Director of Marketing Brand Strategy and Communications

Soar with us at Wawa. We believe we can make life a little better every day – one smile, hoagie, or experience at a time. And there’s one secret ingredient that truly sets Wawa apart: Our Associates. At Wawa, you’ll be part of a caring team that’s dedicated to helping all of us fly high – together. We’re team players, day-brighteners, and go-getters: and we know that Wawa is a place where we can build skills to thrive and open doors to new career opportunities. We’re proud to be a part of a winning team of Associate owners who shape our success. We’re committed to helping our communities and one another at every turn, because we know that when we fly together, there’s no limit to how far we can go. Ready to be part of a team that helps you reach new heights? Join our flock and get ready to soar. Job Description Job Title: Director of Brand Marketing Strategy and Communications Location: Corporate Department: Marketing Job Summary: The Director of Brand Marketing Strategy and Communications is accountable for defining, activating, and continuously optimizing the company’s end‑to‑end brand strategy and brand communications. This role owns the vision, strategy, execution, and measurement of brand positioning, advertising, brand communications, and digital brand activation—including personalization, optimization, and loyalty/rewards marketing—across in‑store, digital, mobile, and off‑premise channels. Operating in a high‑frequency, fast‑paced, value‑driven environment, this leader ensures the brand is clearly positioned and consistently communicated while remaining locally relevant, operationally executable, and deeply connected to customer needs and behaviors. The role partners closely with Merchandising, Store Operations, Technology, and various analytics teams to drive brand preference, customer growth, visit frequency, basket expansion, and long‑term loyalty. Principal Duties Brand & Experience Strategy Define and evolve a differentiated brand strategy that reflects the realities of convenience/QSR retail: speed, value, accessibility, and trust. Establish clear brand and experience principles that guide all customer interactions—from forecourt and counter to mobile app and loyalty touchpoints. Balance enterprise‑level brand consistency with localized and day‑part relevance across diverse customer segments and markets. Advertising, Digital, and Omnichannel Leadership Own the strategy and performance of brand marketing and advertising across paid, owned, and earned channels, including in‑store, digital, mobile app, CRM, social, and media. Create and deliver integrated campaign planning that drives traffic, trial, frequency, and emotional connection to the brand. Lead creative, media, and digital product teams to deliver seamless omnichannel experiences from awareness to purchase to loyalty. Personalization, Optimization, and Loyalty Drive personalization and optimization strategies informed by transaction data, loyalty behavior, and real‑time customer insights. Oversee loyalty and rewards strategy, ensuring it meaningfully differentiates the brand, increases customer lifetime value, and scales across physical and digital environments. Champion test‑and‑learn approaches to offers, messaging, and experience design to improve conversion, engagement, and retention. Measurement, Performance, and Business Impact Define and own KPIs for brand health, advertising effectiveness, experience performance, loyalty engagement, and financial impact. Partner with analytics, finance, and marketing teams to connect brand and experience investments to outcomes such as traffic, sales lift, frequency, and retention. Regularly communicate performance, insights, and strategic recommendations to senior leadership. Leadership & Cross‑Functional Influence Influence senior leaders across marketing, operations, merchandising, digital, and technology to align around brand and experience priorities. Act as a trusted advisor to executives on brand strategy, customer experience, and growth initiatives in a competitive, operationally complex environment. Partner and collaborate closely with key internal stakeholders to develop new opportunities and hone existing strategies to maximize our communications and experiences. Provide overall direction and support for team and monitor and assess individual work in accordance with high standards of excellence. Provide feedback, coaching, support, opportunities for development, complete performance appraisals, take corrective action when appropriate, and participate in hiring decisions. Essential Functions And Qualifications 10–15+ years of progressive experience in brand marketing, customer experience, or digital strategy within retail, QSR, foodservice, or consumer-facing environments. 10+ years of experience collaborating cross-functionally with key stakeholders, marketers, analysts, engineers, and visual designers. Experience or working knowledge of current web/