Brand Manager

Job Summary and General Duties: The Brand Manager supports the development and execution of brand strategy, marketing campaigns, and go-to-market plans across the product portfolio. This role partners cross-functionally to bring brand positioning, product storytelling, and integrated campaigns to life while ensuring consistency, compliance, and alignment with brand standards. The Brand Manager plays a critical role in executing insight-driven work across DTC and retail channels that drives brand awareness, equity, and growth.Brand Strategy & Positioning Support the evolution of the brand and product positioning based on consumer insights, market trends, and competitive dynamics.Support claims development, product storytelling and communication frameworks in alignment with regulatory guidelines.Ensure consistency brand voice, visual identity and messaging across all consumer touchpoints.Monitor competitive claims, imagery, positioning, and messaging to inform brand recommendations Go-to-Market Execution Support cross-functional go-to-market planning and execution for new brand campaigns, product launches, renovations, evergreen initiatives, and promotionsPartner with Product Marketing, Creative, Digital, and Sales to ensure claims, messaging alignment across channelsAssist in the development and execute of integrated marketing plans and timelines Support market activation programs from planning through execution Collaborate with and support agency partners to deliver integrated campaigns, including briefing, reviews, feedback loops, timelines, and performance evaluation.Creative, Content & Messaging Development Partner with Creative and Product Marketing teams to support the briefing and development of creative assets and messaging for NPDs and product renovations Help ensure product benefits, claims, and RTBs are clearly communicated and aligned to brand strategyProvide feedback on creative concepts to ensure clarity, consistency, and executional excellenceExperiential & Events Support the experiential strategy and vision for the brand, ensuring all events, sampling programs, and activations clearly ladder up to brand positioning and business objectivesServe as the primary point of contact for the experiential agency, providing clear briefs, strategic direction, feedback, and ongoing partnership managementPartner with the agency to translate brand strategy into compelling, on-the-ground experiences that drive awareness, trial, and connectionLead training for field managers, ambassadors, and partners to ensure consistent brand storytelling and product educationCollaborate cross-functionally (Marketing, Sales, Field, Social, Influencer, Retail) to ensure integrated amplification before, during, and after eventsDefine success metrics and KPIs, and lead post-event reporting to capture learnings and inform future activationsIdentify opportunities to evolve the experiential approach based on consumer insights, performance data, and category trendsPerformance Analytics & OptimizationAnalyze creative and campaign performance against KPIs Deliver post-campaign readouts, key learnings, and optimization recommendations.Leverage consumer, category, and performance insights to inform future brand initiativesBudget & Operational SupportOwn annual and monthly budget planning, tracking, and forecasting for brand initiatives.Help manage timelines, deliverables, and agency workflows to ensure projects stay on trackAttributes:Comfortable using insights and data to answer the "so what" and inform decisionsExperience managing agency partners, including briefing, feedback, and day-to-day coordinationCollaborative team player with the ability to build strong internal and external partnershipsProactive, curious, and solutions-oriented, with a willingness to test, learn, and improveKnowledge and Skills Preferred: 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 plusExperience supporting experiential marketing, events, or field activations preferred

Created: 2026-04-02