Brand Manager

About the role

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

Qualifications

• 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