About the Role

The Sr. Director, Brand Experience is responsible for leading the strategy, frameworks, and operating direction for how Holley's iconic brands show up across every key marketing and customer-facing touchpoint. This role provides central leadership across brand experience - including brand architecture and visual identity stewardship, content and creative direction, corporate events and activations, public relations and earned media, promotions strategy, and social media.

The Sr. Director, Brand Experience will partner closely with divisional marketing leaders and cross-functional stakeholders - including Divisional marketing and leadership, Ecommerce, and Executive Leadership - to strengthen how Holley plans, activates, and extends brand moments across campaigns, launches, flagship events, and ongoing channel activity. This role is ideal for a senior leader who can balance brand stewardship with operational pragmatism, own the company's external voice through PR, and build a more connected, scalable approach to brand-building across the enterprise.

This position reports directly to the SVP, Digital & CXM and leads a broad team spanning brand and content, corporate events, and merchandising, plus PR, creative, and event agencies and strategic partners.

What You'll Lead

Brand Strategy & Architecture

• Lead the overall Brand Experience function and define the strategic direction for how Holley's brands are expressed across every DTC touchpoint
• Partner with the Sr Director of B2B Marketing to evolve Holley's brand architecture - defining how the master brand, power brands, and legacy brands relate, differentiate, and reinforce one another across the portfolio
• Provide high-level ownership of visual identity direction, style guidelines, and brand expression systems across the portfolio
• Partner with the Divisional Marketing Directors and Sr. Director, B2B Marketing to align brand experience efforts with commercial priorities
• Partner with executive leadership to refine long-term brand narrative and positioning as the company scales

Content & Creative

• Provide strategic leadership across content and creative priorities within the Brand Experience function
• Guide how content and creative support major launches, campaigns, events, and enterprise priorities across the business
• Help shape a more intentional content ecosystem that improves planning, quality, reuse, and overall business value
• Oversee evolution of our Digital Asset Management (DAM) function, ensuring assets are organized, accessible, and brand-compliant across all teams
• Lead a small, central creative and content team with exclusive focus on top-tier activations across campaigns, events, product launches, and brand storytelling; support all Enterprise Brand projects including investor and board-facing materials

Corporate Events & Activations

• Own the enterprise Corporate Events function, including flagship activations such as LS Fest, SEMA, and other tradeshows, from strategy through on-site execution
• Lead the Events & Marketing team - spanning a Corporate Events Director, coordinators, supervisors, and specialist roles - to deliver best-in-class brand activations on time and on budget
• Oversee event budget discipline, vendor/venue/logistics operations, and cross-functional coordination that translates Brand, Product, and Sales priorities into flawless on-site delivery
• Ensure events are planned not only as point-in-time experiences but as broader brand, content, and earned media opportunities before, during, and after activation
• Own the Holley event-series merchandise program, including product strategy and on-site sales and activation

PR & Earned Media

• Partner with the Sr Director of B2B Marketing to evolve Holy's enterprise PR and earned media strategy - from corporate and investor communications to brand, product, and event-led storytelling for automotive and enthusiast media
• Manage internal PR agency relationships, scopes of work, and performance expectations
• Align earned media support to product launches, flagship events, and priority campaigns
• Establish crisis communications standards and escalation protocols
• Track earned media impact, share of voice, and reputation metrics, and report results to executive leadership

Promotions Strategy

• Own the DTC promotions strategy and calendar - setting the cadence, guardrails, and brand standards for how promotions run across divisions, channels, and touchpoints
• Partner with Ecommerce/Merchandising and Division Marketing to align onsite, email, and campaign promotions with brand and margin guardrails
• Partner with the Sr. Director, B2B Marketing to ensure DTC promotions strategy is coordinated with partner- and retailer-facing promotional calendars
• Monitor cross-brand promotional saturation and effectiveness, recommending adjustments to protect brand equity and performance

Social Media & Community

• Provide leadership for how social media supports brand-building, community engagement, and amplification of key priorities
• Help align event, social, PR, content, and creative efforts into more unified brand activations across the organization

Cross-Functional Leadership & Organizational Enablement

• Lead and develop the expanded Brand Experience team - including brand and content, events, and merchandising functions - setting priorities, clarifying roles, and building the function for future growth
• Serve as a key partner to divisional marketing leaders, helping connect central resources and frameworks to divisional needs
• Collaborate across creative, GTM, product marketing, digital, communications, sales, and commercial teams to align execution around enterprise priorities
• Help identify opportunities to improve planning, governance, and cross-functional coordination across Brand Experience workstreams
• Act as a senior leader and thought partner in shaping the future of Holley's marketing organization and brand-building capabilities

What You'll Bring

• 12+ years in brand, content, PR/communications, or experiential marketing, with at least 5 years in a senior leadership role managing multi-discipline teams
• Proven ability to lead cross-functional teams spanning content, design, video, events, and PR/communications
• Strong understanding of enthusiast and performance automotive culture (or equivalent passion-led consumer markets)
• Experience defining brand architecture and governance within a multi-brand or portfolio organization
• Experience managing PR and/or brand agencies, with a track record of earned media results
• Experience planning and executing large-scale flagship events and tradeshows, including vendor, venue, and budget management
• Experience managing DAM systems, creative operations, and content governance at scale
• Commercial acumen - comfortable aligning brand, promotions, and event strategy with revenue priorities
• Excellent stakeholder management and the ability to influence across marketing, commercial, sales, and product teams
• Experience in a multi-brand, division-based, or highly matrixed organization

Who You'll Work With

You'll lead a team spanning content planning, graphic design, video production, corporate events, merchandising, social media, blog, and technical writing - and collaborate closely with PR and creative agencies, the Sr. Director, B2B Marketing, Ecommerce/Merchandising, Customer 360, Data & Analytics, Tech Sales & Service, and Enthusiast Experience platforms. You will act as the Center of Excellence for our in-Division Marketing teams and as the enterprise steward of the Holley brand.