Senior Manager, Brand Strategy

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8116 - Midtown Office - 2220 W. Broad Street, Richmond, Virginia, 23220

CarMax, the way your career should be!

Position Summary

The Senior Manager of Brand Strategy plays a critical role in shaping how customers experience and perceive the CarMax brand. This role is responsible for developing and executing upper-funnel marketing strategies that drive brand awareness, perception, and cultural relevance. Reporting to the Director of Brand Strategy, this leader will translate brand positioning into compelling campaigns and owned channel strategies, while partnering cross-functionally to ensure consistency across all touchpoints.

Key Responsibilities

Campaign Strategy & Execution

• Own the annual tactical brief process, translating alignment brief and campaign direction/concepts into actionable guidance across paid brand media
• Oversee the development of campaign assets to ensure alignment with brand messaging and strategic goals.
• Lead experiential marketing and partnership activations and cross-functional initiatives that extend brand impact beyond traditional channels.
  
  

Brand Experience

• Lead strategic briefing for owned channels (store, awareness email, CarMax.com, organic social, content) to ensure alignment with brand positioning and voice.
• Develop and maintain marketing playbooks that guide consistent execution of brand messaging and campaign efforts in collaboration with the Creative Manager.
• Oversee the creation and rollout of brand toolkits and training materials that empower internal teams to be brand stewards.
• Champion experience enhancements and marketing innovations that elevate brand communications and deliver signature experiences for our brand; lead go-to-market strategies for these innovations
• Activate culture-building initiatives that embed our brand difference across the organization and inspire internal engagement.
  
  

Team and Department Leadership

• Serve as a thought leader and strategic advisor to teams on CarMax’s brand strategy and difference
• Inspire and motivate Marketing teams and partners to drive against the biggest opportunities for the company to deliver against our brand goals
• Collaborate with internal stakeholders across strategy, operations, product, and analytics to ensure alignment and execution of strategic brand initiatives.
  
  

Qualifications

• 10+ years of experience in brand strategy, brand experience, marketing communications, or related fields.
• Proven ability to lead cross-functional teams and influence stakeholders at all levels.
• Strong strategic thinking, storytelling, and creative briefing skills.
• Experience managing brand campaigns and owned channel strategies.
• Passion for brand building, innovation, and customer experience.
• Bachelor’s degree in marketing, communications, business, or a related field; Master’s degree a plus.
  
  

Work Location and Arrangement: This role will be based out of the CarMax Midtown - Richmond, Virginia and have a Hybrid work arrangement.

• Associates based in Richmond work onsite 5 days per week.
  
  

Upon an applicant's request, CarMax will consider reasonable accommodation to complete the CarMax Job Application.

If you have questions about this posting, please contact [email protected]