Senior Brand Manager

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.
• 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.
• Competitive compensation and bonus
• 401k plan with a company match.
• And more!

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.