Girl Scouts of the USA

  • Senior Director Brand Marketing, Cookie Program

    Job Locations US-NY-New York
    Posted Date 2 months ago(9/19/2019 11:11 AM)
    Job ID
    # of Openings
  • About Us

    Marketing and Communications is vital to the Girl Scout Movement’s success in delivering on its mission by: enabling vibrant membership and revenue growth; stewarding brand reputation and relevancy; and building engaging relationships and loyalty among consumer audiences - girls, parents, alum, volunteers and the public.


    The Senior Director Brand Marketing – Cookie Program, is responsible for creating a brand vision and long term omni-channel strategy and activation plan for the iconic Girl Scouts Cookie Program to drive audience engagement, grow revenue and increase understanding of the program outcomes. This position is also responsible for interpreting the Girl Scout brand into an experience for the global commercial marketplace. This position will champion the ethos that informs the expanding product development ecosystem, delivering incremental revenue to the Girls Scouts of the USA and councils (the Movement) and great experiences for girls, parents and volunteers. This position will also be deeply immersed with the Girl Scouts Cookie and licensing business and operations, collaborate with executive and internal/external cross-functional teams, understand participate in governance processes and work closely with many stakeholders (including the Cookie Steering Committee, Girl Scouts Merchandise (GSM), licensed bakers, licensing agent, product sales, National Board of Directors Executive Committee). The position reports to the VP, Brand & Product Marketing with a dotted line to the VP, Girl Scout Cookie Program.


    The Cookie Program is critical to the financial and social mission of every Girl Scout council and, thus, this role is critical to the success of the Girl Scouts. The ideal candidate will have a mix of creativity, strategic thinking, and an execution-oriented mindset. She/he will be responsible for delivering engagement with the Girls Scouts’ mission, continuously elevating program benefits and increasing awareness of how cookie earnings power amazing girl experiences year-round. They will oversee both the activation and long-term planning workstreams of the Cookie Program brand marketing. This position will manage a team of four: one Coordinator and three Managers.


    Essential Responsibilities

    • Embedded in Cookie Program team activity, bring marketing expertise in successful brand and consumer engagement strategies, serve as the go-to MarComm resource for strategic input. In concert with partners and internal teams, support the development of new marketing assets and new IP that align with and extend the brand in support of the business’s ability to drive revenue across the Movement.
    • Drive the design, rollout and activation of comprehensive and cross-channel marketing strategies – including campaigns, contests, events, digital marketing, PR & earned media, email marketing, and website/app development for the Girl Scout Cookie Program.
    • Drive development and presentation of Girl Scout Cookie creative strategy development, implementation, and evaluation of omni-channel strategies that expand and elevate the GSUSA mission for senior management and stakeholder review.
    • Facilitate cross-functional connections between Cookie Program, Program Strategy & Development, Legal, Finance, Girl Scout Research, Cookie Steering Committee and the Product Sales Advisory team in the co-creation of all Cookie Program Marketing and Communication campaigns, promotions and turnkey tools.
    • Develop working relationships with internal MarComm team and external agencies to implement project plans and timelines for promotion of Girl Scout Cookie Program to reach general market and targeted cultural audiences.
    • Oversee the marketing components of the Cookie product innovation process by partnering with licensed bakers and other partners in the development of product packaging, product launch strategies, and marketing tools for councils.
    • Oversee the approval process of creative concepts submitted by national, regional and product sales licensees.
    • Contribute to strategic brainstorming sessions throughout product development cycle to provide marketing input.
    • Lead, mentor, and develop a team of brand marketing and communications professionals.
    • Review and approve all cookie marketing materials, including copy and creative, in development.
    • Own internal stakeholder alignment around brand campaigns, projects, communication, execution, and budgeting.
    • Synthesize data, build insights and provide recommendations around brand campaigns to drive senior level decision-making for future decisions.
    • Partner with internal MarComm team and external agencies to implement project plans and timelines for promotion of Girl Scout Cookie brand, to reach general market and targeted cultural audiences. This includes brief creation and oversight throughout every step of execution.
    • Ensure Girl Scouts capitalizes on opportunities for brand exposure and mitigates potential crises in partnership with MarComm and Cookie Program colleagues.
    • Oversee forecasting and annual cookie marketing budgets.
    • Act as primary project manager on designated projects and initiatives as required.  

    You Need

    • Degree or Equivalent Experience: Bachelor’s degree in marketing or related area from an accredited university or equivalent relevant experience; MBA preferred
    • Minimum Years of Experience:  Ten (10) years prior experience in a senior-level management or staff position with responsibility over multidisciplinary functions
    • Highly experienced creative brand steward that can harness consumer and cultural insights to promote a compelling narrative. Strong problem-solving skills with clear ability to use data & analytics to deploy brand marketing strategies and deliver against KPIs (product sales, consumer adoption, etc.).
    • Experience creating national and local campaigns and initiatives to drive short and long-term goals.
    • Experience developing and managing a budget
    • Creative, dynamic, and innovative, with an understanding of products and tools that drive engagement and loyalty.
    • Ability to shift between strategic and tactical levels of thinking
    • Adept at working in a fast-paced environment juggling many responsibilities and projects at once as well as multiple stakeholders
    • Excellent quality verbal and written communicator with persuasive presentation skills and comfort influencing peer stakeholders.
    • Demonstrated strong contributor to cross functional teams. Flexible, adaptable and highly collaborative; especially across national/local/federated organizational structures where persuasive alignment is required.
    • Experience leading a team of brand marketing and communications professionals
    • Passionate about mission-driven organizations; affinity for Girl Scouts is a plus.
    • Office 365 or similar suites
    • Competency in PowerPoint or similar presentation software
    • Competency in Microsoft Excel or similar software











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