Brand Manager

Pay Range is $76,000 to $114,000

Fielmann USA, Inc., a subsidiary of the German family-owned Fielmann Group, entered the US market in 2023 and has established a significant and expanding presence in American vision care. Operating under the Fielmann USA, Inc. umbrella, we bring together Shopko Optical and SVS Vision to create a vision care network of more than 220 locations across 17 states that combines digital innovation with in-person expertise. This multi-channel approach allows us to serve patients through both convenient digital sales channels and traditional optical locations nationwide. With a strong commitment to service and value, we offer comprehensive eye care services, quality eyewear and contact lenses to patients throughout the United States.

Benefits:

• 401K with Match
• Vacation Pay/Personal Day
• Volunteer Time Off
• Health, Dental, Vision, Life Insurance
• Short- Term & Long-Term Disability Insurance
• Unique Voluntary Benefits (i.e. Pet Insurance, Legal Services, Identity Theft Protection)

POSITION SUMMARY:

Lead content creation and brand storytelling across paid, owned and earned media channels to ensure a cohesive and compelling brand experience. Manage the brand content calendar and guide the development of campaigns, messaging, creative assets, and promotional initiatives across multiple audiences and platforms. Lead content planning, execution, measurement, and performance of multi-channel marketing campaigns that drive media ROI, brand equity, traffic, and sales. Manage external agency relationships to ensure content performance and executions are optimized to business goals.

DUTIES AND RESPONSIBILITIES:

CONTENT TEAM MANAGEMENT

• Create quarterly content plans across all channels in the media plan and omni-channel websites. Broadreach, digital, direct mail, brand.com and search
• Direct production against the content plan, managing team bandwidth and content workflow through the project management platform Asana
• Oversee creative workflow management using tools such as Asana to coordinate timelines, assign resources, track project status, and manage team bandwidth across multiple concurrent initiatives
• Review team output to ensure delivery against brand and channel strategy
• Manage all content needs for the three banners' websites.
• Set and communicate clear priorities for the content team. Drive transparency and collaboration with IT, store operations and merchandising
• Manage and prioritize the pipeline of creative and content requests across the organization, balancing business needs, campaign timelines, and available resources to ensure efficient execution.
• Partner with cross-functional stakeholders to evaluate incoming design and content requests, establish priorities, and align deliverables with strategic marketing objectives and deadlines.
• Identify, execute and measure A/B testing opportunities to continuously optimize content and campaigns.

COPY WRITING

• Lead the team to write, edit, and revise clear, compelling copy for various marketing channels including direct mail, website, blog, social media, email marketing, in-center signage, and sales collateral
• Translate merchant language including features and benefits into consumer-friendly copy
• Ensure the brand voice and positioning is executed properly in each of the Fielmann USA brands
• Thoroughly proofread and perform copy revisions at each stage of production to ensure clear, concise, and accurate communication to our patients and customers

MARKETING STATEGY & ANALYSIS

• Lead translation of brand strategy, segmentation and marketplace trends into executable content and brand storytelling.
• Partner with the media and CRM teams, sales, and agency teams to deliver integrated campaigns that align with brand positioning and business objectives.
• Monitor brand performance, campaign effectiveness, media coverage, and consumer sentiment to identify opportunities for optimization and growth.
• Identify unique customer segments and journeys; support the CRM team in tailoring communication and experiences to our various customer segments
• Build and maintain relationships with global marketing, merchandising, sales, store planning, and other internal stakeholders
• Evaluate market reactions to advertising programs
• Communicate with outside marketing material vendors regarding ongoing campaigns
• Manage productivity of marketing plans and projects
• Maintain in-depth knowledge of the characteristics and opportunities for all of Fielmann USA's unique markets
• Conduct competitive and market analysis to ensure understanding of positioning
• Test and measure campaigns at appropriate stages to ensure optimal performance and results

LEADERSHIP

• Build the marketing team's grassroots and new store support capabilities
• Lead and coach the graphic designers to drive the Fielmann USA brand proposition in the marketplace
• Influence campaign and media approaches based on insights and analysis gathered from campaign and content performance
• Create a sustainable work environment between IT, merchandising and the content team by driving standards in areas of defining requirements, establishing lead times, and managing workflows
• Build relationships internally and externally, working cross-functionally with other departments to include store operations, human resources, merchandising and store development
• Support design needs of cross-functional partners on key organizational initiatives
• Ensure accuracy and consistency of internal and external reporting data
• Lead change management processes

MINIMUM KNOWLEDGE, EXPERIENCE & SKILLS REQUIREMENTS:

• Bachelor's Degree in marketing, communications, business or related field
• 2-4 years' progressive marketing experience
• Strong leadership, coaching, and team development experience
• Strong understanding of emerging marketing trends, technologies, and integration strategies
• Strong verbal and written communication and interpersonal skills
• Strong organizational skills and attention to detail
• Strong time management skills: ability to manage multiple workloads and deadlines
• Able to meet deadlines with consistent accuracy
• Demonstrate flexibility in responding to organizational changes and business priorities
• Collaborative personality and the ability to lead within a team environment that encourages creativity and effective collaboration
• Able to thrive within a fast-paced matrix environment
• Proficiency with Microsoft Office Suite of programs

ESSENTIAL FUNCTIONS & WORK REQUIREMENTS:

• Ability to effectively communicate at all levels within the organization through written and two-way verbal communication
• Able to sit or stand for extended periods of time
• Able to operate various office equipment (e.g., personal computer, telephone, fax machine, copier, etc.)
• Able to read and write at a high school graduate level
• Ability to see (Near, Distance, Color, and Depth Perception)
• Able to evaluate color
• Able to lift 10 to 20 pounds
• Able to view/read computer screen for extended periods of time
• Able to work normal and/or extended (evenings, nights, and weekends) office hours to meet established deadlines
• Able to travel independently to support Company objectives and personal development

These statements are intended to describe the general nature and level of work performed by teammates assigned to this job classification. They are not intended to be an exhaustive list of all responsibilities, duties and skills required.