What are the responsibilities and job description for the Campaign Narrative Manager position at Ashley Global Retail?
About Us
Ashley is America's largest furniture manufacturer and a global retail leader. We’ve been committed to delivering beautiful, quality home furnishings at an accessible price point for over 75 years. Now, we're evolving our brand to meet the changing lifestyles of today's consumers. This is an exciting time to join the team and make a real impact. You'll be part of a transformation, working with passionate professionals who are reshaping an industry and creating meaningful connections between our products and the lives they enhance.
Position Summary
The Campaign Narrative Manager ensures Ashley’s hero initiatives are framed as defining cultural moments, not just product launches. This role builds the overarching storylines that give campaigns their emotional power, translating brand pillars and seasonal POVs into narratives that inspire consumers and elevate Ashley’s perception in the market.
By owning the “story spine” of each campaign, this leader ensures consistency across channels while leaving space for creativity in execution. Working cross-functionally, the Campaign Narrative Manager aligns Merchandising, Creative, and Integrated Marketing around a unifying campaign narrative that drives both cultural relevance and commercial results.
Why This Role Matters
Campaigns are Ashley’s opportunity to make a statement. The Campaign Narrative Manager ensures those statements are clear, memorable, and differentiated strengthening Ashley’s position as a style-forward, purpose-driven brand and creating cultural moments that live beyond retail.
Key Responsibilities
Narrative Development
- Own campaign-level storytelling arcs, from concept through execution.
- Translate seasonal POVs into campaign narratives that highlight hero products and initiatives.
- Craft story frameworks that balance emotional resonance with commercial objectives.
- Partner with Creative to shape scripts, visual treatments, and campaign tone.
Cross-Functional Collaboration
- Partner with Integrated Marketing to translate campaign narratives into omnichannel execution.
- Collaborate with Merchandising to ensure campaign stories reflect product priorities.
- Align PR, Social, and Retail teams to ensure consistent narrative expression across all touchpoints.
Content & Executional Guidance
- Provide narrative briefs for creative, channel, and content teams.
- Ensure every campaign delivers a clear central idea across all formats (film, digital, print, experiential).
- Partner with Consumer & Competitive Insights to root narratives in audience and market truths.
Qualifications
- 8–10 years in campaign strategy, brand storytelling, or creative development (retail, lifestyle, or fashion preferred).
- Proven ability to build culturally relevant campaign narratives that deliver measurable business results.
- Experience partnering across Creative, Marketing, and Merchandising.
- Strong writing, communication, and presentation skills.
- Ability to balance big-picture creative vision with commercial and operational realities.
Our Core Values
- Honesty & Integrity
- Passion, Drive, Discipline
- Continuous Improvement/Operational Excellence
- Dirty Fingernail
- Growth Focused
To learn more about Ashley Furniture, our community engagement programs, environmental stewardship, and our core values, please visit our Corporate Social Responsibility information page:
Corporate Social Responsibility
https://www.ashleyfurniture.com/about-us/corporate-social-responsibility/report/
We are an equal opportunity employer and provide a drug-free working environment. While Ashley appreciates the interest of all candidates only those meeting specific position requirements may be contacted. Principals Only.
