Director, Brand Management

Arlington, Virginia
Mar 01, 2019
Metro Area
Full Time

Director, Brand Management

Team:     Multiplatform Marketing and Content
Status:    Regular/Full-time/Exempt 


The Director, Brand Management will play an integral role in ensuring that the storied PBS brand remains as trusted and valuable in the future as it has been for its first 50 years. A mix of high-level strategy and planning and on-the-ground tactical execution is required to lead a small but entrepreneurial brand management team as they work to ensure more brand consistency, relevance and attribution in today’s multiscreen environment. The PBS brand is in the middle of an exciting refresh that makes this an ideal time to join the team. In addition to brand management, this role will oversee brand marketing initiatives aimed toward raising awareness of PBS, its mission and services.


Brand Management:

  • Serve as brand champion and leader of brand management for all master brand uses;
  • Provide strategic leadership and guidance to the cross-functional brand refresh project team;
  • Inspire and empower staff, stations, producers and others to leverage and optimize brand in their daily work;
  • Ensure brand is used correctly and appropriately across the public media system and other PBS licensees;
  • Direct strategy and brand vision with senior leadership and internal stakeholders;
  • Manage multi-phase and multi-month roll out of brand refresh across system;
  • Manage reporting on brand refresh effort to funders and senior management;
  • Serve as partner and resource for member stations, internal departments and other stakeholders to implement cobranding across all platforms;
  • Lead effort with PBS producers and partners to align on cobranding to build stewardship across the system;
  • Create project plans, milestone dates leading up to and beyond full public launch of brand refresh; guide and engage respective project teams and groups throughout the project;
  • Create and maintain calendar of trainings, meetings and other opportunities to socialize and share brand across system; adapt as necessary; equip stations to be ambassadors and evangelists;
  • Help manage agency partners and associated budgets;
  • Partner with Creative Services and Digital Design to deliver assets to member stations and partners;
  • Proactively reach out to and partner with stations/groups/third parties to bring them into closer compliance with brand guidelines;
  • Leverage brand research and audience insights to identify, develop, strengthen and evolve brand identity across platforms;
  • Gather case studies and work to bring more stations and partners into new platform, identity and voice;
  • Ensure brand guidelines and usage of PBS mark are in line with policy and legal compliance in partnership with the Office of the Chief Legal Officer and Station Services.

Other Responsibilities:

  • Lead and cultivate a small, entrepreneurial team;
  • Oversee marketing of PBS-branded digital video apps and services;
  • Serve as Multiplatform Marketing lead for PBS 50th Anniversary celebration/activities; connect dots, communicate back and liaise around needed deliverables;
  • Manage additional brand marketing initiatives including “Value PBS,” an ongoing effort to keep the impact of PBS and its member stations front and center in consumer minds, including creation of assets and management of dedicated social channels, working closely with Government Affairs, Corporate Communications and Digital and Social teams;
  • With team, ensure quarterly brand health study is completed, adjusted and socialized to inform business strategies, plans and initiatives, in addition to relevant consumer and market trend data;
  • Analyze research to understand competitive environment and identify opportunities to amplify brand message to showcase PBS in ways that are distinctive, relevant and essential to target audiences;
  • Manage budget, across brand expenses and oversee grant funding.


  • 7+ years' active brand management, ideally in a franchise or local/national organization;
  • Experience working with external agencies;
  • Portfolio that includes both commercial and nonprofit clients, paid media and social media campaigns;
  • Experience socializing, managing and enforcing brand guidelines;
  • On the ground experience in a highly creative, fast-paced atmosphere;
  • Strong writing/speaking experience with a variety of audiences;
  • Digital platform focus and social familiarity/comfort;
  • Successful cross team collaboration towards mutual goals;
  • Ability to map path forward in uncharted territory;
  • Comfort and familiarity partnering with Business Intelligence and other teams to spot trends, innovative ideas, and actionable insights relevant for the brand.
  • College Degree in Marketing, Branding, Business, English; or equivalent experience with consumers via advertising, media, music, digital, social.


  • Strong diplomatic leader, enthusiastic brand champion and ambassador;
  • Proven ability to manage multiple, complex projects simultaneously in sometimes fast­paced, dynamic environment;
  • Iterative learner who will ensure learnings from various parts of project are incorporated into plans going forward and communicated to relevant parties;
  • Strong team manager, mentor and champion;
  • Ability to make quick, but informed decisions;
  • Working knowledge of print, online, digital, social, on-air production terms and processes;
  • Collaborative partner with other teams and stakeholders in pursuit of shared objectives;
  • Ability to bring teams to consensus and move projects forward;
  • Understanding of media industry and nonprofit sector;
  • Exceptional written communications, interpersonal and public presentation skills;
  • Top-notch critical thinking and excellent problem-solving abilities is a must;
  • Ability to act independently and confidently; ability to be flexible with evolving priorities;
  • Ability to grasp high-level branding and positioning concepts and translate them into actionable strategies and tactics;
  • Ability to collaborate with cross-functional teams to amplify brand message across all media and various audiences;
  • Proficiency with Microsoft Office Suite; basic Photoshop and familiarity with Adobe After Effects production skills a plus. 

PBS is an Equal Opportunity Employer of Minorities, Women, Protected Veterans, and Individuals with Disabilities



Similar jobs

Similar jobs