• Build a deep understanding of TU’s brand positioning and our primary audiences—younger anglers, outdoorsy families, and avid outdoors people—and what motivates them to be part of our community • Develop campaigns & strategies that build brand awareness among primary audiences; collaborate with colleagues in Communications, Digital Marketing, Development, Engagement and Conservation to build them • Promote an authentic, distinct and consistent visual identity for TU and manage its implementation across the organization; advise on sub-brand campaigns • Manage and oversee outside creative agencies and third-party graphic designers • Identify partnership opportunities that build TU’s brand and collaborate with TU partnership staff to bring them to life • Develop strategies for using merch and our online store to promote the TU brand • Own TU’s brand standards and promote their consistent adoption by both staff and grassroots leaders at the national, regional, council and chapter levels • Oversee the design of practical tools and templates that make it simple for TU staff and volunteers to put TU’s branding to use in their outreach • Define and track key metrics for monitoring TU’s brand equity and brand share versus peers