Brand Marketing Manager, Personalization Category
About The Position
The Brand Marketing Manager (BMM), Personalization Category, serves as the central brand marketer for the Personalization category at 1-800-Flowers.com, Inc. This role operates at the intersection of Merchandising, Site/Product, Marketing Channels, Customer Insights, and Go-To-Market (GTM) Planning, ensuring that brand moments and campaigns are customer-first, commercially impactful, and consistently executed across touchpoints. The BMM owns brand strategy and seasonal GTM leadership for the Personalization category, translating customer insights and performance data into cohesive narratives, priorities, and plans. This role is accountable for performance-to-plan, serving as the single point of integration across cross-functional teams and ensuring marketing efforts are aligned to deliver volume and forecast goals.
Requirements
- 7–10+ years of experience in brand marketing, category marketing, or GTM leadership
- Proven experience leading cross-functional planning and integration in a complex organization
- Strong understanding of performance marketing fundamentals and channel dynamics
- Ability to translate data and insights into clear strategic direction
- Exceptional communication, storytelling, and stakeholder management skills
- Experience operating without direct channel ownership while driving results through influence
Responsibilities
- Own the brand strategy and positioning for the Personalization category, ensuring clarity, consistency, and differentiation
- Act as the product storyteller, translating product offerings into compelling, customer-relevant narratives
- Ground all brand and campaign decisions in defined customer personas and behavioral insights
- Ensure product assortment, timing, messaging, and presentation are optimized for commercial success
- Lead monthly and seasonal GTM planning for the Personalization category
- Own tier-appropriate GTM cadence, artifacts, and forums (seasonal kickoffs, briefs, SPOVs, calendars)
- Partner with Creative to brief, develop, and refine campaign assets and narratives
- Ensure alignment across Merchandising, Creative, and Marketing channels on priorities, timing, and execution
- Serve as the single point of integration across Merchandising / category owners, Marketing execution teams (Paid Media, CRM, Search, Organic, Partnerships, B2B), Customer strategy & insights, and Seasonal and GTM planning forums
- Maintain a unified view of brand performance across channels
- Ensure decisions reflect an integrated, customer-first perspective rather than channel-specific optimization
- Track performance against volume and forecast goals for the Personalization category
- Analyze over- or under-performance drivers, including Visibility, Messaging, Promotion, Traffic, and Conversion
- Surface risks early and provide context to leadership and cross-functional partners
- Engage Paid Media partners to understand performance drivers and mitigation plans
- Engage CRM partners when strategies are not delivering against objectives
- Partner with Merchandising and channel teams to recommend marketing adjustments within scope
- Lead weekly cross-functional brand meetings, providing a comprehensive and integrated view of marketing performance
- Ensure alignment across channels, even when channel owners are present
- Translate insights into actionable recommendations and pivots
- Feed learnings back into future planning, forecasting, and GTM strategy
Benefits
- Medical, dental, vision, life, and disability insurance for the associate and eligible dependents
- Flexible Spending Account (FSA)
- Health Savings Account (HSA)
- 401(k) retirement savings program
- Mental health resources and Employee Assistance Program (EAP)
- Paid vacation time (accrued based on hours worked and tenure)
- Paid company holidays
- Employee discount across our family of brands
- Potential eligibility for annual merit-based compensation increases, where applicable
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What This Job Offers
Job Type
Full-time
Career Level
Senior
Education Level
No Education Listed
