Sr Marketing Manager

Resideo • Golden Valley, MN

15h • Hybrid

About The Position

Resideo is seeking a strategic and visionary Brand Strategy Marketing Manager to lead the development, governance, and execution of brand strategy across our portfolio. This role will be instrumental in shaping our brand architecture , driving brand value, and ensuring consistency and clarity across all touchpoints. You will collaborate cross-functionally to align brand strategy with business goals, leveraging data and insights to inform decisions and optimize brand performance. Brand Strategic Framework & Brand Architecture Brand Framework Development: Lead the strategic development of a comprehensive brand framework that encompasses the Resideo corporate brand, our product brands (including Honeywell Home, First Alert, BRK, and Resideo), and product family sub-brands. Architecture Management: Formalize the brand architecture including the strategic role, target audience, and competitive set for each entity. Brand Positioning: Develop and maintain distinct positioning statements and Unique Value Propositions (UVPs) for each core brand, ensuring messaging differentiation for B2B channels (e.g., HVAC dealers, security installers) and B2C end-users. Brand Value & Equity Brand Health Tracking: Partner with Insights & Intelligence team to monitor brand awareness, perception, preference, and Net Promoter Score (NPS) for all major brands. Brand Value and Equity: Build and reinforce brand equity to increase customer trust, preference, and loyalty across all segments and markets, while positioning the brand as a strategic asset that drives purchase decisions, strengthens partner alignment, and fosters long-term customer relationships. Brand Storytelling: Define and champion brand storytelling that communicates Resideo’s purpose, values, and differentiation leveraging our rich heritage, commitment to product quality, community impact, and our investment in Pro partnerships and their businesses. Data-Driven Insights Research Design & Execution: Leverage qualitative and quantitative research methods including A/B testing, focus groups, and surveys to guide brand strategy and marketing decisions. Competitive Intelligence: Monitor competitor brand activity, positioning shifts, and messaging strategies to identify market gaps and emerging threats. Digital Data Optimization: Analyze digital performance metrics (e.g., web analytics, social engagement, conversion data) to refine and optimize marketing campaigns for maximum impact. Compelling Naming Development Naming Strategy Development: Lead the creation of naming philosophies tailored to each line of business or category, using competitive benchmarking and market insights to ensure relevance, differentiation, and alignment with long-term brand strategy. Naming Process Ownership: Develop and manage the end-to-end naming process for products, services, and features, partnering with marketing, product, sales, and other stakeholders to ensure relevancy, extendability, and alignment across the brand portfolio. Naming Creation & Optimization: Lead the hands-on development of names for products, services, and features - including ideation, customer testing, and digital optimization - to ensure names are not only compelling and clear, but also deliver strategic value and brand strength when optimized for relevance, discoverability, and long-term impact. Trademark Portfolio Management: Own the Global Trademark & Licensing budget and financial management while partnering with legal counsel to oversee the registration, maintenance, and renewal of all global trademarks and service marks. Integrated Marketing Strategy & Alignment Go-to-Market (GTM) Strategic Input: Provide strategic brand input to Marketing and Sales teams to ensure product launches are supported by on-brand messaging and targeted campaigns. B2B/B2C Alignment: Develop differentiated messaging strategies that address the distinct needs of the B2B professional (ROI, ease of installation, reliability) while also incorporating the emotional and user-centric needs of the B2C consumer (security, comfort, simplicity). Content Strategy Guidance: Collaborate with content teams to ensure all content adheres to the established brand voice, personality, and tone for the respective brand. Value Proposition Clarity: Ensure communications clearly articulate the unique benefits, differentiated features, and superior quality that distinguish Resideo’s brands from generic or competitive offerings. Brand Style Guides & Tools: Oversee the creation and enforcement of comprehensive brand style guides, voice/tone documents, and architecture rules to ensure global consistency across all regions, languages, and marketing collateral. Brand Marketing & Campaign Management Lead Brand Campaigns: Plan, develop, and execute integrated brand marketing campaigns across digital and traditional channels to drive awareness, engagement, and loyalty. Budget & Performance Oversight: Manage campaign budgets, timelines, and KPIs to ensure efficient resource allocation and measurable results. Brand Website Management: Oversee content strategy, updates, and optimization of the brand website to maintain consistency and enhance user experience. Third-Party Brand Partnerships: Identify and manage opportunities to extend brand reach through co-marketing initiatives, sponsorships, and approved third-party usage of brand assets. Branded Merchandise, Apparel & Collateral: Develop and maintain branded swag, apparel, and promotional materials that align with brand guidelines and reinforce marketing objectives. Brand Governance: Ensure all campaigns, partnerships, and materials adhere to brand standards and reinforce brand positioning. Packaging Design Oversight and Guidance Guide Packaging Design Strategy: Ensure alignment with brand identity and value, incorporates testing and insights, drives consideration and purchase, and enhances user experience across each brand. Insights Driven Decisions: Evaluate packaging concepts through consumer testing, competitive analysis, and sustainability considerations. Global Consistency: Provide clear creative direction and feedback to internal designers and external agencies to maintain brand consistency across all packaging formats. Licensing Strategy & Management Licensing Strategy Development: Create and lead the brand licensing strategy for Resideo-owned brands, identifying growth opportunities with third-party manufacturers and building scalable models for brand extension. Stakeholder Collaboration & Selling: Partner with marketing, product, sales, and legal teams to define licensing frameworks, build compelling business cases, and advocate for licensing opportunities that align with brand and business goals. Financial Modeling & Governance : Develop financial models to evaluate licensing potential, forecast revenue impact, and guide decision-making, while ensuring brand integrity through clear usage guidelines and governance processes. Licensing Governance (Honeywell Home): Act as the primary internal strategy lead for the Honeywell Home brand, ensuring all brand usage, messaging, and visual identity adhere to licensing agreements while supporting Resideo's long-term corporate vision and business opportunities.

Requirements

• 7+ years of experience in brand strategy, marketing, or brand management, ideally within a multi-brand or licensing environment.
• Expertise in brand architecture models (e.g., House of Brands, Branded House, Endorsed Brands).
• Proven ability to develop and manage marketing campaigns , including planning, execution, and performance optimization.
• Experience with packaging design and strategies , ensuring alignment with brand identity and consumer appeal.
• Strong financial acumen with experience in budget planning , management, and ROI analysis for marketing initiatives.
• Licensed brand management experience and ability to navigate complex brand governance requirements.
• Analytical and data-driven mindset , leveraging insights to guide strategic decisions and optimize marketing effectiveness.
• Excellent communication, collaboration, and project management skills to lead cross-functional initiatives successfully.

Nice To Haves

• Experience in smart home, consumer electronics, or similar
• Experience in B2B2C industries or Channel-Driven Businesses.
• Familiarity with brand tracking tools and methodologies.
• Ability to influence and lead cross-functional teams without direct authority.

Responsibilities

• Lead the strategic development of a comprehensive brand framework that encompasses the Resideo corporate brand, our product brands (including Honeywell Home, First Alert, BRK, and Resideo), and product family sub-brands.
• Formalize the brand architecture including the strategic role, target audience, and competitive set for each entity.
• Develop and maintain distinct positioning statements and Unique Value Propositions (UVPs) for each core brand, ensuring messaging differentiation for B2B channels (e.g., HVAC dealers, security installers) and B2C end-users.
• Partner with Insights & Intelligence team to monitor brand awareness, perception, preference, and Net Promoter Score (NPS) for all major brands.
• Build and reinforce brand equity to increase customer trust, preference, and loyalty across all segments and markets, while positioning the brand as a strategic asset that drives purchase decisions, strengthens partner alignment, and fosters long-term customer relationships.
• Define and champion brand storytelling that communicates Resideo’s purpose, values, and differentiation leveraging our rich heritage, commitment to product quality, community impact, and our investment in Pro partnerships and their businesses.
• Leverage qualitative and quantitative research methods including A/B testing, focus groups, and surveys to guide brand strategy and marketing decisions.
• Monitor competitor brand activity, positioning shifts, and messaging strategies to identify market gaps and emerging threats.
• Analyze digital performance metrics (e.g., web analytics, social engagement, conversion data) to refine and optimize marketing campaigns for maximum impact.
• Lead the creation of naming philosophies tailored to each line of business or category, using competitive benchmarking and market insights to ensure relevance, differentiation, and alignment with long-term brand strategy.
• Develop and manage the end-to-end naming process for products, services, and features, partnering with marketing, product, sales, and other stakeholders to ensure relevancy, extendability, and alignment across the brand portfolio.
• Lead the hands-on development of names for products, services, and features - including ideation, customer testing, and digital optimization - to ensure names are not only compelling and clear, but also deliver strategic value and brand strength when optimized for relevance, discoverability, and long-term impact.
• Own the Global Trademark & Licensing budget and financial management while partnering with legal counsel to oversee the registration, maintenance, and renewal of all global trademarks and service marks.
• Provide strategic brand input to Marketing and Sales teams to ensure product launches are supported by on-brand messaging and targeted campaigns.
• Develop differentiated messaging strategies that address the distinct needs of the B2B professional (ROI, ease of installation, reliability) while also incorporating the emotional and user-centric needs of the B2C consumer (security, comfort, simplicity).
• Collaborate with content teams to ensure all content adheres to the established brand voice, personality, and tone for the respective brand.
• Ensure communications clearly articulate the unique benefits, differentiated features, and superior quality that distinguish Resideo’s brands from generic or competitive offerings.
• Oversee the creation and enforcement of comprehensive brand style guides, voice/tone documents, and architecture rules to ensure global consistency across all regions, languages, and marketing collateral.
• Plan, develop, and execute integrated brand marketing campaigns across digital and traditional channels to drive awareness, engagement, and loyalty.
• Manage campaign budgets, timelines, and KPIs to ensure efficient resource allocation and measurable results.
• Oversee content strategy, updates, and optimization of the brand website to maintain consistency and enhance user experience.
• Identify and manage opportunities to extend brand reach through co-marketing initiatives, sponsorships, and approved third-party usage of brand assets.
• Develop and maintain branded swag, apparel, and promotional materials that align with brand guidelines and reinforce marketing objectives.
• Ensure all campaigns, partnerships, and materials adhere to brand standards and reinforce brand positioning.
• Guide Packaging Design Strategy: Ensure alignment with brand identity and value, incorporates testing and insights, drives consideration and purchase, and enhances user experience across each brand.
• Evaluate packaging concepts through consumer testing, competitive analysis, and sustainability considerations.
• Provide clear creative direction and feedback to internal designers and external agencies to maintain brand consistency across all packaging formats.
• Create and lead the brand licensing strategy for Resideo-owned brands, identifying growth opportunities with third-party manufacturers and building scalable models for brand extension.
• Partner with marketing, product, sales, and legal teams to define licensing frameworks, build compelling business cases, and advocate for licensing opportunities that align with brand and business goals.
• Develop financial models to evaluate licensing potential, forecast revenue impact, and guide decision-making, while ensuring brand integrity through clear usage guidelines and governance processes.
• Act as the primary internal strategy lead for the Honeywell Home brand, ensuring all brand usage, messaging, and visual identity adhere to licensing agreements while supporting Resideo's long-term corporate vision and business opportunities.

Benefits

• Lead the effort in reimagining Resideo's new brand identity and moving us into the future post spin.
• Being highly visible affecting the marketing direction of the organization at the highest level.
• A chance to be uniquely creative while finding ways to develop and stretch our house of brands in reaching more consumers worldwide.

What This Job Offers

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