Marketing Specialist (Brand Manager)

Summary

This position is Non-Appropriated Fund (NAF) and will be assigned to the Air Force Services Center at Port San Antonio, TX.

This is a regular full-time category position with guaranteed 40 hrs. per week. Employees appointed to a regular category position are eligible for benefits.

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Duties

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The purpose of this position is to strengthen the commercial performance, competitive positioning, and enterprise-wide market identity of Air Force Services (AFS) business operations. The incumbent serves as the enterprise Brand Manager, responsible for developing and executing brand strategy that supports the business objectives, revenue generation, customer engagement, and market differentiation of AFS programs-including Golf, Bowling, Outdoor Recreation, Aero Clubs, Food & Beverage, Arts & Crafts, Community Centers, and other NAFI business units. The incumbent applies expert knowledge of commercial marketing, brand equity management, and business operations to ensure the AFS brand is positioned effectively across all programs, channels, and installations.

The incumbent develops and executes the enterprise brand strategy for Air Force Services by applying commercial marketing principles, customer behavior insights, competitive analysis, and business performance objectives across all AFS revenue-generating programs. The position evaluates market dynamics, customer segments, and competitive positioning to inform brand architecture, naming conventions, and strategic brand decisions that influence program profitability and enterprise value. The incumbent develops, maintains, and enforces enterprise brand policy-including visual identity standards, naming conventions, brand architecture, and trademark usage-ensuring alignment with business strategy, customer experience expectations, and Department of the Air Force requirements. The role reviews and approves enterprise and installation-level marketing, advertising, and promotional materials to ensure brand alignment that supports business goals, market positioning, and customer value propositions. The incumbent conducts brand audits across installations, digital channels, and business units to assess brand execution, customer impact, competitive differentiation, and alignment with enterprise marketing strategy, and develops corrective action plans that address both compliance and business performance gaps. The position analyzes brand performance using business metrics such as customer acquisition, retention, revenue impact, market penetration, and program-level return on investment, advising leadership on brand-driven opportunities to improve business outcomes. The incumbent collaborates with the Marketing Activations Branch to integrate brand strategy and commercial marketing best practices into campaign planning, creative development, and enterprise activation execution. The role provides business-oriented brand guidance to installation marketing teams and program managers to ensure brand decisions support local market conditions, customer expectations, and program-specific business objectives. The incumbent oversees enterprise creative assets and contracted creative work to ensure deliverables support brand strategy, customer engagement goals, and business performance requirements. The position develops and delivers training to installation-level marketing personnel and program managers on brand strategy, commercial marketing practices, customer experience alignment, and business-driven brand execution. The incumbent serves as the enterprise subject matter expert on brand governance and brand equity management, advising leadership on brand risks, market opportunities, and enterprise-wide alignment issues affecting business performance. The role develops Statements of Work, evaluation criteria, and contract requirements for brand-related goods and services to ensure alignment with commercial marketing standards and business objectives, and manages brand-related projects, timelines, and budgets as business programs to support enterprise marketing strategy, customer engagement goals, and NAFI business performance. The incumbent monitors brand usage across web, social media, print, signage, and multimedia channels to ensure consistency, protect brand equity, and support customer experience standards across all AFS business units

If interested in applying for this position you may preview the online application:

Requirements

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Conditions of employment

• This position requires the incumbent to complete a background investigation with favorable results.
• This position requires that the incumbent be a U.S. Citizen or a Legal U.S. Resident for a minimum of 3 years.
• This position requires the incumbent to travel by military or commercial aircraft for temporary duty (TDY).

Qualifications

Who May Apply: Open to everyone. Applicants will be categorized by preference(s) and/or priority consideration eligibilities. An applicant's eligibility will be determined based on eligibility claimed in the questionnaire and proof of eligibility MUST be provided with application by the closing date, 06/24/2026

Business Based Action, Outside Applicant Veteran, Spouse/Widow/Parent of Veteran, and Transition Hiring Preference

In order to qualify, you must meet the experience requirements described below. Experience refers to paid and unpaid experience, including volunteer work done through National Service programs (e.g., Peace Corps, AmeriCorps) and other organizations (e.g., professional; philanthropic; religious; spiritual; community; student; social). You will receive credit for all qualifying experience, including volunteer experience. Your resume must clearly describe your relevant experience; if the position allows for qualifying based on education, your transcripts will be required as part of your application.

Qualifying Experience:

Must have a bachelor's degree in marketing, business, communications, or a related field, and at least three years of progressively responsible experience in commercial marketing, brand management, business program management, or enterprise branding; or six years of equivalent experience. Experience with commercial marketing practices, brand strategy, customer segmentation, competitive analysis, and the business operations of revenue-generating enterprises. Experience with applying business and industry principles to brand decisions that influence program performance, customer engagement, and overall enterprise value. Experience with brand equity management, visual identity systems, and enterprise brand governance, as well as interpreting and applying brand standards, trademark requirements, and business-driven marketing practices. Experience translating brand strategy into actionable business guidance for stakeholders at multiple levels through written and verbal communication. The position requires experience with managing multiple business-oriented projects, deadlines, and enterprise initiatives with minimal supervision.

Desired Experience:

Experience advising field-level personnel, integrating brand strategy with business objectives, and supporting performance improvement efforts is preferred.

Knowledge, Skills and Abilities (KSA's):

Your qualifications will be evaluated on the basis of your level of knowledge, skills, abilities and/or competencies in the following areas:

1. Familiarity with Air Force, DoD, or federal branding, trademark, or compliance standards is highly desirable.

**NOTE: Those qualified applicants who meet both the minimum qualification requirement(s) and highly preferred criteria(s) will be considered best qualified for this position and will be referred to the selecting official(s) first for consideration.

All other applicants will be referred as needed and requested by the selecting official(s).

**Reminder to Applicants: Your experience has to be clearly identified in your resume in order to receive consideration. If your resume does not provide enough information regarding your work history for us to make a creditable qualification determination, your application package may be rendered disqualified, and you will no longer be considered for this position.

(Format example: Employer name, position title, beginning and ending dates of employment, with summary of duties, etc.)

Education

Some federal jobs allow you to substitute your education for the required experience in order to qualify. This position does not allow for education substitution.

FOREIGN EDUCATION: Education completed in foreign colleges or universities may be used to meet the requirements. You must show proof the education credentials have been deemed to be at least equivalent to that gained in conventional U.S. education program. It is your responsibility to provide such evidence when applying.

Additional information

• Individual must fully meet qualification/eligibility/background requirements for this position.
• U.S. Citizens and Non-U.S. Nationals who have resided in the U.S. Territory for three (3) or more consecutive years immediately preceding the start of Federal affiliation or a signed memorandum indicating the installation's decision on the 3-year residency requirement..
• Male applicants born after December 31, 1959 must be registered for Selective Service.
• Direct deposit is required.
• Satisfactorily complete an employment verification (E-Verify) check.
• A probationary period may be required.
• Pre-employment requirements must be satisfactorily met prior to Entrance on Duty (EOD).
• Payment of Permanent Change of Station (PCS) costs is not authorized, based on a determination that a PCS move is not in the Government's interest.
• Multiple positions may be filled from this job opportunity announcement. And additional selections may also be made from this job opportunity announcement.
• Selection(s) are subject to restrictions resulting from hiring preferences and priority consideration eligible.
• This is a Nonappropriated Fund (NAF) position carrying out Morale, Welfare and Recreation (MWR) activities for the Air Force and Space Force.
• Applicants must be able to provide a REAL ID or present a combination of source identity documents authorized to facilitate access to the installation. Please contact the servicing HR Office with any questions.

Candidates should be committed to improving the efficiency of the Federal government, passionate about the ideals of our American republic, and committed to upholding the rule of law and the United States Constitution.

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