Job Description

The Brand Manager is responsible for developing and implementing strategies that drive brand awareness, consistency, and loyalty across all touchpoints for the WonderFold core business and emerging. This role focuses on building a cohesive brand identity, managing marketing campaigns, and ensuring all communications align with the brand’s core values and vision. Additionally, the Brand Manager takes ownership of planning and executing brand events, handling logistics to ensure impactful and seamless experiences. The ideal candidate is a creative thinker with strong project management skills, a passion for storytelling, and a deep understanding of consumer behavior and market trends.

Essential Functions/Responsibilities:

Brand Strategy & Planning:

• Implement brand strategies that align with the company’s business objectives and overall growth plans.
• Execute the development of annual brand plans, including marketing objectives, key initiatives and budget allocation.
• Assist in the alignment with the Sr Leadership team on marketing plans including socializing with the larger marketing team to ensure full alignment on the plan for executing.
• Be the voice of marketing in all collaboration sessions with design, sales, customer service, studio, creative development etc. ensuring that WonderFolds brand positioning, value proposition and core target are being represented.
• Help Lead and inspire agency partners to deliver plans, programs and executions that are aligned with marketing objectives.

Market Research & Consumer Insights:

• Utilize consumer research, loyalty data, competitive intelligence, and industry trends to identify growth opportunities, gaps and insights to enrich marketing plans and tactics.
• Analyze market dynamics to inform product development, pricing strategies, and promotional tactics.

Brand Activation & Campaign Management:

• Oversee the creation and execution of integrated marketing campaigns across multiple channels (digital, print, streaming, social media, etc.).
• Collaborate with creative teams, media agencies, and external partners to ensure compelling brand communications and impactful activations.
• Lead new product launches and ensure successful go-to-market strategies.
• Plan, organize, and execute brand events, product launches, and activations.
• Manage all event logistics, including venue selection, vendor coordination, and on-site setup.

Performance Tracking & Reporting:

• Measure and analyze the effectiveness of brand campaigns and initiatives using KPIs, sales data, and market feedback.
• Regularly report on brand health, market performance, and ROI to senior leadership, providing actionable insights and recommendations.

Budget & Resource Management:

• Manage the brand’s marketing budget, ensuring cost-effective allocation of resources for maximum ROI.
• Ensure that all initiatives stay within budget and deliver against financial targets.

Leadership & Team Development:

• Coach and guide the assistant brand manager on the core business to foster growth and ensure alignment with brand objectives.

Required Skills/Abilities:

• Understanding of eCommerce strategies, platforms, and tools to support direct-to-consumer (DTC) growth.
• Hands-on experience with major eCommerce platforms and digital marketing tools (Google Ads, Facebook Ads, email marketing, SEO/SEM) to drive customer acquisition, retention, and sales growth.
• Proficiency with Google Suite or related software.
• Proven track record of successfully managing brand campaigns and events.
• Strong understanding of brand positioning, storytelling, and consumer behavior.
• Exceptional project management and organizational skills.
• Proficiency in digital marketing tools, analytics platforms, and creative software.
• Outstanding communication, presentation, and interpersonal skills.
• Creative thinker with a strategic mindset.
• Ability to manage multiple projects and prioritize tasks in a fast-paced environment.
• Strong problem-solving skills and attention to detail.
• Collaborative team player with a passion for building impactful brand experiences.
• High level of adaptability and resourcefulness.

Education and Experience:

• Bachelor’s degree in Marketing, Communications, Business, or a related field (MBA preferred).
• 5+ years of experience in brand management, marketing, or a related role.
• CPG experience preferred.

Physical Requirements:

• Prolonged periods sitting at a desk and working on a computer
• Must be able to lift up to 50 pounds without assistance
• Must be able to stand for extended periods of time
• Must be able to work weekends and/or evenings periodically for events

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