Description
The Senior Manager, Brand leads the team responsible for how the WGU brand shows up everywhere it touches students, partners, and the broader public.
The role covers three areas: elevating and evolving the university's visual and verbal identity at nationwide events and through media, protecting it through clear governance and policy, and bringing it to life physically through the WGU Store and merchandise program.
The Senior Manager, Brand reports to the Senior Director of Brand, Content, WGU Studios and Social Media, and partners closely with that role on overall brand direction.
Primary Responsibilities:
- Set the vision and operating strategy for WGU's brand elevation, governance, and store/merch functions, in partnership with the Senior Director, and oversee execution across all three workstreams.
- Lead and develop a team of 3-4 direct reports spanning Brand Elevation, Brand Governance/Policy, and the WGU Store/Merch team.
- Drive initiatives that elevate and evolve WGU's brand identity, partnering with design, content, communications, events, and marketing to keep brand expression fresh and aligned to institutional strategy.
- Own brand standards, guidelines, and approval processes to ensure consistent, on-brand execution across the university.
- Oversee the WGU Store and merchandise program, including product strategy, vendor relationships, and day-to-day operations.
- Partner with Finance and Operations on budget, inventory, and P&L for the store and merch program.
- Track brand governance compliance and store/merch performance, and report results to the Senior Director on a recurring cadence.
Qualifications:
- Bachelor's degree in Marketing, Communications, Business, or a related field.
- 7+ years of progressive experience in brand management, brand marketing, or a related field.
- 3+ years in a people-management role, including managing a functionally diverse team.
- Demonstrated experience balancing creative/brand strategy with operational governance or compliance-style work.
- Experience overseeing a retail, merchandise, or product line.
- Strong stakeholder management skills; comfortable being both a brand champion and a policy enforcer.
Preferred Qualifications:
- Prior experience in higher education, nonprofit, or another highly regulated/mission-driven brand environment.
- Experience with merchandise/licensing programs.
- Experience presenting to and influencing senior leadership stakeholders on brand strategy.