Preferred Experience:

10+ years of experience in building, marketing, and advertising campaigns for brands at scale.

Licenses/Certifications:

Soft Skills:

• Proven success leading change in large organizations.
• Excels at leading large organizations with a diverse talent pool.
• Robust written, oral, presentation, and communication skills. 
• Excels in executive presentations to Executive Leadership and Board of Directors.
• Creative thinker with a keen eye for design and branding aesthetics.
• Demonstrated ability to work in a fast-paced, dynamic environment and adapt to changing priorities.
• Proficiency in brand management software and marketing tools.
• A passion for brand-building and a deep understanding of consumer behavior.
• Exceptional project management skills and the ability to meet deadlines and deliver results
• Expert in Microsoft Office

Travel: Ability to travel independently 30%.  Must have clean driving record.   

Hours & Conditions: ​Monday – Friday 8-hour day in office setting, with a performance-based flex day each week.

Physical Requirements: Ability to maneuver and regularly lift and or move up to 10 pounds.

At EG America, it’s important that our employees reflect the world we live in and the communities we serve. We celebrate our differences, so your unique background and skillset could bring a wonderful new perspective to our team. If you have a passion for delivering exceptional results, thrive in a fast-paced corporate environment, and bring experience in business management or related areas, we'd love to meet you - even if you don't meet every single requirement.