Overview

Acumatica is a leading innovator in cloud ERP solutions serving growing businesses worldwide. Purposely built for small and midsized companies, Acumatica offers intelligent workflows, market-leading usability, and flexible deployment options. In May 2025, Acumatica was acquired by Vista Equity Partners.

Acumatica is seeking a Senior Director of Brand & Advertising to lead the strategy, development, execution, and measurement of global brand and advertising programs. This leader will increase brand awareness, strengthen market differentiation, and build a distinctive, consistent brand that contributes to long-term business growth. The role reports to the CMO.

Responsibilities

Brand Strategy, Architecture & Governance

• •Own Acumatica's global brand strategy and ensure it supports the company's business strategy, market position, and long-term growth ambitions.
• •Develop and steward Acumatica's brand architecture, including the relationship between the corporate brand, products, solutions, programs, initiatives, and other branded entities.
• •Own corporate identity and company-wide brand standards, ensuring consistent application of visual and verbal identity across markets and customer touchpoints.
• •Establish and maintain brand governance frameworks, processes, guidelines, and tools that enable teams across the company to represent the brand consistently.
• •Lead or provide strategic oversight for naming initiatives across products, solutions, programs, campaigns, events, and other significant branded assets.
• •Build brand awareness, consideration, preference, and differentiation among priority audiences and markets.
• •Translate company strategy, customer insights, market research, competitive intelligence, and cultural trends into differentiated brand strategies.
• •Define and evolve Acumatica's brand positioning, value proposition, personality, and core brand narrative in partnership with Product Marketing and Communications.
• •Act as the senior brand authority within the organization, balancing consistency and governance with flexibility required to support different markets, industries, and audiences.

Advertising Strategy

• •Develop and own Acumatica's annual and multi-year advertising strategy, including objectives, audiences, channel strategy, investment priorities, experimentation roadmap, and success metrics.
• •Define the role advertising plays in building brand awareness, consideration, preference, and differentiation and contributing to broader growth objectives.
• •Determine the appropriate advertising mix based on business objectives, audience behavior, market opportunity, and performance.
• •Lead agency and advertising partner relationships, including strategy, planning, negotiation, execution, optimization, and performance management.
• •Establish a disciplined experimentation agenda across audiences, channels, creative, messaging, formats, and investment levels.
• •Continuously evaluate emerging advertising channels, technologies, platforms, and audience behaviors to identify new opportunities.
• •Ensure advertising strategies reflect evolving audience behavior, privacy requirements, platform changes, and advertising technologies.

Brand, Creative & Messaging

• •Lead the development of distinctive advertising campaigns and brand experiences in partnership with internal teams and external agencies.
• •Ensure Acumatica presents a consistent, recognizable, and differentiated brand across advertising and key company and customer touchpoints.
• •Establish and maintain standards for visual identity, tone of voice, brand messaging, photography, illustration, video, and other forms of brand expression.
• •Drive continuous creative experimentation and iteration across industries, segments, personas, channels, and stages of the customer journey.
• •Champion customer-centric storytelling grounded in real customer needs, outcomes, and experiences.
• •Establish processes that allow creative development to move faster without compromising brand standards or quality.
• •Provide brand leadership and guidance for high-visibility company initiatives, executive communications, major events, sponsorships, campaigns, and market-facing experiences.

Measurement & Business Impact

• •Establish a comprehensive advertising and brand measurement framework connecting investment to brand and business outcomes.
• •Define and monitor KPIs across brand health, awareness, consideration, preference, reach, engagement, audience response, and relevant business outcomes.
• •Partner with Marketing Operations and Finance to improve understanding of advertising effectiveness, investment efficiency, and brand performance.
• •Apply appropriate measurement approaches including brand lift studies, experimentation, incrementality testing, attribution, and marketing mix analysis.
• •Establish mechanisms for continuously measuring brand health, competitive positioning, and changes in audience perception.
• •Translate complex marketing and brand performance data into clear insights and recommendations for senior leadership.
• •Build a culture of experimentation in which advertising and creative decisions are informed by evidence, learning, and continuous optimization.

AI & Marketing Innovation

• •Champion practical adoption of AI across advertising and brand workflows, identifying opportunities to increase speed, insight, personalization, experimentation, and creative effectiveness.
• •Demonstrate hands-on familiarity with generative AI and modern AI-enabled marketing tools, including applications for research, audience insight, creative ideation, content variation, advertising analysis, reporting, and workflow automation.
• •Explore how AI can help scale and protect the Acumatica brand, including brand compliance, content evaluation, asset management, creative adaptation, and localization.
• •Partner with internal teams and agencies to develop repeatable AI-enabled workflows while maintaining appropriate human judgment, brand governance, intellectual property safeguards, and quality standards.
• •Evaluate emerging AI capabilities within advertising platforms, creative technology, analytics, and marketing operations.
• •Help establish a culture of responsible experimentation in which the team actively tests new technologies and incorporates successful approaches into scalable operating practices.

Leadership & Cross-Functional Partnership

• •Serve as a senior strategic advisor to the CMO and marketing leadership team on brand, advertising, creative strategy, and emerging marketing trends.
• •Build strong partnerships across Communications, Marketing Operations, Sales, Product Marketing, Finance, and Events & Sponsorships.
• •Partner with Communications to ensure alignment between corporate narrative, reputation, earned media, executive communications, and brand strategy.
• •Partner with Product Marketing to connect corporate brand positioning with product, industry, competitive, and audience messaging.
• •Partner with Events & Sponsorships to ensure major experiences and partnerships strengthen and consistently express the Acumatica brand.
• •Partner with Marketing Operations and Finance on measurement, investment effectiveness, planning, and business impact.
• •Partner with Sales to understand customer and market feedback and ensure brand and advertising strategies resonate with target audiences.
• •Lead and develop internal talent and external agency partners, establishing clear goals, accountability, and high standards for performance.
• •Effectively communicate strategy, investment rationale, performance, learnings, and recommendations to executive audiences.

Compensation & Benefits

• •Salary range: $200,000 to $220,000 annually, depending on skills, qualifications, and experience.
• •Eligible for annual bonus and stock awards based on individual performance.
• •Benefits include medical, dental, and vision insurance, employer-paid Short-Term and Long-Term Disability and Basic life coverage, 401(k) with company match, and flexible time off.