Manager, Brand Marketing

Primary Responsibilities

• Develops and executes annual brand go-to-market strategies to deliver sales and profit targets, ensuring alignment among Sales, Product Development, Supply Chain, Finance, and other cross-functional teams.
• Provides cross-functional leadership to implement product, packaging, pricing, and assortment changes across the assigned brand portfolio.
• Defines and evolves brand positioning, value propositions, and messaging frameworks rooted in consumer insights and competitive differentiation.
• Establishes and defends product roles within the brand portfolio to drive incrementality and protect brand equity.
• Collaborates with Product Development to maintain a pipeline of consumer-driven innovation that supports growth objectives.
• Ensures product, packaging, and marketing materials are communicated and approved as required by trademark license agreements.
• Conducts post-launch and post-campaign analyses to evaluate performance and identify optimization opportunities.

Category Expertise & Data Analysis

• Utilizes syndicated data, consumer research, and industry expertise to understand competitive bedding products and inform brand, product, and packaging strategies.
• Maintains a deep understanding of consumer behavior within the bedding category and brings forward strategic recommendations.
• Promotes collaboration with Sales Analysis and Category Management to evaluate performance, identify root causes, and drive growth opportunities.

Creative Development & Execution

• Manages the development and deployment of full-funnel demand generation initiatives including TV, CTV, social media, digital video, and other consumer marketing vehicles.
• Directs and reviews the creation of digital brand content, packaging, merchandising materials, and other creative assets to ensure consistent brand expression across all touchpoints.
• Translates consumer insights and product performance attributes into clear, compelling creative and packaging briefs for internal teams and external agencies.
• Develops and maintains annual business plans for the assigned brand portfolio and conducts quarterly business reviews.

Sales Enablement & Support

• Creates customer-facing presentation content to be used by Sales including consumer insights, product benefits, brand positioning, and marketing plan summaries.
• Collaborates with Sales to develop customer-specific strategies and participates in the selling process as needed.
• Leads the assigned brand preparation for Home & Textiles Market in March and September, in collaboration with Product Development, Packaging, Sales and design team.