Job Description

Summary:

The Director of Brand Marketing is responsible for setting the strategic direction and execution of brand and marketing initiatives that differentiate Family Dollar from competitors, reinforce customer trust, and strengthen overall brand positioning. This role leads the development and maintenance of brand standards to ensure a consistent, customer-focused experience across all internal and external touchpoints, including in-store and eCommerce.

The ideal candidate will leverage data and insights to drive omnichannel marketing strategies, oversee the planning and execution of brand campaigns, and lead cross-functional efforts with strategic partners to drive growth, customer engagement, and brand equity.

Key Responsibilities

• Own and evolve the Family Dollar brand, including the development and maintenance of brand standards, voice, and visual identity.
• Lead the creation and execution of a customer-focused omnichannel marketing and promotional strategy, aligned with business goals.
• Analyze customer insights, market research, and internal performance data to guide marketing decisions that enhance the customer experience and drive profitability.
• Develop and manage annual marketing plans across paid and owned media channels to drive awareness, store traffic, and revenue.
• Oversee advertising processes including creative development, media planning and buying, multicultural marketing, and campaign execution—ensuring alignment with brand and company values.
• Serve as a thought leader on branding, marketing strategy, sponsorships, and strategic partnerships.
• Drive continuous optimization and measurement of marketing ROI, leveraging best practices, technology, and analytics to improve outcomes.
• Manage all third-party agency and media relationships, while identifying and evaluating new strategic partners that support growth and innovation.
• Create and manage marketing budgets and revenue goals, ensuring all activities are executed on time and within budget.
• Provide regular performance updates against key KPIs, including revenue, traffic, customer engagement, and expense targets.

Qualifications

• Bachelor’s degree required; MBA preferred.
• Minimum of 10 years of progressive brand marketing experience in retail and/or consumer packaged goods (CPG) industries.
• Proven expertise in brand management, developing and executing company-wide brand strategies with a strong customer orientation.
• Experience managing complex agency relationships, integrated communications, and strategic partnerships.
• Strong financial and analytical acumen; comfortable using data to drive marketing strategies and evaluate performance.
• Excellent written and verbal communication skills with the ability to influence at all levels of the organization.
• Proven ability to build internal partnerships, align stakeholders, and communicate strategic direction across departments.
• Demonstrated success in leading high-performing teams, including hiring, developing, and retaining marketing talent.
• Strong project management and prioritization skills with a sense of urgency and the ability to execute quickly and decisively.

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