Brand Manager
AdvoCare, Richardson, TX, United States
Job Summary and General Duties:
The
Brand Manager
supports the development and execution of brand strategy, marketing campaigns, and go-to-market plans across the product portfolio. This role partners cross-functionally to bring brand positioning, product storytelling, and integrated campaigns to life while ensuring consistency, compliance, and alignment with brand standards. The Brand Manager plays a critical role in executing insight-driven work across DTC and retail channels that drives brand awareness, equity, and growth.
Brand Strategy & Positioning
Support the evolution of the brand and product positioning based on consumer insights, market trends, and competitive dynamics. Support claims development, product storytelling and communication frameworks in alignment with regulatory guidelines. Ensure consistency brand voice, visual identity and messaging across all consumer touchpoints. Monitor competitive claims, imagery, positioning, and messaging to inform brand recommendations Go-to-Market Execution
Support cross-functional go-to-market planning and execution for new brand campaigns, product launches, renovations, evergreen initiatives, and promotions Partner with Product Marketing, Creative, Digital, and Sales to ensure claims, messaging alignment across channels Assist in the development and execute of integrated marketing plans and timelines Support market activation programs from planning through execution Collaborate with and support agency partners to deliver integrated campaigns, including briefing, reviews, feedback loops, timelines, and performance evaluation. Creative, Content & Messaging Development
Partner with Creative and Product Marketing teams to support the briefing and development of creative assets and messaging for NPDs and product renovations Help ensure product benefits, claims, and RTBs are clearly communicated and aligned to brand strategy Provide feedback on creative concepts to ensure clarity, consistency, and executional excellence Experiential & Events
Support the experiential strategy and vision for the brand, ensuring all events, sampling programs, and activations clearly ladder up to brand positioning and business objectives Serve as the primary point of contact for the experiential agency, providing clear briefs, strategic direction, feedback, and ongoing partnership management Partner with the agency to translate brand strategy into compelling, on-the-ground experiences that drive awareness, trial, and connection Lead training for field managers, ambassadors, and partners to ensure consistent brand storytelling and product education Collaborate cross-functionally (Marketing, Sales, Field, Social, Influencer, Retail) to ensure integrated amplification before, during, and after events Define success metrics and KPIs, and lead post-event reporting to capture learnings and inform future activations Identify opportunities to evolve the experiential approach based on consumer insights, performance data, and category trends Performance
Analytics & Optimization
Analyze creative and campaign performance against KPIs Deliver post-campaign readouts, key learnings, and optimization recommendations. Leverage consumer, category, and performance insights to inform future brand initiatives Budget & Operational Support
Own annual and monthly budget planning, tracking, and forecasting for brand initiatives. Help manage timelines, deliverables, and agency workflows to ensure projects stay on track Attributes:
Comfortable using insights and data to answer the "so what" and inform decisions Experience managing agency partners, including briefing, feedback, and day-to-day coordination Collaborative team player with the ability to build strong internal and external partnerships Proactive, curious, and solutions-oriented, with a willingness to test, learn, and improve Knowledge and Skills Preferred:
Bachelor's degree in business, Marketing or a related field. 5+ years of Brand Marketing experience, CPG experience mandatory. Experience in the vitamins, minerals, supplements, or nutraceuticals category a plus Experience supporting experiential marketing, events, or field activations preferred
The
Brand Manager
supports the development and execution of brand strategy, marketing campaigns, and go-to-market plans across the product portfolio. This role partners cross-functionally to bring brand positioning, product storytelling, and integrated campaigns to life while ensuring consistency, compliance, and alignment with brand standards. The Brand Manager plays a critical role in executing insight-driven work across DTC and retail channels that drives brand awareness, equity, and growth.
Brand Strategy & Positioning
Support the evolution of the brand and product positioning based on consumer insights, market trends, and competitive dynamics. Support claims development, product storytelling and communication frameworks in alignment with regulatory guidelines. Ensure consistency brand voice, visual identity and messaging across all consumer touchpoints. Monitor competitive claims, imagery, positioning, and messaging to inform brand recommendations Go-to-Market Execution
Support cross-functional go-to-market planning and execution for new brand campaigns, product launches, renovations, evergreen initiatives, and promotions Partner with Product Marketing, Creative, Digital, and Sales to ensure claims, messaging alignment across channels Assist in the development and execute of integrated marketing plans and timelines Support market activation programs from planning through execution Collaborate with and support agency partners to deliver integrated campaigns, including briefing, reviews, feedback loops, timelines, and performance evaluation. Creative, Content & Messaging Development
Partner with Creative and Product Marketing teams to support the briefing and development of creative assets and messaging for NPDs and product renovations Help ensure product benefits, claims, and RTBs are clearly communicated and aligned to brand strategy Provide feedback on creative concepts to ensure clarity, consistency, and executional excellence Experiential & Events
Support the experiential strategy and vision for the brand, ensuring all events, sampling programs, and activations clearly ladder up to brand positioning and business objectives Serve as the primary point of contact for the experiential agency, providing clear briefs, strategic direction, feedback, and ongoing partnership management Partner with the agency to translate brand strategy into compelling, on-the-ground experiences that drive awareness, trial, and connection Lead training for field managers, ambassadors, and partners to ensure consistent brand storytelling and product education Collaborate cross-functionally (Marketing, Sales, Field, Social, Influencer, Retail) to ensure integrated amplification before, during, and after events Define success metrics and KPIs, and lead post-event reporting to capture learnings and inform future activations Identify opportunities to evolve the experiential approach based on consumer insights, performance data, and category trends Performance
Analytics & Optimization
Analyze creative and campaign performance against KPIs Deliver post-campaign readouts, key learnings, and optimization recommendations. Leverage consumer, category, and performance insights to inform future brand initiatives Budget & Operational Support
Own annual and monthly budget planning, tracking, and forecasting for brand initiatives. Help manage timelines, deliverables, and agency workflows to ensure projects stay on track Attributes:
Comfortable using insights and data to answer the "so what" and inform decisions Experience managing agency partners, including briefing, feedback, and day-to-day coordination Collaborative team player with the ability to build strong internal and external partnerships Proactive, curious, and solutions-oriented, with a willingness to test, learn, and improve Knowledge and Skills Preferred:
Bachelor's degree in business, Marketing or a related field. 5+ years of Brand Marketing experience, CPG experience mandatory. Experience in the vitamins, minerals, supplements, or nutraceuticals category a plus Experience supporting experiential marketing, events, or field activations preferred