Senior Manager, Brand
- Equity
If you’re passionate about building a better future for individuals, communities, and our country—and you’re committed to working hard to play your part in building that future—consider WGU as the next step in your career.
Driven by a mission to expand access to higher education through online, competency-based degree programs, WGU is also committed to being a great place to work for a diverse workforce of student-focused professionals. The university has pioneered a new way to learn in the 21st century, one that has received praise from academic, industry, government, and media leaders. Whatever your role, working for WGU gives you a part to play in helping students graduate, creating a better tomorrow for themselves and their families.
The salary range for this position takes into account the wide range of factors that are considered in making compensation decisions including but not limited to skill sets; experience and training; licensure and certifications; and other business and organizational needs.
At WGU, it is not typical for an individual to be hired at or near the top of the range for their position, and compensation decisions are dependent on the facts and circumstances of each case. A reasonable estimate of the current range is:
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Job Description
The Senior Manager, Brand leads the team responsible for how the WGU brand shows up everywhere it touches students (past, current, and future), partners, and the broader public. The role covers three areas: elevating and evolving the university's visual and verbal identity at nationwide events and through media, protecting it through clear governance and policy, and bringing it to life physically through the WGU Store and merchandise program. Reporting to the Senior Director of Brand, Content, WGU Studios and Social Media, and partnering closely with that role on overall brand direction, this position owns day-to-day leadership of brand elevation initiatives, brand standards and approval processes, and the WGU Store/merch function.The Sr. Manager leads a small, functionally diverse team spanning Brand Elevation, Brand Governance/Policy, and the WGU Store/Merch team. This role partners closely with communications, events, design, marketing, content, social, finance, and academic leadership so WGU's brand stays consistent and well protected across every channel. Success metrics include clear brand standards that are easy to follow, a store/merch program that reinforces and enhances overall brand equity, and creative work that elevates how WGU shows up nationally among all audiences.
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Primary Responsibilities
- Set the vision and operating strategy for WGU’s brand elevation, governance, and store/merch functions, in partnership with the Senior Director, and oversee execution across all three workstreams.
- Lead and develop a team of 3–4 direct reports spanning Brand Elevation, Brand Governance/Policy, and the WGU Store/Merch team; set hiring plans, performance standards, and career development paths.
- Drive initiatives that elevate and evolve WGU’s brand identity, partnering with design, content, communications, events and marketing to keep brand expression fresh and aligned to institutional strategy.
- Own brand standards, guidelines, and approval processes to ensure consistent, on-brand execution across the university, including oversight of policy enforcement, brand reviews, and stakeholder education.
- Oversee the WGU Store and merchandise program, including product strategy, vendor relationships, and day-to-day operations.
- Partner with Finance and Operations on budget, inventory, and P&L for the store and merch program.
- Balance protecting brand integrity with giving internal teams the speed and flexibility they need.
- Track brand governance compliance and store/merch performance, and report results to the Senior Director on a recurring cadence.
- Partner with Marketing, Content & Social, PR/Communications, Finance, and Academic leadership so brand governance and merch decisions stay integrated and mission-aligned.
- Stay close to brand, retail, and merchandising trends, and bring a point of view on when and how WGU’s brand should evolve.
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This job description includes a general representation of job requirements rather than a comprehensive inventory of all required responsibilities or work activities. The contents of this document or related job requirements may change at any time with or without notice.
Qualifications
Knowledge, Skills, and Abilities
- Strong point of view on brand strategy and elevation, balanced with the discipline to run consistent governance processes.
- Excellent leadership and people management skills; experience managing a functionally diverse team.
- Skilled in developing and enforcing brand standards, guidelines, and approval workflows at scale.
- Experience overseeing retail, merchandise, or product operations; comfortable with vendor and production management.
- Strong fluency in budget and P&L management for a retail or merchandise function.
- Ability to influence without direct authority across the organization.
- Excellent written and verbal communication skills.
- Sound judgment around brand risk, IP/licensing, and compliance considerations.
- Strong cross-functional collaboration skills with design, marketing, content/social, finance, and academic stakeholders.
Education
- Bachelor’s degree in Marketing, Communications, Business, or a related field.
Experience
- 7+ years of progressive experience in brand management, brand marketing, or a related field.
- 3+ years in a people-management role, including managing a functionally diverse team.
- Demonstrated experience balancing creative/brand strategy with operational governance or compliance-style work.
- Experience overseeing a retail, merchandise, or product line.
- Strong stakeholder management skills; comfortable being both a brand champion and a policy enforcer.
Experience in lieu of education
Equivalent relevant experience performing the essential functions of this job may substitute for education degree requirements. Generally, equivalent relevant experience is defined as 1 year of experience for 1 year of education and is the discretion of the hiring manager.
Preferred Qualifications
- Prior experience in higher education, nonprofit, or another highly regulated/mission-driven brand environment.
- Experience with merchandise/licensing programs.
- Experience presenting to and influencing senior leadership stakeholders on brand strategy.
Travel
This position requires occasional travel of up to 20%, including visits to WGU Store vendors and production partners and attendance at designated company summits and commencements (held throughout the year). Additional travel may include conferences, visits to company locations, and other business-related events as needed.
Position & Application Details
Full-Time Regular Positions (classified as regular and working 40 standard weekly hours): This is a full-time, regular position (classified for 40 standard weekly hours) that is eligible for bonuses; medical, dental, vision, telehealth and mental healthcare; health savings account and flexible spending account; basic and voluntary life insurance; disability coverage; accident, critical illness and hospital indemnity supplemental coverages; legal and identity theft coverage; retirement savings plan; wellbeing program; discounted WGU tuition; and flexible paid time off for rest and relaxation with no need for accrual, flexible paid sick time with no need for accrual, 11 paid holidays, and other paid leaves, including up to 12 weeks of parental leave.How to Apply: If interested, an application will need to be submitted online. Internal WGU employees will need to apply through the internal job board in Workday.
Additional Information
Disclaimer: The job posting highlights the most critical responsibilities and requirements of the job. It’s not all-inclusive.
Accommodations: Applicants with disabilities who require assistance or accommodation during the application or interview process should contact our Talent Acquisition team at recruiting@wgu.edu.
Equal Employment Opportunity: All qualified applicants will receive consideration for employment without regard to any protected characteristic as required by law.
Senior Manager, Brand · Western Governors University