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 promotions
• Partner with Product Marketing, Creative, Digital, and Sales to ensure claims, messaging alignment across channels
• Assist 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 strategy
• Provide feedback on creative concepts to ensure clarity, consistency, and executional excellence

Experiential & 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 objectives
• Serve as the primary point of contact for the experiential agency, providing clear briefs, strategic direction, feedback, and ongoing partnership management
• Partner with the agency to translate brand strategy into compelling, on-the-ground experiences that drive awareness, trial, and connection
• Lead training for field managers, ambassadors, and partners to ensure consistent brand storytelling and product education
• Collaborate cross-functionally (Marketing, Sales, Field, Social, Influencer, Retail) to ensure integrated amplification before, during, and after events
• Define success metrics and KPIs, and lead post-event reporting to capture learnings and inform future activations
• Identify opportunities to evolve the experiential approach based on consumer insights, performance data, and category trends

Performance Analytics & Optimization

• Analyze 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 initiatives

Budget & Operational Support

• Own annual and monthly budget planning, tracking, and forecasting for brand initiatives.
• Help manage timelines, deliverables, and agency workflows to ensure projects stay on track

Attributes:

• Comfortable using insights and data to answer the “so what” and inform decisions
• Experience managing agency partners, including briefing, feedback, and day-to-day coordination
• Collaborative team player with the ability to build strong internal and external partnerships
• Proactive, curious, and solutions-oriented, with a willingness to test, learn, and improve

Knowledge 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 plus
• Experience supporting experiential marketing, events, or field activations preferred