The Director Brand Management & Creative Services provides strategic leadership for O’Reilly Auto Parts’ Masterbrand and portfolio of proprietary brands while overseeing the Creative Services function. This role establishes brand strategy and governance practices to ensure brands are differentiated, appropriately positioned, and aligned with customer needs and business objectives. The Director partners with Merchandising and other business leaders to guide brand portfolio decisions using customer insights, market research, and business priorities.
Through the Brand & Creative Services Manager, this role provides strategic direction for creative operations and ensures the function effectively supports brand consistency and business objectives.
ESSENTIAL JOB FUNCTIONS
Establish and maintain the strategy, architecture, and governance of O’Reilly’s Masterbrand and proprietary brand portfolio across U.S. and international markets.
Partner with Merchandising to align proprietary brand strategies, positioning, and investment with product category objectives, customer needs, and business priorities.
Evaluate brand performance, market conditions, customer insights, and competitive activity to identify opportunities to strengthen and evolve the brand portfolio.
Partner with research to maintain and improve Brand Health Trackers and translate insights into actionable brand recommendations.
Lead the executive Brand Committee in evaluating major portfolio decisions, providing expert recommendations grounded in brand principles, objective criteria, research, and business needs.
Establish and govern brand standards and decision criteria that guide brand development and evolution while protecting long-term brand equity.
Partner with Legal to protect proprietary brands, including trademarks and other elements of brand identity.
Build alignment across Merchandising, Professional Sales, Store Operations, Marketing, and other functions to ensure brand strategies reflect business needs and can be effectively executed.
Provide brand management expertise to major company initiatives and oversee external agencies and strategic partners when specialized brand capabilities are needed.
Provide strategic direction to the Brand & Creative Services Manager, establishing priorities and developing the capabilities needed to support the function’s objectives.
Oversee Creative Services processes, resource planning, and quality standards to ensure creative work aligns with brand strategy, business priorities, and operational needs while supporting continuous improvement.
SKILLS/EDUCATION/EXPERIENCE
REQUIRED
Bachelor's degree in marketing, business, advertising, communications, brand management, or a related field.
10+ years of progressive experience in brand management, marketing, advertising, consumer products, retail, or a related field, including significant brand or portfolio management experience.
Experience developing and managing brand strategies, positioning, architecture, and portfolio governance.
Knowledge of brand development and lifecycle management, including brand evolution, extension, repositioning, and retirement.
Experience using customer insights, market research, competitive analysis, and brand performance data to guide business decisions.
Ability to influence senior leaders and cross-functional stakeholders without direct authority.
Experience leading, developing, and mentoring managers and professional teams.
DESIRED
Master's degree in marketing, business, brand management, or a related field.
Background managing proprietary brands across U.S. and international markets.
Knowledge of retail, automotive, consumer products, or complex multi-category businesses.
Familiarity with brand architecture and portfolio governance across multiple product categories or business units.
Proficiency in using brand health tracking and customer research to guide brand strategy.
Knowledge of trademark strategy and brand protection, including partnership with Legal.
Familiarity with creative development, design, production, and marketing technologies.
O’Reilly Auto Parts has a proven track record of growth and stability. O’Reilly is full of successful career stories and believes in a strong promote-from-within philosophy, encouraging you to grow your career along with the organization.
Total Compensation Package:
Competitive Wages & Paid Time Off
Stock Purchase Plan & 401k with Employer Contributions Starting Day One
Medical, Dental, & Vision Insurance with Optional Flexible Spending Account (FSA)
Team Member Health/Wellbeing Programs
Tuition Educational Assistance Programs
Opportunities for Career Growth
Consistent with internal policy and applicable law, the Company electronically monitors the use of Company-provided systems, including telephone conversations and transmissions, Internet access and usage, and electronic mail and transmissions. The Company additionally employs video cameras in common internal and external areas.
Skills Required
- Bachelor's degree in marketing, business, advertising, communications, brand management, or a related field
- 10+ years of progressive experience in brand management, marketing, advertising, consumer products, retail, or a related field
- Significant experience in brand or portfolio management
- Experience developing and managing brand strategies, positioning, architecture, and portfolio governance
- Knowledge of brand development and lifecycle management, including brand evolution, extension, repositioning, and retirement
- Experience using customer insights, market research, competitive analysis, and brand performance data to guide business decisions
- Ability to influence senior leaders and cross-functional stakeholders without direct authority
- Experience leading, developing, and mentoring managers and professional teams
- Master's degree in marketing, business, brand management, or a related field
- Experience managing proprietary brands across U.S. and international markets
- Knowledge of retail, automotive, consumer products, or complex multi-category businesses
- Familiarity with brand architecture and portfolio governance across multiple product categories or business units
- Proficiency in using brand health tracking and customer research to guide brand strategy
- Knowledge of trademark strategy and brand protection, including partnership with Legal
- Familiarity with creative development, design, production, and marketing technologies
O’Reilly Auto Parts Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about O’Reilly Auto Parts and has not been reviewed or approved by O’Reilly Auto Parts.
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Equity Value & Accessibility — Equity-style upside is strengthened by an Employee Stock Purchase Plan that allows eligible full-time team members to buy ORLY shares via payroll deductions at a discount, improving access to ownership. This creates a tangible wealth-building lever that is positioned as stronger than many retail peers’ stock purchase offerings.
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Inclusive Benefits Coverage — Retirement access is broadened because both part-time and full-time team members are immediately eligible to enroll in the 401(k). Whole-person support also extends beyond full-time staff through O’Care Solutions, which is described as available to full- and part-time team members at no cost.
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Wellbeing & Lifestyle Benefits — Wellness and support benefits are expanded through the Live Life Well program, which can reduce medical premium share when specific health criteria are met. O’Care Solutions adds lifestyle and wellbeing coverage through counseling and practical supports like legal/financial consults and caregiving resources.
O’Reilly Auto Parts Insights
What We Do
O’Reilly Auto Parts started as a single store and has grown into a leading retailer in the automotive aftermarket industry with more than 6,100 locations and counting. With more than 94,000 team members, O’Reilly has expanded into 48 states, Puerto Rico, Mexico, and Canada. O’Reilly, headquartered in Springfield, Missouri, has a deep commitment to serving our customers, community, and our team members. Our culture values make O’Reilly the best place to work and grow! Whether you're interested in running a local store, managing a distribution center, or climbing the corporate ladder, O’Reilly has a career path in which you can truly thrive. Find out what it means to Live Green at our Fortune 500 Company and come work at the O! Mission: O'Reilly Automotive intends to be the dominant supplier of auto parts in our market areas by offering our retail customers, professional installers, and jobbers the best combination of price and quality provided with the highest possible service level.
