Responsibilities

• Develop and execute the annual brand go-to-market strategy to deliver our sales and profit targets, ensuring feasibility alignment with Sales, Product Development, Supply Chain, and Finance.
• Provide cross-functional project leadership to implement product, packaging, pricing and other changes across the brand.
• Define and evolve brand positioning, value propositions, and messaging rooted in sleep benefits, comfort, and quality.
• Establish and defend product roles and overall brand portfolio, ensuring incrementality of new item development while reducing risk of brand dilution.
• Monitor category trends including materials innovation, consumer habits, health & wellness, and sleep science to identify opportunities for differentiation.
• Utilize company and industry expertise to understand competitive bedding products and their positioning, ultimately informing our brand, product, and packaging strategies to win in market.
• Leverage syndicated data reports and consumer research platforms to bring insightful recommendations and make strategic business decisions.
• Manage the development and deployment of full-funnel demand generation investments including TV, online video, social media, digital video, and other consumer marketing vehicles.
• Direct and review the creation of all digital brand content in accordance with brand guidelines including imagery, written copy, short-form video, and other enhanced digital assets.
• Translate consumer insights and product performance attributes into clear, compelling creative briefs.
• Collaborate with Sales to develop customer-specific strategies and plans and participate as needed in the selling process.
• Create customer-facing presentation content to be used by Sales including consumer insights, product benefits, brand positioning, and marketing plan summaries.
• Lead brand preparation for visual showcase at Home & Textiles Market in March and September, in collaboration with Product Development, Design, and Merchandising team.