Carters Inc.
Manager, Brand Marketing
at
Carters Inc.
Carters Inc.
serves families with young children, and is the largest North American apparel retailer exclusively for babies and young children, encompassing the Carter’s, OshKosh B’gosh, Skip*Hop and Little Planet brands. We promote inclusion and innovation in everything we do.
How you’ll make an impact This role develops and executes brand strategies that build awareness, strengthen consumer connections, and drive business growth across multiple channels. The ideal candidate has a proven track record of managing integrated brand campaigns, is a strong cross‑functional collaborator, and brings both creative thinking and analytical rigor to brand marketing.
Responsibilities Growth Initiatives – Brand Marketing (45%)
Develop the vision and lead the planning and execution of brand strategies that unlock new growth opportunities and expand reach with target audiences
Lead cross‑functional ideation with Consumer Insights, Merchandising, and Design to build differentiated brand positioning, uncover white space, and develop ownable territories in competitive landscapes
Develop and manage integrated marketing plans for new product launches, partnerships, or brand concepts, ensuring every initiative is culturally relevant, authentic and connects emotionally with consumers
Core Brand Stewardship (30%)
Serve as the primary brand marketing partner for cross‑functional teams (eCommerce, Merchandising, Planning, Creative, Retail, PR, Social, Media) to execute seasonal priorities and innovation initiatives
Translate key product stories and consumer insights into emotionally resonant brand campaigns that reinforce brand values and purpose
Conduct ongoing brand health analysis, competitive benchmarking, and consumer sentiment tracking to inform positioning evolution and strategic pivots that strengthen brand relevance
Campaign Development & Execution (25%)
Orchestrate brand strategy across all consumer touchpoints, ensuring cohesive storytelling, seamless consumer experience, and platform‑optimized content
Develop and execute seasonal and annual campaigns that combine emotional storytelling with commercial priorities, inspiring consumers while driving engagement and conversion
Collaborate with channel owners to develop integrated marketing plans
Serve as the main contact for agency and vendor partners, providing strategic direction, maintaining creative standards, and driving accountability for deliverables, timelines, and performance outcomes
Work closely with social media and PR teams to create campaigns and programs that enhance cultural relevance and extend brand reach
Ensure brand consistency across all consumer‑facing touchpoints and campaigns
Partner with insights teams to test concepts and creative treatments, using data to guide decision‑making
Must have
Strong understanding of brand marketing fundamentals (positioning, strategy, integrated campaign planning, execution)
Proven experience developing brand stories and campaigns that resonate emotionally with consumers
Creative mindset with a passion for storytelling and brand development
Demonstrated ability to turn consumer insights into brand actions
Excellent project management skills, with ability to consistently achieve or beat deadlines
Strong bias for action and desire for ownership & accountability
Excellent written and verbal communication skills
Minimum 5 years of relevant work experience
Minimum 3 years Brand Marketing or Brand Strategy experience at a major consumer brand
Preferred skills and experience
Dialed into culture, consumer trends and the evolving marketing landscape
Inclination to seek and analyze data from a variety of sources to support decisions and to align others with the organization’s overall strategy
Familiarity with omni‑channel environments (digital, retail, wholesale)
Proven ability to develop breakthrough partnerships or collaborations that extend brand storytelling
Experience working in fast‑paced, matrixed environments where cross‑functional collaboration and leading through influence are critical
Experience in consumer lifestyle, retail, or apparel categories
Our Team Members
Lead Courageously: Have a strong sense of personal values that align with our Company values
Collaborates Broadly: Build cooperation, trust, and thrive in a consensus driven environment
Customer Focus: Proactively seek opportunities to leverage data and fact‑based insights to serve customers and/or internal clients
Drive Growth: Set aggressive goals and implement plans precisely
Cultivates Innovation: Respectfully challenge the “we’ve always done it this way” mentality and explore new ways to achieve desired outcomes
Make a Career at Carter’s Career development opportunities include Carter’s University, Toastmasters, mentorship programs, and more, to enhance your professional growth.
NOTE: This job description is not intended to be all‑inclusive. Duties may be changed or reassigned at the discretion of management, and the employee may be required to perform duties not listed in this job description.
Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law.
#J-18808-Ljbffr
at
Carters Inc.
Carters Inc.
serves families with young children, and is the largest North American apparel retailer exclusively for babies and young children, encompassing the Carter’s, OshKosh B’gosh, Skip*Hop and Little Planet brands. We promote inclusion and innovation in everything we do.
How you’ll make an impact This role develops and executes brand strategies that build awareness, strengthen consumer connections, and drive business growth across multiple channels. The ideal candidate has a proven track record of managing integrated brand campaigns, is a strong cross‑functional collaborator, and brings both creative thinking and analytical rigor to brand marketing.
Responsibilities Growth Initiatives – Brand Marketing (45%)
Develop the vision and lead the planning and execution of brand strategies that unlock new growth opportunities and expand reach with target audiences
Lead cross‑functional ideation with Consumer Insights, Merchandising, and Design to build differentiated brand positioning, uncover white space, and develop ownable territories in competitive landscapes
Develop and manage integrated marketing plans for new product launches, partnerships, or brand concepts, ensuring every initiative is culturally relevant, authentic and connects emotionally with consumers
Core Brand Stewardship (30%)
Serve as the primary brand marketing partner for cross‑functional teams (eCommerce, Merchandising, Planning, Creative, Retail, PR, Social, Media) to execute seasonal priorities and innovation initiatives
Translate key product stories and consumer insights into emotionally resonant brand campaigns that reinforce brand values and purpose
Conduct ongoing brand health analysis, competitive benchmarking, and consumer sentiment tracking to inform positioning evolution and strategic pivots that strengthen brand relevance
Campaign Development & Execution (25%)
Orchestrate brand strategy across all consumer touchpoints, ensuring cohesive storytelling, seamless consumer experience, and platform‑optimized content
Develop and execute seasonal and annual campaigns that combine emotional storytelling with commercial priorities, inspiring consumers while driving engagement and conversion
Collaborate with channel owners to develop integrated marketing plans
Serve as the main contact for agency and vendor partners, providing strategic direction, maintaining creative standards, and driving accountability for deliverables, timelines, and performance outcomes
Work closely with social media and PR teams to create campaigns and programs that enhance cultural relevance and extend brand reach
Ensure brand consistency across all consumer‑facing touchpoints and campaigns
Partner with insights teams to test concepts and creative treatments, using data to guide decision‑making
Must have
Strong understanding of brand marketing fundamentals (positioning, strategy, integrated campaign planning, execution)
Proven experience developing brand stories and campaigns that resonate emotionally with consumers
Creative mindset with a passion for storytelling and brand development
Demonstrated ability to turn consumer insights into brand actions
Excellent project management skills, with ability to consistently achieve or beat deadlines
Strong bias for action and desire for ownership & accountability
Excellent written and verbal communication skills
Minimum 5 years of relevant work experience
Minimum 3 years Brand Marketing or Brand Strategy experience at a major consumer brand
Preferred skills and experience
Dialed into culture, consumer trends and the evolving marketing landscape
Inclination to seek and analyze data from a variety of sources to support decisions and to align others with the organization’s overall strategy
Familiarity with omni‑channel environments (digital, retail, wholesale)
Proven ability to develop breakthrough partnerships or collaborations that extend brand storytelling
Experience working in fast‑paced, matrixed environments where cross‑functional collaboration and leading through influence are critical
Experience in consumer lifestyle, retail, or apparel categories
Our Team Members
Lead Courageously: Have a strong sense of personal values that align with our Company values
Collaborates Broadly: Build cooperation, trust, and thrive in a consensus driven environment
Customer Focus: Proactively seek opportunities to leverage data and fact‑based insights to serve customers and/or internal clients
Drive Growth: Set aggressive goals and implement plans precisely
Cultivates Innovation: Respectfully challenge the “we’ve always done it this way” mentality and explore new ways to achieve desired outcomes
Make a Career at Carter’s Career development opportunities include Carter’s University, Toastmasters, mentorship programs, and more, to enhance your professional growth.
NOTE: This job description is not intended to be all‑inclusive. Duties may be changed or reassigned at the discretion of management, and the employee may be required to perform duties not listed in this job description.
Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law.
#J-18808-Ljbffr