Senior Manager, Brand Strategy - Full-time / Part-time

Are you curious about solving complex business challenges for a leading convenience retailer?  Do you have a passion for cross functional collaboration?  Then you may be the perfect addition to our team! 
Cumberland Farms is a member of the EG America family of brands. EG America is one of the fastest-growing convenience store retailers in the United States, committed to becoming America’s #1 ‘one-stop’ destination. The business has an established pedigree of delivering excellent fuel, grocery and merchandise, and food service. Headquartered in Westborough, Massachusetts, our Company has grown to over 1,500+ locations across the United States employing over 18,000 team members.  You can find us operating under the following store banners: Certified Oil, Cumberland Farms, Fastrac, Kwik Shop, Loaf N Jug, Minit Mart, Sprint Food Stores, Tom Thumb, Turkey Hill, and Quik Stop. Our headquarters in Westborough, MA is home to our Store Support Center, Company Warehouse, and Culinary Center.
What We Offer:
Competitive Wages
Work today, get paid tomorrow through our earned wage access program*
Paid Time Off
Medical/Health/Dental Coverage
401K with Company Match
Team Member Discounts
Tuition Reimbursement
Employee Assistance Program
Health Savings Account
Company Spirit Days
Employee recognition and awards
And much more!
Position Summary:
The Senior Manager of Brand Strategy is responsible for driving consumer connection, affinity, and loyalty to the Cumberland Farms brand across omnichannel touchpoints. The individual in this role will support the execution of the Cumberland Farms brand strategy to enhance our brand equity, deepen consumer relationships and drive incremental traffic frequency and sales. This individual will manage our agency partners, champion the brand internally and externally ensuring consistent storytelling, design and activation in alignment with brand positioning and growth priorities. This leader will leverage consumer insights and cultural trends to develop compelling engagement campaigns that resonate with core and emerging audiences. Success requires cross-functional collaboration, agency leadership, operational leadership and a strong understanding of convenience retail, food & beverage, and competitive behaviors.
Responsibilities:
1. Support the roll out of the Cumberland Farms brand strategy and translate into measurable engagement plans across digital, social, loyalty, in-store, retail media and community channels.
2. Own brand architecture and portfolio strategy for banners, sub-brands and private label.
3. Build and execute a consumer engagement strategy grounded in brand positioning, value proposition, business priorities and guest insights.
4. Identify emerging cultural moments, seasonal trends, and regional opportunities to activate and amplify the brand.
5. Oversee internal and external brand storytelling ensuring consistency and quality programming.
6. Support rebrands and grand openings and promotional events to drive trial and advocacy.
7. Collaborate with Marketing, Category Management, Merchandising and Foodservice teams to drive consistency and amplify product launches and promotional windows.
8. Align with Digital, Loyalty and IT teams to integrate omnichannel engagement opportunities.
9. Manage Brand Team budget, forecasting and modeling that align with corporate business goals.
10. Coach and develop direct reports, engage in career pathing and performance reviews to provide opportunities for talent promotion and skill development.
Working Relationships:
Collaborate closely with marketing, advertising, PR, communications, operations, finance, category management, merchandising, IT to execute brand strategies.

Minimum Education: Bachelor’s degree required with a focus on Marketing, Advertising, Communications or related field.
Preferred Education: Master’s degree required with a focus on Marketing, Advertising, Communications or related field.
Minimum Experience: 7+ years relevant Marketing or Brand experience in consumer-facing industries (C-Store, QSR, CPG).
Preferred Experience: 7+ years relevant Marketing or Brand experience building campaigns for big brands at scale.
Licenses/Certifications:
Soft Skills/Competencies:
Excellent oral and written communication skills
Strong Presentation Skills
Ability to foster teamwork and build collaborative relationships
Strong interpersonal skills
Proficient in Microsoft Office Suite
Travel: Limited travel requirement.
Hours & Conditions: Monday – Friday, 8+ hour days in office setting, with performance-based flex-day each week.
Physical Requirements: Ability to maneuver and lift up to 10 lbs.
$127875-$170500

At EG America, it’s important that our employees reflect the world we live in and the communities we serve. We celebrate our differences, so your unique background and skillset could bring a wonderful new perspective to our team. If you have a passion for delivering exceptional results, thrive in a fast-paced corporate environment, and bring experience in business management or related areas, we'd love to meet you - even if you don't meet every single requirement.
Consistent with Massachusetts Pay Transparency Law, we’re sharing the base salary range for this position. Final pay within this range will be based on your skills, experience, and qualifications.
Base pay represents just one part of our total rewards approach. We’re proud to offer a variety of financial and non-financial benefits that invest in your overall growth, well-being, and career journey.