Strategic Brand Director

4 weeks ago


Lebanon, Tennessee, United States Cracker Barrel Full time
Brand Strategy Role

As a Strategic Brand Director at Cracker Barrel, you will be responsible for developing and implementing strategic plans to enhance and promote the company's brand image and reputation. This role requires a deep understanding of market trends, consumer behavior, and competitive landscape to drive brand growth and differentiation.

Key Responsibilities
  • Lead PR function by developing multi-disciplinary communications strategies for business, consumer, and internal audiences that advance and protect the organization's corporate and executive reputation and enhance Cracker Barrel's connection with our consumers.
  • Lead Brand Partnerships function by proactively identifying opportunities for external partnerships that strengthen brand equity and loyalty.
  • Define the company's brand strategy, vision, and values. Ensure consistent brand messaging across all touchpoints.
  • Conduct market research to inform brand positioning.
  • Oversee brand partnerships, sponsorships, and co-branding efforts. Oversee brand storytelling across organic social and public relations.
  • Manage brand equity, making sure the brand grows in value and recognition over time. Creating long-term plans for brand expansion, relevance, and evolution.
  • Steward the brand by defining strategic brand positioning within end-to-end brand marketing plans and campaigns across the full spectrum of owned, earned, physical and digital, experiential, and paid channels in partnership with Marketing & Culinary teams.
  • Author brand marketing strategy briefs and designed to beat YoY traffic and sales that aligns with enterprise strategy and stakeholder.
  • Provide strategic perspective for future brand growth and development of new business layers and initiatives.
  • Extract actionable insights from consumer research, business, and campaign performance data to understand the needs of the guest, the opportunities in the business, and in marketing effectiveness.
  • Develop editorial programming and content strategy in partnership with marketing communications teams such as media, channel strategists and creative vision team.
Requirements
  • Bachelor of Business or Marketing required; Master's degree is strongly preferred.
  • 15+ years of demonstrated success leading brand marketing initiatives, including leading in-house brand teams.
  • Restaurant and or Retail experience strongly preferred.
  • Deep expertise leading the briefing and development of a wide variety of creative outputs, from brand design, to integrated campaigns, to social content and IRL experiences.
  • Expert communicator with leadership presence and a proven ability to positively influence stakeholders across a large organization.
  • Proven ability to work in a fast-paced, dynamic environment, with flexibility to pivot plans as business needs change and opportunities arise.
  • Highly collaborative with infectious enthusiasm and openness to new ideas/solutions.
  • Strong organizational skills with an ability to prioritize and manage workload.
  • Accountable and detail-oriented, from planning to execution and analysis of results.
What's in it for you
  • Competitive Annual Salary | Annual Bonus Opportunities
  • Medical, Rx, Dental and Vision Benefits on Day 1 | Life Insurance and Disability Coverage | Paid Vacation/Employee Assistance Program
  • Business Resource Groups | Tuition Reimbursement | Professional Development
  • 401k Plan with Company Matching Contributions at 90 days | Employee Stock Purchase Program
  • 35% Discount on Cracker Barrel Food and Retail items
About Us

For more than 50 years, we have committed to serving up a sense of warmth and hospitality across hundreds of stores across the country. We believe in providing opportunities for growth and development for our 70,000 plus team members and take pride and comfort in that enduring Cracker Barrel hospitality. It's something our employees and guests can count on now and into the future as we welcome new employees, guests, and experiences. Just like uncovering a delightful find in our stores, there is potential for discovery and fulfillment in every job at Cracker Barrel.

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