Senior Brand & Advertising Director

Senior Brand & Advertising Director

Acumatica is seeking a Senior Director of Brand & Advertising to lead the strategy, development, execution, and measurement of our global brand and advertising programs. This leader will be responsible for increasing brand awareness, strengthening Acumatica's differentiation in the market, and building a distinctive, consistent brand that contributes to long-term business growth.

The ideal candidate combines brand strategy, advertising and media expertise, creative judgment, analytical rigor, and strong business acumen. They understand how brand and advertising influence the customer journey and can build integrated programs spanning video, CTV, programmatic, digital, social, print, sponsor ships, events, and emerging channels.

This leader will serve as the steward of the Acumatica brand, with responsibility for brand architecture, corporate identity, brand governance, naming, and company-wide brand standards. They will ensure that Acumatica presents a clear, differentiated, and consistent identity across markets, audiences, and customer touchpoints.

This leader will also help define how Acumatica uses AI and emerging marketing technologies to improve creative development, audience insights, advertising optimization, measurement, personalization, and marketing productivity—while maintaining strong standards for brand consistency, quality, intellectual property, and responsible use.

The role requires someone comfortable operating at multiple altitudes: setting strategy and influencing senior executives while remaining close enough to the work to challenge agencies, interrogate performance, identify opportunities, and drive continuous improvement.

This role reports to the CMO.

Responsibilities:

• Own Acumatica's global brand strategy and ensure it supports the company's business strategy, market position, and long-term growth ambitions.
• Develop and steward Acumatica's brand architecture, including the relationship between the corporate brand, products, solutions, programs, initiatives, and other branded entities.
• Own corporate identity and company-wide brand standards, ensuring consistent application of Acumatica's visual and verbal identity across markets and customer touchpoints.
• Establish and maintain brand governance frameworks, processes, guidelines, and tools that enable teams across the company to represent the brand consistently and effectively.
• Lead or provide strategic oversight for naming initiatives across products, solutions, programs, campaigns, events, and other significant branded assets.
• Build Acumatica's brand awareness, consideration, preference, and differentiation among priority audiences and markets.
• Translate company strategy, customer insights, market research, competitive intelligence, and cultural trends into differentiated brand strategies.
• Define and evolve Acumatica's brand positioning, value proposition, personality, and core brand narrative in partnership with Product Marketing and Communications.
• Act as the senior brand authority within the organization, balancing consistency and governance with the flexibility required to support different markets, industries, audiences, and business needs.
• Develop and own Acumatica's annual and multi-year advertising strategy, including objectives, audiences, channel strategy, investment priorities, experimentation roadmap, and success metrics.
• Define the role advertising plays in building brand awareness, consideration, preference, and differentiation and contributing to Acumatica's broader growth objectives.
• Determine the appropriate advertising mix based on business objectives, audience behavior, market opportunity, and performance.
• Lead agency and advertising partner relationships, including strategy, planning, negotiation, execution, optimization, and performance management.
• Establish a disciplined experimentation agenda across audiences, channels, creative, messaging, formats, and investment levels.
• Continuously evaluate emerging advertising channels, technologies, platforms, and audience behaviors to identify new opportunities for Acumatica.
• Ensure advertising strategies reflect evolving audience behavior,…