National Brand Strategy Lead

Empower Brands GmbH; Richmond (VA); On-site; USD 110,000 - 170,000; Full time

Job summary

Empower Brands seeks a Brand Marketing Strategy Manager to own the national marketing strategy across franchise brands. You will partner with Brand Presidents to translate business objectives into integrated marketing campaigns, playbooks, and scalable tools that drive long-term growth and franchisee success.

You will collaborate with Digital Marketing, Creative, MaaS, and other shared functions to set brand positioning, messaging, and standards, ensuring execution across local markets and

Qualifications

• 7–10 years of progressive marketing experience, preferably within a franchise, multi-brand, or multi-location business.
• Experience developing brand strategy, annual marketing plans, and integrated multi-channel campaigns across matrixed organizations.
• Experience partnering with executive leadership to develop strategic marketing initiatives.
• Demonstrated success managing multiple brands, product lines, or business units.
• Strong understanding of consumer insights, digital marketing, marketing analytics, and brand positioning.
• Bachelor's degree in Marketing, Business, Communications, or related field required.
• MBA or advanced marketing certifications preferred.

Responsibilities

• Develop and own the annual marketing strategy for assigned brands or brand groups.
• Partner with Brand Presidents to establish strategic marketing priorities aligned with business objectives.
• Define and evolve brand positioning, messaging, and value propositions.
• Lead annual and quarterly marketing planning processes.
• Identify growth opportunities through customer insights, competitive intelligence, market segmentations, and industry analysis.
• Prioritize marketing investments to maximize long-term brand growth.
• Develop national marketing campaigns that support customer acquisition, brand awareness, and franchise growth.
• Establish campaign objectives, messaging, target audiences, and success metrics.
• Partner with Creative, Digital Marketing, and MaaS teams to develop integrated campaign strategies.
• Ensure campaigns align with brand positioning and overall marketing objectives.
• Evaluate campaign performance and recommend strategic improvements.
• Lead post-campaign strategic reviews and incorporate learnings into future campaigns, playbooks, and annual marketing strategies.
• Develop and maintain marketing playbooks, frameworks, standards, toolkits, and implementation guides.
• Develop strategic messaging frameworks, campaign narratives, value propositions, and marketing briefs.
• Develop and maintain the strategic marketing standards, playbooks, and launch resources for onboarding new franchisees.
• Partner with shared marketing functions to ensure consistency across channels, campaigns, and customer experiences.
• Develop strategic recommendations for NAf investment priorities, budget allocation, campaign objectives, and performance measurement.
• Analyze consumer behavior, market trends, franchisee feedback, and competitive activity.
• Monitor brand performance and marketing effectiveness using key performance metrics.
• Translate marketing data into actionable recommendations that improve brand growth and customer engagement.
• Recommend strategic adjustments based on campaign performance and market conditions.
• Partner with Brand Presidents to align marketing strategy with business priorities.
• Lead cross-functional marketing initiatives across Digital Marketing, Creative, MaaS, Operations, and other shared services.
• Provide strategic direction to Brand Marketing Managers through playbooks, campaign strategies, and standards.
• Support alignment between national marketing initiatives and local market execution.
• Identify opportunities to improve marketing systems and scalability.
• Identify, evaluate, and champion emerging technologies and marketing innovations.

Skills

Strategic marketing

Executive influencing

Analytical skills

Cross-functional leadership

Campaign optimization

Education

Bachelor's in Marketing/Business/Communications

MBA or advanced marketing certifications

Tools

CRM platforms

Marketing analytics tools

Microsoft Office

Job description

Empower Brands seeks a Brand Marketing Strategy Manager to own the national marketing strategy across franchise brands. You will partner with Brand Presidents to translate business objectives into integrated marketing campaigns, playbooks, and scalable tools that drive long-term growth and franchisee success.

You will collaborate with Digital Marketing, Creative, MaaS, and other shared functions to set brand positioning, messaging, and standards, ensuring execution across local markets and