Brand Activation Manager

Brand Activation Manager, Hybrid, Easton PA

GENERAL SUMMARY:

Creative, strategic, and highly collaborative to bring our brand to life in meaningful, engaging ways. This role will be instrumental in planning and executing annual marketing activation strategies that drive awareness, engagement, consideration, and conversion across key product, platform, seasonal, and brand priorities.

An experienced marketer who thrives at the intersection of strategy and execution, brings a global mindset, and excels in cross-functional collaboration. You are energized by turning insights into action and passionate about delivering best-in-class consumer and shopper experiences.

PRINCIPAL DUTIES & RESPONSIBILITIES:

Marketing Activation Planning & Execution:

• Support the planning and development of annual marketing activation strategies that drive awareness, engagement, consideration, and conversion for priority products, platforms, seasons, and brand initiatives.
• Lead the execution and implementation of activation plans, partnering closely with activation, platform, shopper, digital, partnerships, and sales teams to achieve annual commercial objectives.
• Serve as a key liaison between platform, activation, sales, and global marketing teams to ensure connectivity, collaboration, efficiency, and alignment with marketing priorities and goals.
• Translate product, audience, and marketplace insights into actionable, relevant, and demand-driving campaigns and activations.
• Create and manage activation toolkits that align marketing with sales, global teams, and agency partners.
• Craft and share clear, compelling activation briefs with platform, agency, global, and activation partners.
• Execute activation plans within approved budgets and timelines, ensuring strong alignment with overall business priorities.
• Partner with global marketing leads to share activation plans, assets, results, and best practices, driving consistency and scale where appropriate.
• Own post-activation analysis, highlighting successes, marketplace impact, best practices, and opportunities for improvement.
• Maintain and update the global marketing scorecard on a quarterly basis to track performance and inform future planning.

Shopper Marketing Support:

In partnership with the Manager, Shopper Marketing

• Plan and activate retail marketing programs across Grocery, Craft, Education, Office, and Value channels to drive demand for priority products.
• Provide activation strategy, assets, and support to retail partners, ensuring alignment with national and enterprise-wide programs.
• Serve as a liaison between sales teams and activation partners to enable fast, collaborative execution and marketplace synergy.
• Deliver post-program analysis to assess effectiveness, efficiency, and ROI, and inform continuous improvement.

JOB SPECIFICATIONS:

• 5+ years of experience in integrated marketing, brand activation, or related roles.
• Bachelor’s degree in Marketing or a related discipline; advanced coursework or certifications a plus.
• Shopper marketing and global brand experience strongly preferred.
• Proficient Microsoft Office skills

Capabilities & Mindset

• Strategic Mindset: Ability to translate brand vision and commercial goals into clear, actionable activation strategies.
• Collaboration & Influence: Proven ability to partner cross-functionally and align execution with national and global priorities.
• Exceptional Communication: Clear, confident communicator across functions, seniority levels, regions, and cultures—written, verbal, and visual.
• Results-Driven Approach: Strong focus on commercial performance, ROI, and continuous improvement.
• Agility & Adaptability: Thrives in a fast-paced, matrixed environment with shifting priorities.
• Project & Campaign Leadership: Demonstrated success leading complex, multi-stakeholder initiatives from planning through execution.
• Attention to Detail: Ensures flawless execution across consumer, marketplace, and retail activations.
• Customer-Centric Mindset: Passion for creating best-in-class experiences at every touchpoint.

Ownership & Accountability: Takes full ownership of initiatives and consistently delivers results.

PHYSICAL CONDITIONS:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is frequently required to sit, talk and hear. The employee is occasionally required to walk; use hands and fingers to operate, handle, or feel objects, tools, or controls; and reach with hands and arms. The employee must occasionally lift and/or move up to twenty-five pounds. Specific vision abilities required by this job include close vision and the ability to adjust focus.

DISCLAIMER: The preceding job description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of employees assigned to this job.

WHY CRAYOLA?

• Kid Inspired Culture
• Free Admission to Crayola Experience for Employees
• Community Volunteerism Opportunities
• Annual Bonus Potential for all Full-Time Employees
• Company Matched 401k & Employee Value Sharing Plan
• Comprehensive Healthcare Benefits for Eligible Employees
• Education Assistance Program
• Wellness Programs
• Employee Resource Groups
• Generous Product Discounts Onsite & Online
• Company Sponsored Employee Events
• Discounts on a wide variety of products and services – automotive, electronics, fitness, travel and entertainment

Green is our favorite color! Crayola cares about the environment and responsibly makes the products you love. Learn more about Crayola’s creative solutions for greener tomorrows:

Crayola is committed to providing competitive market compensation. Our pay ranges are established using reliable market data and consider factors such as job responsibilities, industry benchmarks, and geographic location.

Individual starting pay is determined by a candidate’s skills, experience and qualifications. This role is eligible to participate in an annual incentive plan as per plan guidelines. For a full list of Crayola benefits, please visit

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