Demand Manager

As the Demand Strategy Manager , you’ll own the strategies and hands-on execution that build consumer pull-through across key retail partners. You’ll lead demand efforts across advertising, influencer programs, partnerships, product launches, and digital activations—while working closely with sales and retail teams to turn awareness into real-world movement.

This role requires someone who doesn’t just strategize —but can personally execute campaigns across Meta and Instagram and understands how to optimize creative, targeting, and spend to drive awareness and interest.

Responsibilities:

Demand & Brand Strategy

• Build and execute multi-channel demand strategies that increase awareness, consideration, and preference.
• Identify when, where, and how to activate demand by category, audience, and retail channel.
• Coordinate with sales and retail partners to ensure campaigns support both in‑store and ecommerce sell-through.
• Support product launches and key seasonal/retail moments with integrated demand plans.

Advertising & Media (Enhanced for Meta/Instagram Experience)

• Plan, run, and optimize Meta and Instagram campaigns directly —including audience building, creative testing, and reporting.
• Execute awareness-driven advertising with a focus on brand lift and pull-through—not just direct conversion.
• Manage and grow the email list thoughtfully, ensuring high-performing sends without audience fatigue.
• Oversee broader paid media efforts, including retailer media networks (Amazon, Home Depot, Costco, etc.).
• Partner with agencies or freelancers for large-scale or specialized initiatives as needed.

Partnerships & Influencer Marketing

• Build and manage partnerships with influencers, creators, and complementary brands.
• Develop authentic, high-impact programs that highlight products and build consumer demand.
• Measure and optimize partnerships based on reach, engagement, content performance, and retail impact.

Measurement & Insights

• Define KPIs focused on demand creation (awareness, engagement, sell-through indicators, retailer feedback).
• Monitor performance of Meta and Instagram campaigns closely, sharing insights and recommendations.
• Analyze results across channels and continuously refine demand strategy.

Qualifications:

• 7+ years in brand marketing, demand generation, or growth marketing.
• Hands-on experience setting up, managing, and optimizing Meta and Instagram campaigns (required).
• Experience engaging consumers through retail channels (CPG, durable goods, specialty retail, or similar).
• Strong understanding of partnerships, influencer marketing, paid media, and awareness-driving tactics.
• A strategic thinker who loves execution and can manage programs end‑to‑end.
• Comfortable working cross-functionally with sales, product, creative, leadership, and external partners.
• Experience managing budgets and measuring marketing impact beyond direct conversion metrics.