Brand Manager

About the role

The Brand Manager plays a key role in advancing the brand strategy and achieving marketing objectives for growth across product segments. This role works closely with product management, Martech, creative, and media to coordinate comprehensive marketing activation plans. This person collaborates with both internal and external agency partners to develop holistic marketing campaigns across paid and owned channels, championing consumer insights and input from sales and analytics to execute effective programs.

Responsibilities

• Develop a deep understanding of consumer segments, channel partners, and product to drive brand, commercialization, and campaign strategy.
• Lead strategic commercialization planning for priority product launches, translating global brand, product, and business objectives into clear go-to-market plans across dealer, retail, ecommerce, Pro, and residential channels.
• Craft well-written briefs founded on channel and user insights with clear objectives and deliverables.
• Develop clear product and category narratives that differentiate the brand, support premium positioning, and help sales teams communicate value to dealers, retailers, Pros, and consumers.
• Lead cross-functional UX projects related to web/app improvements, DIY installation or Pro sales enablement, marketing automation, and the purchase journey.
• Develop internal and external communication materials (e.g., sell sheets, product launch guides, web content, sales and event materials, FAQs).
• Partner with global marketing teams to localize brand strategy, campaign assets, and product positioning for the North American market, ensuring consistency with global direction while meeting regional commercial needs.
• Collaborate with multi-agency partners to bring ideas to life and extend campaigns across relevant channels on time and on budget.
• Provide tradeshow support, including key messaging, on-site presence, and content support across product lines.
• Lead photography shot lists, prop guides, and scheduling.
• Partner with outside agencies and cross-functional teams on project/creative briefing, production of digital content (web, app, social, email), claims and packaging, consumer research, and paid and earned media strategy and performance.
• Support B2B, B2C, and ecommerce business in retailer expansion initiatives, SKU management, promotional calendar, and content development.
• Provide post-campaign reporting and analysis on marketing programs to drive continuous improvement in advertising efforts.
• Work closely with product managers to lead the commercialization process of Pro and residential products and accessories.
• Collaborate with the PR team on influencer and affiliate programs, brand partnerships, and relevant consumer/industry opportunities.

Requirements

• Bachelor’s Degree.
• 5+ years of marketing experience (preferably in marketing for consumer products).
• Detail-oriented and organized for effective project management.
• Strong management skills with the ability to balance priorities and timelines.
• Proven communication skills, both written and oral.
• Proven ability to influence cross-functional and senior sales stakeholders in a matrixed organization, with experience turning brand strategy, product positioning, and market insights into successful commercial launch plans.

Schedule

Travel is up to 15%.