Brand Operations ManagerPENN Entertainment

The Brand Manager is responsible for protecting, evolving, and championing brand standards across all creative touchpoints. This role serves as the bridge between stakeholders, creative teams, and business objectives, ensuring all creative, messaging, and brand initiatives are strategically aligned, on-brand, and executed with excellence.

The Brand Manager will oversee brand governance, creative review, digital asset management, AI-enabled content development, and special projects while driving consistency, operational efficiency, and continuous brand improvement across the organization.

Key Responsibilities

Brand Leadership & Governance

• Serve as a brand steward and subject matter expert across multiple brands, ensuring consistency in visual identity, tone of voice, messaging, and customer experience.
• Review and approve creative concepts, designs, copy, and messaging to ensure alignment with brand standards, business objectives, and campaign goals.
• Audit creative assets and marketing materials across channels to ensure brand consistency and adherence to established guidelines.
• Provide strategic feedback and direction to course-correct creative work when brand or messaging standards are not met.
• Help maintain and evolve brand standards, guidelines, toolkits, and best practices.

Creative Operations & Project Management

• Write creative briefs and launch enterprise-wide creative projects, corporate initiatives, and special assignments.
• Help manage projects from intake through execution, ensuring alignment with strategic objectives, timelines, and stakeholder expectations.
• Identify opportunities to streamline processes, improve workflows, and enhance creative efficiency.
• Collaborate closely with designers, marketers, and business stakeholders to deliver high-quality creative solutions.
• Support brand launches, refreshes, and enterprise-wide communications efforts.

Stakeholder Partnership

• Serve as a primary point of contact for internal clients and stakeholders regarding brand and creative initiatives.
• Proactively follow up on project questions, approvals, challenges, and strategic considerations to ensure momentum and alignment.
• Build strong relationships across departments and provide guidance on brand strategy, messaging, and creative execution.

Digital Asset Management

• Own and maintain the organization's Digital Asset Management (DAM) platform.
• Ensure proper cataloging, tagging, governance, and organization of creative assets, photography, templates, and brand resources.
• Drive consistency and accessibility of approved assets across business units and teams.

Reporting & Performance Measurement

• Develop and deliver regular reporting on creative studio performance, project volume, resource utilization, turnaround times, and key operational metrics.
• Analyze trends and provide recommendations to improve efficiency, effectiveness, and stakeholder satisfaction.

Innovation & AI Integration

• Assist in managing AI copy agents and other AI-powered tools to support content creation and creative workflows.
• Identify and implement opportunities to leverage AI tools to enhance creative workflows, increase productivity, and improve content development.
• Utilize AI-powered solutions for ideation, message development, process automation, and operational efficiencies.
• Stay current on emerging technologies and industry trends to drive continuous innovation.