Senior Manager of Brand and Digital

Brand: Develop and execute comprehensive brand strategies that align with the company's mission, values, and business objectives, ensuring consistency across all touchpoints and channels.

• Define and refine KENT's brand positioning, value proposition, and messaging architecture to effectively communicate our brand's unique identity and value to target audiences.

• Oversee the development and evolution of KENT's visual identity, including logo, typography, color palette, and brand guidelines, ensuring alignment with brand strategy and positioning. Create and manage brand books for the Kent brand, Private Label brands, and Community and Charitable brand initiatives.

• Manage the brand architecture framework, including sub-brands and product lines, to maintain coherence and clarity within the brand portfolio and facilitate customer navigation.

• Lead the development of compelling brand narratives and storytelling strategies that resonate with target audiences and evoke emotional connections with KENT.

• Coach and develop the Digital and Social Media team members, Content Production and Community Outreach teams to build and execute strategic plans to support our brand and key categories.

• Develop and implement integrated marketing campaigns and initiatives to activate the brand strategy and drive brand awareness, engagement, and loyalty among target audiences.

• Define key performance indicators (KPIs) and metrics to track and measure the effectiveness of brand initiatives, providing insights and recommendations for optimization and improvement.

• Collaborate with cross-functional teams to ensure consistent and cohesive brand experiences across all consumer touchpoints, including digital channels, retail environments, events, and customer service interactions. Cross functional partners include purchasing/merchandising, sales, and operations, to ensure alignment of marketing efforts with promotions, product launches, and branded initiatives.

Creative and Content Development: Collaborate with internal and external creative teams to develop compelling marketing collateral, including advertising materials, product packaging, signage, and promotional displays.

• Oversee the creation and curation of content for marketing campaigns, including product descriptions, blog posts, how-to guides, and video tutorials, to educate and inspire customers.

• Lead team members to manage relationships with marketing channels and vendors, such as advertising agencies, media partners, and influencers, to maximize reach and effectiveness of marketing initiatives.

• Develop and manage marketing budgets for home improvement categories, allocating resources effectively to achieve desired results while maximizing ROI.

• Monitor and analyze key performance indicators (KPIs) for marketing campaigns, such as sales data, website traffic, engagement metrics, and conversion rates, to measure effectiveness and inform optimization strategies for advertising campaigns, online execution and traffic to KENT stores and KENT.ca.

• Bachelor's degree in Marketing (or equivalent experience), Brand Management, Communications, or related field; MBA or equivalent preferred.

• Proven experience in brand management, brand marketing, or related roles, with a track record of developing and executing successful brand strategies and initiatives.

• Strong strategic thinking and analytical skills, with the ability to translate business objectives and market insights into actionable brand strategies and plans.

• Creative mindset with a passion for brand storytelling and expression, coupled with strong visual and verbal communication skills.

• Leadership qualities, with the ability to inspire and motivate cross-functional teams, foster collaboration, and drive results in a dynamic and evolving environment.

• Excellent project management skills, with the ability to manage multiple projects simultaneously, prioritize tasks, and meet deadlines in a fast-paced, deadline-driven environment.

• Strong interpersonal and influencing skills, with the ability to build relationships, communicate effectively, and collaborate with stakeholders at all levels of the organization.

• Knowledge of brand management principles, brand identity development, brand architecture, media and production of brand assets, and brand performance measurement techniques.