Director Of Brand Management

The Director of Brand Management is a commercial business owner and the vertical lead for the Brand Management function
You own category management end to end: you set the category strategy, manage the P&L, shape the portfolio, and lead the go-to-market plans for tentpoles and innovation, working across distribution channels, Creative, Retail Marketing, Brand Marketing, Social, Creators and PR
Own the category strategy: where the category is growing, where we play, where we win, and how we plan to grow share across channels
Own pet-parent and shopper insights: segmentation, need states, category dynamics, competitor moves and shopper behavior by channel
Translate insights into category strategy, claims, positioning and product briefs, and make sure they reach every channel team
Partner with Sales and channel teams on category plans and joint business plans for each channel
Manage the category P&L: net revenue, gross margin, activities ROI and marketing investment. Forecast, track and course-correct against plan
Build and run the base business plan, including initiatives, renovations and in-year performance reviews
Build the portfolio strategy and Price Pack Architecture from scratch across channels, with defined price ladders, pack-size roles and channel-specific assortments
Set clear guardrails for decision making: what we launch, what we price, what we stop and what needs to be true
Lead SKU rationalization and portfolio optimization with Supply Chain, Finance and Sales, using margin, velocity, complexity and incrementality data
Set the renovation roadmap and manage the life-cycle of core platforms
Lead the go-to-market for tentpole moments and innovation, from concept to launch and post-launch learning
Ensure that the brand spirit is integrated, and that activations are pushing the envelope so that we can punch above the weight
Collaborate with the Innovation team for smooth transitions, and align cross-functional teams across Sales channels, E-commerce, Finance, Creative and Marketing
Define success metrics up front and report on them after launch
Be the connecting point across Marketing, Creative, Retail Marketing, Social, Creators and PR. Write clear briefs and align on priorities and ways of working
Build simple, repeatable planning and decision rhythms so channels move faster and in the same direction
Lead and develop Brand Managers and build the Brand Management function as the business scales
Partner with the VP of Marketing on structure, hiring and capability building
What Success Looks Like
Delivers against revenue and margin goals, and can clearly explain the drivers
Builds frameworks and guardrails that teams use to make faster decisions
Launches land on time and deliver on their business cases
Cross-functional partners feel aligned, briefed and supported
Understands the brand foundation and all the marketing levers we can pull, to create GTM plans and execution that exceed expectations
You will have real ownership, a seat at the table, and the chance to design the commercial engine of a premium, mission-driven brand with a team that moves quickly and cares deeply
Benefits
Health, Medical & Dental Benefits
Wellness Days & Summer Hours
Mental Health Support
Wellness Stipend
Slack Interest Groups
Pet Feeding Program
RRSP and 401(k)
Hybrid & Remote Work
You are an OMNI leaderYou set category direction and economics based on channel input, then work cross-functionally to brief and align every channelThis is a builder and execution role: we need someone who creates frameworks from a blank page, not someone who adapts an existing playbook, and who can go deep into the weeds to make sure we execute with excellenceLed GTM for multiple launches and tentpoles, across retail and DTC/e-commerce channels10+ years in CPG brand management, category management or general management, with at least 3 years leading people. Pet, food, or other premium consumer categories are preferredA track record of building category strategies, PPA, portfolio strategies and SKU optimization from scratch, and being able to describe the thinking, data and decisions you personally ledStrong marketing fundamentals across all 4Ps - true generalist, who can be flexible and also lean in on comms sideProven management of a P&L (brand, category or business unit) with direct accountability for revenue and marginA generalist with strong marketing fundamentals across all 4Ps, someone who can be flexible between commercial and comms side of the brandStrong AI capabilities: able to build agents and automate analysis and workflowsStrong collaborator, with the ability to persuade and influenceStrong influence without authority. You lead cross-functional teams through alignment, not hierarchyHighly analytical and curious: you go to the data first, ask why, and are comfortable building your own modelsClear communicator who can present to executives and simplify complexityAble to build commercial modelsSome who understands the role brand play in building the business and can lean on all brand frontsBuilds from a blank page and creates frameworks others adoptSomeone who can roll up the sleeves to get things done, and who sees opportunities in every situationIs curious about the consumer, the shopper, the numbers and the competitionIs an OMNI leader who naturally connects dots across channels and functionsIs commercially driven and thinks like an owner of the business, not only the brand
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