Senior Manager: Marketing -Brand & Creative Strategy

The Senior Marketing Manager, Brand & Creative Strategy is the creative engine and brand steward for a multi-location retail gas and convenience brand. This role pairs strong creative direction with disciplined planning, budgeting, and project management to shape how the brand shows up visually, verbally, and publicly  from digital and social channels to in-store and forecourt signage, promotions, and community presence across every site.

Reporting to the CMO, this role develops the annual creative and campaign strategy, owns the creative budget, and leads day-to-day execution across all locations. This role helps bring the CMO’s brand vision to life — setting the tone, voice, and visual identity of the brand’s creative output ,and ensures that every customer touchpoint and internal or external message reflects clarity, alignment, and strategic intent. The ideal candidate is as comfortable building a budget and a project plan as they are directing a creative team.

Key Responsibilities

Strategy & Planning

•        Develop the annual creative and campaign strategy, promotional calendar, and channel plan for CMO review and approval.

•        Translate organizational goals and brand priorities into clear campaign briefs, timelines, and deliverables.

•        Plan and sequence multi-site campaigns and promotional rollouts across all locations.

•        Set clear goals and success metrics for each campaign before launch.

Performance Measurement & Insights

•        Define, measure, and track marketing and creative KPIs (e.g., campaign performance, promotional lift, digital and social engagement, conversion, and return on spend).

•        Build regular performance reports and dashboards for the CMO and leadership team, with clear takeaways.

•        Analyze results across campaigns, channels, and locations to identify what is working and what is not.

•        Base strategic, creative, and budget recommendations on KPI data, and adjust plans in response to results.

Budget & Financial Management

•        Build and manage the annual creative and campaign budget, including forecasting and resource allocation.

•        Track spend against plan, and report variances and recommended adjustments to the CMO.

•        Manage agency, freelancer, printer, and vendor costs, including quotes, contracts, and approvals.

•        Coordinate supplier- and vendor-funded promotions and ensure program requirements are met.

Creative Direction & Brand Identity

•        Lead execution of the organization’s visual identity and brand standards, in partnership with the CMO.

•        Oversee creative assets, campaigns, and storytelling across digital, print, in-store, and forecourt.

•        Direct designers, content creators, and digital teams to produce high-impact creative work.

•        Maintain brand consistency across channels, locations, and departments.

Campaign Execution & Project Management

•        Manage creative workflows, intake, deadlines, and approvals to keep deliverables on time and on budget.

•        Maintain project plans, calendars, and status reporting using project management tools.

•        Quality-check creative for accuracy, brand compliance, pricing and offer details, and legal requirements before release.

•        Ensure digital presence (website, social, paid media) reflects brand voice and creative standards.

Communications Support

•        Draft executive communications, announcements, and public statements for the CMO’s review and approval.

•        Support media relationships, press releases, and public statements.

•        Support reputation strategy and narrative positioning under the CMO’s direction.

•        Assist with crisis communication planning and response messaging.

•        Monitor public sentiment and flag emerging issues to the CMO.

Leadership & Collaboration

•        Oversee and lead the marketing team, including designers, content creators, and digital specialists ,setting priorities, assigning work, and managing performance and development.

•        Provide hands-on support to the team where needed: reviewing and refining creative work, helping unblock projects, and stepping in to keep deadlines on track.

•        Coach and mentor team members, giving clear direction and constructive feedback to raise the quality of creative output.

•        Ensure unified messaging by coordinating with HR, Operations, Safety, and Executive teams as directed by the CMO.

•        Represent Creative/Marketing in cross-functional planning meetings.

•        Champion a culture of creativity, clarity, and brand stewardship.

Core Capabilities

•        Marketing and Creative Strategy

•        Budgeting and Financial Management

•        KPI Measurement and Data-Driven Decision Making

•        Project and Workflow Management

•        Attention to Detail and Organization

•        Team Leadership and Hands-On Support

•        Creative Direction and Brand Stewardship

•        Working Knowledge of Creative Programs and Production

•        Multi-Location Campaign Execution

•        Communications and Crisis Support

•        Cross-Functional Collaboration

Qualifications

Education & Credentials

•        Bachelor’s degree in Marketing, Communications, Public Relations, Digital Media, or related field.

•        Master’s degree (MBA, M.Sc. Marketing, Communications) an asset.

•        Certifications in digital marketing, analytics, PR, project management, or creative direction considered an asset.

Experience

•        5–7 years progressive experience in marketing, communications, or creative roles.

•        2–3 years in a team-lead or management capacity.

•        Proven experience building and managing marketing or creative budgets, with a track record of tracking spend and staying on plan.

•        Demonstrated experience developing marketing strategy, campaign plans, and promotional calendars.

•        Proven experience setting, tracking, and reporting on KPIs, and using data and analytics to guide strategy and recommendations.

•        Proficiency with project management and workflow tools, and strong command of timelines, deliverables, and approvals.

•        Demonstrated experience in creative direction, brand execution, and communications support.

•        Experience managing creative teams and external agencies or vendors.

•        Solid working knowledge of creative programs and production (e.g., Adobe Creative Suite, design, video, and content workflows), sufficient to guide, review, and support team members hands-on.

•        Experience in multi-location retail, convenience, fuel, QSR, or similar environments is an asset.

Skills & Attributes

•        Highly detail-oriented and organized, with a reliable process for managing many moving parts.

•        Comfortable with numbers: budgets, forecasts, and campaign performance data, with a habit of backing recommendations with evidence.

•        Strong written and verbal communication, with the ability to present plans and results to senior leaders.

•        Balances creative judgment with practical, business-minded decision-making.

•        A hands-on, supportive leader who leads by example and is willing to roll up their sleeves alongside the team.

Application Requirements

•        Resume and portfolio showcasing brand storytelling and creative leadership work.

•        A work sample demonstrating planning ability, such as a campaign plan with a budget and timeline (confidential figures may be anonymized).

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