Senior Brand Manager

Job Description Position Title Senior Brand Manager, Marketing Job Location Palm Beach Gardens, FL (On-Site) Reports To Vice President of Marketing / Marketing Director Role Overview The Senior Brand Manager of Marketing will drive strategic brand positioning, cross-channel campaigns, and growth initiatives across North America. In this high-impact role, you will be responsible for standardizing brand identity, managing full-funnel national advertising campaigns (TV, digital, linear, print), and empowering our franchisee network with field marketing toolkits and advertising co-ops. The ideal candidate bridges data-driven performance marketing with brand storytelling, balancing long-term brand equity with short-term, foot-traffic-driving performance. Key Responsibilities 1. Brand Strategy & Positioning Long-Term Roadmap: Lead the multi-year brand strategy, reinforcing Midas's position as a modern, transparent, and proactive auto care leader. Brand Standards: Oversee brand guidelines, tone of voice, visual identity, and messaging hierarchy across all consumer touchpoints (in-shop experience, digital channels, local store marketing, and traditional media). Consumer Insights: Conduct quantitative and qualitative consumer research to track brand health, customer sentiment, competitive dynamics, and ROI across marketing channels. 2. Campaign Management & Integrated Marketing National Campaigns: Concept, launch, and optimize integrated national campaigns including creative development, media buying support, and agency management. Omni-Channel Execution: Partner with Performance Marketing, Digital, and Local Store Marketing teams to build cohesive acquisition and retention programs across search, social, CRM, video, linear TV, and direct mail. Core Service Marketing: Oversee marketing collateral creation supporting core services (brakes, tires, oil changes) and key product guarantees (e.g., Golden Guarantee). 3. Franchisee & Field Marketing Integration Franchise Support: Serve as the primary brand advocate for Midas franchisees and regional advertising co-ops. Local Toolkits: Develop customizable Local Store Marketing (LSM) toolkits, promotion calendars, and point-of-sale (POS) materials. Stakeholder Presentation: Present brand strategies, creative concepts, and campaign results at franchise advisory councils and regional franchisee meetings. 4. Product, Service & CX Innovation CX Enhancements: Collaborate with Operations and Product teams to brand and launch store-level customer experience enhancements (e.g., digital vehicle checks, online scheduling features). Purpose-Driven Marketing: Champion community engagement initiatives, including national integration with Project Spark. 5. Budget & Performance Management Budget Oversight: Manage the brand marketing budget, ensuring optimal resource allocation and positive ROI across campaigns. Performance Tracking: Establish KPIs and deliver monthly/quarterly marketing performance reports to senior leadership. Qualifications Education & Experience Degree: Bachelor's Degree in Marketing, Business Administration, Communications, or related field (MBA preferred). Experience: 6–8+ years of progressive brand management experience, ideally within consumer services, retail, automotive aftermarket, QSR, or franchised business models. Track Record: Proven success leading multi-channel integrated campaigns that drive measurable foot traffic and sales growth. Agency Management: Extensive experience managing external creative, media, and PR agencies. Technical & Strategic Skills Franchise Knowledge: Deep understanding of working within a multi-unit or franchised network, including co-op media funding structures. Data Fluency: Expertise using data analytics tools (Google Analytics, Tableau, consumer research platforms) to translate consumer insights into strategic action. Full-Funnel Mastery: Strong grasp of both upper-funnel brand building (TV, OTT, PR) and lower-funnel acquisition strategies (local SEO, performance digital, CRM). Soft Skills Executive Communication: Strong storytelling skills with the ability to influence cross-functional executives and franchise owners alike. Agility: High adaptability and problem-solving skills in a rapidly evolving, retail-focused industry. Project Management: Exceptional budget management and cross-functional leadership skills. Key Performance Indicators (KPIs) Brand Health: Unprompted/Prompted Brand Awareness, Brand Equity Scores, Net Promoter Score (NPS) / Customer Review Ratings. Business Growth: Store Foot Traffic/Customer Count, Same-Store Sales Growth, ROI on Co-op and National Media Spend. Franchise Engagement: Franchisee participation rates in national promotions and local marketing toolkits. Benefits Competitive compensation and bonus 401k plan with a company match. Comprehensive benefits including medical, dental and vision Company paid life insurance And more! Why Join Midas? At Midas, we’re more than just a car care brand, we’re a community of entrepreneurs, innovators, and customer champions. Join us in shaping the future of automotive service through smart growth and strategic real estate leadership.