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Director Brand Activation

Apply Now Location: 1000 Nicollet Mall, Minneapolis, Minnesota, United States, 55403-2542; job id: R0000230061
job family: Business Process & Operations
schedule: Full time

By any measure, Target is one of the most successful and dynamic retailers in the US today. Long an iconic brand, guests are increasingly choosing Target to meet even more of their omni-channel, cross-category needs. That success has been fueled by a best-in-class guest experience brought to life by the best team in retail guided by Target’s purpose of “Helping all families discover the joy of everyday life.”

A core pillar of Target’s winning strategy has been a deep and sustained investment in Differentiating with Owned Brands. Our robust and growing portfolio of owned brands continues to be a core driver of Target’s success – both in terms of profitable growth and guest loyalty. As of today, owned brands account for 1/3rd of Target’s sales and nearly half of its profit with an enviable growth trajectory into the future. That portfolio includes 10 $1Billion+ brands with 4 of them achieving $2Billion+ including powerhouse brands like Cat & Jack, Good & Gather, and Threshold. Leading the roadmap to growth across the portfolio is the Owned Brand Management Team. This talented team skillfully blends the Art + Science of brand building to co-create world class brands that guests love and can only find at Target.

About the Role:

As a Director of Brand Activation, you will lead a team in service to the Enterprise’s Owned Brand experience efforts. The role is primarily responsible for leading a multi-disciplinary team that is charged with developing strategies and briefing creative and channel partners to create industry-leading consumer experiences for Target’s portfolio of Owned Brands in store and online environments. To accomplish this you will collaborate with a broad set of cross-functional teams including: Product Design, Creative Design, Structural Packaging, Marketing, Legal, Insights, and Merchandising, amongst others.

You will define, launch and operationalize the Brand Activation capability at Target, beginning with the consideration of packaging as a strategic brand communication vehicle aligned to brand priorities and strategies; a pivot from the existing packaging function within the organization. This role will eventually evolve the overall Brand Activation capability to encompass total brand ecosystem, helping drive consistent strategies in service of our guest’s brand engagement and shopping journeys.

Our portfolio of 50+ brands were designed to address a very large breadth of guest needs, span all five of our major categories of business  and encompass tens of thousands of SKUs. The complexity in this role is driven by the realities of retail-Owned Brands – their size, their scale, the need to navigate a complex, matrixed organization with many stakeholders, all while building a new capability for Target.

Essential Responsibilities and Key Results:

  • Leverage insight to identify opportunities to improve consumers’ experience of Target’s Owned Brand portfolio in store and online
  • Develop Owned Brand Activation strategies that drive engagement and conversion for Target’s portfolio of Owned Brands
  • Collaborate with Creative and Channel partners to establish connectivity between Brand Strategies and channel activation tactics
  • Develop activation guidelines for Target’s Owned Brands to ensure a consistent, scalable experience in store and online
  • Create end-to-end connectivity of strategy across Owned Brand packaging briefs. Lead team of Brand Activation Managers to clarify and optimize roles and responsibilities to drive impact and amplify brand strategies via packaging. Refine operating model to stabilize existing processes and optimize brand experience via packaging.
  • Broaden scope to address the needs of Total Portfolio Ecosystem across owned channels. Strategize and activate total portfolio communication hierarchy based on consumer insights. Expand briefing process to include Total Portfolio Ecosystem Guardrails as input to additional channel partners beyond Target Creative and Packaging.

This role will report directly to Target’s Vice President of Brand Management.

Core responsibilities of this job are described within this job description.  Job duties may change at any time due to business needs.

About You:

  • Four-year degree or equivalent work experience; advanced degree preferred
  • 12+ years of experience – will consider a variety of backgrounds with applicable experience (Account Management, Marketing, Operations, Channel Strategy, Brand Management, Packaging Management, etc.)
  • Thrives in new, ambiguous and evolving environments, demonstrating adaptability and determination
  • Experienced in developing a vision and inspiring teams
  • Demonstrates equal parts passion and pragmatism
  • Possesses strong business acumen and demonstrated experience in prioritization based on ROI
  • Experienced building high performing teams 
  • Able to influence and communicate effectively across all levels and functions within an organization
  • Cultivates calm, clarity, and focus through periods of uncertainty and change
  • Demonstrates leadership within Diversity, Equity, & Inclusion actions and behaviors

Americans with Disabilities Act (ADA)

Target will provide reasonable accommodations (such as a qualified sign language interpreter or other personal assistance) with the application process upon your request as required to comply with applicable laws. If you have a disability and require assistance in this application process, please visit your nearest Target store or Distribution Center or reach out to Guest Services at 1-800-440-0680 for additional information.

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  • Business Operations, Minneapolis, Minnesota, United StatesRemove


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