Brand Manager

The Brand Marketing Manager is responsible for driving the growth and long-term equity ATC’s flagship brand, AllerEase, within bedding categories – mattress protectors, pillow protectors, pillows, pads, sheets, blankets, and comforters. This role leads brand strategy from ideation through execution, leveraging business data, consumer insights, and cross-functional relationships to deliver national advertising, innovation pipeline, and product commercialization.

The ideal candidate brings experience in consumer-packaged goods, a strong understanding of retail environments, and a passion for creating brands that improve everyday life through better sleep.

Responsibilities

Strategic Planning & Brand Leadership

• 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.

Category Expertise & Data Analysis

• 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.

Creative Development & Execution

• 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.

Sales Enablement & Support

• 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.

Qualifications

• Bachelor’s degree in business, marketing, or related field is required; MBA is preferred.
• Minimum of 5 years of professional marketing experience, ideally in consumer-packaged goods.
• Experience working in Brand Management or Product Management.
• Experience working with a cross-functional team to solve business problems, including but not limited to Product Development, Merchandising, Design, Sales, Finance, and Operations.
• Ability to critically evaluate opportunities, clarify needs, and mobilize responses.
• Ability to communicate and influence across the organization by articulating a position, alternative approaches, and recommendations.