Sr. Integrated Marketing Manager

The Senior Integrated Marketing Manager, is accountable for GTM planning and execution across major product launches and strategic brand priorities within Kids2’s portfolio of brands. This role translates product, brand, customer, and market insights into integrated launch strategies that drive consumer engagement, retail readiness, and commercial performance at scale. In addition to leading cross-functional launch execution, the Senior Manager plays a larger role in supporting the Director, Brand Strategy with brand strategy development, performance analysis, and recommendations that inform future GTM decisions. Serving as a central marketing briefing hub, the Senior Manager partners with Category, Insights, Performance Marketing, Sales, Creative, Social, Ecommerce, Legal, and regional teams to establish alignment, manage dependencies, and drive accountability throughout the launch process. This role is expected to bring strong strategic judgment, analytical fluency, and the ability to synthesize performance data into actionable insights that improve planning, positioning, and optimization.

PRIMARY RESPONSIBILITIES AND ESSENTIAL FUNCTIONS:

GTM Strategy, Planning, and Execution Accountable for GTM planning and execution across major product launches and strategic brand priorities. Translate category strategy, consumer insights, and business priorities into clear, actionable GTM briefs, launch plans, and activation toolkits. Define campaign objectives, target audiences, success metrics, and activation pathways in alignment with commercial and brand goals. Establish integrated calendars, milestone reviews, and readiness checkpoints to ensure on-time execution and launch preparedness. Product Marketing Own the development and management of cross-functional product marketing strategies across retail and digital touchpoints. Lead launch planning processes that include communication briefs, creative reviews, content creation, packaging, and retail/eCommerce shelf readiness. Ensure product launches are supported by clear, consistent, and consumer-relevant messaging across all touchpoints. Brand Strategy Support Support the Director, Brand Strategy in shaping integrated brand strategy, messaging priorities, and go-to-market direction. Contribute strategic thinking to launch planning by connecting consumer insights, business needs, and brand objectives. Help translate brand priorities into actionable plans and toolkits that can be executed consistently across markets and channels. Identify opportunities to strengthen brand positioning and consumer relevance through GTM planning. Brand Marketing Lead development of consumer-facing marketing assets and campaigns that bring products to market with consistency and impact. Partner with Creative, Social, and Performance Marketing to shape advertising, social/community building, influencer, PR, and retail experience plans. Maintain high creative standards while balancing business realities, timing, and operational requirements. Customer Marketing Partner with key accounts such as Amazon, Target, Walmart, and Babylist, as well as global and regional Sales teams, to align launch plans with customer marketing needs. Collaborate with Performance Marketing and Sales to support paid media and retail activations that drive conversion and market impact. Ensure customer and channel requirements are incorporated into launch strategies and toolkits. Cross-Functional Orchestration and Leadership Serve as a key connector across Category, Insights, Marketing Operations, Creative, Social, Sales, Ecommerce, and Legal to drive executional alignment. Lead cross-functional briefing sessions, milestone reviews, and decision points to maintain a single source of truth for GTM plans and launch readiness. Identify risks, dependencies, and blockers early, and recommend solutions to keep launches on track. Influence partners across the organization without direct authority to drive accountability and timely execution. Marketing Analysis and Optimization Define and align integrated success metrics, including launch readiness, engagement, conversion, brand health, and commercial performance indicators. Partner with Insights, Category, Ecommerce, Social, and Sales to measure results, synthesize learnings, and identify optimization opportunities. Lead marketing performance reviews and post-launch recaps, translating findings into actionable recommendations for future launches. Use performance data and consumer insights to improve campaign targeting, channel selection, creative effectiveness, and GTM strategy. Support the Director, Brand Strategy in developing performance narratives and insight-based recommendations for leadership. Monitor competitive launches, market trends, and category activity to inform GTM planning and strengthen launch positioning. Prepare and present competitive updates and strategic recommendations to increase organizational awareness and support decision-making.

QUALIFICATIONS & EXPERIENCE

5–8 years of progressive experience in brand marketing, integrated marketing, product marketing, or go-to-market roles within consumer goods. Demonstrated experience leading integrated campaigns end-to-end across multiple channels and stakeholders. Experience developing GTM briefs, launch toolkits, and cross-functional activation plans. Experience managing agencies and/or internal creative teams strongly preferred.

EDUCATION & SKILLS

Bachelor’s degree in Marketing, Business, Communications, or a related field required, or equivalent experience, MBA or advanced degree a plus. Strong analytical fluency and comfort using performance data to evaluate outcomes and recommend actions. Digital marketing knowledge including ecommerce, media, social, paid search, attribution, and optimization. Consumer insights experience with the ability to translate findings into campaign and launch improvements. Strong strategic storytelling and consumer intuition, with the ability to convert insights into compelling narratives and marketing plans. Excellent written and verbal communication; confident presenter who can simplify complexity and drive decisions. High creative standards with the ability to balance creative ambition with business realities. Strong project management, organizational, and prioritization skills in a fast‑paced matrixed environment.

CERTIFICATES, LICENSES, REGISTRATIONS

None required.

COMPUTER/TECHNICAL SKILLS

Must be proficient in PowerPoint, Excel, and Word.

PHYSICAL DEMANDS

While performing the duties of this job, the team member is regularly required to talk or hear. The team member frequently is required to sit; have flexible use of hands; reach with hands and arms; and stoop, kneel, crouch, or crawl. The team member is occasionally required to stand, walk, and taste or smell. The team member must regularly lift and/or move up to 10 pounds and occasionally lift and/or move up to 25–50 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus. #J-18808-Ljbffr Kids2