Senior Brand Manager

Job Description

Ready to apply Before you do, make sure to read all the details pertaining to this job in the description below.

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
2. Long-Term Roadmap: Lead the multi-year brand strategy, reinforcing Midas's position as a modern, transparent, and proactive auto care leader.
3. 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).
4. Consumer Insights: Conduct quantitative and qualitative consumer research to track brand health, customer sentiment, competitive dynamics, and ROI across marketing channels.

1. Campaign Management & Integrated Marketing
2. National Campaigns: Concept, launch, and optimize integrated national campaigns including creative development, media buying support, and agency management.
3. 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.
4. Core Service Marketing: Oversee marketing collateral creation supporting core services (brakes, tires, oil changes) and key product guarantees (e.g., Golden Guarantee).

1. Franchisee & Field Marketing Integration
2. Franchise Support: Serve as the primary brand advocate for Midas franchisees and regional advertising co-ops.
3. Local Toolkits: Develop customizable Local Store Marketing (LSM) toolkits, promotion calendars, and point-of-sale (POS) materials.
4. Stakeholder Presentation: Present brand strategies, creative concepts, and campaign results at franchise advisory councils and regional franchisee meetings.

1. Product, Service & CX Innovation
2. 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).
3. Purpose-Driven Marketing: Champion community engagement initiatives, including national integration with Project Spark.

1. Budget & Performance Management
2. Budget Oversight: Manage the brand marketing budget, ensuring optimal resource allocation and positive ROI across campaigns.
3. 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. xhyhwjd Join us in shaping the future of automotive service through smart growth and strategic real estate leadership.