Brand Marketing Manager

About the Role

This is a key role at a well-known U.S. modern home furnishings brand, which is dedicated to delivering bold style, accessible luxury and curated design for contemporary living. The brand is in an exciting phase of transformation and expansion, with a focus on strengthening its market position as a culturally resonant and aspirational name.

You will join a collaborative team that values design excellence, entrepreneurial spirit and teamwork, playing a pivotal part in shaping the brand’s next chapter of growth through impactful brand initiatives.

Key Responsibilities

1. Strategic Brand Planning & Repositioning

• Lead annual and seasonal brand planning in alignment with corporate objectives and brand guidelines.
• Develop and execute brand repositioning strategies to keep the brand relevant, aspirational, and differentiated in the marketplace.
• Translate market research, cultural trends, customer insights, and competitive intelligence into actionable brand shifts.
• Partner with leadership to evolve brand architecture, messaging, and value propositions for future growth.

Marketing Campaign Development & Execution

• Own the commercial calendar, ensuring every campaign tells a compelling brand story and supports seasonal and revenue goals.
• Collaborate with the Art Director to translate strategy into striking creative concepts, visual assets, and campaign toolkits.
• Partner with the Lifecycle Marketing Manager to deliver consistent messaging across the customer journey (email, SMS, paid media, social, advertising).
• Lead seasonal campaigns and new product launches, coordinating cross-functional teams to ensure on-time, flawless execution.

Public Relations & Brand Visibility

• Develop and execute PR strategies that elevate the brand’s profile in lifestyle, design, and business media.
• Build and manage media relationships, securing press coverage that reinforces brand positioning and supports campaigns.
• Partner with agencies and influencers to expand reach, drive awareness, and strengthen cultural relevance.
• Oversee press releases, media kits, brand events, and speaking opportunities to enhance brand credibility and thought leadership.

Brand Management & Governance

• Maintain and evolve brand guidelines, ensuring consistency of tone, visuals, and messaging across all channels.
• Audit digital, retail, packaging, and trade touchpoints to protect brand integrity.
• Act as the guardian of brand identity, ensuring all marketing reinforces desired brand perception.

Cross-Functional Collaboration

• Partner with product development, merchandising, e-commerce, retail, and trade teams to ensure brand alignment at every stage.
• Collaborate with the China marketing team to balance global brand consistency with US market relevance.
• Manage agency and vendor partnerships to support brand and PR initiatives.

Performance Tracking & Optimization

• Define and track KPIs for brand health, awareness, PR impact, engagement, and campaign ROI.
• Analyze performance data and consumer insights to optimize strategies.
• Oversee brand marketing and PR budgets with a focus on efficiency and impact.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or related field.
• 5+ years of progressive experience in brand management, marketing, or communications (home, fashion, lifestyle, or luxury sector preferred).
• Proven track record of leading brand repositioning and campaign execution with measurable impact.
• Experience managing PR strategies, media relationships, and influencer partnerships.

Skills

• Strong strategic thinker with the ability to translate insights into creative brand actions.
• Excellent project management skills with a track record of leading cross-functional teams.
• Outstanding communication, storytelling, and presentation skills in English (Mandarin a plus for cross-culture cooperation).
• Proficiency in marketing analytics, performance tracking, and ROI optimization.
• Ability to manage agencies, vendors, and budgets effectively.
• Collaborative and entrepreneurial mindset, with the ability to influence at all levels.
• Passion for design, culture, and staying ahead of consumer trends.