Manager, Brand Marketing

JOB SUMMARY:

The Brand Marketing Manager is responsible for driving the growth and long-term equity of ATC’s assigned brand portfolio, including company-owned and/or licensed brands within the bedding categories – mattress protectors, pillow protectors, pillows, mattress pads, sheets, blankets and comforters. 

This role leads brand strategy from ideation through commercialization, leveraging business data, syndicated insights, and consumer research to deliver national advertising, innovation pipeline development, and product execution. The position serves as the voice of the consumer within the organization, using facts, data, and sound judgment to inform decision-making. Establishing strong cross-functional relationships with Sales, Product Development, Supply Chain, Finance, and external brand stakeholders is critical.

PRIMARY RESPONSIBILITIES:

Brand and Product Management

• Develops and executes annual brand go-to-market strategies to deliver sales and profit targets, ensuring alignment among Sales, Product Development, Supply Chain, Finance, and other cross-functional teams.

• Provides cross-functional leadership to implement product, packaging, pricing, and assortment changes across the assigned brand portfolio.

• Defines and evolves brand positioning, value propositions, and messaging frameworks rooted in consumer insights and competitive differentiation.

• Establishes and defends product roles within the brand portfolio to drive incrementality and protect brand equity.

• Collaborates with Product Development to maintain a pipeline of consumer-driven innovation that supports growth objectives.

• Ensures product, packaging, and marketing materials are communicated and approved as required by trademark license agreements.

• Conducts post-launch and post-campaign analyses to evaluate performance and identify optimization opportunities.

Category Expertise & Data Analysis

• Utilizes syndicated data, consumer research, and industry expertise to understand competitive bedding products and inform brand, product, and packaging strategies.

• Monitors category trends including materials innovation, health and wellness positioning, and evolving sleep behaviors to identify opportunities for differentiation.

• Develops a deep understanding of consumer behavior within the bedding category and brings forward strategic recommendations.

• Partners with Sales Analysis and Category Management to evaluate performance, identify root causes, and drive growth opportunities.

Creative Development & Execution

• Manages the development and deployment of full-funnel demand generation initiatives including TV, CTV, social media, digital video, and other consumer marketing vehicles.

• Directs and reviews the creation of digital brand content, packaging, merchandising materials, and other creative assets to ensure consistent brand expression across all touchpoints.

• Translates consumer insights and product performance attributes into clear, compelling creative and packaging briefs for internal teams and external agencies.

• Develops and maintains annual business plans for the assigned brand portfolio and conducts quarterly business reviews.

Sales Enablement & Support

• Creates customer-facing presentation content to be used by Sales including consumer insights, product benefits, brand positioning, and marketing plan summaries.

• Collaborates with Sales to develop customer-specific strategies and participates in the selling process as needed.

• Leads the assigned brand preparation for Home & Textiles Market in March and September, in collaboration with Product Development, Packaging, Sales and design team.  

ESSENTIAL QUALIFICATIONS:

• Bachelor’s degree in business, marketing, or related field is required; MBA is preferred

• Minimum of 5-7 years of professional marketing experience, ideally in consumer-packaged goods

• Experience working in Brand Management or Product Management

• Demonstrated success collaborating with cross-functionals team to solve complex business challenges, including Product Development, Merchandising, Design, Sales, Finance, and Operations

• Strong analytical skills with the capacity to evaluate opportunities, clarify needs, and mobilize appropriate responses

• Ability to communicate and influence across the organization by articulating a position, alternative approaches, and recommendations

• Proven ability to manage multiple projects in a fast-paced environment

• Understanding of consumer psychology and behavior, with the ability to develop marketing strategies that resonate with target audiences

• Deep curiosity and desire to learn about the bedding category and textile technology

PHYSICAL DEMANDS:

• Ability to withstand prolonged periods sitting at a desk

• Frequent use of upper extremities to perform keyboard functions and work on a computer

• Ability to occasionally stand/walk