Brand Marketing Manager

Backline; United States; Remote; USD 90,000 - 130,000; Full time

Job summary

Backline is seeking a Brand Marketing Manager to evolve the brand across all channels, drive awareness, and strengthen market positioning. You will translate the company vision into compelling campaigns that drive measurable growth and report to the Executive Director, coordinating cross-channel activation that links to clear business KPIs.

The role blends strategic direction with hands-on execution, guiding audiences across social, email, website, events, partnerships, and PR while ensuring

Qualifications

• Experience in Brand Marketing role, preferably in Music or Non-Profit space.
• Experience with campaign planning and creative direction.
• Strong storytelling and messaging skills.
• Experience in cross-functional leadership.

Responsibilities

• Own the long-term brand vision and short-term strategic roadmap.
• Translate objectives into brand marketing goals (awareness, engagement, partnerships).
• Develop a comprehensive 360° brand plan aligned with priorities.
• Identify target audiences and ensure messaging resonates across segments.
• Maintain brand guidelines and ensure adherence across touchpoints.
• Lead end-to-end development of integrated marketing campaigns.

Skills

Brand marketing

Campaign planning

Storytelling

Cross-functional leadership

Job description

Role Overview:

The Brand Marketing Manager is responsible for evolving the Backline brand across all channels and touchpoints. This role ensures brand consistency, drives awareness and affinity, strengthens market positioning, and translates the company’s vision into compelling campaigns that drive measurable growth.

This is both a strategic and executional role in direct report to the Executive Director – setting direction while leading cross-channel activation that ladders back to clear business goals and KPIs.

Core Responsibilities:

• Brand Strategy & Positioning: Own the long-term brand vision and short-term strategic roadmap.
• Translate company-level objectives into brand marketing goals (awareness, engagement, industry and artist integration etc.)
• Develop a comprehensive 360° brand plan aligned with annual priorities.
• Identify target audiences and ensure messaging resonates across key segments.
• Maintain brand guidelines and ensure adherence across all touchpoints.
• Campaign Development & Execution: Lead the end-to-end development of integrated marketing campaigns.
• Help define campaign objectives, target audiences, messaging, and KPIs.
• Working cross-functionally to develop integrated campaign plans across:
• Social
• Email
• Website
• Events
• Partnerships
• Industry / Artist
• Publicity / PR
• Oversee timelines, budgets, and performance tracking.
• Ensure all campaigns ladder back to defined business goals.
• Content & Storytelling: Own the narrative of the brand across platforms.
• Help define / redefine the brand voice and tone
• Lead editorial direction and content planning with support from social coordinator.
• Establish content calendars and ensure cohesive execution.
• Guide development of high-impact assets including:
• Website Copy
• Email Copy
• Social Content
• Video Scripts
• Decks & Case Studies
• Develop storytelling themes that elevate Backline beyond tactical marketing.
• Cross-Functional Collaboration: Act as the brand steward across the organization.
• Events:
• Collaborate on event strategy and positioning.
• Develop campaign support plans for key events.
• Ensure consistent brand presence pre, during and post.
• Partnerships:
• Identify strategic brand-building partnership opportunities.
• Ensure alignment in messaging and brand integrity.
• Publicity / PR:
• Align announcements with broader brand objectives.
• Support press strategy with clear brand messaging.
• Ensure all media opportunities reinforce positioning.
• Strategic Impact
• Proactively shape how Backline is perceived in the market.
• Serves as the connective tissue between vision and execution.
• Ensure that every campaign contributes to long-term brand goals, not just short-term tactics.

Key Competencies

• Experience in Brand Marketing role, preferably in either Music or Non-Profit space.
• Experience with campaign planning and creative direction.
• Strong storytelling and messaging skills.
• Experience in cross-functional leadership