Marketing - Brand Marketing Manager
Location: Irvine, CA, USA | Department: Marketing | Workspace: On-Site
About the Role
We are seeking a strategic and performance-driven Brand Marketing Manager to lead brand growth initiatives across national retail and distribution channels. This role will drive go-to-market strategy, retail activation, and integrated marketing execution to accelerate sell-through and strengthen brand equity in North America. The ideal candidate brings strong experience in beauty or CPG marketing and understands how to align brand storytelling with retail performance.
Responsibilities
- Brand Strategy & Growth Planning
- Develop annual brand marketing strategy and growth roadmap
- Lead go-to-market planning for new product launches
- Define positioning, messaging, and competitive differentiation
- Manage brand P&L input related to marketing investment
- Campaign & Content Execution
- Lead 360° integrated marketing campaigns (digital, social, influencer, retail media)
- Manage creative agencies and external partners
- Oversee paid media performance and ROI optimization
- Track KPIs including sell-through lift, traffic, and brand awareness metrics
- Retail & Channel Marketing
- Partner with national retail accounts (e.g., Ulta, Target, Costco, specialty beauty)
- Develop in-store activation, promotional calendars, and secondary placements
- Support line reviews and retailer presentations with marketing strategy
- Align digital campaigns to support retail sell-through
- Cross-Functional Leadership
- Collaborate with Sales, Operations, and Finance to align demand planning
- Coordinate with global brand teams on product updates and messaging
- Work with e-commerce team on DTC and marketplace alignment
- Ensure brand consistency across all channels
- Analytics & Performance Optimization
- Analyze sales and marketing data to identify growth opportunities
- Monitor promotional ROI and trade marketing efficiency
- Provide executive-level reporting and performance insights
Requirements
- Bachelor’s degree in Marketing, Business, or related field
- 5+ years of brand marketing experience in Beauty, Skincare, or CPG
- Experience working with national retailers strongly preferred
- Strong understanding of retail marketing and trade promotion
- Proven experience managing product launches
- Analytical mindset with strong Excel / data interpretation skills
- Strong leadership and communication skills
Preferred Experience
- Experience in K-Beauty or international brand expansion
- Retail media experience (Ulta Media, Target Roundel, Amazon Ads, etc.)
- Experience managing multi-brand portfolio
- Understanding of sell-in vs. sell-through dynamics
Pay
Annual Salary Range: $90,000 – $110,000. This position may also be eligible for performance-based bonus compensation. Actual compensation will be determined based on experience, qualifications, and internal equity.
Benefits
- Health, dental, and vision insurance
- Paid time off
- 401(k) eligibility
- Performance bonus opportunity
- Career advancement in a high-growth beauty distribution company