Sr. Director, Brand Marketing

About the Role

Total Wine & More is seeking a Senior Director, Brand Marketing, to join our Brand Marketing team in our Bethesda, MD office. This role will define and lead the enterprise Brand Marketing vision and strategy, with primary ownership of brand positioning, brand initiatives, cross-functional brand storytelling, off-site events, and strategic partnerships that build awareness, relevance, customer connection, and purchase intent. This role will shape the long-term brand platform and multi-year roadmap; oversee Video & Audio creative strategy, strategic brand launches, off-site event experiences, and partnership activations; and ensure these programs advance organizational priorities and market differentiation. The role will translate consumer, cultural, merchandising, and business insights into a clear portfolio of integrated initiatives and will set priorities, investment principles, and success measures across the work. This leader will direct complex, cross-functional programs with broad organizational impact and partner across Marketing, Merchandising, Digital, Store Operations, and external agencies. The Senior Director will proactively identify and mitigate enterprise-level risks, resolve competing priorities, and influence senior leaders to deliver transformational outcomes and sustainable growth. This role is accountable for ensuring Brand Marketing, off-site events, and partnership initiatives are strategically grounded, clearly briefed, integrated across customer touchpoints, and delivered with excellence. This role will report to the Vice President, Brand Marketing & Operations.

You will

• Define and lead the enterprise Brand Marketing vision, strategy, and multi-year roadmap, aligning brand positioning, voice, and standards with business objectives, customer needs, market trends, and growth opportunities.
• Drive integrated brand campaigns, storytelling, and launches across all channels, leveraging consumer, cultural, business, and merchandising insights to create differentiated brand experiences that strengthen the brand and inspire customer action.
• Define the strategy for off-site events and experiential marketing, ensuring experiences extend the brand beyond the store, reach priority audiences, and deliver measurable business and brand impact.
• Develop and steward a strategic partnerships portfolio, identifying and evaluating opportunities that expand brand reach, strengthen relevance, and create mutual value.
• Partner across Marketing, Merchandising, Digital, Store Operations, Legal, Finance, and external agencies to direct integrated, cross-functional programs with clear outcomes, decision rights, investment priorities, milestones, and accountability.
• Identify, assess, and mitigate enterprise-level risks related to brand reputation, partner alignment, customer experience, execution, and investment, ensuring organizational resilience.
• Own Brand Marketing investment strategy and performance, establishing clear KPIs and translating brand, event, partnership, and campaign results into resource allocation, optimization, and continuous improvement decisions.
• Lead, develop, and inspire a high-performing team and agency ecosystem, building capabilities, clarifying priorities, and fostering innovation, collaboration, and organizational excellence.

You will come with

• 10+ years of progressive experience in brand marketing, integrated marketing, experiential marketing, partnerships, or related leadership roles, including senior leadership responsibilities.
• Proven ability to define enterprise brand strategy, lead transformational initiatives, and deliver outcomes that influence organizational growth and market differentiation.
• Demonstrated success leading multiple functions, departments, or enterprise-wide programs with substantial organizational impact.
• Experience developing off-site event strategies and strategic partnerships, from opportunity assessment and business case development through activation, measurement, and optimization.
• Strong business acumen and experience managing significant agency relationships, complex budgets, investment tradeoffs, and multi-year roadmaps.
• Exceptional leadership, strategic foresight, executive presence, and ability to influence and inspire diverse teams while navigating complex, high-stakes challenges.
• Experience in a multi-unit retail, consumer, or merchandising environment is preferred.
• Exceptional written, verbal, and executive-level presentation skills, including expert-level PowerPoint communication experience.
• Undergraduate degree in Marketing, Communications, Business, or a related field; advanced degree is a plus.

We offer

• Paid Time Off (PTO)
• Generous store discounts
• Health care plans (medical, prescription, dental, vision)
• 401(k), HSA, FSA, Pre-tax commuter benefits
• Disability & life insurance coverage
• Paid parental leave
• Pet insurance
• Critical illness and accident insurance
• Discounted home and auto insurance
• College tuition assistance
• Career development & product training
• Consumer classes
• & More!

Crafted for you

We recognize our team members are our biggest asset, and we value the critical role each play in contributing to the company's success. It is our commitment to support and provide access to the resources needed to take care of their health and wellbeing. That is why we offer a variety of benefits, tools, and resources to support through our Total Rewards program. To view our full career page, click here: https://careers.totalwine.com/!

Total Wine & More considers several factors when establishing compensation. Compensation may vary based on a number of factors including, but not limited to, market location, job-related knowledge, skills and/or experience. The actual hourly rate will equal or exceed the required minimum wage applicable to the job location. Estimated salaries determined by third parties have not been validated by Total Wine & More.

Total Wine & More is an equal opportunity employer and all qualified applicants will receive consideration for employment without discrimination based on race, color, religion, national origin, sex, sexual orientation, age, marital status, veteran status, disability, or any other characteristic protected by applicable law. Total Wine & More makes reasonable accommodations during all aspects of the employment process, including during the interview process. Total Wine & More is a Drug Free Workplace.

The information provided above indicates the general nature and level of work required of the position and is not a comprehensive list of all responsibilities or qualifications. Benefits list is only a highlight of some of the benefits offered to team members; eligibility for certain benefits apply. The anticipated close date of this posting is 120 days from the posted date indicated above.

Worker Type

Regular

Pay Range

$178,920.00 - $270,000.00 Annual

Skills

Alliance/Partner Management, Auto Insurance, Brand Marketing (Branding), Brand Positioning, Brand Strategy, Budgeting, Business Case, Business Skills, Campaigns, Career Development, Consumer Branding, Continuous Improvement, Cross-Functional, Customer Experience, Ecosystems, Enterprise Marketing, Establish Priorities, Event Marketing, Event Strategy Development, Finance, Functional Programming Languages, Health Plan, Insurance, Investment Strategy, Leadership, Legal, Market Trend Analysis, Marketing, Marketing Communications, Marketing Strategy, Medical Office, Merchandising, Microsoft PowerPoint, Performance Metrics, Prescription Drugs, Presentation/Verbal Skills, Property Insurance, Resource Management, Retail, Sales Qualification, Storytelling, Tuition Fees

Retail Services & Systems Inc