Brand Manager, B2C

Responsibilities

• Own brand strategy for eyebobs and American Optical: positioning, consumer target, brand voice, visual identity, and the reason each brand exists in a crowded category.
• Translate strategy into working tools the whole organization can use brand guidelines, messaging frameworks, and seasonal creative platforms.
• Bring the consumer into the room: own brand health tracking, consumer insight, and competitive monitoring, and use it to sharpen positioning over time.
• Partner with Product Development on how strategy shows up in the product itself collection stories, naming, packaging, and the assortment each brand needs to stay true to its consumer.
• Partner with DTC/Amazon, wholesale, and retail teams to create a brand experience that is distinct, differentiated, and consistent everywhere the consumer meets it.
• Translate brand strategy into channel-specific execution knowing that a product page, an Amazon listing, an ECP counter display, and a retail fixture each carry the brand differently and all must feel like the same brand.
• Build the brand toolkit that channel partners actually use: assets, guidelines, copy, and campaign extensions sized for each channel's needs.
• Protect brand integrity across channels pricing presentation, promotional tone, and imagery so that growth in one channel never erodes the brand in another.
• Own PR for both brands: media relationships, story development, product placement, and press moments that build credibility rather than noise.
• Own partnerships and collaborations identifying the brands, creators, and cultural partners who genuinely extend each brand's world, and running those relationships end to end.

Requirements

• 6-8 years of brand marketing experience with consumer brands, including direct ownership of brand strategy and campaign development.
• Demonstrated experience leading photoshoots and content production in close partnership with creative teams.
• Hands-on ownership of organic channels PR, partnerships, and social with examples of earned moments you built, not just managed.
• Experience marketing a brand across multiple channels (DTC, marketplace, wholesale, or retail) and keeping it coherent across all of them.
• Comfort with data: able to read performance, brand health, and consumer research, and change the plan based on what it says.
• Strong writer and editor with an ear for brand voice and the range to hold two very different voices at once.

Preferred

• Experience in eyewear, fashion accessories, apparel, or another design-led consumer category.
• Experience with both a challenger brand and a heritage brand, or a demonstrated instinct for the difference between them.
• Familiarity with Amazon brand presence (A+ content, Brand Store, listing quality).
• Agency management experience across PR, influencer, or production partners.