Senior Brand Manager

Avery Brewing • Grand Rapids, MI

1d • $100,000 - $115,000

About The Position

The Senior Brand Manager is responsible for leading the development and execution of brand strategies that drive growth, strengthen brand equity, and build lasting consumer connections. This role combines high level and long-range strategic thinking, market research, and strong executional excellence , while ensuring alignment with business objectives and commercial priorities. Acting as the central steward of the brand (brief writer and brand strategist), the Senior Brand Manager collaborates closely with internal teams, external agencies, and key stakeholders to deliver breakthrough communications, innovation, and consumer engagement initiatives. The position requires a deep understanding of the U.S. beer and beverage market , strong marketing expertise across digital and traditional channels, and proven experience in managing agencies and third parties to deliver measurable impact (from strategy to execution)

Requirements

• Experience: 7–10 years in marketing or brand management, with at least 3–5 years in a senior/brand manager role.
• Industry Expertise: Proven track record in the beer, beverage, or FMCG industry , with strong understanding of the U.S. market landscape.
• Brand Building: Demonstrated success in developing and executing brand strategies that drive growth and equity.
• Research & Insights: Solid background in consumer research, data analysis, and applying insights to brand strategy.
• Communications: Experience leading integrated marketing campaigns across traditional, digital, and paid media .
• Agency Management: Strong experience working with and managing external agencies and third parties.
• Analytical Skills: High level of analytical thinking with the ability to synthesize data and translate it into actionable strategies.
• Leadership & Collaboration: Ability to lead cross-functional teams, influence stakeholders, and manage complex projects.
• Prior experience working in a global or national beer/beverage company.
• Strong knowledge of consumer culture, category trends, and competitive dynamics in the U.S. beverage market.

Nice To Haves

• MBA or Master’s degree in Marketing, Business, or related field is a plus.
• Passion for beer, beverages, and consumer engagement, with the ability to connect authentically with brand audiences.

Responsibilities

• Brand Strategy & Positioning Define and refine the brand’s long-term vision, positioning, and consumer value proposition.
• Translate consumer insights and category trends into compelling strategies and activation plans.
• Drive portfolio strategies to maximize relevance and competitiveness in the U.S. market.
• Market Research & Insights Work in market research projects to monitor consumer behavior, category dynamics, and competitor activity in collaboration with the Consumer Insights manager.
• Leverage data and insights to inform decision-making and optimize marketing strategies.
• Partner with the insights team and research agencies to continuously track brand health.
• Integrated Marketing Communications Develop and oversee annual brand plans, ensuring consistent and effective communication across all consumer touchpoints.
• Collaborate with creative, media, and PR agencies to produce impactful campaigns.
• Lead digital and paid media strategies, optimizing investments to drive awareness, engagement, and conversion.
• Ensure storytelling reflects brand values and resonates with U.S. consumers.
• Partnerships & Sponsorships (in case we don’t have a Sponsorships manager) Identify, negotiate, and manage strategic partnerships and sponsorships that enhance brand relevance and consumer engagement.
• Develop activation plans to bring partnerships to life across digital, on-premise, and experiential channels.
• Collaborate with event, media, and communications teams to maximize visibility and ROI from sponsorship investments.
• Build long-term relationships with key partners, influencers, and cultural organizations aligned with brand positioning.
• Analytics & Performance Tracking Define KPIs and track performance of marketing initiatives, campaigns, and brand health metrics.
• Use analytics to evaluate ROI and continuously improve marketing strategies.
• Provide clear reporting to senior leadership, highlighting successes, learnings, and opportunities.
• Budget Management & Optimization Own and manage the annual brand marketing budget for Founders, ensuring efficient allocation across initiatives and channels.
• Track spending, analyze performance, and recommend optimizations to maximize ROI.
• Partner with finance and leadership teams to ensure transparency, accountability, and strategic resource deployment.
• Continuously evaluate marketing investments to drive effectiveness and cost efficiencies.
• Agency & Third-Party Management Manage relationships with creative, digital and media agencies.
• Provide clear briefs, foster collaboration, and ensure high-quality outputs.
• Negotiate contracts, track performance, and maximize ROI on agency partnerships.
• Commercial & Cross-Functional Collaboration Partner with sales, trade marketing, and distribution teams to ensure brand strategies translate into market execution.
• Collaborate with innovation, insights, and finance to align brand plans with business targets.
• Support product launches and brand activations with integrated campaigns.

Benefits

• Health, dental, vision, and other coverage for all employees starts date of hire.
• 401(k) matching
• Paid time off, volunteer time, and floating holidays
• Employee Assistance Program
• Paid sabbaticals with tenure
• Paid parental leave for all employees

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed