Senior Brand Manager & Marketing Strategy

About the role

Alabama Outdoors is looking for a hands-on marketing leader who can build, not just manage. This role owns the marketing function — brand direction, campaign planning, marketing calendar, agency management, merchant-marketing alignment, customer segmentation, and team leadership — across five retail stores and a growing ecommerce channel.

Responsibilities

• Develop and execute an integrated marketing strategy that drives brand awareness, store traffic, ecommerce traffic, conversion, AOV, revenue, customer engagement, and loyalty.
• Own the marketing calendar across seasonal campaigns, promotional events, product stories, community activations, vendor moments, and brand initiatives.
• Help shape the marketing direction for the company in partnership with the President and leadership team.
• Set clear campaign goals, track results, and make data-informed decisions that improve marketing effectiveness and return on investment.
• Partner with the President, Director of Merchandising, ecommerce, and store teams to align marketing priorities with product push timelines, seasonal plans, inventory opportunities, margin considerations, and revenue goals.
• Build marketing plans that balance brand strength, customer relevance, traffic growth, profitable sales, and executional reality.
• Identify growth opportunities across digital, store, community, local market, and experiential channels.
• Lead the development of campaign briefs that define objectives, customer insights, offers, audience strategy, creative direction, channel plans, required assets, ownership, timing, and success metrics.
• Ensure campaigns are ready before launch across stores, ecommerce, email, SMS, paid media, organic social, signage, direct mail when applicable, and internal communication.
• Create repeatable processes for campaign planning, approvals, launch readiness, execution, reporting, and post-campaign recap.
• Maintain campaign discipline so AO is planning ahead, not reacting in the current week.
• Ensure every campaign has clear messaging, clear ownership, clear deadlines, clear channel responsibilities, and clear measurement.
• Move campaigns from idea to execution with urgency, organization, and accountability.
• Partner with buyers to align marketing priorities with product focus, inventory depth, margin opportunities, vendor requirements, and seasonal demand.
• Translate weekly brand and category priorities into customer-facing campaigns that drive product discovery and sales.
• Ensure marketing supports what the business needs to sell, not just what looks good creatively.
• Partner with ecommerce to ensure landing pages, product collections, promo mechanics, cart messaging, website content, and digital merchandising are ready and accurate.
• Partner with Store Operations to ensure stores have the signage, displays, talking points, product direction, and campaign understanding needed to execute well.
• Help connect digital marketing, store experience, and product storytelling so the customer sees one clear AO message.
• Protect and strengthen the AO brand voice, visual identity, and positioning across all channels and markets.
• Ensure every customer touchpoint — digital, in-store, community, print, email, SMS, paid media, organic social, and signage — reflects a consistent, compelling, and authentic AO story.
• Champion the brand internally, aligning marketing strategy with the AO Way, mission, values, and active lifestyle positioning.
• Help continue AO’s evolution from a traditional outdoor retailer into a broader active lifestyle brand.
• Stay ahead of cultural trends, customer behavior, competitor activity, and retail marketing trends to keep AO’s brand sharp and relevant.
• Balance promotional urgency with brand integrity so campaigns feel energetic, premium, clear, and commercially effective.
• Lead the marketing team’s day-to-day direction, priorities, planning rhythm, and accountability from day one.
• Lead, develop, and hold accountable the Digital Marketing Manager and Senior Manager of Marketing Execution.
• Set clear expectations, build a culture of ownership and excellence, and create space for the team to grow.
• Develop the people on the marketing team by setting clear standards, coaching consistently, and providing feedback.

Qualifications

• Proven experience in leading marketing functions in fast-paced, dynamic environments.
• Strong strategic acumen and ability to translate business goals into actionable marketing strategies.
• Experience in managing multiple campaigns simultaneously and ensuring successful execution.
• Excellent project management skills, including the ability to prioritize tasks and meet deadlines.
• Ability to work collaboratively with cross-functional teams, including buyers, ecommerce, and store operations.
• Strong analytical skills with experience in using data to inform and optimize marketing efforts.
• Understanding of branding, visual identity, and brand storytelling principles.
• Experience in developing and executing integrated marketing strategies.
• Knowledge of digital marketing channels and tools, including SEO, SEM, email marketing, social media, and mobile marketing.
• Experience in managing a team and developing marketing professionals.
• Strong communication and presentation skills.