Brand Manager
American Textile Company, Duquesne, PA, United States
The Brand Marketing Manager is responsible for driving the growth and long-term equity ATC’s flagship brand,
AllerEase , within bedding categories – mattress protectors, pillow protectors, pillows, pads, sheets, blankets, and comforters. This role leads brand strategy from ideation through execution, leveraging business data, consumer insights, and cross-functional relationships to deliver national advertising, innovation pipeline, and product commercialization.
The ideal candidate brings experience in consumer-packaged goods, a strong understanding of retail environments, and a passion for creating brands that improve everyday life through better sleep.
Responsibilities Strategic Planning & Brand Leadership
Develop and execute the annual brand go-to-market strategy to deliver our sales and profit targets, ensuring feasibility alignment with Sales, Product Development, Supply Chain, and Finance.
Provide cross-functional project leadership to implement product, packaging, pricing and other changes across the brand.
Define and evolve brand positioning, value propositions, and messaging rooted in sleep benefits, comfort, and quality.
Establish and defend product roles and overall brand portfolio, ensuring incrementality of new item development while reducing risk of brand dilution.
Category Expertise & Data Analysis
Monitor category trends including materials innovation, consumer habits, health & wellness, and sleep science to identify opportunities for differentiation.
Utilize company and industry expertise to understand competitive bedding products and their positioning, ultimately informing our brand, product, and packaging strategies to win in market.
Leverage syndicated data reports and consumer research platforms to bring insightful recommendations and make strategic business decisions.
Creative Development & Execution
Manage the development and deployment of full-funnel demand generation investments including TV, online video, social media, digital video, and other consumer marketing vehicles.
Direct and review the creation of all digital brand content in accordance with brand guidelines including imagery, written copy, short-form video, and other enhanced digital assets.
Translate consumer insights and product performance attributes into clear, compelling creative briefs.
Collaborate with Sales to develop customer-specific strategies and plans and participate as needed in the selling process.
Create customer-facing presentation content to be used by Sales including consumer insights, product benefits, brand positioning, and marketing plan summaries.
Lead brand preparation for visual showcase at Home & Textiles Market in March and September, in collaboration with Product Development, Design, and Merchandising team.
Qualifications
Bachelor’s degree in business, marketing, or related field is required; MBA is preferred.
Minimum of 5 years of professional marketing experience, ideally in consumer-packaged goods.
Experience working in Brand Management or Product Management.
Experience working with a cross-functional team to solve business problems, including but not limited to Product Development, Merchandising, Design, Sales, Finance, and Operations.
Ability to critically evaluate opportunities, clarify needs, and mobilize responses.
Ability to communicate and influence across the organization by articulating a position, alternative approaches, and recommendations.
#J-18808-Ljbffr
AllerEase , within bedding categories – mattress protectors, pillow protectors, pillows, pads, sheets, blankets, and comforters. This role leads brand strategy from ideation through execution, leveraging business data, consumer insights, and cross-functional relationships to deliver national advertising, innovation pipeline, and product commercialization.
The ideal candidate brings experience in consumer-packaged goods, a strong understanding of retail environments, and a passion for creating brands that improve everyday life through better sleep.
Responsibilities Strategic Planning & Brand Leadership
Develop and execute the annual brand go-to-market strategy to deliver our sales and profit targets, ensuring feasibility alignment with Sales, Product Development, Supply Chain, and Finance.
Provide cross-functional project leadership to implement product, packaging, pricing and other changes across the brand.
Define and evolve brand positioning, value propositions, and messaging rooted in sleep benefits, comfort, and quality.
Establish and defend product roles and overall brand portfolio, ensuring incrementality of new item development while reducing risk of brand dilution.
Category Expertise & Data Analysis
Monitor category trends including materials innovation, consumer habits, health & wellness, and sleep science to identify opportunities for differentiation.
Utilize company and industry expertise to understand competitive bedding products and their positioning, ultimately informing our brand, product, and packaging strategies to win in market.
Leverage syndicated data reports and consumer research platforms to bring insightful recommendations and make strategic business decisions.
Creative Development & Execution
Manage the development and deployment of full-funnel demand generation investments including TV, online video, social media, digital video, and other consumer marketing vehicles.
Direct and review the creation of all digital brand content in accordance with brand guidelines including imagery, written copy, short-form video, and other enhanced digital assets.
Translate consumer insights and product performance attributes into clear, compelling creative briefs.
Collaborate with Sales to develop customer-specific strategies and plans and participate as needed in the selling process.
Create customer-facing presentation content to be used by Sales including consumer insights, product benefits, brand positioning, and marketing plan summaries.
Lead brand preparation for visual showcase at Home & Textiles Market in March and September, in collaboration with Product Development, Design, and Merchandising team.
Qualifications
Bachelor’s degree in business, marketing, or related field is required; MBA is preferred.
Minimum of 5 years of professional marketing experience, ideally in consumer-packaged goods.
Experience working in Brand Management or Product Management.
Experience working with a cross-functional team to solve business problems, including but not limited to Product Development, Merchandising, Design, Sales, Finance, and Operations.
Ability to critically evaluate opportunities, clarify needs, and mobilize responses.
Ability to communicate and influence across the organization by articulating a position, alternative approaches, and recommendations.
#J-18808-Ljbffr