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Director, Brand Marketing - 10004-Charlotte- NC - Hawkins (Charlotte, NC)

Krispy Kreme Doughnut Corporation
United States, North Carolina, Charlotte
August 18, 2022

Since its founding over 80 years ago, Krispy Kreme's focus has remained the same - making fresh, premium quality doughnuts inspired by their founder's original recipe. The brand's iconic Hot Light lets guests know when doughnuts are being made fresh in shop so they can enjoy hot doughnuts fresh off the line. To make Krispy Kreme's in-shop experience even sweeter, many shops across the globe feature the brands one-of-a-kind doughnut theatre, an immersive, interactive experience through which guests can see Krispy Kreme's melt-in-your-mouth doughnuts being made right before their eyes.

The Director, Brand Marketing is a results-oriented, creative marketer, responsible for developing marketing strategies and communication plans to drive consumer demand, brand relevance, and sales. In collaboration with the US CMO, this individual will develop and implement the annual retail marketing calendar, inclusive of campaign, promotional, and discounting plans. By partnering with cross-functional teams, this leader will ensure consistent messaging in all channels of the consumer journey. This role holds a pivotal position within the marketing organization, both creating and executing marketing strategies to drive the brand forward.


Brand Marketing

  • Work with leadership to develop the brand's strategic annual retail marketing calendar to drive year-over year sales growth
  • Collaborate with the US CMO to identify and seize upon brand moments that deepen consumer attachment while building brand engagement and overall brand health
  • Partner in developing new promotional windows based on consumer behavior and leverage touch points (PR, packaging, advertising, digital media, promotions) to reach and engage consumers
  • Manage and oversee the execution of the retail marketing calendar from ideation to implementation
  • Lead campaign development from briefing to finalizing creative content across owned, paid, and earned channels to deliver effective campaign messaging
  • Create creative briefs for internal and external design teams to ensure cohesive brand collateral
  • Collaborate with external and internal design teams to oversee the development of campaign materials and marketing elements that align with overall brand voice, objectives, and strategy to drive consumer engagement and increase sales
  • Partner internally across brand, design, and digital consumer experience to inform and ensure an integrated communications plan that delivers the brand strategic intent across consumer channels
  • Ensure development of plans and strong execution across gift cards, merchandising, new store openings, partnerships and local marketing
  • Review and analyze consumer data and LTO performance to provide recommendations on adjusting marketing strategies and tactics to drive frequency and increase sales
  • Build and maintain effective working relationships and communication with consumer insights, analytics, operations, finance, procurement, and agency teams to translate the retail marketing calendar into action
  • Partner with the US CMO to manage/influence smart budget decisions, as well as recommend appropriate vendors and partnerships as needed
  • Participate and provide leadership during internal brand strategy sessions

People Development

  • Set clear objectives and prioritizes initiatives for the team
  • Assign clear projects and tasks to direct reports and coaches and develops their skills
  • Perform semi-annual performance reviews for team member
  • Build engagement of team
  • Collaborate with peers to share marketing best practices


  • Bachelor's degree in Marketing, Advertising, Business or related area
  • Eight (8) years of experience in marketing, brand management, or advertising
  • Five (5) years of experience developing marketing campaigns, and demonstrated experience developing brand plans and creative briefs, either independently or through an outside agency
  • Extensive knowledge of all marketing media including digital, paid, and social media campaigns
  • Advanced understanding of managing the marketing campaign process, inclusive of leading the review process and providing creative feedback
  • Ability to work collaboratively with all stakeholders - agency, internal creative, media strategy, legal, operations, and innovation - to reach strategic goals
  • Ability to interface comfortably and effectively at all levels of the organization
  • Supervisory experience and ability to influence effectively (up, down, and across the organization)
  • Success in driving business results through executional excellence
  • Experience in leading multi-media campaign development, from initial research phase and plan development through roll-out
  • Strong overall business acumen with a proven ability to connect strategic objectives with action
  • Strong organizational skills with the ability to manage multiple tasks, shift priorities and work under tight timelines
  • Very adaptable with the ability to exercise patience and understanding throughout the campaign development process
  • Proactive and results oriented

**Subject to any legally required accommodations and applicable state or local law, Krispy Kreme requires individuals in certain positions/locations to be fully vaccinated against COVID-19 as a condition of hire.**


  • Comprehensive benefits (medical, vision, and dental insurance)
  • Employee discount program
  • 401K plan
  • PTO and "dream" days
  • Company events
  • Education Reimbursement
  • Hospital Indemnity Insurance
  • Adoption Assistance
  • Life Insurance
  • FSA/HSA Plans

Krispy Kreme is an iconic, global brand that has offered the highest-quality doughnuts and great-tasting coffee since it was founded in 1937. Today, Krispy Kreme operates as a public company traded under the ticker symbol, DNUT, on the Nasdaq Global Select Market. Krispy Kreme's over 1,600 shops can be found in 33 countries across the globe. Of these locations, the brand owns and operates 307 shops in the United States and Canada, 239 in Mexico, 125 in the UK and Ireland, 52 in Japan, and 38 in Australia and New Zealand, with the remaining locations run by franchise partners largely in the international market. In addition, Krispy Kreme doughnuts can be found in approximately 12,000 grocery, convenience, and mass merchant stores in the U.S.