Digital Brand Manager

Who we are: Crayola has inspired children to express their creativity since 1903. Crayolians take pride in fulfilling our mission of helping parents and educators raise creatively alive children around the world. Join our team and be part of an iconic brand that develops quality art products and experiences that are loved by families and preferred by teachers. Our company culture is mission focused, and encourages fun, collaboration, transparency, and helping others. We are committed to diversity and inclusion. Crayola believes a diverse workforce provides a broad spectrum of perspectives which enables us to create innovative products and continuously improve our work processes. We have an intentional focus on fostering a work environment where all employees feel valued and appreciated.

About the Role: We’re looking for a creative, strategic, and results-driven Digital Brand Manager to lead our digital and social media presence. You’ll play a key role in shaping how our brand connects with people online - building emotional connection, driving engagement, and growing our presence across platforms. In this role, you’ll take ownership of the in-year digital strategy - creating impactful, platform-appropriate content, developing inclusive partnerships, and localising global assets. You’ll act as a guardian of the brand’s digital identity, ensuring that our content reflects our values and resonates with a wide and diverse audience. This is a fast-paced, collaborative role - ideal for someone who thrives on both creative excellence and data-driven decision-making.

Key Responsibilities:

• Brand Strategy & Guardianship

• Lead the development and execution of our digital and social strategy, ensuring it aligns with wider brand and business priorities.
• Ensure all digital content reflects our brand identity, tone of voice, and values.
• Evolve our brand’s digital presence across both established and emerging platforms.

• Manage day-to-day content planning and delivery.
• Create and commission social-first content that is platform-fit, trend-led, and rooted in cultural relevance.
• Lead influencer, creator, and brand partnerships that resonate with our target audience.
• Ensure best-in-class community management, helping build lasting emotional connections with our audience.
• Monitor cultural conversations and trends to ensure timely and appropriate brand participation.

• Support paid media strategy to amplify reach and engagement across key moments and audiences.
• Work with agency and media partners to deliver inclusive, accessible campaigns that reflect our audience.
• Track paid performance against key metrics, using data to continuously refine approach and improve outcomes.
• Support media budget planning and allocation across channels.

• Define and track success metrics across digital platforms, including reach, engagement and sentiment.
• Lead regular performance reporting and share actionable insights to inform future planning.
• Use social listening and platform analytics to keep a pulse on audience sentiment, competitor activity, and broader digital trends.

• Stay ahead of emerging trends, features, and platform innovations to ensure we’re always early adopters.
• Build strong relationships with key platform reps to explore new opportunities.
• Actively bring new ideas, trends, and approaches into the team to evolve our ways of working.

• Oversee day-to-day management of social and content agencies - ensuring work is inclusive, high-quality and aligned with our values.
• Maximise the value of external partnerships, ensuring agencies are performance- and insight-led in their execution.

What we’re looking for:

• Experience managing social media channels, ideally for a consumer brand or agency.
• Strong understanding of platform trends, digital behaviours, and what drives meaningful engagement.
• Confident creating or commissioning content that feels relevant and inclusive.
• Comfortable working with creators, influencers, and partners.
• Able to use data and insights to shape content and optimise performance.
• Experience briefing and collaborating with teams or agencies.
• Collaborative, positive, and adaptable with a passion for storytelling.

Diversity & Inclusion at Crayola: We will cultivate diversity and create a culture of inclusion for our collective brands – one that grows through sustained action, demonstrates care for every life experience, inspires new products and content, and builds a sense of belonging in which every employee is able to be their very best.

Green is our favourite colour! Crayola cares about the environment and responsibly makes the products you love.