Brand Manager, Vicks

Helen of Troy•Marlborough, MA

17d•Hybrid

About The Position

The Brand Manager for Vicks develops and executes strategies to grow the brand, increase sales, and strengthen market share. Reporting directly to the Marketing Director, the role uses consumer, customer, category, and competitive insights to shape brand, product, and go-to-market strategies. It partners with Sales, Finance, Creative, Consumer Insights, Demand Planning, Innovation, Licensing, and external agencies to create brand messaging, packaging, digital assets, product claims, and campaigns that deliver a consistent consumer experience. The Brand Manager leads product launches, line extensions, product refreshes, seasonal programs, and portfolio management initiatives. The role supports major retail and e-commerce partners, including Amazon, Walmart, and Target, and uses digital marketing, retail media, Amazon Ads, product detail page optimization, and digital shelf strategies to drive online and in-store growth. It also supports forecasting, assortment planning, promotions, profitability, SKU optimization, and cost-saving initiatives. The position is based in Marlborough, Massachusetts, with a hybrid schedule. The standard hybrid model calls for in-office collaboration Tuesday through Thursday and remote work options Monday and Friday, subject to business needs and manager expectations.

Requirements

Bachelor’s degree.
At least 5 years of marketing experience.
Strong e-commerce and digital marketing experience.
Fluency in spoken and written English.
Authorization to work in the United States on a full-time basis.
Strong analytical and problem-solving skills, including competitive and market trend analysis.
Expertise in digital and e-commerce marketing, digital tools, digital content development, and experience planning.
Ability to work effectively in a fast-paced environment and solve problems creatively.
Strong collaboration and influencing skills across organizational levels.
Understanding of traditional and digital media and how to use them to grow brands.
Experience driving content, influencer, and PR strategies and managing execution.
Understanding of costing, pricing analysis, and P&L management.
Ability to balance long-term strategic priorities with short-term business needs.
Excellent communication and interpersonal skills.
Knowledge of the U.S. retail environment, pricing strategy, and promotion planning in partnership with Sales.
Creative, consumer-focused approach and ability to champion ideas and drive brand growth.
Strong presentation skills for communicating ideas, strategies, and business plans to management and cross-functional teams.
Accountability and ownership of assigned responsibilities.
Strong project and time management skills, including ability to manage multiple projects simultaneously.
Comfort making decisions and standing behind recommendations.

Responsibilities

Analyze consumer, customer, category, and competitive trends to identify opportunities and develop strategies that drive sales, market share, and brand growth.
Partner with cross-functional teams to create brand messaging, creative briefs, packaging, digital assets, and product claims.
Develop and execute go-to-market strategies for launches, line extensions, product refreshes, and seasonal programs.
Create and optimize marketing campaigns, establish KPIs, and recommend improvements to maximize campaign performance.
Lead development and execution of digital content, advertising, product detail pages, and packaging.
Partner with Sales to prepare retailer presentations, communicate product differentiators, and support growth initiatives with key accounts.
Use consumer insights, retail media, Amazon Ads, PDP optimization, digital shelf strategies, and performance metrics to drive e-commerce growth.
Collaborate with Sales and Demand Planning on forecast accuracy, assortment planning, and promotional strategies.
Manage the product portfolio, including SKU profitability, portfolio optimization, SKU rationalization, and cost-saving recommendations.
Develop presentations, category analyses, sales planning tools, and retailer-facing materials for management, retailers, and licensors.
Manage day-to-day brand marketing initiatives with major retailers, including Amazon, Walmart, Target, and other key partners.
Work with Finance, Creative, Consumer Insights, Experience Planning, Innovation, Licensing, and external agencies to drive business results and long-term brand growth.