Senior Manager in Brand Marketing responsible for Hershey’s brand projects and activities. Requires strategic skills and leadership in marketing and general management.
About the role
- Brand Manager for Bask & Lather Co. developing marketing strategies for textured haircare. Leading campaigns, collaborating across teams, and driving retail growth in a hybrid role.
Responsibilities
- Own brand strategy development and quarterly marketing calendars across digital, retail, and experiential.
- Lead GTM strategy and execution for all product launches, seasonal campaigns, partnerships, and retail promotions.
- Use data and insights to inform positioning, messaging, targeting, and campaign strategy.
- Manage integrated 360° brand campaigns from concept through post-mortem across paid, owned, and earned media.
- Oversee production of creative assets (photo, video, UGC, packaging, print) across internal and external teams.
- Lead creative direction for brand and product photoshoots, including casting, location, and content usage strategy.
- Partner with Paid Media, Retention, Social, and Ops teams to align on priorities, messaging, and timing.
- Drive execution for influencer activations, retail marketing, partnerships, and trade shows.
- Collaborate with Product, Customer Experience, and E-commerce teams to ensure brand consistency at all touch-points.
- Develop retail marketing toolkits, in-store signage, and co-branded activations.
- Support B2B and wholesale growth through strategic seeding, event alignment, and sell-through campaigns.
- Conduct competitive research and trend analysis to refine brand positioning and campaign strategy.
- Track campaign performance and KPIs across channels, delivering post-campaign reports and optimizations.
- Champion brand consistency and excellence across all consumer-facing assets and activations.
Requirements
- 5–7 years of brand marketing experience, ideally in beauty, wellness, or consumer goods.
- Demonstrated success in leading 360° brand campaigns, GTM strategy, creative production, and event marketing.
- Experience in omni-channel and retail marketing, including wholesale and B2B support.
- Background in PR, content marketing, or brand partnerships.
- Experience working with paid media, retention, and creative teams to drive measurable growth.
- Strong project management skills and ability to juggle multiple priorities with cross-functional partners.
- Management experience or a desire to grow into a team lead role.
- Deep understanding of multicultural marketing, especially in textured haircare or adjacent categories.
- Proficiency in Google Workspace, Canva, Monday.com (or similar PM tools); familiarity with Klaviyo, Shopify, TikTok, and Amazon is a plus.
Benefits
- Comprehensive health, dental, vision, and retirement benefits.
- Employee product allowance and discounts.
- Professional development and growth opportunities.
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