Brand Manager, OurBrands

C&S Wholesale Grocers•Grand Rapids, MI

15d•Onsite

About The Position

The Brand Manager, OurBrands, is responsible for driving the strategic growth, performance, and long-term equity of the company’s private label portfolio across customer-facing touchpoints. This role leads brand planning initiatives that strengthen brand positioning, improve shopper engagement, and support enterprise-wide business objectives. The Brand Manager partners cross-functionally with merchandising, sales, product development, operations, and Insights & Analytics (I&A) teams to translate consumer, category, and performance insights into data-driven brand strategies and creative initiatives. This role is accountable for helping shape brand direction, stewarding brand standards, and ensuring all creative, packaging, media, and marketing communications consistently reflect the brand vision and business goals. The ideal candidate combines strong strategic brand management capabilities with a background in graphic design and creative development, bringing both analytical thinking and creative leadership to the role. This position also plays an important governance role in overseeing creative quality, agency alignment, and brand consistency across all channels.

Requirements

Bachelor’s Degree in Marketing, Communications, Graphic Design, Visual Communications, Business, or related field required.
3–5 years of experience in brand management, marketing, packaging design, or creative strategy within retail, CPG, or private label environments.
Demonstrated experience leveraging consumer insights, market data, and business analytics to support strategic brand decisions and performance optimization.
Experience working with packaging design, print production, and brand identity systems.
Strong understanding of branding, typography, layout, color, and visual storytelling principles.
Experience managing cross-functional initiatives and collaborating with external agencies and creative partners.
Strong understanding of brand governance, integrated marketing communications, and creative development processes.
Ability to manage multiple projects and timelines in a fast-paced environment.
Strong communication, collaboration, and organizational skills.
Ability to balance strategic brand leadership with hands-on creative problem solving and execution.

Nice To Haves

Formal graphic design training or professional experience in graphic design strongly preferred.
Proficiency in Adobe Creative Suite, including Illustrator, Photoshop, and InDesign preferred.
Private label or grocery industry experience is a plus.

Responsibilities

Lead and support the development of annual brand strategies and initiatives that strengthen enterprise-level brand equity, improve shopper perception, and drive commercial performance.
Partner with Insights & Analytics (I&A) teams to leverage consumer, category, customer, and performance data to inform strategic decision-making, identify growth opportunities, and optimize brand initiatives.
Support the management and performance of the private label portfolio by monitoring key business metrics including sales performance, market trends, category growth, shopper engagement, and promotional effectiveness.
Collaborate cross-functionally with merchandising, sales, product development, and operations teams to align brand priorities with broader business objectives and category strategies.
Lead the development and execution of integrated brand initiatives across packaging, digital, print, in-store, and marketing channels to ensure a cohesive and differentiated brand experience.
Maintain governance over creative execution and media alignment by ensuring all customer-facing communications, packaging, and marketing materials adhere to established brand standards, positioning, and messaging frameworks.
Partner with internal stakeholders and external agencies to guide creative development, campaign execution, and production quality while ensuring consistency, efficiency, and speed to market.
Develop strategic creative briefs that clearly articulate business objectives, shopper insights, target audiences, and brand positioning.
Contribute to the evolution, implementation, and stewardship of brand identity systems, visual guidelines, and tone-of-voice standards across all channels.
Apply graphic design expertise to evaluate and guide creative assets, packaging concepts, presentations, and marketing materials to ensure strong visual storytelling and alignment with brand strategy.
Monitor competitive activity, industry trends, and private label innovation to identify opportunities for brand growth, differentiation, and improved shopper relevance.
Support budget planning, forecasting, and resource management related to brand and creative initiatives.