Brand Manager-Union City, CA - Hybrid role

We are seeking a dynamic and strategic Brand Manager to lead our efforts in enhancing brand visibility and fostering consumer loyalty. In this exciting role, you will develop and execute high-impact advertising and promotional campaigns that translate strategic insights into measurable sales results. This position offers the opportunity to collaborate with diverse teams and manage agency partnerships to deliver innovative, data-driven campaigns across retail and digital platforms.

Leads development of campaigns and advertising assets to support sales growth

• Lead end-to-end campaign development—from briefing creative and media agencies overseeing asset delivery—to drive awareness, engagement, and sales.
• Manage external partners (creative, media, PR, influencer) to deliver on-brand content, in-store programs, and media placements, ensuring projects are on time and on budget.
• Collaborate with Sales to own and plan shopper marketing initiatives aligned with retail priorities.
• Guide creative development across touchpoints, ensuring alignment with brand strategy, audience insights, and marketing objectives.
• Translates key brand concepts, messaging and event details to art and advertising agencies to ensure on-point promotional materials at trade shows.
• Ability to plan and constantly optimize integrated campaigns to achieve business goal along with aligning budget allocation.
• Support budget planning and resource allocation in partnership with senior leadership.

Drives and optimizes social/digital strategies to align with brand goals

• Effectively places promotional content throughout multiple media channels
• Coordinates digital marketing efforts with external media firms
• Develops and maintains editorial calendars in alignment with external firms for asset  development planning, and campaign deployment to meet outreach objectives
• Manages external social media and digital marketing firms to develop and deploy content
• Hands on experience creating and executing marketing plans, digital savvy and is able to optimize mix performance via KPis to achieve goals. 

Delivers timely insights on key in-store activities and overall brand performance through accurate data analysis.

• Tracks metrics to analyze effectiveness of media placemens
• Makes recommendations for more enhanced performance on media efforts
• Owns and maintains the marketing KPI dashboard to track and optimize performance metrics

 Conducts consumer research to support branding strategies 

• Conducts research to interpret consumer behaviors in both Costco and Retail accounts · 
• Identifies key consumer, competition and marketplace trends and provides insights to Director · 
• Applies analytical approach to understanding competitive landscape 5 – Serves as liaison between marketing and other departments · 
• Acts as go-to person to provide information on various marketing activities · May respond to requests for information on products or provide status updates on launches or packaging revisions 6 – Performs other duties as required

Background Requirements BA in Marketing, Business, Communications or a related field is required. A minimum of 4+ years’ marketing and/or brand experience in CPG is required. Must have demonstrated creativity, with the ability to assess art, media and graphics for brand “fit and feel.” Prior experience compiling and analyzing data to tell “stories” and to incisively interpret competitive marketplace and consumer behavior is a key ingredient for success. Excellent communication skills are required, both internally and externally, to manage expectations and drive desired results. Must have Excellent organization and time management skills, with the ability to manage external vendors to timelines and deadlines. Must have entrepreneurial mindset and the ability to juggle multiple competing priorities simultaneously. Must have workable knowledge of Adobe Photoshop, WordPress and other HTML and art/creative tools.