Brand Marketing Manager

Job Description

Job Description

We are searching for a Brand Marketing Manager for our client in the apparel industry. This role is a rare combination of brand architect and full-funnel marketer — someone who can define how a brand looks and speaks, then bring it to life across every consumer touchpoint. This role owns brand identity, product storytelling, campaign development, and channel execution for their entire portfolio.

Reporting directly to the CEO, with a dotted line to the President and close partnership with the Chief Design & Merchandising Officer and VP of Sales, this person will build the brand infrastructure from the ground up — developing brand books, naming collections, directing packaging, and leading seasonal campaigns across bras, underwear, basics, loungewear, and active categories. They will own the annual marketing calendar, lead social and influencer strategy, manage agencies and creative resources, and drive measurable performance across DTC and major retail partners.

If you're a brand marketer who thinks in systems, executes with urgency, and wants real ownership — this is that role.

Salary range- DOE $90-130k/annual

Reporting Structure

• Reports directly to the CEO
• Dotted line to the President
• Close working partnership with the Chief Design & Merchandising Officer
• Close working partnership with the VP of Sales

What You'll Own

Brand Identity & Architecture

• Develop and maintain brand books for all 6 brands —establishing brand voice, visual direction, color systems, typography, and tone
• Define and name collections across each brand with distinct, ownable identities
• Create logos, wordmarks, and brand marks for products and sub-collections
• Develop new label designs that reflect each brand's positioning and channel strategy
• Build and maintain a messaging matrix by brand, channel, and product tier

Campaign Development & Product Storytelling

• Own the annual and seasonal brand marketing calendar across bras, underwear, basics, loungewear, and active categories
• Develop campaign concepts and product stories from initial brief through photography, video, social, email, website, and retail execution
• Partner with Merchandising and Design to identify hero products each season and translate product attributes into compelling consumer messaging
• Manage seasonal launches across DTC and major retail partners, ensuring on-time, on-brand delivery

Packaging & Visual Execution

• Lead packaging design direction across all brands — collaborating with the Chief Design & Merchandising Officer and external vendors
• Ensure packaging delivers an on-brand, premium experience appropriate to each channel (Costco club pack, department store gifting, DTC unboxing, etc.)
• Ensure visual consistency from product to pack to fixture to digital

Social Media & Influencer Marketing

• Lead social strategy across Instagram, TikTok, Pinterest, and emerging channels — setting objectives, content direction, and posting cadence
• Build and manage influencer and creator programs focused on brand awareness and measurable customer acquisition
• Develop creator briefs, manage relationships, track content performance, and optimize the program over time

Digital & Ecommerce Marketing

• Partner with the ecommerce team on homepage strategy, landing pages, email/SMS campaigns, and promotional calendars
• Ensure all digital touchpoints reflect seasonal campaign direction and brand positioning
• Analyze campaign performance across customer acquisition, engagement, conversion, and return on marketing spend — and adjust strategy accordingly

Retail & Partner Marketing

• Develop retailer-specific marketing programs for department stores, specialty retailers, and online marketplaces
• Build co-marketing opportunities and in-store/online activation strategies with key retail partners
• Partner with the VP of Sales on channel-specific sell-in materials and brand road map decks

Agency & Budget Management

• Manage outside agencies, photographers, videographers, creators, and freelance creative resources
• Lead creative briefing, project timelines, asset delivery, and quality control across all external partners
• Own the annual marketing budget — determining investment allocation across brand, digital, content, influencer, and retail initiatives

What We're Looking For

Experience

• 8–12+ years of brand marketing experience, with a track record that spans both brand building and campaign execution
• Background in intimate apparel, sleep, lounge, athleisure, or lifestyle apparel strongly preferred
• Experience owning brand books, collection naming, packaging design direction, and visual identity systems
• Proven track record managing seasonal campaigns end-to-end — from brief to content production to channel execution
• Hands-on experience with social strategy (Instagram, TikTok, Pinterest) and influencer/creator program management
• Experience across multiple retail channels (department store, mass/club, off-price, DTC) a significant plus
• Background managing marketing budgets and reporting on performance across channels

Skills & Capabilities

• Equally strong at brand systems thinking and campaign execution — comfortable moving from brand book to production brief to performance review
• Strong visual instincts — able to brief and direct agencies, photographers, and creators with authority
• Exceptional copywriter and brand voice communicator across product, digital, and retail contexts
• Data-driven approach — comfortable with performance metrics, attribution, and reporting
• Highly organized, with the ability to manage multiple brands, campaigns, and channels simultaneously across a seasonal calendar
• Collaborative partner who builds strong relationships with Design, Merchandising, Sales, and Ecommerce
• Self-starter who thrives in a lean, fast-moving environment with high visibility and real ownership

What Success Looks Like — Year One

• Brand books completed for all six brands — approved and in active use
• Collection naming architecture established and applied to current and upcoming seasonal line plans
• Seasonal brand marketing calendar built and executing on time across all categories and channels
• Packaging design direction locked for key SKUs across all brands
• Social strategy in place across Instagram, TikTok, and Pinterest — with clear objectives and growing performance
• Influencer and creator program launched with a mix of brand-building and acquisition-focused partnerships
• Ecommerce copy, email/SMS, and digital touchpoints elevated and consistent with campaign direction
• Retailer-specific marketing programs activated for key department store and specialty retail partners
• Marketing budget managed effectively with clear reporting on spend and return across all channels