Senior Manager, Brand

Role Overview

Senior Manager, Brand at Potbelly Sandwich Works will own brand strategy, annual marketing calendar leadership, and creative oversight. The role is hands-on, driving and delivering work across paid, owned, and earned channels, and partnering closely with a media agency.

Reporting & Team

• Reports to: Senior Director, Brand Marketing
• Manages: 2 direct reports
  • Manager, Graphic Design & Art
  • Associate Manager, Brand Marketing
• Partners with: Marketing Operations Associate (no direct reporting)

Responsibilities

Brand Strategy & Stewardship

• Own brand positioning, messaging, tone, look and feel, and brand guardrails
• Ensure consistent application of brand voice and visual identity across all channels
• Translate insights and performance into actionable brand strategies

Annual Marketing Calendar Leadership

• Build and manage a 6+ month forward-looking marketing calendar
• Balance traffic-driving and brand-building initiatives to meet business goals
• Define initiative timing, sequencing, and success metrics

Promotions & Campaign Strategy

• Lead development of promotions and key initiatives with cross-functional teams
• Define offer strategy, messaging, and business objectives
• Ensure campaigns align to brand strategy and deliver against objectives

Channel Planning & Media Integration

• Define roles for paid, owned, earned, and in-shop environments
• Clarify channel requirements, asset needs, and readiness timelines
• Partner with media agency on planning, execution, and optimization

Creative Leadership & Development

• Own strategic creative briefs that translate strategy into execution
• Lead end-to-end creative development across internal and external teams

Requirements

• Able to perform the role from the United States remotely at time of hire and throughout employment (not supported from AK, CA, HI)

Nice-to-haves

• Experience leading brand strategy, campaign planning, and creative development across multiple channels
• Background partnering with media agencies and managing marketing calendars/insights