Senior Manager of Brand Strategy

Kele • Bartlett, TN

8d • Onsite

About The Position

The Senior Manager, Brand Strategy translates customer insights, market intelligence, and behavioral data into practical brand tools and activation recommendations that strengthen customer connection and support growth. Working under the direction of the VP, Brand Strategy, this role develops personas, maps customer buying behaviors, and builds differentiated value propositions and messaging within Kele’s brand strategy. The Senior Manager manages assigned brand initiatives from insight and supports through implementation, partnering with Marketing, and Sales to deliver a consistent, ESSENTIAL DUTIES AND RESPONSIBILITIES: Customer, Market & Insights – Analyze and synthesize qualitative and quantitative customer research, market intelligence, and internal feedback. Monitor competitors and translate findings into clear recommendations for audience priorities, messaging, and customer experience improvements to drive growth. Unified Brand Strategy – Develop and maintain personas, customer segments, buying behavior maps, and brand playbooks within the strategy established by the VP, Brand Strategy. Apply brand architecture guidelines and identify customer lifecycle opportunities for review and prioritization. Brand Positioning – Develop audience-specific value propositions, messaging, and proof points that communicate Kele’s differentiation. Use competitive analysis and customer insights to recommend positioning refinements and opportunities to strengthen preference. Activation Planning & Stewardship – Translate brand and behavioral playbooks into actionable briefs that define the audience, buying decision, message, channel considerations, and intended outcome. Partner with activation teams to assess feasibility, estimate potential impact, and manage assigned initiatives against agreed priorities, timelines, and resources. Cross-Functional Collaboration – Coordinate with Marketing, Sales, and Customer Experience to gather input, align deliverables, and support adoption of brand tools and messaging. Develop guidance and enablement materials for assigned initiatives; surface dependencies and decisions requiring VP alignment. Measurement & Improvement – Partner with Analytics to operationalize and track agreed brand and customer measures, such as awareness, consideration, NPS, and engagement. Summarize results, identify learning opportunities, and recommend improvements that connect brand activity to customer penetration and business growth.

Requirements

• Bachelor’s degree in marketing, Communications, Business, or related field.
• 5+ years of progressive experience in brand strategy, customer insights, or strategic marketing, ideally within B2B markets.
• Strong analytical skills with experience interpreting qualitative and quantitative customer research, segmentation, and performance metrics.
• Demonstrated ability to translate customer insights into actionable messaging, brand tools, and activation recommendations.
• Experience developing or applying brand identity guidelines, messaging frameworks, and customer-facing communications.
• Demonstrated success managing cross-functional brand or marketing initiatives from planning through implementation and measurement.
• Customer-obsessed attitude - committed to delivering best-in-class experiences and continuously improving how customers interact with the brand.
• Strategic thinker who connects customer needs and buying behaviors to practical brand recommendations.
• Strong project management and prioritization skills, with the ability to coordinate cross-functional contributors and deliver against agreed plans.
• Strong storytelling and communication abilities, both written and verbal.
• Data-informed decision maker skilled at integrating insights into creative execution.
• Working knowledge of brand governance, voice and tone, and content strategy, with attention to consistent application.
• Collaborative mindset with the ability to influence partners and build alignment across functions.
• Entrepreneurial and adaptable, thriving in a dynamic, fast-paced environment.
• Bachelor’s degree in Marketing, Communications, Business, or related field.
• 8+ years of progressive brand leadership experience, ideally within B2B markets.
• Deep analytical background—able to synthesize & interpret customer data, segmentation, and performance metrics.
• Proven ability to translate customer insights into actionable brand strategies.
• Experience overseeing brand identity, messaging frameworks, and corporate communications.
• Demonstrated success managing multi-channel brand programs and large-scale campaigns.

Responsibilities

• Analyze and synthesize qualitative and quantitative customer research, market intelligence, and internal feedback.
• Monitor competitors and translate findings into clear recommendations for audience priorities, messaging, and customer experience improvements to drive growth.
• Develop and maintain personas, customer segments, buying behavior maps, and brand playbooks.
• Apply brand architecture guidelines and identify customer lifecycle opportunities for review and prioritization.
• Develop audience-specific value propositions, messaging, and proof points that communicate Kele’s differentiation.
• Use competitive analysis and customer insights to recommend positioning refinements and opportunities to strengthen preference.
• Translate brand and behavioral playbooks into actionable briefs that define the audience, buying decision, message, channel considerations, and intended outcome.
• Partner with activation teams to assess feasibility, estimate potential impact, and manage assigned initiatives against agreed priorities, timelines, and resources.
• Coordinate with Marketing, Sales, and Customer Experience to gather input, align deliverables, and support adoption of brand tools and messaging.
• Develop guidance and enablement materials for assigned initiatives; surface dependencies and decisions requiring VP alignment.
• Partner with Analytics to operationalize and track agreed brand and customer measures, such as awareness, consideration, NPS, and engagement.
• Summarize results, identify learning opportunities, and recommend improvements that connect brand activity to customer penetration and business growth.

Benefits

• Medical, vision, and dental insurance
• HSA
• FSA (medical and dependent care)
• 401(k) with employer match up to 4% with immediate vesting
• Employer-paid short- and long-term disability coverage
• Employer-paid basic life and AD&D insurance; supplemental life for employees and dependents available
• Paid time off and paid holidays
• Tuition reimbursement
• Paid maternity leave

What This Job Offers

• Job Type: Full-time
• Career Level: Senior