Brand Manager

Brand Manager

The Brand Manager serves as a central strategic leader within the Marketing organization and the primary liaison to Merchandising. This role is responsible for translating merchant priorities and enterprise growth objectives into cohesive, end-to-end go-to-market strategies that drive incremental traffic, sales, and customer engagement.

This position owns the development of the annual integrated marketing calendar and full-funnel planning across store and digital channels, ensuring alignment across Creative, Media, Digital, Social, eComm, Customer Insights, and Stores. As a key connector across teams, the Brand Manager ensures marketing investments are strategically focused, efficiently deployed, and directly aligned to the highest-priority business initiatives.

This role plays a critical part in protecting execution speed, cross-functional alignment, and overall go-to-market effectiveness at scale.

Principal Duties and Responsibilities:

• Serve as the primary marketing liaison to Merchandising, ensuring clear alignment on seasonal, category, and strategic priorities to inform full-funnel marketing plans.
• Own the development and execution of the annual integrated marketing calendar, translating merchant priorities into cohesive, end-to-end go-to-market strategies across all customer touchpoints.
• Apply a structured Who / What / How planning framework to ensure marketing strategies are grounded in clear audience targeting (Who), prioritized business objectives (What), and disciplined channel execution (How).
• Lead cross-functional planning across Creative, Paid Media, Digital, Social, eComm, Customer Insights, and Stores to ensure consistent execution and strong customer experiences.
• Partner closely with the Customer Insights team to identify growth opportunities, performance gaps, and actionable consumer insights that inform strategic planning and optimize go-to-market effectiveness.
• Drive continuous improvement of the end-to-end marketing planning process to increase clarity, speed, efficiency, and overall impact.
• Ensure marketing investments support enterprise traffic, sales, and category growth objectives through strong upfront alignment and prioritization.
• Own the development and delivery of monthly and quarterly business recaps, providing performance insights, strategic recommendations, and clear action plans to senior leadership.
• Actively participate in weekly agency and paid media meetings to ensure full-funnel strategies remain aligned to merchant priorities and marketing goals, holding partners accountable for performance and focus.
• Foster a high-performance, collaborative team culture built on accountability, transparency, and strategy. thinking.

Minimum Requirements/Qualifications

• 5–7 years of experience in Brand Management and/or Integrated Marketing, with demonstrated ownership of end-to-end go-to-market strategy.
• Experience in CPG and/or large-scale retail environments (big box retail experience preferred).
• Proven track record of translating business strategy into cohesive, full-funnel marketing plans that drive traffic, sales, and customer engagement.
• Experience leading cross-functional planning across Creative, Media, Digital, and Insights teams.
• Strong analytical and business acumen, with experience developing performance recaps and translating data into actionable recommendations.
• Demonstrated ability to operate effectively in fast-paced environments with ambiguity, bringing structure, clarity, and strategic direction where processes may not yet be fully defined.
• Ability to influence and align senior stakeholders across Merchandising and Marketing.
• Experience participating in full-funnel paid media strategy discussions.
• Effective communication and presentation skills, with comfort engaging leadership audiences.
• Ability to manage multiple priorities in a dynamic, high-growth retail environment.