Brand Marketing Manager, Launch & Campaigns

amika•New York, NY

14h•Hybrid

About The Position

The Brand Marketing Manager – NPL & Campaigns is responsible for being a brand steward and leading 360° go-to-market plans for new product launches, key seasonal moments, + brand collaborations. This role translates product strategy and insights into big, resonant ideas, joyful storytelling and orchestrates cross-functional collaboration + execution across all channels (consumer engagement, creative, retail, pro, DTC). They are part of the nucleus of the brand + launch planning, ensuring every campaign launch feels cohesive, on-brand, and commercially impactful. This is a hands-on, collaborative role ideal for a strategic thinker with a passion for brand building, creative + sharp storytelling, and flawless execution.

Requirements

4–6+ years of experience in brand marketing, or go-to-market roles (beauty, personal care, or consumer brands strongly preferred).
Proven track record of leading 360° campaigns across multiple channels and stakeholders.
Strong understanding of the retail + pro + DTC + social + influencer ecosystem (bonus: experience with Sephora/Ulta/pro channels).
Excellent brief writing, storytelling, and deck-building skills.
Highly organized project manager; comfortable running complex timelines and cross-functional meetings.
Excellent communication and presentation skills.
Strong collaborator who can influence and advocate for the consumer, pro and brand.

Responsibilities

Own the end-to-end GTM planning for new launches, from initial brief through postmortem.
Partner closely with Product Marketing to understand the North Star, claims, and product positioning, and turn that into a clear consumer promise.
Define launch objectives, target audiences, messaging hierarchy, and KPIs in partnership cross functional partners.
Develop campaign strategy to ensure every touchpoint ladders into one unified, insight-driven story across all channels (paid, social, PR, influencers, retail, pro, DTC).
Lead the creation of 360° creative briefs, ensure briefs clearly articulate: insight, tension, big idea, key messages, mandatories, and deliverable needs by channel.
Translate consumer, cultural, and market insights into clear creative direction that inspires breakthrough storytelling.
Collaborate with copy team to craft the master campaign story, ensuring messaging is insight-led, + identify strategic storytelling levers across channels.
Own the creation of campaign toolkits (message maps, final assets, approved copy FAQs) for internal teams and external partners.
Drive launch timelines and milestones: align with cross-functional partners on key dates (concept lock, asset delivery, retailer submissions, content live dates).
Lead launch kickoff + status meetings, keeping teams aligned on priorities, scope, and deliverables.
Collaborate with trade marketing & sales on retailer-specific activation (launch windows, exclusives, secondary placements, in-store visuals).
Partner with pro team on stylist-facing launch moments (education, sampling, events).
Partner cross functionally to monitor KPI performance across awareness, engagement, traffic, conversion, sentiment, and retailer metrics throughout the launch, evaluating success and translating insights into future recommendations.
Lead post-launch recaps, synthesizing performance data, creative learnings, and channel insights.
Turn learnings into directives for future launches (what to repeat, evolve, or stop).