Vice President, Brand Management (Hybrid)

Purple•Draper, UT

4d•$157,300 - $185,000•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 person stewards the brand and coordinates launches, campaigns, and touchpoints so they align with Purple’s strategy. Brand Management is a developing function at Purple. The Vice President will build on the initial team, briefs, and planning processes to establish a well-run operation. The role sets the brand foundation and positioning, authors briefs, owns the plan of record and go-to-market process, and oversees measurement and operations to assess what is working. It partners with the CMO, Creative, Media, Product, Insights, Finance, and eCommerce, Retail, and Wholesale channel leaders. This is a strategy and systems role rather than a creative role. The position holds strategic intent and challenges work before it reaches the CMO, while Creative owns the craft. Purple operates at a fast pace, with shifting priorities and a startup-like engine within a publicly traded company.

Responsibilities

Own the system that translates Purple’s brand and marketing strategy into integrated, funded, sequenced, and measurable plans.
Steward Purple’s brand and ensure launches, campaigns, and touchpoints align with its strategic direction.
Build and develop the Brand Management function, including its planning processes and operating model.
Set the brand foundation and positioning.
Author briefs and own the plan of record and go-to-market process.
Run measurement and operations to evaluate what is working.
Partner with the CMO, Creative, Media, Product, Insights, Finance, and eCommerce, Retail, and Wholesale channel leaders.
Hold strategic intent and challenge work before it reaches the CMO.