Job Description

Support Center - Irving

The Manager - Brand Marketing is responsible for the development, execution, and optimization of Michaels’ marketing plans, including leading a multi-disciplinary team to create, execute and continuously optimize programs at the brand, sub-brand, and service level. They will leverage data, insights, and business understanding to brief and execute compelling campaigns that deliver against performance measures, including revenue, traffic, and brand equity growth. This Team Member will report to the Director, Brand Marketing and work closely with partners in Merchandising, Pricing, eCommerce, Analytics & Insights, CRM, Media, and Store Operation to ensure timely program success.

The optimal candidate will have a demonstrated ability to distill insights from consumer and market data and combine that with clear business understanding and brand strategy to create clear marketing strategies. They will then lead a multi-functional team, including internal and external channel owners and creative partners, to execute those strategies effectively. This candidate will have robust experience briefing, managing, and evaluating omni-channel marketing campaigns, excellent project management and problem-solving skills, and an inclusive, positive leadership style. They will also have a proven ability to lead brand-building campaigns that span digital channels, including OLV, paid social, display, email, and site/app.

Team Members who succeed in this role are:
• Strategic and critical thinkers who are able to integrate data points from a wide variety of sources to distill insights and then leverage this learning to develop marketing strategies and campaigns that build brand equity and deliver sales and traffic results.
• Leaders who can articulate a clear and compelling vision and inspire, influence, support, and enable others to help them bring it to life.
• Great with personal time management; comfortable juggling multiple projects and timelines at once and able to prioritize work to ensure deadlines are met.
• Good collaborators and communicators with strong written, oral, and visual presentation skills.
• “Big picture” thinkers with the ability to manage tactical, detailed work.
• Team players who are equally comfortable working in groups or independently.

Major Activities

• Create and execute key components of the annual marketing plan, taking end-to-end ownership for the success of your initiatives.
• Develop strong, collaborative relationships with key business partners to build a deep understanding of the Michaels business, products, promotions, sales cadence, and consumer targets for the parent brand, assigned sub-brands, programs, or consumer cohorts.
• Use data-driven insights and market trends to inform and influence brand and program development, positioning, and go-to-market strategies in stores and online. 
• Establish differentiated marketing positioning and create comprehensive marketing channel communication plans with clear KPIs to measure campaign and tactic success. Leverage insights and data to continuously optimize strategies and plans in service of achieving KPIs.
• Write and deliver clear, concise strategic creative and messaging briefs supporting business needs.
• Oversee ongoing campaign and tactic development. Responsibilities will include but are not limited to maintaining brand standards; proofing materials with actionable, clear feedback; maintaining an understanding of creative best practices across media to guide the development of successful creative, particularly with a mobile-first mindset in social platforms.
• Act as a marketing “champion” for the parent brand and assigned sub-brands, programs, and consumer cohorts. Ensure that creative team members/agencies, marketing channel owners, and other functional partners are consistently well-informed about messaging strategies, consumer insights and behaviors, and campaign performance wins/losses to drive continuous campaign innovation.
• Work with Consumer Insights and Data Analytics to develop tests and performance tracking and analyze data to identify actionable trends and opportunities to inform measurable test and learn plans, iterative creative campaign work, and future campaign and messaging strategies.
• Work with channel partners, agencies, and others to develop weekly, monthly, quarterly, and annual reporting as needed for assigned programs, sub-brands, and/or consumer cohorts.
• Create comprehensive recaps and forums to share learnings and actionable directions with key partners on a monthly or quarterly basis as needed.
• Oversee one or more direct reports, guiding and monitoring team member workload.
• Meet individually with team members for weekly touch base to check in on work progress and assist in prioritization of assignments.
• Stay attuned to team member needs and proactively address areas of success or concern by offering real-time coaching to encourage strong team member performance and assist in their ongoing development.
• Support Director, Brand Marketing with maintaining strong agency of record relationship, fully owning the briefing and creative content development for assigned campaigns/sub-brands/programs. Assist with informational and product needs for developing creative campaigns, TV or digital/social content shoots, or other.
• Assist with the creation of cross-category marketing plans and presentations.
• Collaborate with other team leaders to develop team learning agendas and create opportunities for team member recognition and fun.

Other duties as assigned

Minimum Knowledge/Skills/Abilities

Minimum Education

• Bachelor’s Degree
• Advertising, Marketing or Business Related

Minimum Special Certifications or Technical Skills

• Solid MS Office skills including PowerPoint, word & Excel

Minimum Type of Experience the Job Requires

• 7+ years of marketing experience, preferably in retail, CPG, or QSR

Preferred Education

• MBA in Marketing or related field

Preferred Type of Experience the Job Requires

• 10+ years of experience; retail program management a plus

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Applicants in the U.S. must satisfy federal, state, and local legal requirements of the job.

For 50 years, Michaels has been the best place for all things creative. We strive to inspire our customers, cultivate confident leaders, and serve our communities by fostering an inclusive environment for everyone to learn, shop, and create. At Michaels, everyone has a seat at our craft table and every Team Member is encouraged to hone their craft with opportunities for personal and professional growth. From our Stores and Distribution Centers to Artistree and our Support Center, our best-in-class team is committed to delivering on our purpose to fuel the joy of creativity. As the leading creative destination in North America, we operate over 1,290 stores in 49 states and Canada and online at Michaels.com and Michaels.ca. The Michaels Companies, Inc. also owns Artistree, a manufacturer of custom and specialty framing merchandise, and MakerPlace by Michaels, a dedicated handmade goods marketplace.

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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