Dir Brand Strategy & Development - 90389205 - Washington at Amtrak Washington DC

Dir Brand Strategy & Development – Washington, DC

As we move America’s workforce toward the future, Amtrak connects businesses and communities across the country. Amtrak employs more than 20,000 diverse professionals throughout the United States. The safety of our passengers, employees, the public and our operating environment is our priority, and the success of our railroad is due to our employees.

Summary of Duties

The Director, Brand Strategy & Development is a key brand leader and marketing expert responsible for defining and upholding Amtrak’s position in the marketplace as an iconic, modern, and relevant brand. The role ensures brand essence and consistency throughout the guest journey by establishing creative direction, brand architecture, standards, and templates. The Director develops and approves all brand collateral, manages promotional item inventory, and leads the Brand Communications Manager and Digital & Brand Copywriter. The Director partners closely with Market Research, Digital Design, Product Development, and Service Standards and leads external creative and media agencies.

Essential Functions

Brand Strategy

• Define and uphold Amtrak’s position as an iconic, modern, and relevant brand.
• Establish and implement creative direction, brand architecture, standards, and templates to ensure consistency and clarity across all touchpoints.
• Leverage market research and segmentation to establish and enforce value propositions for specific audiences.
• Develop and execute the creative and merchandising strategy for in‑station and onboard marketing placements.
• Stay abreast of industry trends and emerging technologies to continuously innovate brand strategies.
• Implement cutting‑edge marketing techniques and tools to keep the brand relevant and engaging.

Brand Creative & Copy Management

• Develop and oversee a robust copy tone of voice for Amtrak.
• Serve as editor and provide oversight for all copy for online and offline channels.
• Lead the implementation of Center of Engagement copy execution for CRM treatments.
• Perform Photoshop and design treatment explorations for branding applications.

Brand Management

• Ensure all brand materials align with established guidelines.
• Approve all internal and external brand collateral.
• Establish KPIs to measure brand initiatives and promotional campaigns.
• Regularly report on brand performance to senior leadership.
• Negotiate and manage contracts with vendors, agencies, and partners.
• Collaborate with Corporate and Employee Communications on press releases and corporate announcements.

Stakeholder Collaboration

• Provide clear brand guidelines for internal and external stakeholders, including State partners.
• Partner with Market Research, Digital Design, Product Development, and Service Standards teams.

Legal & Compliance

• Collaborate with Legal to ensure proper registration and application of all Amtrak marks.
• Ensure stakeholder communication and application of all marks.

Promotional Strategy & Management

• Partner with Director, Advertising & Media to direct promotional sales and events in a brand‑right, creative way.
• Capture and analyze customer feedback to inform brand improvements.
• Develop and maintain an inventory of promotional items and sellable Amtrak merchandise, negotiating suppliers and licensors.
• Oversee the brand development and promotional activities budget.

Leadership

• Lead, coach, and develop the Brand Communications Manager and Digital & Brand Copywriter.
• Lead brand agency resources as the primary point of contact.
• Foster a collaborative and high‑performing team environment.

Minimum Qualifications

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.
• Experience in brand management, marketing, or related field, with a significant portion in a leadership role.
• 5+ years in leading creative development and brand architecture for a leading brand.
• 5+ years of experience in licensing, co‑branding, and retailing programs.
• 5+ years of experience in copywriting/editing.
• Strong negotiating skills.
• 5+ years of experience leading, coaching, and developing a team.

Minimum Knowledge, Skills and Abilities

• Strong creative, brand and design sensibilities.
• Acumen with APA style copy standards.
• Proficiency in Adobe Photoshop and related tools such as Canva.
• Strategic thinking and analytical skills, leveraging market research and data.
• Excellent communication and interpersonal skills.
• Demonstrated ability to lead and develop high‑performing teams.
• Proficiency in using marketing tools and technologies.
• Strong project‑management skills and ability to manage multiple initiatives.
• Deep understanding of brand development and management principles.
• Familiarity with legal and compliance aspects related to brand registration and usage.
• Ability to manage a complex budget effectively.
• Knowledge of current industry trends, competitive landscape, and emerging technologies.

Preferred Qualifications

• A Master’s degree is preferred.
• 11‑14 years of experience in brand management, marketing, or a related field, with a significant portion in a leadership role.
• Proven experience in the travel, hospitality, or transportation industry.

Work Environment

• Fast‑paced, dynamic, collaborative work environment.
• Additional working hours may be required.
• Occasional travel required.
• Occasional lifting of up to 25 pounds when working with promotional merchandise.

Communications and Interpersonal Skills

• Must have excellent oral and written communication skills.

Pay Transparency

The salary/hourly range is $163,000‑$211,140. Pay is based on several factors including education, work experience, certifications, internal equity, and other considerations. Amtrak may consider geographic pay differential for the employee’s assigned worksite or location. Amtrak may offer additional incentive and pay programs to recognize and reward employees, including a short‑term incentive bonus based on performance and a long‑term incentive plan. In addition to salary, Amtrak offers a comprehensive benefit package that includes health, dental, and vision plans; health‑saving accounts; wellness programs; flexible spending accounts; 401K retirement plan with employer match; life insurance; short and long‑term disability insurance; paid time off; backup care; adoption assistance; surrogacy assistance; reimbursement of education expenses; Public Service Loan Forgiveness eligibility; Railroad Retirement sickness and retirement benefits; and rail pass privileges.

Requisition ID

164115

Posting Locations

District of Columbia; Delaware; Massachusetts; New York; Pennsylvania

Work Arrangement

06‑Onsite. Click here for more information about work arrangements at Amtrak.

Job Family / Function

Marketing

Relocation Offered

No

Travel Requirements

Up to 25%

EEO Statement

Amtrak is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, age, veteran status, or any other protected class as defined by applicable law.