Responsibilities

• Define and evolve the long-term, strategic brand vision, competitive positioning, and brand architecture, honoring 20+ years of brand identity while intentionally guiding brand evolution.
• Provide strategic brand direction through regular delivery of brand strategy guidelines, campaign briefs, and category briefs, founded on consumer insights and integrating marketing and sales insights.
• Ensure Product, Marketing, and Sales efforts are on brand across customer and consumer touchpoints, including digital marketing channels, retail marketing efforts, and packaging.
• Provide leadership and strategic recommendations on brand and category architecture, including how the brand and its products are structured, the naming system for products or lines, and how sub-brands or future innovations ladder up to the master brand.
• Lead the strategic development of brand-building initiatives that expand brand awareness, improve brand perception, and strengthen long-term brand equity.
• Partner with Growth Marketing, eCommerce, and Sales teams to align upper-funnel initiatives with performance and business KPIs.
• Establish brand health metrics and continually monitor performance to refine strategy.
• Build and support the team and tools that enable the delivery of high-quality consumer insights that inform brand strategy, product innovation, and go-to-market strategies.
• In partnership with Data & Analytics Team and Growth Marketing, provide brand leadership in building a robust insights ecosystem to guide commercial decision-making.
• Oversee brand and category PR strategy, agency management, and earned media efforts.
• Drive PR initiatives that amplify brand milestones, product innovation, founder/executive narratives, and cultural moments.
• Collaborate with Content + Creative, Growth Marketing, and eComm teams to ensure brand frameworks are consistently translated into on-brand storytelling across paid, earned and marketing channels.
• Serve as brand point person to for compliance and trademarks for product names, brand marks, and brand messages
• Lead the strategic direction of retail marketing programs to grow key accounts, support sell-in, and drive sell-through, defining and setting priorities for retail marketing assets, merchandising programs, and retailer education tools.
• Partner with Sales to integrate brand strategy into key account plans, provide recommendations for new target accounts, and increase brand consistency across retailer touchpoints.
• Partner with Sales to develop an impactful, measurable tradeshow strategy that aligns with brand strategy.
• Define partnership strategy, including nonprofit partners, brand alliances, ambassadors, influencers, and affiliates with input from marketing channel experts.
• Partner with Corporate Comms Manager and Executive team to evaluate brand opportunities based on business and strategic alignment, audience reach, cultural relevance, and commercial impact.
• With Marketing leadership (Content + Creative, Growth / Integrated Marketing, Corporate Comms, and Project Management), establish, maintain, and enforce brand guidelines across all brand partnerships and relationships.
• Lead, mentor, and develop a high-performing team that is collaborative, insights-informed, and solutions-minded.