Brand Manager

The brand manager is responsible for driving the strategic growth and performance of assigned brands through comprehensive merchandise planning, cross-functional coordination, and data-driven decision-making. This role oversees product development from concept to market, ensuring alignment with brand identity, financial goals, and competitive positioning, while serving as the key liaison between internal teams and brand partners.

Brand Strategy, Merchandise Planning & Positioning

• Develop and execute quarterly merchandise line plans for all product categories and channels of business aligned with brand identity, trend direction, and business goals.
• Merchandise plans should be detailed and actionable, providing clear guidance for all cross-functional teams—design, product development, packaging, and sales—including target SKUs, pricing tiers, packaging needs, and storytelling themes.
• Ensure merchandise line plans align with PLM system, reflecting product development status, transitions, and lifecycle timelines for both domestic and international assortments.
• Position each brand effectively within the competitive landscape by conducting regular market analysis, focusing on design, price, and value comparisons.
• Create and manage a “good-better-best” pricing structure for internal planning and pricing strategy.
• Ensure brands meet company sales, pricing, and margin targets.

Financial Oversight

• Conduct margin analysis for all programs; present any that fall short of targets to the VP of Merchandising for approval.
• Collaborate with the operations team to reduce cost of goods sold, including identifying cost-saving opportunities in product development and materials.
• Develop and manage open-to-buy (OTB) plans by product category and season.
• Partner with the planning team to ensure clarity around production minimums and cost implications of less-than-minimum orders.

Cross-Functional Collaboration & Development

• Serve as the key liaison between brand partners (including international teams) and internal departments, ensuring alignment across all stages of product development and marketing.
• Lead weekly meetings with internal teams to emphasize alignment and set priorities.
• Lead quarterly assortment meetings and seasonal handoff meetings with product, design, sales, and planning teams to review trends, development status, and strategic direction.
• Monitor weekly performance of wholesale and retail programs by pattern, style, and customer feedback; provide ongoing placement and longevity analysis to the VP of Merchandising.
• Ensure timely execution of the product development cycle and alignment with merchandising calendar goals.

Packaging, Content & Digital Strategy

• Drive packaging development for all business tiers; collaborate with the packaging team on innovative, retail-optimized solutions.
• Enter and manage packaging requirements in the packaging application as needed.
• Oversee the creation of romance copy and A content for all e-commerce products, ensuring alignment with brand voice and optimized online experience.
• Manage photography and video shoots for packaging and marketing assets, ensuring brand consistency and staying within budget.
• Coordinate with brand teams for all required photography and creative asset approvals.

Sales & Merchandising Support

• Support the sales team with product positioning, placement strategies, and sell-in tools.
• Provide guidance on production minimums and alternative approaches to support placement viability and inventory management.
• Publish and maintain seasonal price lists and quarterly brand assortment updates.

Brand Reporting & Meetings

• Prepare and send agendas prior to all brand meetings; share organized recaps and next steps post-meeting.
• Deliver brand-specific reporting as required, including sales performance, forecasts, and retail updates.
• Present bi-annual business reviews to senior management, including sales analysis by customer, item performance, design-to-placement ratios, market insights, pricing, and long-term strategy (24–36 months).
• Attend weekly calendar meetings, bi-weekly internal team syncs, and monthly retail customer meetings as needed.

Professional Standards

• Maintain a clean, organized, and collaborative work environment.
• Uphold a professional, courteous, and enthusiastic demeanor in all interactions.
• Ensure timely and consistent communication across all internal and external stakeholders.

Essential Skills and Experience:

• Bachelor’s Degree in Merchandising/Marketing or related discipline is required
• Minimum of five years of previous experience in a brand management, marketing or retail position
• Minimum of four years of buying line exposure and understanding of retail cycles
• Knowledge of competitive market is vital in order to determine future trends and needs in addition to identifying core product opportunities
• Strong computer skills with proficiency in Microsoft Office programs to include Excel
• Strong computer skills with proficiency in PLM
• Excellent communication skills (written and oral) in order to effectively communicate and report information to all levels of the Company
• Possess strong organizational, negotiation and analytical skills
• Ability to prioritize work, be self-motivated and work with minimal supervision
• Ability to handle confidential information
• Ability to multi-task on a routine basis, be detail-oriented, adapt plans and change direction as needed, have a proactive mindset and have the ability to perform the job under a moderate to high level of stress