Sr. Director, Brand Marketing

About the Role Total Wine & More is seeking a Senior Director, Brand Marketing , to join our Brand Marketing team in our Bethesda, MD office. This role will define and lead the enterprise Brand Marketing vision and strategy, with primary ownership of brand positioning, brand initiatives, cross-functional brand storytelling, off-site events, and strategic partnerships that build awareness, relevance, customer connection, and purchase intent. This role will shape the long-term brand platform and multi-year roadmap; oversee Video & Audio creative strategy, strategic brand launches, off-site event experiences, and partnership activations; and ensure these programs advance organizational priorities and market differentiation. The role will translate consumer, cultural, merchandising, and business insights into a clear portfolio of integrated initiatives and will set priorities, investment principles, and success measures across the work. This leader will direct complex, cross-functional programs with broad organizational impact and partner across Marketing, Merchandising, Digital, Store Operations, and external agencies. The Senior Director will proactively identify and mitigate enterprise-level risks, resolve competing priorities, and influence senior leaders to deliver transformational outcomes and sustainable growth. This role is accountable for ensuring Brand Marketing, off-site events, and partnership initiatives are strategically grounded, clearly briefed, integrated across customer touchpoints, and delivered with excellence. This role will report to the Vice President, Brand Marketing & Operations. You will Define and lead the enterprise Brand Marketing vision, strategy, and multi-year roadmap, aligning brand positioning, voice, and standards with business objectives, customer needs, market trends, and growth opportunities. Drive integrated brand campaigns, storytelling, and launches across all channels, leveraging consumer, cultural, business, and merchandising insights to create differentiated brand experiences that strengthen the brand and inspire customer action. Define the strategy for off-site events and experiential marketing, ensuring experiences extend the brand beyond the store, reach priority audiences, and deliver measurable business and brand impact. Develop and steward a strategic partnerships portfolio, identifying and evaluating opportunities that expand brand reach, strengthen relevance, and create mutual value. Partner across Marketing, Merchandising, Digital, Store Operations, Legal, Finance, and external agencies to direct integrated, cross-functional programs with clear outcomes, decision rights, investment priorities, milestones, and accountability. Identify, assess, and mitigate enterprise-level risks related to brand reputation, partner alignment, customer experience, execution, and investment, ensuring organizational resilience. Own Brand Marketing investment strategy and performance, establishing clear KPIs and translating brand, event, partnership, and campaign results into resource allocation, optimization, and continuous improvement decisions. Lead, develop, and inspire a high-performing team and agency ecosystem, building capabilities, clarifying priorities, and fostering innovation, collaboration, and organizational excellence. You will come with 10+ years of progressive experience in brand marketing, integrated marketing, experiential marketing, partnerships, or related leadership roles, including senior leadership responsibilities. Proven ability to define enterprise brand strategy, lead transformational initiatives, and deliver outcomes that influence organizational growth and market differentiation. Demonstrated success leading multiple functions, departments, or enterprise-wide programs with substantial organizational impact. Experience developing off-site event strategies and strategic partnerships, from opportunity assessment and business case development through activation, measurement, and optimization. Strong business acumen and experience managing significant agency relationships, complex budgets, investment tradeoffs, and multi-year roadmaps. Exceptional leadership, strategic foresight, executive presence, and ability to influence and inspire diverse teams while navigating complex, high-stakes challenges. Experience in a multi-unit retail, consumer, or merchandising environment is preferred. Exceptional written, verbal, and executive-level presentation skills, including expert-level PowerPoint communication experience. Undergraduate degree in Marketing, Communications, Business, or a related field; advanced degree is a plus. We offer Paid Time Off (PTO) Generous store discounts Health care plans (medical, prescription, dental, vision) 401(k), HSA, FSA, Pre-tax commuter benefits Disability & life insurance coverage Paid parental leavePet insurance Critical illness and accident insurance Discounted home and auto insurance College tuition assistance Career devel #J-18808-Ljbffr totalwine