Brand Manager at The Wills Group in La Plata, MD

Brand Manager – Wills Group

Location: La Plata, MD | Hybrid Schedule: Monday–Friday | In-office Tuesday & Thursday Position Type: Full-time | Benefits Eligible

Job Purpose and Function

The Brand Manager will help bring the Dash In and Splash In brand strategies to life by translating brand priorities into integrated marketing plans that build awareness, equity, and customer connection.

This role owns the day-to-day commercial planning process and integrated marketing calendar, partnering closely with Category Management, Operations, Loyalty, Local Marketing, Creative, and agency partners to bring campaigns, promotions, and product innovation to market.

Using customer insights, performance data, competitive intelligence, and cultural and category trends, the Brand Manager will identify opportunities, shape compelling customer propositions, and lead cross-functional initiatives from planning through launch.

How You’ll Make an Impact

Strategic Planning & Brand Stewardship

• Execute the 12-month integrated marketing calendar across enterprise campaigns, seasonal and LTO launches, loyalty initiatives, and local activations.
• Translate brand positioning and values into compelling campaigns and messaging across channels.
• Manage milestones, dependencies, and cross-functional deliverables to ensure timely execution.

Cross-Functional Leadership & Commercial Planning

• Partner with Category Management to align brand campaigns with merchandising, pricing, and promotional strategies.
• Collaborate with Operations, Performance, Loyalty, and Local Marketing teams to ensure strong in-store execution.

Campaign & Asset Management

• Brief and manage external agencies on creative development, ensuring campaigns are on-brand, insight-driven, and performance-oriented.

Measurement, Insights & Optimization

• Establish and monitor KPIs for awareness, perception, consideration, and preference, using results to recommend opportunities for growth.
• Leverage customer research, loyalty and performance data, competitive intelligence, and market trends to identify customer needs and inform brand, promotional, and innovation opportunities.
• Manage assigned brand marketing budgets and expenses to ensure spending remains on plan.

Innovation & Future Readiness

• Stay current on retail, QSR, competitor, media, and consumer trends to help keep the brands relevant and competitive.
• Manage test-and-learn initiatives such as new creative formats, products, promotions, influencer partnerships, and local activations.

What We’re Looking For

Basic Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or a related field, or equivalent experience.
• 5+ years of experience in brand management, retail or consumer marketing, or integrated campaigns.
• Demonstrated success managing brand plans, integrated marketing calendars, and multi-channel campaigns in fast-paced retail environments.
• Strong understanding of shopper behavior, food and retail trends, loyalty programs, and in-store experience.
• Proven ability to influence and align cross-functional teams.
• Experience managing budgets, agencies, sponsorships, and performance dashboards.
• Analytical mindset with experience in brand tracking, consumer research, and KPI reporting.

An ideal candidate will also have

• Experience translating consumer insights and trends into actionable brand, promotional, or product innovation opportunities.
• Experience supporting commercialization and go-to-market planning.
• Strong creative judgment with the ability to develop effective briefs, evaluate creative against business and customer objectives, and provide clear strategic feedback.

Key Competencies

• Strategic Thinking & Brand Planning
• Cross-Functional Collaboration
• Delivering Results & Driving Brand Equity
• Shopper Insights & Customer Focus
• Creative & Innovative Mindset
• Planning, Organizing & Budget Discipline
• Project & Calendar Management
• Building Partnerships & Community Engagement

Availability and Travel

• This hybrid role follows our company’s telework schedule, with in-office days Tuesday and Thursday and work-from-home days Monday, Wednesday, and Friday. Standard operating hours are Monday through Friday, 8:00 AM to 4:30 PM.
• Occasional travel, including overnight stays for training, conferences, or other events, may be required. Approved accommodations and expenses are reimbursable.
• This role requires use of a personal vehicle for travel; mileage reimbursement and/or vehicle reimbursement programs are offered by Wills Group accordingly.

ADA Compliance

The Wills Group is committed to providing equal employment opportunities and fostering an inclusive workplace for individuals with disabilities. In compliance with the Americans with Disabilities Act (ADA), we ensure that all qualified individuals are given the necessary accommodations to perform the essential functions of their roles.

We encourage open communication and collaboration to identify and implement reasonable accommodations that support the success of our employees while maintaining operational excellence. Reasonable accommodations can be discussed during the hiring process.

Why You Should Join Wills Group

As a thriving, family-owned, $1.5 billion company headquartered in scenic La Plata, Maryland, (a 45-minute commute from Washington, DC), we take pride in our strong presence across the Mid-Atlantic region. Featuring nearly 300 retail locations of our family of brands including Dash In, Splash In ECO Car Wash, and SMO Motor Fuels, we are shaping the future of convenience retailing, fuels marketing, and commercial real estate.

Since 1926, our work-hard, play-hard mentality propels us to serve the communities that have supported us throughout the years. Keeping lives in motion is more than our mission--it's our way of life! We're dedicated to empowering individuals to embrace new possibilities and chart their own paths to success. Discover the fulfillment of working alongside passionate professionals, where your ideas are valued, and your potential is nurtured. Become part of something bigger when you join the Wills Group!

Benefits and Perks

Embark on a rewarding journey where your growth, future, and well-being take center stage! As a certified Great Place to Work™, the Wills Group understands today's professionals desire meaningful careers with a culture that's as authentic as possible. We pride ourselves in fostering an environment that supports your overall development.

Look forward to joining a company that celebrates your wins whether big or small. You can count on us to provide industry-leading total rewards packages that include a range of benefits and perks that contribute to your overall well-being:

• Financial Well-being: Employer 401(k) match (currently at 7%), health savings plan, and financial planning.
• Physical Well-being: Comprehensive health, vision, and dental plans tailored to meet the needs of our people and their families, even their pets!
• Paid Time Off: Vacation, sick, personal, community engagement, and parental leave for new parents.
• Work/Life Balance: Hybrid and flexible work environment, Employee Assistance Program, travel assistance, family life planning.
• Exclusive Discounts: Enjoy discounts on theme parks, Broadway shows, concerts, travel, shopping, dining, and wellness services.
• Education and Development Opportunities: 100% tuition reimbursement to support our team’s education goals, robust development programs, and certificate program assistance (up to 100% employer-paid).
• Competitive Salary: Competitive pay matched to DC Metro area.

Wills Group does not accept unsolicited resumes from recruiters or employment agencies in response to the Wills Group careers page or a Wills Group social media post. Wills Group will not consider or agree to payment of any referral compensation or recruiter fee relating to these unsolicited resumes. Wills Group explicitly reserves the right to hire those candidate(s) without any financial obligation to the recruiter or agency. Any unsolicited resumes, including those submitted to hiring managers, are deemed to be the property of Wills Group. Wills Group is an equal opportunity employer. Wills Group does not discriminate on the basis of race, religion, color, sex, gender identity, sexual orientation, age, non-disqualifying physical or mental disability, national origin, veteran status or any other basis covered by appropriate law. All employment is decided based on qualifications, merit, and business need. #TWGIHQ