Senior Manager, Brand

• $130,000 - $140,000 base salary range + annual bonus potential!
• 100% remote in the United States, however, due to state-specific regulatory requirements, Potbelly does not currently support remote work from the following states: Alaska, California, and Hawaii. To be considered for this position, you must be able to perform the role from a state not listed above at the time of hire and for the duration of employment.

Job Title: Senior Manager, Brand

Department/Function: Marketing

Location: Support Center

Reports to (Title): Senior Director, Brand Marketing

Job Level: Manager

Job Band: Sr Manager

Full-Time – Exempt

Travel Requirements: Moderately

GENERAL DESCRIPTION

The Senior Brand Manager is accountable for brand strategy, marketing calendar management, and creative oversight at Potbelly. Key responsibilities include building and stewarding an insights-led annual marketing calendar, developing compelling promotional and brand initiatives that populate the calendar, and bringing all activities to life across paid, owned, and earned channels with high-quality, effective execution. This position will also play a primary role in overseeing media and the relationship with the media agency.

Reporting to the Senior Director of Brand Marketing, the Senior Brand Manager will manage two direct reports: Manager, Graphic Design & Art and Associate Manager, Brand Marketing. A Marketing Operations Associate will not report into this role but will partner closely to support execution.

This is a critical position within the Marketing organization, accountable for both setting brand strategy and ensuring it is executed with excellence. The role is intentionally hands-on—the Senior Brand Manager is expected to lead, build, and deliver the work, not simply direct it.

FOCUS

Brand Strategy & Stewardship

• Own brand positioning, messaging, tone, look and feel, and brand guardrails
• Ensure consistent application of brand voice and visual identity across all channels
• Translate insights and performance into actionable brand strategies
• Annual Marketing Calendar Leadership
• Build and manage a 6+ month forward-looking marketing calendar
• Ensure the right balance of traffic-driving and brand-building initiatives to meet business goals
• Define initiative timing, sequencing, and success metrics

Promotions & Campaign Strategy

• Lead development of promotions and key initiatives across cross-functional teams
• Define offer strategy, messaging, and business objectives
• Ensure campaigns align to brand strategy and deliver against business objectives
• Channel Planning & Media Integration
• Define channel roles across paid, owned, earned, and in-shop environments
• Ensure channel requirements, asset needs, and readiness timelines are clear
• Partner with media agency on planning, execution, and optimization

Creative Leadership & Development

• Own and develop clear, strategic creative briefs that translate strategy into execution
• Lead end-to-end creative development across internal and external teams
• Provide clear, consolidated feedback tied to strategy, brand standards, and performance
• Ensure creative is developed for channel-specific formats and optimized for performance

Agency & Partner Management

• Manage creative agency roster, including partner selection, scope, and performance
• Partner with PR agency on earned media strategy and key moments
• Hold agency partners accountable for quality, performance, brand adherence, and timelines

Cross-Functional Leadership & Execution

• Partner with Operations, Digital, Finance, and Field teams to align on initiatives
• Drive readiness, coordination, and execution across all functions
• Operate as a hands-on leader-personally driving progress and solving problems
• Experimentation & Performance Optimization
• Establish and lead a testing and learning agenda across campaigns and channels
• Use data and insights to refine strategies, creative, and channel plans
• Drive continuous improvement without compromising brand consistency

Reporting & Operational Excellence

• Lead post-campaign analysis and translate findings into clear actions
• Provide leadership visibility into performance and calendar health
• Build and maintain operating rhythms, processes, and governance

Team Leadership

• Manage and develop direct reports across creative and brand/production functions
• Foster a collaborative, high-performing team environment
• Establish clear expectations, processes, and development opportunities

ESSENTIAL PHYSICAL FUNCTIONS

• Ability to work extended hours as needed
• Ability to travel as required
• Ability to sit, stand, and work at a computer for extended periods
• Must be able to communicate heavily through text, telephone, e-mail, instant messaging, video conferencing, and in-person communications

EXPERIENCE, EDUCATION AND BEHAVIORS

• Bachelor’s degree in Marketing, Business, or related field preferred
• 7–10+ years of progressive experience in brand, integrated, or category marketing
• Experience in QSR, food & beverage, retail, hospitality, or consumer brands preferred
• Proven ability to lead brand strategy (positioning, messaging, voice, identity) and translate it into execution
• Demonstrated success building and managing high-velocity marketing calendars with 6+ month forward planning
• Strong creative leadership experience, including briefing, feedback, and overseeing development across internal and external teams
• Experience managing creative, media, and PR agencies, including performance and ways of working
• Experience overseeing production for brand content (photo/video) and/or in-shop creative ecosystems preferred
• Strong strategic thinker with ability to connect brand, creative, and business outcomes
• Highly hands-on operator who drives work from concept through execution
• Clear and decisive communicator with strong judgment and prioritization skills
• Collaborative cross-functional leader able to influence without direct authority
• High level of organization with strong planning and calendar discipline
• Creative judgment and ability to evaluate work against brand and performance goals
• Learning mindset with focus on testing, iteration, and continuous improvement
• Ability to balance brand-building with performance-driven marketing

At Potbelly, we are committed to creating a welcoming and respectful environment where individuals are valued for their unique perspectives, backgrounds, and strengths. We believe that inclusion, collaboration, and mutual respect enhance the way we serve our customers and work together as a team. All employment decisions are based on qualifications, merit, and business need.

We’re an equal opportunity employer. Each applicant will be considered for employment without regard to race, color, religion, disability, sex, sexual orientation, gender identity, national origin, veteran status, or any other basis protected by applicable federal, state or local law.

Application Deadline: Applications must be submitted by [12/31/2026] to be considered for this position. The posting may close earlier if a suitable candidate is selected before the deadline.