Overview The Brand Manager is responsible for shaping brand strategy and driving profitable growth through integrated marketing, innovation, and commercialization initiatives. This role partners closely with Sales, Sales Strategy & Insights, R&D, Packaging, Operations, and Finance to translate consumer and market insights into actionable strategies that build brand equity and deliver business results.
This individual operates across the full business cycle, including understanding performance, identifying implications, making decisions, and setting forward-looking strategy, while leading cross-functional teams to execute with excellence.
Responsibilities - Analyze market, consumer, and competitive data to identify trends, risks, and opportunities and translate insights into clear strategic direction
- Develop and lead annual brand plans, including growth strategies, product portfolio architecture, financial targets, pricing, and promotional plans, and continuously refine based on performance and evolving market conditions
- Own day-to-day brand performance and ensure strong execution aligned to strategic priorities
- Manage brand P&L, including forecasting, budget management, pricing strategy, and promotional effectiveness
- Establish and manage marketing budgets and optimize investments to maximize ROI and business impact
- Partner closely with Sales and Sales Strategy & Insights to align on customer strategies, category opportunities, and in-market execution
- Lead cross-functional collaboration with R&D, Packaging, Operations, Finance, and Innovation teams to deliver product development, commercialization, and lifecycle management
- Guide innovation and renovation pipelines in partnership with R&D to bring consumer-relevant products to market
- Ensure alignment with Packaging and Operations to deliver product quality, cost efficiency, and speed to market
- Develop integrated marketing strategies and partner with agencies to execute campaigns across relevant channels
- Create clear, insight-driven briefs to ensure compelling and consistent brand communication
- Lead new product launches, including business case development, commercialization planning, and execution
- Define and support retail and in-store execution strategies, including merchandising and activation (MAPS)
- Support Sales through customer presentations, trade shows, and development of customer-facing materials
- Ensure compliance with legal, regulatory, and brand standards
- Present brand performance, insights, and recommendations to senior leadership
- Build strong cross-functional and external partnerships to support execution and results
- Provide leadership, coaching, and development to Assistant Brand Managers or other direct reports
Supervisory Responsibility: - May manage Assistant Brand Managers or interns
Qualifications - Bachelor's degree in Marketing, Business, or related field required; MBA preferred
- Brand Manager: 5+ years of experience in brand management, marketing, or CPG-related roles
- Proven ability to manage P&L and deliver against revenue and profit targets
- Strong analytical skills with ability to turn data into insights, decisions, and action
- Experience leading cross-functional teams and influencing without direct authority
- Experience partnering with Sales, Insights, R&D, and Operations or Supply Chain
- Experience in innovation, product launches, and commercialization
- Strong communication, storytelling, and presentation skills
