Brand Activation Manager

Crayola; Easton (Northampton County); Hybrid; USD 90,000 - 120,000; Full time

Benefits offered by this job

Annual Bonus Potential

Company Matched 401k

Comprehensive Healthcare Benefits

Education Assistance Program

Wellness Programs

Job summary

Crayola is hiring a Brand Activation Manager for a hybrid role in Easton, PA. This role drives annual marketing activation strategies, collaborates across activation, platform, shopper, digital, partnerships, and sales teams, and ensures alignment with global priorities.

The ideal candidate has 5+ years in integrated marketing, with Bachelor’s in Marketing and strong shopper/brand experience, and thrives on turning insights into consumer and retailer activations.

Qualifications

• 5+ years of experience in integrated marketing, brand activation, or related roles.
• Bachelor’s degree in Marketing or related discipline; advanced coursework or certifications a plus.
• Shopper marketing and global brand experience strongly preferred.

Responsibilities

• Plan and execute annual marketing activation strategies across priority products, platforms, seasons, and brand initiatives.
• Lead activation plan execution with activation, platform, shopper, digital, partnerships, and sales teams.
• Serve as liaison between platform, activation, sales, and global marketing teams for alignment.
• Translate insights into campaigns and activations; create activation toolkits.
• Craft activation briefs and manage budgets and timelines.
• Share activation plans and results with global teams; perform post-activation analysis.
• Maintain the global marketing scorecard quarterly to inform planning.

Skills

Strategic thinking

Cross-functional collaboration

Strong communication

ROI / results focus

Project leadership

Education

Bachelor's degree in Marketing

Job description

Crayola has inspired children to express their creativity since 1903. Crayolians take pride in fulfilling our mission of helping parents and educators raise creatively alive children around the world. Join our team and be part of an iconic brand that develops quality art products and experiences that are loved by families and preferred by teachers. Our company culture is mission focused, and encourages fun, collaboration, transparency, and helping others. Crayola believes our workforce benefits from a broad spectrum of diverse ideas and perspectives which enables us to understand our consumers better.

Brand Activation Manager, Hybrid, Easton PA

GENERAL SUMMARY:

Creative, strategic, and highly collaborative to bring our brand to life in meaningful, engaging ways. This role will be instrumental in planning and executing annual marketing activation strategies that drive awareness, engagement, consideration, and conversion across key product, platform, seasonal, and brand priorities.

An experienced marketer who thrives at the intersection of strategy and execution, brings a global mindset, and excels in cross‑functional collaboration. You are energized by turning insights into action and passionate about delivering best‑in‑class consumer and shopper experiences.

PRINCIPAL DUTIES & RESPONSIBILITIES:

Marketing Activation Planning & Execution:

• Support the planning and development of annual marketing activation strategies that drive awareness, engagement, consideration, and conversion for priority products, platforms, seasons, and brand initiatives.
• Lead the execution and implementation of activation plans, partnering closely with activation, platform, shopper, digital, partnerships, and sales teams to achieve annual commercial objectives.
• Serve as a key liaison between platform, activation, sales, and global marketing teams to ensure connectivity, collaboration, efficiency, and alignment with marketing priorities and goals.
• Translate product, audience, and marketplace insights into actionable, relevant, and demand‑driving campaigns and activations.
• Create and manage activation toolkits that align marketing with sales, global teams, and agency partners.
• Craft and share clear, compelling activation briefs with platform, agency, global, and activation partners.
• Execute activation plans within approved budgets and timelines, ensuring strong alignment with overall business priorities.
• Partner with global marketing leads to share activation plans, assets, results, and best practices, driving consistency and scale where appropriate.
• Own post‑activation analysis, highlighting successes, marketplace impact, best practices, and opportunities for improvement.
• Maintain and update the global marketing scorecard on a quarterly basis to track performance and inform future planning.

In partnership with the Manager, Shopper Marketing

• Plan and activate retail marketing programs across Grocery, Craft, Education, Office, and Value channels to drive demand for priority products.
• Provide activation strategy, assets, and support to retail partners, ensuring alignment with national and enterprise‑wide programs.
• Serve as a liaison between sales teams and activation partners to enable fast, collaborative execution and marketplace synergy.
• Deliver post‑program analysis to assess effectiveness, efficiency, and ROI, and inform continuous improvement.

JOB SPECIFICATIONS:

• 5+ years of experience in integrated marketing, brand activation, or related roles.
• Bachelor’s degree in Marketing or a related discipline; advanced coursework or certifications a plus.
• Shopper marketing and global brand experience strongly preferred.

Capabilities & Mindset

• Strategic Mindset: Ability to translate brand vision and commercial goals into clear, actionable activation strategies.
• Collaboration & Influence: Proven ability to partner cross‑functionally and align execution with national and global priorities.
• Exceptional Communication: Clear, confident communicator across functions, seniority levels, regions, and cultures—written, verbal, and visual.
• Results‑Driven Approach: Strong focus on commercial performance, ROI, and continuous improvement.
• Agility & Adaptability: Thrives in a fast‑paced, matrixed environment with shifting priorities.
• Project & Campaign Leadership: Demonstrated success leading complex, multi‑stakeholder initiatives from planning through execution.
• Attention to Detail: Ensures flawless execution across consumer, marketplace, and retail activations.
• Customer‑Centric Mindset: Passion for creating best‑in‑class experiences at every touchpoint.

Ownership & Accountability: Takes full ownership of initiatives and consistently delivers results.

PHYSICAL CONDITIONS:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is frequently required to sit, talk and hear. The employee is occasionally required to walk; use hands and fingers to operate, handle, or feel objects, tools, or controls; and reach with hands and arms. The employee must occasionally lift and/or move up to twenty-five pounds. Specific vision abilities required by this job include close vision and the ability to adjust focus.

DISCLAIMER: The preceding job description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of employees assigned to this job.

We recognize that candidates may use AI tools to assist with formatting, proofreading, and organizing application materials. However, all materials submitted must accurately reflect your qualifications and experience. Candidates are expected to generate their own substantive responses to application questions/prompts, interview questions, and other assessments without the use of generative AI tools or other external assistance unless they have received permission from the company.

WHY CRAYOLA?

• Kid Inspired Culture
• Free Admission to Crayola Experience for Employees
• Community Volunteerism Opportunities
• Annual Bonus Potential for all Full-Time Employees
• Company Matched 401k & Employee Value Sharing Plan
• Comprehensive Healthcare Benefits for Eligible Employees
• Education Assistance Program
• Wellness Programs
• Employee Resource Groups
• Generous Product Discounts Onsite & Online
• Company Sponsored Employee Events
• Discounts on a wide variety of products and services – automotive, electronics, fitness, travel and entertainment

Crayola is committed to providing competitive market compensation. Our pay ranges are established using reliable market data and consider factors such as job responsibilities, industry benchmarks, and geographic location.

Individual starting pay is determined by a candidate’s skills, experience and qualifications. This role is eligible to participate in an annual incentive plan as per plan guidelines. For a full list of Crayola benefits, please visit https://www.crayola.com/company/employee-benefits .

Equal Opportunity Employer

This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.