Vice President, Brand Management (Hybrid)

Purple•Draper, UT

2d•Hybrid

About The Position

The Vice President, Brand Management owns the system that turns Purple’s brand and marketing strategy into integrated, funded, sequenced, and measurable plans. This role stewards the brand and coordinates launches, campaigns, and touchpoints so they align with a common strategy. Brand Management is a developing function at Purple. The Vice President will build on the team, briefs, and planning processes already being established, creating a well-run operation. The role sets brand foundations and positioning, authors briefs, owns the plan of record and go-to-market process, and leads measurement and operations to evaluate results. The position partners with the CMO and leaders in Creative, Media, Product, Insights, Finance, eCommerce, Retail, and Wholesale. It is a strategy and systems role rather than a creative role: the Vice President maintains strategic intent and challenges work before it reaches the CMO, while Creative owns the craft. Purple moves quickly and priorities may shift, in a publicly traded company with a startup-oriented operating style.

Responsibilities

Turn Purple’s brand and marketing strategy into integrated, funded, sequenced, and measurable plans.
Steward the brand and ensure launches, campaigns, and touchpoints align with the brand strategy.
Build and operationalize the Brand Management function, team, briefs, and planning processes.
Set the brand foundation and positioning.
Author briefs and own the plan of record and go-to-market process.
Run measurement and operations to determine what is working.
Partner with the CMO and teams across Creative, Media, Product, Insights, Finance, eCommerce, Retail, and Wholesale.
Maintain strategic intent and challenge work before it reaches the CMO.