Director, Brand Marketing-CREATIVATE

Job Title: Director of Brand Marketing, CREATIVATE

Department: Centralized Marketing

Reports To: VP of Global Brand Marketing

FLSA Status: Exempt

Location: Nashville, Tennessee or North America-based (Hybrid)

SVP Worldwide - home to the iconic brands SINGER®, HUSQVARNA VIKING®, PFAFF®, and CREATIVATE - is the world’s largest consumer sewing machine company. For over 170 years, we’ve inspired makers everywhere, from seasoned sewists to first-time creators.

Headquartered in Nashville, TN, with offices in Milan, Mexico City, and Singapore and sales offices, R&D labs, manufacturing hubs, and distribution centers around the world — our reach is truly global.

At SVP Worldwide, we live our values: Think Like Our Customer, Be Curious and Creative, Include Others and Be Transparent. We’re building a connected, inclusive, and customer-first culture where passionate people can thrive.

With an ever-growing portfolio that includes sewing, embroidery & crafting machines, accessories, notions, garment care, and creative software, there’s never been a more exciting time to join our team. Ready to help shape the future of sewing and crafting? Explore your next career move with us today.

POSITION SUMMARY:

The Director of Brand Marketing, CREATIVATE (“DBMC”) owns the global marketing strategy for our digital ecosystem, CREATIVATE. This position will translate the overall membership strategy and growth priorities established by their counterpart, the Director of Membership Growth and Strategy, into compelling positioning, campaigns, content, communications, and channel activation across every digital and physical point of distribution. The DBMC will build awareness, consideration, adoption, engagement, and loyalty for CREATIVATE as SVP Worldwide’s connected creative platform - bringing inspiration, learning, and powerful tools together to fuel creativity at every skill level.

The Director of Brand Marketing, CREATIVATE will own how the growth strategy is expressed and activated in the marketplace through brand strategy, audience strategy, creative development, demand generation, and the consumer experience.

This role owns the integrated marketing plan across the full customer lifecycle — from discovery and onboarding through subscription conversion, feature adoption, retention, advocacy, and win-back — in partnership with Membership Growth & Strategy, which owns the lifecycle strategy and commercial targets the marketing plan delivers against. The Brand Director will connect the digital experience to SVP Worldwide’s machine brands, retail and dealer network, events, education, partnerships, and owned channels, creating a consistent global experience that can be adapted with local relevance.

The Director serves as the global brand marketing lead for CREATIVATE, partnering closely with the Director of Membership Growth and Strategy, Product Management, eCommerce, CRM, Consumer Insights, Creative, Communications, Sales, Regional Marketing, Customer Care, and Finance to turn platform capabilities and content into compelling consumer value and measurable growth.

RESPONSIBILITIES:

Global Marketing Strategy and Go-to-Market Leadership

• Define and lead the global CREATIVATE marketing strategy within the overall membership strategy and commercial priorities established by the Director of Membership Growth and Strategy. Own audience strategy, brand investment priorities, campaign planning, and the integrated marketing roadmap across markets and channels.
• Translate Growth-defined business objectives, membership priorities, consumer insights, platform capabilities, and product-level positioning into a clear consumer promise, differentiated narrative, and coordinated demand-creation strategy.
• Own the integrated consumer journey and activation plan for evergreen content, major platform launches, feature releases, content drops, membership initiatives, machine integrations, and strategic partnerships.
• Establish the global planning cadence, decision points, launch briefs, campaign requirements, and cross-functional governance needed to deliver coordinated, on-time execution.

Platform Positioning, Brand Expression and Storytelling

• Steward CREATIVATE’s positioning, value proposition, voice, visual expression, messaging architecture, and long-term equity in alignment with the broader SVP Worldwide portfolio.
• Make the platform’s value simple, relevant, and emotionally compelling across sewing, quilting, embroidery, garment making, and other priority maker audiences - from beginners through advanced creators.
• Lead the development of campaign platforms, creative briefs, messaging hierarchies, content narratives, and channel toolkits in partnership with the Creative and Content teams.
• Build an integrated story for CREATIVATE’s ecosystem of inspiration, guided learning, projects, design tools, connected-machine experiences, and AI-powered assistance, including Stella as a helpful creative companion.

Full-Funnel Marketing Across the Membership Lifecycle

• Own the global marketing strategy across awareness, acquisition, activation, onboarding, free-to-paid conversion, engagement, retention, cross-sell, advocacy, and win-back — executing against the lifecycle priorities, segments, and commercial targets owned by Membership Growth & Strategy.
• Partner with Performance Marketing, CRM, eCommerce, and Digital Product to design always-on lifecycle programs across paid media, web, app, email, push notifications, in-product placements, social, and other owned channels.
• Develop brand audience segmentation, messaging frameworks, campaign approaches, and personalized communications that bring Growth-defined membership offers and lifecycle priorities to life.
• Lead testing and learning across creative, messaging, content, media, and marketing communications; partner with Membership Growth, CRM, eCommerce, and Product on broader offer, onboarding, conversion, feature-discovery, and re-engagement experiments.
• Partner with Customer Care and Product teams to identify friction, unmet needs, and churn drivers and turn those insights into communications, education, and experience improvements.

Omnichannel and Physical Distribution

• Create a consistent CREATIVATE experience across the app, websites, app stores, machine interfaces, SVP-owned locations, dealer and mass retail, marketplaces, trade shows, consumer events, education, packaging, and point-of-sale touchpoints.
• Develop channel-specific value stories, merchandising principles, demonstrations, retail education, and conversion tools that make an intangible digital service easy to understand and experience in physical environments.
• Partner with Membership Growth, Sales, Retail, Dealer, Training, and Regional Marketing teams to deliver the messaging, education, demonstrations, and channel activation needed to achieve membership-attachment targets and create natural pathways from hardware purchase to platform activation and long-term use.
• Build globally aligned toolkits and modular assets that protect consistency while allowing regions to adapt media, offers, timing, content, and execution to local consumer and channel dynamics.

Content, Community and Partnerships

• Set the strategic role of inspiration, education, projects, creators, community, and user-generated content in driving discovery, confidence, repeat use, and membership value.
• Partner with Content, Social, Education, and Creative teams to establish an integrated editorial and campaign calendar tied to consumer needs, cultural moments, launches, and business priorities.
• Identify and lead strategic marketing partnerships, creator programs, and community activations that expand reach, strengthen credibility, and bring the CREATIVATE experience to life.
• Ensure marketing represents diverse maker types, skill levels, cultures, and creative ambitions and remains clear, approachable, inspiring, and useful.

Consumer Insight, Analytics and Business Performance

• Define the global brand and marketing measurement framework, including awareness, consideration, message relevance, campaign effectiveness, engagement, channel performance, and marketing contribution to membership acquisition, activation, retention, and attachment.
• Partner with Membership Growth, Analytics, Finance, eCommerce, and Product to understand membership performance and use Growth-owned measures - including CAC, LTV, conversion, cohorts, and churn - to guide marketing priorities, channel investment, and campaign optimization.
• Lead regular brand and campaign performance reviews and participate in Membership Growth-led business reviews, translating shared learnings into marketing recommendations and action.

Cross-Functional and Team Leadership

• Serve as the primary global brand marketing leader for CREATIVATE, partnering with the Director of Membership Growth and Strategy to translate overall membership priorities into target-audience strategy, launch marketing, campaign plans, resource requirements, and marketing success measures.
• Participate in Membership Growth-led business planning and performance reviews, bringing forward the marketing strategy, consumer perspective, and recommended brand actions needed to achieve the overall membership objectives.
• Partner with Product Management to bring consumer and market insight into roadmap discussions while respecting Product ownership of the platform roadmap, requirements, user experience, and technical delivery.
• Partner with Product Marketing for accurate product-level positioning, feature benefits, reasons-to-believe, claims, technical content, sales enablement, and readiness inputs; own how those inputs become consumer strategy, creative campaigns, media, and marketplace activation.
• Lead, coach, and develop direct reports and agency partners; establish clear priorities, accountability, operating rhythms, and high standards for strategic and creative excellence.
• Manage the global CREATIVATE marketing budget and agency roster, balancing brand building and near-term growth while improving effectiveness and efficiency.

REQUIREMENTS AND PREFERRED EXPERIENCE:

• Bachelor’s degree in Marketing, Business, Communications, or a related field; advanced degree preferred.
• 10+ years of progressive brand, integrated, growth, or consumer marketing experience, including 3+ years leading teams or major cross-functional programs.
• Demonstrated success building and executing global or multi-region go-to-market strategies for a digital subscription, SaaS, app-based, connected-product, membership, media, or consumer technology business.
• Proven experience marketing across both digital and physical distribution, ideally connecting software, content, services, and consumer hardware or retail environments.
• Strong command of full-funnel and lifecycle marketing, including acquisition, onboarding, conversion, engagement, retention, churn reduction, CRM, experimentation, and personalization.
• Experience translating complex product capabilities and evolving technology into simple, differentiated, consumer-centered stories and experiences.
• Track record of leading integrated campaigns and launches across owned, earned, paid, partner, retail, and in-product channels.
• Strong commercial and analytical fluency, including experience with subscription economics, customer acquisition cost, lifetime value, cohort analysis, conversion, retention, and marketing ROI.

SKILLS, ABILITIES AND KNOWLEDGE:

• Strategic brand leadership paired with a practical, hands-on approach to execution.
• Exceptional ability to influence across Product, Technology, Creative, Sales, Regional Marketing, and senior leadership without relying on direct authority.
• Strong consumer empathy and judgment; able to balance data, insight, brand stewardship, creativity, and commercial outcomes.
• Excellent written, verbal, presentation, and executive communication skills.
• Ability to simplify ambiguity, establish priorities, and lead multiple workstreams in a fast-paced, evolving environment.
• Global mindset and cultural awareness, with experience enabling local teams while protecting a coherent consumer experience.
• Curiosity about emerging technology, AI-enabled consumer experiences, creator ecosystems, and changing patterns of discovery and engagement.
• Passion for creativity, making, sewing, quilting, embroidery, or adjacent enthusiast communities is strongly preferred.

WE OFFER YOU:

• Full benefits package; medical, dental, and vision.
• 401(k) plan.
• Competitive PTO accrual as well as additional wellness days.
• Hybrid work schedule.
• Work environment that fosters a culture of collaboration and community.
• Learning and development opportunities.

You will need to be able to complete all physical requirements of the job with or without a reasonable accommodation, including:

• Occasionally move about inside the office to access file cabinets, meeting rooms, copier/printer etc as well as have the ability to remain in a stationary position 50% of the time
• Required to retrieve or reposition products like sewing machines weighing up to 50 pounds
• Any additional physical requirements

The Employer retains the right to change or assign other duties to this position.

Work Environment/Location/Flex Arrangement:

SVP Worldwide offers a fast-paced and ever-changing environment. As part of our Flexible Workplace Policy, this position will be hybrid based in our company HQ in Nashville, TN.

WHY YOU WILL LOVE BEING A PART OF THE SVP WORLDWIDE TEAM:

We take care of our team! We offer a competitive benefit package including: multiple health plan options comprised of vision and dental plans, 401K plan, life insurance, disability insurance, pet insurance, parental leave, generous employee discounts and paid time off benefits including wellbeing days.

At SVP Worldwide, we celebrate diversity, equity, and inclusion and strive to employ a unique workforce that is reflective of our consumers across the globe. That means understanding, respecting and valuing diversity- unique styles, experiences, identities, ideas and opinions – while being inclusive of all people.

SVP Worldwide is an equal opportunity employer and makes employment decisions based on merit and qualifications. SVP Worldwide prohibits discrimination based on race, color, religion, sex, sexual identity, gender identity, marital status, veteran status, nationality, citizenship, age, disability, medical condition, pregnancy, or any other unlawful consideration.

In The News

In 2021, SVP Worldwide was acquired by Platinum Equity (www.platinumequity.com), a global investment firm with more than $25 billion of assets under management and a portfolio of approximately 50 operating companies that serve customers around the world. Platinum Equity has committed to fully support SVP Worldwide’s continued growth and to bring additional financial and operational resources to help accelerate the company’s efforts.

Like what you see? Then come “sew” and grow your career with us!

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