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Sr Manager, Brand Communications

Date: May 13, 2022

Location: Atlanta, GA, US, 30308

Company: Norfolk Southern Corp.

Requisition 28223: B4 Sr Manager, Brand Communications 


Our Company

Norfolk Southern moves the goods and materials that drive the U.S. economy, connecting customers to markets and communities to economic opportunity. As one of the nation’s oldest and largest freight transportation companies, Norfolk Southern has a rich history and a bold vision for the future. We’re moving our corporate headquarters to a state-of-the-art building in Atlanta’s Tech Square neighborhood and expanding our communications team to put greater focus on telling our story. We’re looking for experienced strategists with a passion for change to help transform the communication function as we begin an exciting new chapter for our company. We offer competitive benefits, professional development opportunities, a supportive work environment and more.

About the Sr. Manager, Brand Communications and Measurement

The senior manager of Brand Communications and Measurement will drive the day-to-day brand communications activities, helping to ensure compelling content is creating comprehensive storytelling across all our channels. A key part of this work will be helping to support the Marketing Department’s use of paid advertising to achieve company objectives, and as such, they will be specifically responsible for paid media. A critical part of their job will also be serving as a strategic planner, by leading our measurement operation, responsible for metrics, analytics and research, and applying our learnings from those to optimize our campaigns.

Their work will be a key part of a larger storytelling infrastructure, under the brand strategy umbrella, to ensure message discipline across all channels and as such will work collaboratively with the larger team offering strategic guidance and insight on how brand communications and measurement can help achieve Norfolk Southern’ s brand objectives. This position sits within the Brand Strategy team, part of the larger Corporate Communications department, and is an exciting growth opportunity for someone with a passion for storytelling and the power of effective strategic planning, as well as an entrepreneurial spirit to develop communications that drives business and brand objectives for a Fortune 300 company.



  • Serve as day-to-day manager of and strategist for our PESO-driven centralized communications hub, where all NS campaigns and messages will be managed to ensure message consistency; work with Director in strategic development of narratives
  • Utilizing proven expertise, lead all measurement efforts for the department, compiling metrics, analytics and other research to guide our campaigns and messaging and optimize our work. Use understanding of results to develop and present strategies that generate success. Suggest when needed additional research and measurement
  • Lead the design and execution of primary research, including quantitative and qualitative. Develop and maintain a stable of trusted research partners. Derive accurate and relevant conclusions
  • Create and execute paid media content strategy, especially as it relates to team’s support of Marketing’s paid advertising; work with Director and VP to assist in building additional paid strategies for Marketing department to drive company business objectives
  • Manage channel governance, working cooperatively with Strategic Communications and Content team
  • Act as trusted partner of Content team, working collaboratively on content development and shifting strategies



  • Undergraduate degree or higher in communications, public relations, marketing, mass communication, or related area
  • 6+ years’ experience developing and executing brand communications and/or strategic planning to enhance brand awareness and drive corporate reputation at a communications agency or major corporation
  • Must have demonstrated skillset compiling and analyzing both quantitative and qualitative research and metrics, and developing effective strategies and messaging from those results
  • Preferably, candidate will have midlevel experience of successful performance in research or strategic planning, having managed both quant and qual communications research projects, and have a passion and an ability for translating those results into effective brand campaigns or simply into optimizing existing campaigns, whether directly or by counseling broader teams
  • Track record of working on effective campaigns that have measurably improved brand perceptions, employee engagement, and awareness of corporate priorities and company stories
  • Proven ability to balance creative and strategic thinking while executing tactically
  • Demonstrated knowledge of the full communications ecosystem and how effective storytelling can deliver business results, brand engagement and reputation gains, and drive awareness
  • Demonstrates a high degree of interpersonal and organizational savvy; builds networks and collaborates effectively to influence outcomes and achieve results; comfortable counseling senior executives
  • Possesses exceptional oral and written communication skills, and a deep understanding of how to create compelling content


Work Conditions

Environment: Office

Shift Work: No

On-Call: Yes

Weekend Work: No

Travel Required: 0 - 2 Days per Month,

Company Overview

Norfolk Southern Corporation (NYSE: NSC) is a Fortune 300 organization and one of the nation’s premier transportation companies. Its Norfolk Southern Railway Company subsidiary operates approximately 19,500 route miles in 22 states and the District of Columbia, serves every major container port in the eastern United States, and provides efficient connections to other rail carriers. Norfolk Southern is a major transporter of industrial products, including chemicals, agriculture, and metals and construction materials. In addition, the railroad operates the most extensive intermodal network in the East and is a principal carrier of coal, automobiles, and automotive parts.


At Norfolk Southern, we believe in celebrating our individuality. By leveraging the unique backgrounds and viewpoints of our employees, we can create a culture of innovation, respect, and inclusion. We know that employees thrive in a workplace where differing viewpoints, ideas, and experiences are freely shared and valued. As such, we encourage all employees to contribute their distinctive skills and capabilities to our organization.


Equal employment opportunities are available to all applicants regardless of race, color, religion, age, sex, national origin, disability status, genetic information, veteran status, sexual orientation, and gender identity. Together, we power progress.

Nearest Major Market: Atlanta