Brand Manager

The Brand Manager is responsible for translating brand strategy into integrated marketing campaigns and go-to-market plans across the product portfolio. This role partners cross-functionally to bring brand positioning, product storytelling, launches, and campaigns to life while ensuring consistency, compliance, and alignment with brand standards. The Brand Manager plays a critical role in delivering insight-driven work across DTC and retail channels that builds brand awareness, strengthens brand equity, and drives growth.

Brand Strategy & Positioning

Contribute to the evolution of brand and product positioning based on consumer insights, market trends, and competitive dynamics

Develop product storytelling, claims, and communication frameworks in partnership with Product Marketing and Regulatory

Maintain a strong point of view on consumer, category, and competitive trends to inform brand strategy and activation

Go-to-Market Execution

Lead cross-functional go-to-market planning and execution for product launches, LTOs, seasonal moments, brand campaigns, evergreen initiatives, and promotions

Develop integrated marketing plans, activation strategies, timelines, and channel plans in partnership with Product Marketing, Creative, Digital, Sales, and Retention

Drive cross-functional alignment on positioning, claims, messaging, deliverables, and execution across channels

Partner with Retention to develop product lifecycle communication strategies that support acquisition, engagement, and repeat purchase

Manage agency partners throughout campaign development and execution, including briefs, reviews, feedback, timelines, and performance evaluation

Creative Development & Project Ownership

Translate brand and campaign strategies into clear, insight-driven creative briefs

Lead creative development in partnership with internal and external teams, providing clear, actionable feedback to ensure work delivers against brand and campaign objectives

Own campaign asset planning and cross-functional coordination to ensure channel needs and deadlines are met

Manage marketing projects end-to-end in Asana, from kickoff through delivery

Partner cross-functionally on content calendar development and planning

Performance & Optimization

Partner with cross-functional teams to evaluate campaign and launch performance, identify key learnings, and apply insights to future brand and go-to-market strategies

Use consumer, category, and performance insights to identify opportunities to strengthen brand activation and improve marketing effectiveness

Attributes:

Strategic thinker who connects consumer insights, brand strategy, and business objectives

Strong communicator who translates strategy into clear messaging, claims, and creative briefs

Collaborative partner who builds alignment across cross-functional teams and agencies

Proactive and solutions-oriented, with a test-and-learn mindset.

Strong project manager who can prioritize and manage multiple workstreams end-to-end

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

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