Senior Brand Manager

Our client is a consumer packaged goods company operating within the personal care space, with a portfolio that spans multiple everyday use categories. Products are distributed nationally across a broad mix of retail and eCommerce channels. Our client is focused on delivering high-quality products at accessible price points while maintaining a strong emphasis on brand relevance, operational discipline, and commercial performance. The business is in an active phase of growth, supported by an ownership structure that prioritizes value creation, speed of execution, and data-driven decision-making.

With a lean, entrepreneurial operating model, the organization offers a dynamic environment where teams are empowered to own outcomes, move quickly, and have a direct impact on brand performance and financial results.

Position Summary

The Senior Brand Manager serves as the holistic brand owner for the Hair, Grooming and Kids grooming, with full end-to-end responsibility for brand strategy, commercial execution, and P&L leadership in a fast-paced, PE-backed environment. This role operates as a mini–General Manager, owning strategy, execution, financial performance, consumer understanding, and cross-functional leadership across these segments.

This role manages a Strategy & Analytics Manager and partners closely with:

• Consumer Engagement (creative, content, social, communications ecosystem)

• Trade Marketing (shopper strategy, retail toolkits, customer sell-in)

• Equity & Innovation (new product development planning, launches, communications)

The Senior Brand Manager leads annual brand planning, commercial innovation roadmaps, pricing and mix strategy, budget allocation, and executional excellence across all consumer and customer touchpoints. Success in this role requires strong judgment, urgency, and a solutions-oriented, growth-focused mindset.

Primary Responsibilities

1. End-to-End Brand & Commercial Ownership

• Own segment P&Ls, including net sales, gross margin, mix, and spend effectiveness.
• Allocate and manage annual budgets across media, shopper marketing, content, promotions, and other levers to maximize ROI.
• Monitor in-market performance and rapidly adjust plans based on analytics and retailer dynamics.
• Develop compelling retailer sell-in stories in partnership with Trade Marketing, Sales, and Innovation.
• Drive channel strategy, assortment optimization, and price-pack architecture.
• Establish and track clear measurement plans across marketing channels to improve ROI and brand health.
• Build integrated annual plans covering brand strategy, communications, innovation, pricing, and mix.
• Partner with Innovation to define portfolio strategies by sub-segment, including consumer targets and equity roles.
• Set clear annual priorities that align cross-functional teams around the biggest growth levers.
• Translate consumer, shopper, and category insights into action-oriented business plans.
• Leverage research, pricing analysis, testing, and brand tracking to refine strategy and execution.

3. Marketing Excellence Across Consumer & Shopper Touchpoints

• Lead brand activation across paid media, social, influencers, PR, shopper marketing, retail media, and content.
• Manage external agencies and internal creative partners, setting clear KPIs and expectations.
• Ensure creative work is on-strategy, distinctive, and brand-building.
• Own innovation launch plans across segments and channels.
• Lead the briefing process to agencies and internal teams with clarity and inspiration rooted in insight and strategy.
• Drive continuous improvement through learning agendas and post-launch reviews.

4. Innovation & Pricing Strategy

• Lead commercial innovation roadmap development across categories.
• Identify opportunities for margin improvement, SKU rationalization, and mix optimization.
• Partner with Strategy & Analytics to inform pricing, promotional architecture, and pack strategy.

5. Cross-Functional Leadership Without Authority

• Act as the day-to-day business lead across Sales, Supply Chain, Finance, and R&D.
• Own forecasting and partner with Supply Chain to ensure demand accuracy and service reliability.
• Drive alignment, resolve conflicts, and maintain speed and accountability.
• Lead cross-functional business reviews and strategic checkpoints.

6. Consumer, Category & Retailer Insight Integration

• Stay close to category trends, retailer dynamics, and consumer shifts.
• Serve as the internal voice of the consumer.
• Use POS data, competitive insights, and test-and-learn results to optimize plans in real time.
• Manage and coach a Strategy & Analytics Manager.
• Foster a culture of accountability, agility, and high performance.
• Collaborate closely with agency partners, setting high standards for quality and speed.

Primary Requirements

• 6-9 years of experience in Brand Management, General Management, or Integrated Marketing within Beauty and/or Personal Care CPG.
• Proven P&L ownership and ability to drive pricing, innovation, and portfolio decisions.
• Strong brand strategy, creative, media, and retailer expertise.
• Highly analytical, with comfort working in POS data, financials, and forecasting.
• Ability to simplify complexity and deliver actionable recommendations.
• Comfortable operating in a fast-paced, PE-backed environment.
• Experience managing and developing talent.

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