Director of Brand, Content & Creative- Crecera — Bloomington, MN

Director of Brand, Content & Creative

Reports to: General Manager, Sports Business Unit

Type: Full Time

Location: Bloomington, Minnesota, Hybrid

About the Company

Crecera Brands is the driving force behind Sportsman’s Guide, kYEU yF83Bm, The Golfer's World, Play Baseball and Play Softball, five of America’s leading retailers of outdoor gear, fishing equipment and technology, sporting goods and golf equipment. For nearly 50 years, our companies have been dedicated to helping our customers enjoy the fun, freedom, and traditions of the great outdoors. From hunting and fishing to playing ball and hitting the links, the companies of Crecera Brands deliver the gear you need to succeed. Our websites include ••••••••, ••••••••, ••••••••, •••••••• and ••••••••.

Position Summary

The Director of Brand, Content & Creative is responsible for defining, elevating, and activating the brand across all customer touchpoints while leading the creative, content, and organic social functions that bring the brand to life. This leader owns brand strategy, creative direction, storytelling, content production, and audience engagement, ensuring a consistent and compelling customer experience across every channel.

From initial brief to final asset, the Director oversees the development of brand campaigns, creative concepts, content programs, social media, photography, video, and launch strategies that drive awareness, engagement, customer acquisition, retention, and revenue growth.

As a key member of the marketing leadership team, the Director of Brand, Content & Creative partners closely with Ecommerce, CRM, Merchandising, Performance Marketing, and Analytics teams to strengthen brand affinity, build customer loyalty, and accelerate growth in a highly competitive direct-to-consumer environment.

Key Responsibilities

Brand Strategy & Management

Develop and execute a comprehensive brand strategy that differentiates the company from competitors and strengthens emotional connections with customers.

· Serve as the steward of the brand, ensuring consistency in voice, messaging, visual identity, and customer experience across all channels.

· Establish and maintain brand standards, creative guidelines, and messaging frameworks across digital and offline touchpoints.

· Lead brand positioning, storytelling, and creative direction that support business objectives and long-term growth.

· Review and approve key creative assets and campaigns to ensure alignment with brand standards and strategic priorities.

· Monitor competitive activity, consumer trends, customer insights, and marketplace dynamics to identify opportunities for brand differentiation.

· Partner with executive leadership to ensure brand priorities align with business strategy and growth goals.

Content Strategy & Execution

· Develop and lead the company’s content strategy across all customer and digital channels.

· Own the content engine from planning through production, ensuring a steady flow of high-quality assets that support business objectives.

· Oversee the creation of compelling content and creative assets, including articles, videos, photography, product storytelling, buying guides, customer stories, landing pages, social content, and multimedia campaigns.

· Establish editorial calendars, seasonal campaigns, and content roadmaps aligned with merchandising and business priorities.

· Partner with internal teams and external resources to bring content from concept through final production and distribution.

· Ensure content supports SEO, customer acquisition, conversion, engagement, and retention objectives.

· Maintain high standards for content quality, brand consistency, and customer relevance.

Brand Campaigns & Product Launches

· Lead the development and execution of integrated brand campaigns that increase awareness, consideration, and customer engagement.

· Partner with Merchandising and Product teams to develop go-to-market strategies for new product launches and key category initiatives.

· Translate merchandising priorities and customer insights into compelling campaign concepts, messaging, and storytelling.

· Oversee creative briefs, campaign development, content assets, and promotional support across owned channels.

· Create launch plans, messaging strategies, and customer experiences that build excitement and drive commercial performance.

· Evaluate campaign effectiveness and continuously optimize future launch and brand initiatives.

Organic Social & Community

· Own and execute the company’s organic social and community growth strategy across relevant platforms.

· Develop social-first content and campaigns that build audience growth, strengthen brand affinity, and increase engagement.

· Lead content planning and storytelling across social channels to ensure a consistent and recognizable brand presence.

· Foster meaningful relationships with customers, enthusiasts, and brand communities while maintaining a consistent brand voice.

· Identify emerging social trends, content formats, creators, and platform opportunities to expand reach and engagement.

· Partner with influencers, ambassadors, content creators, and industry advocates to extend brand visibility and credibility.

· Monitor community feedback and customer conversations to identify insights that inform brand, content, and merchandising strategies.

Competitive Intelligence & Market Awareness

· Maintain a strong understanding of competitors, industry trends, customer preferences, and emerging market opportunities.

· Conduct ongoing competitive reviews focused on brand positioning, creative execution, content effectiveness, social engagement, and product launches.

· Monitor competitor campaigns, messaging approaches, and content strategies to identify opportunities for differentiation.

· Translate market and competitive insights into actionable recommendations that strengthen brand performance and customer engagement.

Team Leadership

· Lead, mentor, and develop a team of brand, creative, content, and social media professionals.

· Provide strategic direction and creative leadership across design, copywriting, content production, social media, photography, and video initiatives.

· Establish effective workflows that move projects from brief through final asset while maintaining quality and speed.

· Manage external agencies, freelancers, photographers, videographers, and strategic content partners as needed.

· Foster a culture of creativity, accountability, collaboration, experimentation, and continuous improvement.

· Establish clear goals, priorities, and performance expectations for the team.

Analytics & Performance

· Establish KPIs and reporting frameworks to measure brand awareness, brand health, audience growth, content effectiveness, social performance, customer acquisition, and revenue impact.

· Utilize customer, campaign, social, and website analytics to optimize content, creative, and brand investments.

· Measure the effectiveness of creative concepts, messaging, and storytelling initiatives to improve future performance.

· Present insights, recommendations, and performance updates to executive leadership.

· Balance creative excellence with measurable business outcomes.

Qualifications

Required

· Bachelor’s degree in marketing, communications, business, or a related field.

· 8+ years of progressive marketing experience with significant responsibility in brand marketing, creative leadership, content strategy, and campaign management.

· 3+ years of leadership experience managing cross-functional teams, creative resources, and business initiatives.

· Experience within a direct-to-consumer ecommerce business.

· Demonstrated success building brands and leading integrated campaigns that drive measurable business results.

· Experience managing content creation and creative production across multiple channels, including digital, social, email, video, and photography.

· jP2z3k understanding of ecommerce, customer journeys, digital marketing, and consumer behavior.

· Exceptional written, verbal, communication, and storytelling skills.

· Demonstrated ability to translate customer insights and business objectives into compelling creative strategies and brand experiences.

Compensation & Benefits

Salary Range: $110,000 - $160,000 annually, plus eligibility for annual incentive compensation. Actual compensation will be determined based on factors including experience, skills, qualifications, and geographic location. The salary range listed represents the Company's good faith estimate for this position at the time of posting.

Benefits: Eligible employees may participate in the Company's comprehensive benefits programs, including medical, dental, and vision insurance; health savings and flexible spending accounts; life and disability insurance; 401(k) retirement savings plan with company match; paid time off; paid holidays; employee merchandise discounts; and other wellness and employee assistance programs.

Equal Opportunity Employer

We are proud to be an Equal Opportunity Employer. We are committed to providing equal employment opportunities to all applicants and employees and to maintaining a workplace free from discrimination and harassment. Reasonable accommodations are available for qualified individuals with disabilities and for applicants throughout the hiring process. If you need assistance or accommodation, please contact Human Resources.

Equal Opportunity Employer

This employer is required to notify all applicants of their rights pursuant to federal employment laws.

For further information, please review the Know Your Rights notice from the Department of Labor.