Senior Manager, Brand Strategy

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!

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.

• 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!

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.

• 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.
• Own brand architecture and portfolio strategy for banners, sub‑brands and private label.
• Build and execute a consumer engagement strategy grounded in brand positioning, value proposition, business priorities and guest insights.
• Identify emerging cultural moments, seasonal trends, and regional opportunities to activate and amplify the brand.
• Oversee internal and external brand storytelling ensuring consistency and quality programming.
• Support rebrands and grand openings and promotional events to drive trial and advocacy.
• Collaborate with Marketing, Category Management, Merchandising and Food service teams to drive consistency and amplify product launches and promotional windows.
• Align with Digital, Loyalty and IT teams to integrate omnichannel engagement opportunities.
• Manage Brand Team budget, forecasting and modeling that align with corporate business goals.
• Coach and develop direct reports, engage in career pathing and performance reviews to provide opportunities for talent promotion and skill development.

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 preferred 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.

• Excellent oral and written communication skills
• Strong Presentation Skills
• Ability…