Associate Manager, Brand Marketing

Gap Inc.; United States; Remote; USD 70,000 - 105,000; Full time

Job summary

A leading company in retail seeks an Associate Manager of Brand Marketing to elevate the customer experience through integrated marketing strategies. This role involves collaborating with various teams to plan, execute, and report on marketing initiatives that resonate with key customer segments, leveraging audience insights for effective messaging.

Qualifications

• Experience in Brand Building and Consumer Insights.
• Ability to drive alignment between channels and creatives.
• Strong attention to detail and customer-focused.

Responsibilities

• Ownership of seasonal requests and promotions.
• Collaborate with teams to create seasonal messaging.
• Leverage audience data to enhance brand experience.

Skills

Brand Building

Consumer Insights

Analytics

Collaboration

Attention to Detail

Job description

About the Role

The Associate Manager of Brand Marketing is a collaborative team member dedicated to supporting our Integrated Marketing team. This role focuses on providing essential support in the planning, execution, and reporting of integrated marketing plans and journey mapping strategies tailored to key customer segments. You will work closely with various team members, leveraging audience data, insights, and channel-specific nuances to ensure clear and consistent messaging across all marketing touchpoints. Your collaborative efforts will enhance our brand experience both online and in-store.

You are a customer obsessed, dynamic brand builder who understands how marketing/media channels, audience, product, and brand experience come together for impactful customer experiences with our brand.

What You'll Do

1. Ownership of seasonal requests: Partner with site merch and/or retail team to ensure seasonal refreshes are made when needed.
2. Ownership of tentpole promos: Own promos that are not connected to specific product hooks (like F&F, Gap Cash, Seasonal Sales, and Peak) end to end.
3. Support Integrated Marketing Team: Collaborate with the Director and four other managers to create compelling seasonal messaging across all marketing touchpoints.
4. Planning and Execution: Focus on the details of planning and execution across all channels and platforms, as you work with Brand Managers to establish integrated marketing plans and journey mapping approaches.
5. Data-Driven Insights: Leverage audience data from media partners, insights, competitive, and customer data from strategy partners to inform marketing plans and journey maps.
6. Customer Journey: Ensure clarity and consistency of messaging, identifying pain points and successes to enhance marketing content execution and overall brand experience.
7. Seasonal Briefs and Content Frameworks: Kick off the creation of seasonal documents, briefs, creative brief templates, and content planning frameworks.
8. Owner of tools & documents: Ensure all documents and tools are up to date across all seasonal stories, including but not limited to the annual omni calendar, content planning frameworks, GTM, briefs, Airtable OCPs, hindsights, etc.
9. Identify opportunities for better ways of working: Identify cracks in the foundation and partner with Operations to improve processes and tools.
10. Point of Contact: Act as the team POC, ensuring cross-functional partners have all seasonal documentation.
11. Customer Data Integration: Partner with media shared services and customer strategy leads to combine customer data and insights to inform customer journey mapping.
12. Readiness Meetings: Partner with the Director to contribute to readiness documents for SLT, ensuring content and channel plans are thorough and relevant for seasons without a brand campaign (summer & holiday).
13. Experimentation and Responsiveness: Drive ideas for creative experimentation and quick responses to current events by leveraging consumer data to drive cultural relevancy and brand engagement.
14. Lead Hindsight to gain Best Practices and Recommendations: Collaborate with brand managers and channels to report on seasonal hindsight that will inform future strategies.

Who You Are

• Have experience in Brand Building, Consumer Insights/Data, analytics a plus
• Understand how marketing/media channels, audience, product, and brand experience come together to deliver impactful marketing
• Able to drive alignment between channels, creative, and non-marketing partners like Merch and Design
• Obsessed with product & storytelling
• Obsessed with the customer and their journey
• High level attention to detail