Brand Manager II, Demand Generation

Carhartt•Dearborn, MI

6d•Remote

About The Position

The Brand Manager II, Demand Generation & ABM is responsible for developing and executing integrated media strategies that drive brand awareness, consideration, and customer acquisition for Carhartt Company Gear. This role leads media planning, investment strategy, agency management, and the evolution of Marketing Cloud Account Engagement (MCAE) programs designed to strengthen relationships with target customer segments and strategic accounts. Inspired by Hard Work At Carhartt, the values of hard work—dependability, honesty, and trust—are rooted in the legacy of our founder, Hamilton Carhartt. His commitment to serving hardworking people continues to inspire everything we do. Guided by his legacy and our mission—We serve and protect all hardworking people by building durable products—we remain dedicated to upholding these principles in every decision we make and every product we create.

Requirements

8+ years of B2B marketing, media or demand generation experience inclusive of the following:
3+ years of experience leading media planning and investment strategies across digital and traditional channels
B2B Media or Marketing Cloud Account Engagement background required
Demonstrated experience developing and executing integrated marketing programs that support complex B2B buying cycles and multiple stakeholder decision-makers
Experience building account engagement, ABM, customer lifecycle, or demand generation programs that align marketing activities with sales objectives
Proven ability to leverage audience segmentation, customer insights, intent signals, and performance data to drive marketing effectiveness and business outcomes
Experience managing agency partners, external vendors, and cross-functional teams in a highly collaborative environment
Strong background in campaign measurement, attribution, reporting, and optimization using marketing analytics and business intelligence tools
Experience managing and optimizing a multi-million-dollar marketing budget and media investment
Proven success presenting strategic recommendations, performance insights, and business cases to senior leadership

Nice To Haves

MBA or advanced degree preferred
Relevant certifications in digital marketing, media, demand generation, account-based marketing (ABM), or integrated marketing preferred
Strong background with the apparel, retail, or consumer product industry preferred

Responsibilities

Develop integrated B2B media strategies and Marketing Cloud Account Engagement strategies that support brand awareness, consideration, product demand, customer acquisition and long-term customer engagement goals for Carhartt Company Gear
Partner with the leader of B2B Marketing to define annual and seasonal marketing priorities and investment strategies aligned to business priorities and budget objectives
Lead media planning in coordination with brand and channel partners to activate B2B brand support across paid, owned, and partner channels while ensuring alignment with B2B engagement objectives and the broader B2B marketing strategy
Build and lead Carhartt Company Gear’s Marketing Cloud Account Engagement initiatives targeting priority industry segments and strategic end users through coordinated media, content, and marketing touchpoints
Collaborate closely with Sales, B2B Brand Marketing, Creative, Digital Commerce, and media teams to deliver consistent customer experiences and cohesive messaging throughout the Decision Maker journey
Establish audience segments, targeting, and engagement approaches that leverage B2B insights, market trends, and business priorities to improve campaign effectiveness
Own media budget planning, forecasting, investment allocation, and performance optimization to maximize marketing effectiveness and business impact
Own the execution of program campaigns across media and MCAE with the agency execution teams
Align with the agency execution teams to develop measurement frameworks and KPIs to evaluate campaign
Manage and own the media and MCAE agency and budget support for on-time and on-budget delivery
Lead cross-functional project management across multiple initiatives, ensuring clear priorities, effective communication, timely execution, and alignment against organizational goals.