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Senior Brand Manager & Marketing Strategy
Job Location:
Job Location:
Birmingham, MI - USA
Monthly Salary:
Not provided by the employer
Monthly Salary:
Posted:
3 July 2026 (30+ days ago)
Posted:
Application Deadline:
30 September 2026
Application Deadline:
Vacancies:
1 Vacancy
Vacancies:
Job Summary
Benefits:
- Fun positive work environment
- Health insurance
- Opportunity for advancement
- Paid time off
- Vision insurance
- 401(k) matching
- Competitive salary
- Dental insurance
- Employee discounts
- Flexible schedule
ABOUT ALABAMA OUTDOORS
Alabama Outdoors is a modern active lifestyle retailer rooted in the communities we serve. With five retail stores and a growing ecommerce business we are evolving from a traditional outdoor retailer into a broader active lifestyle brand built around premium products meaningful customer experiences and a clear point of view.
We believe great marketing should do more than look good. It should tell a clear story drive traffic support the product priorities of the business strengthen customer relationships and help our stores and ecommerce channel grow.
POSITION SUMMARY
Alabama Outdoors is looking for a hands-on marketing leader who can build not just manage. This role owns the marketing function brand direction campaign planning marketing calendar agency management merchant-marketing alignment customer segmentation and team leadership across five retail stores and a growing ecommerce channel.
The Senior Brand Manager & Marketing Strategy will step into a leadership role within the marketing team from day one while being supported through an intentional onboarding and transition period. The first phase of the role will focus on learning the business building trust with the team understanding AOs current marketing rhythm and partnering closely with leadership. As that foundation is established this person will help lead brand direction direct all digital strategy campaign planning marketing calendar ownership agency coordination photo shoot coordination customer segmentation performance accountability and cross-functional alignment across merchandising ecommerce store operations community and external partners.
The title is Senior Brand Manager but the scope is intentionally broad. We are looking for someone with the experience maturity leadership instincts and builders mindset to help guide the full marketing function while staying close to the work. AO is a business in active transition and this person is coming in to help build a stronger marketing operating system not simply inherit a finished machine.
This is not a role where creativity alone is enough. Marketing at AO must be clear measurable executable and accountable. This person must be able to think strategically lead people well stay close to the details and make sure the work actually gets done.
WHO YOU ARE
You are a builder a storyteller an operator and a standard-setter. You see the full picture: brand revenue stores ecommerce merchandising customer data culture community and execution.
You have strong creative instincts but you also understand that marketing has to drive business outcomes. You know how to turn a product priority seasonal moment customer insight or brand idea into a campaign that can actually be executed across stores ecommerce email SMS paid media organic social signage and local marketing.
You do not just set strategy. You rally people around it clarify ownership remove confusion and make sure the work gets done.
You are comfortable moving between a campaign review a media plan an email calendar a store execution plan a merchant priority conversation an agency call and a sales dashboard without losing focus or momentum.
You lead by example communicate with clarity and hold yourself and your team accountable to outcomes not just effort. You are equally comfortable shaping marketing direction and getting into the weeds of campaign execution.
You care deeply about the AO brand the customers we serve the products we carry and the people on your team. You are energized by what Alabama Outdoors is becoming: a modern active lifestyle retailer with a clear identity a growing presence and a standard worth representing.
KEY RESPONSIBILITIES
Marketing Strategy & Revenue Growth
Alabama Outdoors is a modern active lifestyle retailer rooted in the communities we serve. With five retail stores and a growing ecommerce business we are evolving from a traditional outdoor retailer into a broader active lifestyle brand built around premium products meaningful customer experiences and a clear point of view.
We believe great marketing should do more than look good. It should tell a clear story drive traffic support the product priorities of the business strengthen customer relationships and help our stores and ecommerce channel grow.
POSITION SUMMARY
Alabama Outdoors is looking for a hands-on marketing leader who can build not just manage. This role owns the marketing function brand direction campaign planning marketing calendar agency management merchant-marketing alignment customer segmentation and team leadership across five retail stores and a growing ecommerce channel.
The Senior Brand Manager & Marketing Strategy will step into a leadership role within the marketing team from day one while being supported through an intentional onboarding and transition period. The first phase of the role will focus on learning the business building trust with the team understanding AOs current marketing rhythm and partnering closely with leadership. As that foundation is established this person will help lead brand direction direct all digital strategy campaign planning marketing calendar ownership agency coordination photo shoot coordination customer segmentation performance accountability and cross-functional alignment across merchandising ecommerce store operations community and external partners.
The title is Senior Brand Manager but the scope is intentionally broad. We are looking for someone with the experience maturity leadership instincts and builders mindset to help guide the full marketing function while staying close to the work. AO is a business in active transition and this person is coming in to help build a stronger marketing operating system not simply inherit a finished machine.
This is not a role where creativity alone is enough. Marketing at AO must be clear measurable executable and accountable. This person must be able to think strategically lead people well stay close to the details and make sure the work actually gets done.
WHO YOU ARE
You are a builder a storyteller an operator and a standard-setter. You see the full picture: brand revenue stores ecommerce merchandising customer data culture community and execution.
You have strong creative instincts but you also understand that marketing has to drive business outcomes. You know how to turn a product priority seasonal moment customer insight or brand idea into a campaign that can actually be executed across stores ecommerce email SMS paid media organic social signage and local marketing.
You do not just set strategy. You rally people around it clarify ownership remove confusion and make sure the work gets done.
You are comfortable moving between a campaign review a media plan an email calendar a store execution plan a merchant priority conversation an agency call and a sales dashboard without losing focus or momentum.
You lead by example communicate with clarity and hold yourself and your team accountable to outcomes not just effort. You are equally comfortable shaping marketing direction and getting into the weeds of campaign execution.
You care deeply about the AO brand the customers we serve the products we carry and the people on your team. You are energized by what Alabama Outdoors is becoming: a modern active lifestyle retailer with a clear identity a growing presence and a standard worth representing.
KEY RESPONSIBILITIES
Marketing Strategy & Revenue Growth
- Develop and execute an integrated marketing strategy that drives brand awareness store traffic ecommerce traffic conversion AOV revenue customer engagement and loyalty.
- Own the marketing calendar across seasonal campaigns promotional events product stories community activations vendor moments and brand initiatives.
- Help shape the marketing direction for the company in partnership with the President and leadership team.
- Set clear campaign goals track results and make data-informed decisions that improve marketing effectiveness and return on investment.
- Partner with the President Director of Merchandising ecommerce and store teams to align marketing priorities with product push timelines seasonal plans inventory opportunities margin considerations and revenue goals.
- Build marketing plans that balance brand strength customer relevance traffic growth profitable sales and executional reality.
- Identify growth opportunities across digital store community local market and experiential channels.
Campaign Planning & Execution
- Lead the development of campaign briefs that define objectives customer insights offers audience strategy creative direction channel plans required assets ownership timing and success metrics.
- Ensure campaigns are ready before launch across stores ecommerce email SMS paid media organic social signage direct mail when applicable and internal communication.
- Create repeatable processes for campaign planning approvals launch readiness execution reporting and post-campaign recap.
- Maintain campaign discipline so AO is planning ahead not reacting in the current week.
- Ensure every campaign has clear messaging clear ownership clear deadlines clear channel responsibilities and clear measurement.
- Move campaigns from idea to execution with urgency organization and accountability.
Buyers Ecommerce & Store Partnership
- Partner with buyers to align marketing priorities with product focus inventory depth margin opportunities vendor requirements and seasonal demand.
- Translate weekly brand and category priorities into customer-facing campaigns that drive product discovery and sales.
- Ensure marketing supports what the business needs to sell not just what looks good creatively.
- Partner with ecommerce to ensure landing pages product collections promo mechanics cart messaging website content and digital merchandising are ready and accurate.
- Partner with Store Operations to ensure stores have the signage displays talking points product direction and campaign understanding needed to execute well.
- Help connect digital marketing store experience and product storytelling so the customer sees one clear AO message.
Brand Leadership & Storytelling
- Protect and strengthen the AO brand voice visual identity and positioning across all channels and markets.
- Ensure every customer touchpoint digital in-store community print email SMS paid media organic social and signage reflects a consistent compelling and authentic AO story.
- Champion the brand internally aligning marketing strategy with the AO Way mission values and active lifestyle positioning.
- Help continue AOs evolution from a traditional outdoor retailer into a broader active lifestyle brand.
- Stay ahead of cultural trends customer behavior competitor activity and retail marketing trends to keep AOs brand sharp and relevant.
- Balance promotional urgency with brand integrity so campaigns feel energetic premium clear and commercially effective.
Team Leadership & Development
- Lead the marketing teams day-to-day direction priorities planning rhythm and accountability from day one.
- Lead develop and hold accountable the Digital Marketing Manager and Senior Manager of Marketing Execution.
- Set clear expectations build a culture of ownership and excellence and create space for the team to grow.
- Develop the people on the marketing team by setting clear standards coaching consistently and helping them understand both the strategy and the execution.
- Build a marketing operation that is organized repeatable scalable and accountable without becoming overly complicated or bureaucratic.
- Create a team culture where people move quickly communicate clearly and take pride in excellent execution.
Channel Management & Agency Oversight
- Oversee paid media email SMS web organic social print direct mail signage physical marketing channels and local store marketing support.
- Review and approve campaigns before launch to ensure alignment with brand standards business objectives budget channel best practices and execution requirements.
- Manage external agency and creative partners with clear briefs timelines feedback approvals and performance expectations.
- Monitor campaign performance and guide the team and external partners in making adjustments that improve results.
- Ensure co-op marketing programs are managed with precision and meet vendor requirements.
- Hold external partners accountable to business outcomes not just deliverables.
Customer Data Segmentation & Performance
- Lead customer segmentation and lifecycle marketing efforts building and maintaining audience segments that improve retention repeat purchase reactivation and customer engagement.
- Use customer data to inform campaign strategy email/SMS segmentation paid media audiences direct mail when applicable and customer messaging.
- Build and maintain performance reporting that gives leadership clear visibility into marketing effectiveness including traffic conversion revenue attribution engagement AOV customer count gross profit awareness and campaign performance by channel.
- Identify trends in customer behavior and bring forward recommendations that improve acquisition retention reactivation and lifetime value.
- Use reporting to make decisions not just summarize activity.
Community & Experiential Marketing
- Partner with the Community Events Manager and store teams to ensure AOs presence in local markets is meaningful authentic and brand-aligned.
- Champion grassroots marketing efforts that deepen community relationships and build long-term loyalty.
- Elevate AOs identity as an active lifestyle brand that is genuinely rooted in the communities it serves.
- Help connect community store experience and marketing campaigns so local activations support the broader business strategy.
SKILLS & QUALIFICATIONS
- 6 years of marketing experience preferably in retail apparel footwear active lifestyle specialty retail ecommerce hospitality local/regional consumer brands or premium consumer brands.
- Proven leadership experience in marketing with a track record of leading developing and holding teams accountable.
- Strong strategic thinking paired with a hands-on execution-first mindset.
- Deep understanding of brand marketing campaign management digital performance and retail customer behavior.
- Comfortable with paid media analytics email platforms SMS platforms web content tools customer segmentation and performance reporting.
- Exceptional communicator: clear direct practical and effective at every level of the organization.
- Highly organized with the ability to manage multiple campaigns channels deadlines and priorities without losing momentum.
- Data-informed without being paralyzed by it able to turn insights into decisions quickly.
- Self-starter who takes ownership follows through and sets the bar for those around them.
- Collaborative partner who builds strong relationships across departments and brings the team along.
- Passion for leading people developing talent building team capability and creating a high-accountability marketing culture.
- Genuine belief in the mission customer team and active lifestyle positioning of Alabama Outdoors.
WHY THIS ROLE MATTERS
Alabama Outdoors is becoming something better: a modern active lifestyle brand with a growing presence a clearer identity and a higher level of excellence in how we present ourselves to the customer. Marketing has a central role in that transformation and we have not yet had the marketing leadership to fully drive it. This role exists to change that.
The right person will own the work lead the team build trust across the business and make a visible impact on how AO shows up to customers. If you want to build something real inside a specialty retail business that is actively becoming something better this is your role.
Look Good. Feel Great. Live Fully.
Alabama Outdoors is becoming something better: a modern active lifestyle brand with a growing presence a clearer identity and a higher level of excellence in how we present ourselves to the customer. Marketing has a central role in that transformation and we have not yet had the marketing leadership to fully drive it. This role exists to change that.
The right person will own the work lead the team build trust across the business and make a visible impact on how AO shows up to customers. If you want to build something real inside a specialty retail business that is actively becoming something better this is your role.
Look Good. Feel Great. Live Fully.
Required Experience:
Manager
