Dir Branding & Promotions - 90169814 - Washington

Date: Apr 9, 2021

Location: Washington, DC, US, 20001

Company: Amtrak

Your success is a train ride away.

Amtrak connects businesses and communities across the country and we move America’s workforce toward the future. We employ more than 20,000 diverse, energetic professionals in a variety of career fields throughout the United States. The safety of our passengers, our employees, the public and our operating environment is our priority and the success of our railroad is the result of our employees.

Are you ready to join our team?

Amtrak is one of the nation’s most iconic and celebrated brands and has strong brand awareness. The Director will have experience building brands and driving business impact and  will be a proven strategic thinker and consensus builder in leading and directing all facets of branding and promotions.  The Director will be responsible for maintaining the strategic direction for the Amtrak Brand by elevating brand engagement and perception across internal and external environments, consumers, and stakeholders.  They will also manage Amtrak’s brand identity across multiple touchpoints to maximize positive brand perception and engagement.  


The Director will develop strategies to position Amtrak as a brand that is relevant to the lifestyle of the general public, broad traveler and also select audience segments.  The individual will identify, plan, and facilitate the execution of brand partnerships, experiential events and entertainment and promotional integrations to elevate Amtrak’s brand and product positioning.  The Director will have an integral role in planning brand tracking and qualitative creative and messaging research.  The Director will also develop brand test and learn initiatives and activate against research insights to improve brand consideration and perception.  The Director will extend brand communications via new channels and direct  brand and advertising agencies to execute marketing and corporate initiatives to elevate the Amtrak master brand and sub-brand portfolio.  The Director will also lead brand strategy for new product and service launches and support ongoing enhancements to the company’s brand merchandise and licensing strategy to maintain a best-in-class e-commerce/online store that maximizes sales. 


Market recovery will be a primary focus for the next 2-3 years and the Director will manage a budget up to $5 Million as determined each fiscal year.



  • Direct and oversees the implementation of strategic brand guidelines to facilitate brand integration and visual and messaging alignment and consistency
  • Plan and develop a Brand Council to plan innovative brand activations to ensure integration of the brand principles across functional areas
  • Identify strategic promotional alliances and partnerships as well as ancillary business opportunities to support brand building and increase consumer engagement.   
  • Develop an influencer strategy and manage activations to support new product/service launches and other corporate initiatives
  • Plan and activate regional and national partnership promotional campaigns
  • Engage CVBs, Tourism Boards, Event planners and Business and Leisure travel Associations to  plan and develop brand promotions 
  • Provide brand guidance on new product, equipment and service launches including nomenclature, logos, and registration/legal and MARCOM support  
  • Direct vendor relationships and collaborate cross functionally to maintain a comprehensive online Marketing asset and resource platform
  • Direct brand design firm(s) to support Amtrak train equipment/livery design tool 
  • Engage state partners and community stakeholders to extend brand initiatives & Communications via innovative partnerships, earned media, events and owned assets 
  • Develop Ambassador/advocacy programs with select community organizations 
  • Develop annual and long-term merchandise sales growth goals and strategies, including pricing, mix assortment, promotion, inventory, refresh product to support KPIs 



  • Must have a BS in Marketing, Business, or related field; or equivalent years of relevant work experience
  • Demonstrated financial acumen and understanding of P&L statements 
  • 11 years’ experience in Marketing/Advertising/Brand management or equivalent combination of education, training, and/or work experience
  • Proven experienced in strategies used to build a brand’s image and reputation
  • Knowledge and understanding of Brand Management principles
  • Knowledge and experience planning and executing integrated digital marketing campaigns
  • Experience utilizing brand communication tools including paid, owned, and earned 
  • Previous experience executing a multi-faceted brand merchandising program
  • Strong contract negotiating and people and vendor management skills 
  • Proficient in PC based tools such as Microsoft Excel, Access, Word, and PowerPoint and familiar with various design tools
  • Excellent verbal and written communication skills



  • MBA preferred
  • Knowledge and experience with Brand strategy development for travel or hospitality preferred


  • Primarily an office environment with onsite participation to manage/support sponsored events, photo/video productions and promotions
  • 20% travel 



Requisition ID:54528
Posting Location(s):District of Columbia
Job Family/Function:Marketing 
Relocation Offered:No 
Travel Requirements:Up to 25% 

Amtrak employees power our progress through their performance.

We want your work at Amtrak to be more than a job – we want it to be a fulfilling experience where you find challenging and rewarding opportunities, respect among colleagues, competitive pay, benefits that protect you and your family, and a high performance culture that recognizes and values your contributions and helps you reach your career goals.

We proudly support and encourage U.S. Veterans to apply for Amtrak job opportunities.

All positions require pre-employment background verification, medical review and pre-employment drug screen. Amtrak is committed to a safe and drug-free workplace and performs pre-employment substance abuse testing.   All new hires are required to undergo a hair drug test which detects the presence of illegal drugs for months prior to testing.  Marijuana, notwithstanding any statute, ordinance, regulation, or other law that legalizes or decriminalizes the use or possession of marijuana, whether for medical, recreational, or other use.  Candidates who engage in the usage of marijuana will not be qualified for hire.  We appreciate your cooperation in keeping Amtrak safe and drug-free.  

In accordance with DOT regulations (49 CFR section 40.25), Amtrak is required to obtain prior drug and alcohol testing records for applicants/employees intending to perform safety- sensitive duties for covered Department of Transportation positions.   If an applicant/employee refuses to provide written consent for Amtrak to obtain these records, he/she will not permitted to perform safety-sensitive functions.

Note that any education requirement listed above may be deemed satisfied if you have an equivalent combination of education, training and experience.

Amtrak is an Affirmative Action/Equal Opportunity Employer and we welcome all to apply. We consider candidates regardless of race, color, religion, sex, sexual orientation, gender identity, national origin, disability (including blindness), or veteran status.
POSTING NOTES: Marketing || Corporate Jobs