Sr. Manager, Brand Franchise - Emotional Support Pals (New York City Metropolitan Area)

ABOUT THE ROLE - Sr. Manager, Brand Franchise, Emotional Support Pals

Relatable is a fast-moving consumer products company behind some of the most fun, culturally connected brands in the market, including What Do You Meme? and Emotional Support Pals. We move fast, make bold bets, and build products people genuinely love. The Brand Manager owns their brand end-to-end: the strategy, the numbers, the narrative, and the execution. You'll be the connective tissue across Product, Sales, Creative, Marketing, and Licensing. If you thrive where speed is a competitive advantage and your work is visible, you'll fit right in.

WHAT YOU'LL OWN

Franchise Ownership & Portfolio Strategy

• Own the franchise end to end — the Total Line Plan (TLP), forecasting, financial goals, margin targets, and pricing strategy.
• Own the product roadmap, line planning, and pricing tiers across the franchise, balancing evergreen carry-forwards against newness.
• Define the franchise architecture: which sub-lines, formats, and adjacent categories the brand extends into — and which it deliberately doesn't.
• Define product and innovation direction, positioning, and key features that drive growth.
• Develop a licensing and partnership roadmap that extends the franchise into new spaces without diluting the core.
• Build the multi-year franchise plan — a three-year view of where the brand goes beyond the current line.

Brand Building

• Define and evolve brand positioning, identity, and vision.
• Establish a distinctive brand voice, tone, and visual identity.
• Ensure brand consistency across all consumer touchpoints: packaging, retail, digital, and marketing.
• Protect franchise equity. Set the guardrails for what does and doesn't belong under the brand, and hold the line when there's commercial pressure to stretch it.

Market Intelligence & Analysis

• Conduct deep category and competitive analysis; identify whitespace opportunities.
• Stay ahead of consumer trends, cultural moments, and competitive shifts.
• Synthesize POS data, social insights, and market research to inform strategy.
• Track franchise health: repeat purchase, household penetration, and brand equity measures, not just category share.

Cross-Functional Leadership

• Partner with Product Development, Engineering, and Design to hit delivery timelines and cost margins.
• Own the handoff to Sales; develop and support retailer sell-in decks and buyer presentations.
• Collaborate with Creative Services, Social, Licensing, and Growth Marketing.
• Begin mentoring junior team members.

Marketing Strategy & Execution

• Define audience behavioral and psychographic profiles that inform creative decisions.
• Develop messaging frameworks for social, email, PDP, and ad copy.
• Initiate creative briefs for all consumer touchpoints.
• Lead GTM strategy and calendar for new launches and key carry-forwards.
• Own GTM readiness and the handoff to Performance Marketing: positioning, claims, assets, audience definition, and launch success criteria delivered before media investment.

WHAT WE'RE LOOKING FOR

• 6–9 years of experience in brand marketing, product marketing, or category management.
• Experience owning a brand franchise or product family, not just individual SKUs or campaigns.
• Judgment about brand extension — you've turned down a revenue opportunity because it was wrong for the brand.
• Proven track record managing a product portfolio against financial growth targets.
• Comfortable forecasting, setting pricing, and driving to margin goals.
• Strong data literacy — you can pull insights from POS data and build a credible TLP.
• Natural storyteller — you can turn a product concept into a brand narrative that resonates.
• A cross-functional collaborator who earns trust without a dotted line.
• Adaptable by nature — priorities shift here, and you don't get rattled.
• Bachelor's degree in Marketing or related field, or equivalent experience.

KEY PERFORMANCE INDICATORS

• Project success rate and on-time launch delivery.
• Budget adherence and margin performance.
• Market share growth within assigned categories.
• Strength and effectiveness of retailer sell-in materials.
• Brand consistency and consumer touchpoint quality.

WHO THRIVES HERE

You see a gap and fill it. You take ownership without being asked. You move fast without cutting corners on quality. You are genuinely excited about the brands you work on — and it shows in everything you build.

Why Join Us?

Bring Trends to Life – We don’t just follow what’s next—we create it. Innovation and creativity are at the core of everything we do.

Energized Culture – Fast-paced, dynamic, and fueled by fresh ideas. Your impact is seen, heard, and celebrated.

Radical Transparency – No guesswork. We believe in open dialogue, direct feedback, and shared success.

Beyond Benefits – Competitive pay, standout perks, and real investment in your growth.

Push Boundaries – If you want to shape the future and turn ideas into reality, you belong here.

Benefits & Perks

• Healthcare, Vision, & Dental: Competitive / Best in Class Plans
• FSA & HSA Options: Pick what suits you (can’t do both).
• 401K with 3% Match: Eligible after 90 days.
• Financial Planning & Charity Match

Time Off

• PTO , Paid Holidays, Sick Days, Volunteer time, Summer Fridays

Wellness & Growth

• Classpass Membership
• Continuous Learning & Dedicated Learning Hours
• Remote & Hybrid Work Options

Extras

• Commuter Benefits
• Women In Toys Membership
• Parental Leave: After 1 year.

The Legal bits

The salary range for this role is $140,000.00- $165,000.00 annually, plus eligible for an annual target bonus prorated from the start date. This is the lowest to highest salary we in good faith, believe we would pay for this role at the time of this posting. An employee’s pay position within the wage range will be based on several factors including, but limited to, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, sales or revenue-based metrics, and business or organizational needs. This compensation range may also be modified in the future.

Disclaimer: The above statements are intended to describe the general nature and level of work being performed by the Team member(s) assigned to this position. They are not intended to be an exhaustive list of all responsibilities, duties, and skills required of individuals in this position. Position Descriptions may be subject to change as the needs of the organization change.

As an EQUAL EMPLOYMENT OPPORTUNITY EMPLOYER , What Do You Meme does not discriminate against applicants or employees because of their race, color, citizenship status, national origin, ancestry, sex, gender, sexual orientation, age religion, creed, marital status, veteran status, domestic violence victim status, familial status, or on any other basis prohibited by law. Furthermore, What Do You Meme will not discriminate against any applicant or employee because they is disabled, a disabled veteran, or a veteran of the Vietnam era, provided they are qualified and meets the requirements established by What Do you Meme for the job.