Senior Brand Marketing Manager

Come join us•Van Nuys, CA

5d•Hybrid

About The Position

WHY Brands Inc., the parent company of Munchkin, Inc., is a leader in creating, incubating, and growing consumer lifestyle brands. Munchkin, founded in 1990, is a top consumer product company and a beloved baby lifestyle brand known for innovative gear and products for children, mothers, and caregivers. With billions in sales through major retailers like Target, Walmart, and Amazon, and global distribution in over 50 countries, Munchkin holds over 375 patents and numerous international design awards. Innovation is central to the company's DNA, driving designs for over 30 years and earning recognition as one of America's Most Innovative Companies. The company is committed to community investment through its Radiant Colors program, sustainability, and animal conservation efforts. Munchkin is embarking on a significant growth phase, seeking influential leaders to drive customer-centered value and growth. The Senior Brand Marketing Manager - Feeding is a critical business and marketing leadership role responsible for driving consumer demand and category growth for Munchkin's Feeding categories (Formula, Cups, Mealtime, and Bottles). This role is pivotal as Feeding is prioritized as the #1 growth pillar for the next three years, receiving substantial marketing investment. It's a highly visible position offering significant ownership and impact. Reporting to the VP of Brand Marketing, the manager will oversee the integrated annual marketing plan for Feeding, encompassing consumer insights, category strategy, brand positioning, innovation commercialization, creative, media, social/influencer marketing, retail marketing, and omnichannel execution. The ideal candidate is a modern commercial marketer adept at strategy development, business analysis, investment decisions, and hands-on execution. The role is primarily focused on North America, with the U.S. as the main market. This position will manage one direct report and lead cross-functional teams including Product Innovation, Digital Commerce, Retail Sales, Commercial Planning/RGM, Insights, Creative, and agency partners.

Requirements

8+ years of progressive marketing/brand management experience, ideally across CPG, baby/parenting, toys, durable consumer goods, food & beverage, beauty/personal care, or adjacent consumer categories.
Demonstrated experience owning an annual brand or category plan and translating business objectives into consumer strategy, innovation launches, investment priorities, and measurable growth outcomes.
Strong business acumen with experience reading a P&L and using sales, share, velocity, margin, consumer, and marketing-performance data to make decisions and drive tangible results.
Strong foundation in positioning, integrated campaigns, media, creative development, and go-to-market, with an understanding of how upper-funnel brand building connects to retail and eCommerce conversion.
Deep curiosity about consumers, shoppers, and culture; naturally stays close to emerging behaviors, creators, trends, and competitors and can convert those signals into action.
Experience building brands across mass retail and eCommerce, with hands-on exposure to retailer activation, digital shelf, DTC, and/or social commerce strongly valued.
Proven experience taking innovation from pipeline to marketplace - shaping consumer proposition, positioning, launch strategy, and demand plan in partnership with product-development teams.
Ability to write a sharp brief, recognize breakthrough work, and effectively lead creative, media, social/influencer, and activation partners from idea through execution.
Experience managing and developing talent, with the ability to coach a direct report while also leading cross-functional teams through influence, clarity, and accountability.
High agency, low ego, and strong bias for action; thrives in a lean, fast-moving environment where the playbook is still being built and leaders stay close to the work.

Responsibilities

Own the Feeding Annual Business Plan, leading the end-to-end marketing plan across Formula, Cups, Mealtime, and Bottles, translating enterprise and category growth goals into clear consumer strategies, priorities, launch plans, investment choices, and measurable business outcomes.
Drive Category Growth & Commercial Performance by operating with a P&L mindset, monitoring revenue, gross margin, market share, velocity, distribution, brand health, and marketing ROI, and using performance data to identify opportunities, diagnose gaps, and adjust plans.
Build Distinctive Category Positioning & Demand by translating the Munchkin brand strategy into compelling category and product propositions for Feeding, and developing integrated full-funnel plans across awareness, consideration, conversion, retention, and advocacy.
Lead 360° Campaigns & Go-to-Market by owning the marketing calendar and go-to-market strategy for major launches and brand moments, defining consumer proposition, positioning, messaging, creative brief, content pillars, media approach, retail activation, and success measures.
Turn Consumer & Cultural Intelligence into Growth by developing a deep understanding of parents, feeding occasions, category dynamics, competitors, and cultural trends, and translating this intelligence into sharper strategies, whitespace opportunities, communications, and in-market actions.
Commercialize the Innovation Roadmap by partnering with Product Innovation to ensure Feeding concepts and portfolio choices align with brand strategy and meet consumer needs, owning positioning, launch architecture, and demand creation for innovation.
Drive Omnichannel Retail Execution by partnering closely with Retail Sales, Digital Commerce, and Retail Marketing to ensure powerful brand presence across Amazon, Walmart, Target, DTC, and emerging channels, connecting national plans to retailer moments, assortment, content, and shelf-to-screen execution.
Build Social-First Relevance & Community by working with Social, Influencer, and Digital teams to create culturally relevant content, creator programs, partnerships, and community moments.
Own Investment & Performance Optimization by stewarding the largest category marketing investment with discipline, building clear KPIs, evaluating media and campaign effectiveness, and recommending strategic shifts in spending.
Lead Creative & Agency Execution by writing sharp briefs, raising the creative bar, and leading agency and internal partners from strategy through execution, ensuring distinctive, on-brand consumer touchpoints.
Lead People & Cross-Functional Teams by managing, coaching, and developing one direct report, and leading through influence across a broad matrix, fostering a culture of consumer obsession, high ownership, collaboration, speed, and accountability.
Perform other duties as assigned.