Job Information
Michaels Sr Brand Marketing Specialist in United States
Support Center - Irving
The Sr Brand Marketing Specialist is responsible for ensuring the successful execution of omni-channel marketing programs that support the brand strategy for select categories and customer cohorts, ultimately driving awareness, consideration, and conversion. This Team Member will report to the Manager, Brand Marketing, and will work closely with cross-functional partners in Merchandising, Analytics & Insights, CRM, Paid Media, and Store Operations, as well as with Vendor partners, to ensure timely program success.
The ideal candidate will be an experienced and strategic thinker with a passion for brand marketing and a deep understanding of consumer behavior. They will also possess advanced project management and data-driven problem-solving skills, with experience developing trend-right and relevant marketing content, and a proven ability to analyze data and distill meaningful insights and actionable steps from the learnings.
Major Activities
Strategic Agility:
Maintain brand positioning and standards across all assets and integrations.
Create engaging content to drive brand awareness and engagement.
Develop and execute strategic creative and messaging briefs for select brand programs – helping to define brand objective, program objectives, assignments, and key metrics.
Collaborate with cross-functional teams to ensure brand consistency across all channels and provide strategic direction for program representation in store signage, TV, radio, video, paid and organic social content, owned channels, site, app, and more.
Research competition and new initiatives in the arts & crafts industry and best practices in the retail space and make recommendations to ensure Michaels remains competitive.
Tactical Execution:
Partner with Merchandising to identify and compile big buys, seasonal trends, newness, innovation and key product attributes.
Partner with Analytics & Insights team to gather key consumer insights to inform future marketing decisions; create test and learn and data-gathering strategies.
Monitor marketing channel owners, vendor partners, and others whose work is critical to campaign success to ensure expected deliverables are on track.
Edit assets and recommend creative revisions.
Compile project inspiration, track project SKUs, and edit project instructions.
Identify products for use in programs, projects and imagery. Be responsible for timely delivery of the product to the correct partners.
Initiate meetings with key partners and vendors as needed.
Maintain and disseminate brand-level messaging calendar.
Generate content for and implement email messaging for categories and stories.
Responsible for gathering and analyzing campaign results and performance metrics.
Prepare presentations designed to inform or update partners about programs, plans, creative, campaign results, insights, future work, and opportunities.
Other:
Lead or assist in leading stretch assignments as needed.
Provide guidance in the development and execution of other marketing tactics including: classes, events, contests and sweepstakes, giveaways, Michaels loyalty program integrations, partnerships and sponsorships.
Assist and occasionally lead in the planning and execution of external events and activations to promote the brand.
Other duties as assigned
Minimum Education
- Bachelor’s degree or equivalent experience
Minimum Special Certifications or technical skills
Proficiency in Microsoft Office and Teams
Excellent written and verbal communication skills
Minimum Type of experience the job requires
5+ years of marketing experience, preferably in the retail industry
Brand marketing or agency account experience a plus
Strong project management skills and ability to prioritize tasks in a fast-paced environment
Preferred Education
- Bachelor’s degree in Marketing, Communications, or a related field
Preferred Type of experience the job requires
Prior retail marketing experience or agency background preferred
Experience in creative production and managing partnerships/experiences is a plus
Applicants in the U.S. must satisfy federal, state, and local legal requirements of the job.
At The Michaels Companies Inc, our purpose is to fuel the joy of creativity . As the leading creative destination in North America, we operate over 1,300 stores in 49 states and Canada and online at Michaels.com (http://www.michaels.com./) and Michaels.ca . The Michaels Companies, Inc. also owns Artistree, a manufacturer of custom and specialty framing merchandise, and MakerPlace by Michaels (https://www.michaels.com/makerplace) , a dedicated handmade goods marketplace. Founded in 1973 and headquartered in Irving, Texas, Michaels is the best place for all things creative. For more information, please visit www.michaels.com
At Michaels, we prioritize the wellbeing of our teams by providing robust benefits for both full-time and part-time Team Members. Our benefits include health insurance (medical, dental, and vision), paid time off, tuition assistance, generous employee discounts, and much more. For more information, visit mikbenefits.com .
Michaels is an Equal Opportunity Employer. We are here for all Team Members and all Makers to create, innovate and be better together.
Michaels is committed to the full inclusion of all qualified individuals. In keeping with this commitment, Michaels will assure that people with disabilities are provided reasonable accommodations. Accordingly, if a reasonable accommodation is required to fully participate in the job application or interview process, to perform the essential functions of the job, and/or to receive all other benefits and privileges of employment, please contact Customer Care at 1-800-642-4235 (1800-MICHAEL).
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