Brand Marketing Manager, Retail

About the role

At Reality Labs, we build tools that help people feel connected anytime, anywhere. We’re seeking an experienced leader to own brand marketing for a rapidly growing portfolio of products at the intersection of fashion, consumer electronics, and AI. This role will focus on the Retail Channel, bringing the consumer perspective to marketing efforts to drive integrated and deliberate storytelling throughout the funnel.

You will lead and influence partners and cross-functional teams to develop integrated marketing plans using analytical rigor, a deep understanding of the consumer and market, and the right mix of brand and product knowledge to deliver effective marketing plans. It will be critical to unify teams around a strategic north star in a highly cross-functional and dynamic environment built to iterate quickly.

Responsibilities

• Work closely with Sales, Channel Marketing, Brand Marketing, and Insights to translate business objectives into marketing strategy to support an ambitious roadmap and sales goals.
• Apply analytical rigor, a deep understanding of audience dynamics, and the right mix of brand and product knowledge to deliver effective marketing plans that drive measurable business impact at Retail.
• Deliver cross-channel programs for retail including strategy, execution, optimization, analysis, and reporting.
• Develop a deep understanding of audience personas, mindsets, attitudes, values, and behaviors across products and industries.
• Partner closely with many teams to identify opportunities and deliver integrated marketing programs for retailers: External partners, Marketing, Product Marketing, Insights, Decision Science, Social, Influencer, Communications, Planning and Media investment, Creative X (In-house Creative and Production Agency), Media and Advertising Agencies, Growth Marketing, and Product Management.
• Track performance of programs to provide data-backed insights to optimize programs and find new opportunity areas.

Minimum Qualifications

• 8+ years of experience in retail marketing, managing and executing large-scale retail campaigns and long-term brand building through a diverse media mix that delivers measurable brand and business results.
• Understanding of consumers, with demonstrated experience utilizing consumer research and data to drive actionable insights to develop marketing strategies and plans.
• Demonstrated experience working with media and creative agencies.
• Experience leading and communicating, with demonstrated talent at building collaborative partnerships with cross-functional teams.
• Experience prioritizing and managing concurrent programs across internal and external teams to deliver on schedule and drive measurable impact.
• Experience in retail consumer product categories and brands such as consumer technology, wearables, or culture-driven brands.

Preferred Qualifications

• Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements).
• Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews).
• Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies.
• Experience driving customer acquisition and revenue growth through the implementation of digital and traditional media strategies.
• Experience driving GTM in the consumer electronics category.
• Experience working for a developing or emerging brand with multiple products.
• Experience and knowledge about varied cultural, social, and business landscapes.

Pay

$152,000/year to $213,000/year + bonus + equity + benefits

Individual compensation is determined by skills, qualifications, experience, and location. Compensation details listed in this posting reflect the base hourly rate, monthly rate, or annual salary only, and do not include bonus, equity, or sales incentives, if applicable.