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Brand Marketing Specialist

3 months ago

Denver, United States The Michaels Companies, Inc. Full time

Brand Marketing Specialist

The Brand Marketing Specialist is responsible for ensuring the successful execution of omnichannel marketing programs that support the brand strategy for select categories and customer cohorts, ultimately driving awareness, consideration, and conversion. This Team Member will report to the Manager, Brand Marketing and will work closely with cross-functional partners in Merchandising, Analytics & Insights, CRM, Paid Media, and Store Operations, as well as with Vendor partners, to ensure timely program success. The ideal candidate will be a creative and strategic thinker with a passion for brand marketing and a strong understanding of consumer behavior. They will also have strong project management and data-driven problem-solving skills, experience developing trend-right and relevant marketing content, and a demonstrated ability to analyze data and distill meaningful insights and next-step actions from the learnings. Team Members who succeed in this role are: Great with personal time management; comfortable juggling multiple projects and timelines at once and able to prioritize work to ensure deadlines are met. Good collaborators and communicators with strong written, oral, and visual presentation skills. “Big picture” strategic thinkers coupled with the ability to manage tactical, detailed work. Team players who are equally comfortable working in groups or independently. Self-starters who are natural go-getters and love getting things done; Major Activities Strategic Agility: Help to maintain brand positioning and standards across all assets and integrations. Brainstorm with the team to create engaging content to drive brand awareness and engagement. Assist the Brand Marketing Manager with the development and execution of strategic creative and messaging briefs for select brand programs – helping to define brand objectives, program objectives, assignments, and key metrics. Collaborate with cross-functional teams to ensure brand consistency across all channels and provide strategic direction for program representation in-store signage, TV, radio, video, paid and organic social content, owned channels, site, app, and more. Maintain a strong eye on competition in the arts & crafts industry and best practices in the retail space to ensure Michaels remains competitive. Tactical Execution: Partner with Merchandising to identify and compile big buys, seasonal trends, newness, innovation, and key product attributes. Partner with Analytics & Insights team to gather key consumer insights to inform future marketing decisions; create test and learn and data-gathering strategies. Monitor marketing channel owners, vendor partners, and others whose work is critical to campaign success to ensure expected deliverables are on track. Proof assets and provide informed, actionable feedback to guide creative revisions. Compile project inspiration, track project SKUs, and edit project instructions. Identify products for use in programs, projects, and imagery. Gather, catalog, and ensure timely delivery of the product to the correct partners. Schedule and conduct meetings with key partners and vendors as needed. Maintain brand-level messaging calendar and assist with dissemination. Generate content for and implement email messaging for categories and stories. Work with internal and external partners to gather and analyze campaign results and performance metrics. Assist with the preparation of presentations designed to inform or update partners about programs, plans, creative, campaign results, insights, future work, and opportunities. Other: Assist Brand Marketing Managers and Directors with stretch assignments as needed. Provide assistance in the development and execution of other marketing tactics, including classes, events, contests and sweepstakes, giveaways, Michaels loyalty program integrations, partnerships, and sponsorships. Assist in the planning and execution of external events and activations to promote the brand. Assist in the fulfillment of local marketing and gift card requests. Other duties as assigned Minimum Knowledge/Skills/Abilities Minimum Education Bachelor’s degree Business, Communications, Marketing, Advertising, or related field Minimum Special Certifications or technical skills Working knowledge of Microsoft Office applications Minimum Type of experience the job requires 2-3 years of marketing experience Retail marketing or Agency account experience a plus Preferred Knowledge/Skills/Abilities Preferred Type of experience the job requires Prior retail marketing experience or agency background preferred Physical Requirements Able to lift up to 40 lbs.

Work Environment Must be available to work in person at our Irving, TX offices Applicants in the U.S. must satisfy federal, state, and local legal requirements of the job.

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