Position Overview:
The Brand Manager will be responsible for leading the development and execution of brand strategy, overseeing packaging design and brand positioning, and ensuring the consistency of the brand across all consumer touchpoints. The Brand Manager will work closely with cross-functional teams to manage brand performance, deliver compelling marketing initiatives, and drive growth across both retail and Direct-to-Consumer (DTC) channels.
The ideal candidate will have a solid understanding of packaging design and its role in brand identity, as well as strong marketing acumen to execute strategies that resonate with target consumers. A track record of success in CPG is essential, with an emphasis on creative brand management, packaging oversight, and hands-on marketing execution.
Responsibilities:
- Brand Strategy & Development
- Develop and implement a comprehensive brand strategy that aligns with company goals and consumer insights.
- Lead the creation and communication of the brand’s positioning, ensuring consistency in tone, identity, and values across all platforms.
- Conduct regular market research and competitive analysis to identify growth opportunities and trends in the CPG sector.
- Own the brand P&L, ensuring delivery of financial targets and effective management of brand resources.
- Packaging Design & Brand Positioning
- Oversee the development, design, and execution of packaging that reflects the brand’s identity, appeals to target consumers, and complies with regulatory requirements.
- Collaborate with design agencies, product development, and internal teams to ensure that packaging is innovative, sustainable, and aligned with brand values.
- Ensure that packaging solutions support overall brand positioning and are optimized for both retail and e-commerce channels.
- Facilitate the implementation of packaging strategies that enhance shelf presence, drive consumer engagement, and create differentiation in the market.
- Marketing Leadership & Execution
- Lead the planning and execution of integrated marketing campaigns, both digital and traditional, that support brand positioning and business objectives.
- Collaborate with creative teams to develop content, packaging designs, advertising, and promotional materials that align with the brand’s voice and goals.
- Develop DTC and retail-focused strategies, leveraging social media, influencer marketing, paid media, SEO, email marketing, and in-store promotions.
- Work closely with sales teams to support trade marketing strategies, including merchandising, point-of-sale materials, and retail promotions.
- Cross-Functional Collaboration
- Partner with product development to ensure new product launches and packaging innovations align with the overall brand strategy.
- Coordinate with regulatory, quality assurance, and operations teams to ensure that all packaging and marketing materials comply with industry regulations and standards.
- Engage external partners, agencies, and influencers to increase brand visibility and consumer loyalty.
- Serve as the brand steward, ensuring all internal and external communications reflect the brand’s values and standards.
- Data-Driven Decision Making
- Utilize consumer research, performance metrics, and packaging testing to make informed decisions about brand strategy and packaging design improvements.
- Analyze campaign performance, consumer feedback, and market trends to refine packaging, marketing approaches, and overall brand positioning.
- Regularly report KPIs to senior leadership, providing actionable insights and recommendations to drive brand growth and marketing ROI.
- Leadership & Team Development
- Lead, mentor, and develop a high-performing brand and packaging team, fostering creativity and innovation.
- Provide strategic direction and mentorship to team members, ensuring alignment with company goals and brand objectives.
Requirements:
- Bachelor’s degree in marketing, Business, Design, or related field; MBA preferred.
- 8+ years of experience in brand management and marketing within the CPG industry.
- Strong experience in packaging design, development, and execution for CPG products, with an understanding of both functional and creative aspects.
- Demonstrated ability to develop and execute successful brand strategies that include packaging and marketing initiatives.
- Proven leadership skills with experience managing cross-functional teams and external partners.
- Excellent marketing execution skills with a focus on driving both DTC and retail growth.
- Strong analytical abilities with an aptitude for data-driven decision-making.
- Excellent communication, presentation, and project management skills.
- Ability to manage multiple projects and priorities in a fast-paced environment.