HOW YOU’LL MAKE AN IMPACT:

Carter’s Inc is seeking an innovative and results-driven Brand Manager to join our marketing team and own brand strategy for a primarily wholesale business, partnering closely with our key retail accounts, including Target, Walmart, and Amazon. This role will develop and execute brand strategies that build awareness, strengthen consumer connections, and drive business growth through our retail partners. The ideal candidate has a proven track record of managing integrated brand campaigns within a wholesale/retail environment, is a strong cross-functional collaborator, and brings both creative thinking and analytical rigor to brand marketing.

This role reports into the Sr. Manager, Brand Marketing and is based in our corporate office (on-site 3 days a week).

35%: Brand Marketing Strategy

• Develop the vision and lead the planning and execution of brand strategies that unlock new growth opportunities and expand reach with target audiences across our key retail partners (Target, Walmart, Amazon)
• Lead cross-functional ideation with Consumer Insights, Merchandising, and Design to build differentiated brand positioning, uncover white space, and develop ownable territories in competitive landscapes
• Develop and manage integrated marketing plans for new product launches, partnerships, or brand concepts and ensuring every initiative is culturally relevant, authentic and connects emotionally with consumers
• Partner with retailer marketing teams to identify and develop co-marketing opportunities that build the brand within each retail environment

35%: Campaign Development & Execution

• Orchestrate brand strategy across all consumer touchpoints including creative, social, PR, in-store, retail media (e.g., Amazon DSP/Sponsored Brands, Walmart Connect, Target Roundel), and paid channels ensuring cohesive storytelling, seamless consumer experience, and platform-optimized content
• Develop and execute seasonal and annual campaigns that combine emotional storytelling with commercial priorities — inspiring consumers while driving engagement and conversion.
• Collaborate with channel owners to develop integrated marketing plans.
• Serve as the main contact for agency and vendor partners, providing strategic direction, maintaining creative standards, and driving accountability for deliverables, timelines, and performance outcomes.
• Work closely with social media and PR teams to create campaigns and programs that enhance cultural relevance and extend brand reach.
• Ensure brand consistency across all consumer-facing touchpoints and campaigns.
• Partner with insights teams to test concepts and creative treatments, using data to guide decision-making.

30%: Core Brand Stewardship

• Serve as the primary brand marketing partner for cross-functional teams (Sales/Account Management, eCommerce, Merchandising, Planning, Creative, Retail, PR, Social, Media) to execute seasonal priorities and innovation initiatives
• Translate key product stories and consumer insights into emotionally resonant brand campaigns that reinforce brand values and purpose
• Conduct ongoing brand health analysis, competitive benchmarking, retail performance tracking (share of shelf, digital shelf content scores, retail media performance), and consumer sentiment tracking to inform positioning evolution and strategic pivots that strengthen brand relevance
• Manage marketing budget, invoicing process, and monthly reconciliation of media expenditures in partnership with Finance

WE’D LOVE TO HEAR FROM YOU IF:

Must have:

• Strong understanding of brand marketing fundamentals (positioning, strategy, integrated campaign planning, execution).
• Proven experience developing brand stories and campaigns that resonate emotionally with consumers.
• Creative mindset with a passion for storytelling and brand development.
• Demonstrated ability to turn consumer insights into brand actions.
• Excellent project management skills, with ability to consistently achieve or beat deadlines.
• Strong bias for action and desire for ownership & accountability.
• Excellent written and verbal communication skills.
• Minimum 5 years of relevant work experience
• Minimum 3 years Brand Marketing or Brand Strategy experience at a major consumer brand.

Preferred skills and experience:

• Dialed into culture, consumer trends and the evolving marketing landscape
• Inclination to seek and analyze data from a variety of sources to support decisions and to align others with the organization's overall strategy
• Familiarity with omni-channel environments (digital, retail, wholesale), including how brand strategy adapts to each retailer's shopper base and merchandising environment.
• Experience with retail media platforms (e.g., Amazon Advertising, Walmart Connect, Roundel) and digital content optimization.
• Proven ability to develop breakthrough partnerships or collaborations that extend brand storytelling.
• Experience working in fast-paced, matrixed environments where cross-functional collaboration and leading through influence are critical
• Experience in consumer lifestyle, retail, or apparel categories.
• Compensation for this position ranges from $105,000 - $125,000 a year based on experience   

NOTE: This job description is not intended to be all-inclusive. The duties described may be changed or reassigned at the discretion of management, and the employee may be required to perform duties that are not listed in the job description.