Manager, Brand Marketing

Carter's•Atlanta, GA

10d•Onsite

About The Position

Serving the needs of all families with young children, Carter’s Inc. is the largest North American apparel retailer exclusively for babies and young children, encompassing Carter’s, OshKosh B’gosh, SkipHop and Little Planet brands. Meaningful work, constant learning, genuine people, and a community guided by core values that promote inclusion and innovation is in everything we do. There are many reasons to build your career at Carter's. How you’ll make an impact : Carter’s Inc is seeking an innovative and results-driven Brand Manager to join our marketing team. This role will develop and execute brand strategies that build awareness, strengthen consumer connections, and drive business growth across multiple channels. The ideal candidate has a proven track record of managing integrated brand campaigns, is a strong cross-functional collaborator, and brings both creative thinking and analytical rigor to brand marketing. This role typically reports into the Sr. Directo r, Integrated Marketing and is based in our corporate office (on-site 4 days a week). 45 %: Growth Initiatives – Brand Marketing Develop the vision and lead the planning and execution of brand strategies that unlock new growth opportunities and expand reach with target audiences Lead cross-functional ideation with Consumer Insights, Merchandising, and Design to build differentiated brand positioning, uncover white space, and develop ownable territories in competitive landscapes Develop and manage integrated marketing plans for new product launches, partnerships, or brand concepts and ensuring every initiative is culturally relevant, authentic and connects emotionally with consumers 30%: Core Brand Stewardship Serve as the primary brand marketing partner for cross-functional teams (eCommerce, Merchandising, Planning, Creative, Retail, PR, Social, Media) to execute seasonal priorities and innovation initiatives Translate key product stories and consumer insights into emotionally resonant brand campaigns that reinforce brand values and purpose Conduct ongoing brand health analysis, competitive benchmarking, and consumer sentiment tracking to inform positioning evolution and strategic pivots that strengthen brand relevance 25%: Campaign Development & Execution O rchestrat e brand strategy across all consumer touchpoints including creative, social, PR, in-store, and paid channels ensuring cohesive storytelling, seamless consumer experience, and platform-optimized content Develop and execute seasonal and annual campaigns that combine emotional storytelling with commercial priorities — inspiring consumers while driving engagement and conversion. Collaborate with channel owners to develop integrated marketing plans. Serve as the main contact for agency and vendor partners, providing strategic direction, maintaining creative standards, and driving accountability for deliverables, timelines, and performance outcomes. Work closely with social media and PR teams to create campaigns and programs that enhance cultural relevance and extend brand reach. Ensure brand consistency across all consumer-facing touchpoints and campaigns. Partner with insights teams to test concepts and creative treatments, using data to guide decision-making.

Requirements

Strong understanding of brand marketing fundamentals (positioning, strategy, integrated campaign planning, execution).
Proven experience developing brand stories and campaigns that resonate emotionally with consumers.
Creative mindset with a passion for storytelling and brand development
Demonstrated ability to turn consumer insights into brand actions
Excellent project management skills, with ability to consistently achieve or beat deadlines
Strong bias for action and desire for ownership & accountability
Excellent written and verbal communication skills
Minimum 5 years of relevant work experience
Minimum 3 years Brand Marketing or Brand Strategy experience at a major consumer brand

Nice To Haves

Dialed into culture, consumer trends and the evolving marketing landscape
Inclination to seek and analyze data from a variety of sources to support decisions and to align others with the organization's overall strategy
Familiarity with omni-channel environments (digital, retail, wholesale).
Proven ability to develop breakthrough partnerships or collaborations that extend brand storytelling.
Experience working in fast-paced, matrixed environments where cross-functional collaboration and leading through influence are critical
Experience in consumer lifestyle, retail, or apparel categories.

Responsibilities

Growth Initiatives – Brand Marketing Develop the vision and lead the planning and execution of brand strategies that unlock new growth opportunities and expand reach with target audiences
Lead cross-functional ideation with Consumer Insights, Merchandising, and Design to build differentiated brand positioning, uncover white space, and develop ownable territories in competitive landscapes
Develop and manage integrated marketing plans for new product launches, partnerships, or brand concepts and ensuring every initiative is culturally relevant, authentic and connects emotionally with consumers
Core Brand Stewardship Serve as the primary brand marketing partner for cross-functional teams (eCommerce, Merchandising, Planning, Creative, Retail, PR, Social, Media) to execute seasonal priorities and innovation initiatives
Translate key product stories and consumer insights into emotionally resonant brand campaigns that reinforce brand values and purpose
Conduct ongoing brand health analysis, competitive benchmarking, and consumer sentiment tracking to inform positioning evolution and strategic pivots that strengthen brand relevance
Campaign Development & Execution O rchestrat e brand strategy across all consumer touchpoints including creative, social, PR, in-store, and paid channels ensuring cohesive storytelling, seamless consumer experience, and platform-optimized content
Develop and execute seasonal and annual campaigns that combine emotional storytelling with commercial priorities — inspiring consumers while driving engagement and conversion.
Collaborate with channel owners to develop integrated marketing plans.
Serve as the main contact for agency and vendor partners, providing strategic direction, maintaining creative standards, and driving accountability for deliverables, timelines, and performance outcomes.
Work closely with social media and PR teams to create campaigns and programs that enhance cultural relevance and extend brand reach.
Ensure brand consistency across all consumer-facing touchpoints and campaigns.
Partner with insights teams to test concepts and creative treatments, using data to guide decision-making.

Benefits

Career Development: Success starts from within, and we have several paths from which you can choose to enhance your career evolution. From Carter’s University to Toastmasters to mentorship programs and more, we encourage you to utilize these tools to elevate your professional prowess.

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