The Brand Marketing Manager reports directly to the Senior Director of Brand Marketing in implementing and reporting on the holistic brand marketing strategy with a focus on influencers, PR, partnerships and activations and organic social media. This includes overseeing coordinators and supporting agency partners as the project management and measurement point person for influencer relations (partnerships, paid content, gifting), coordinating partnerships (social, brand collaborations) and upholding the organic social media content calendar and channels strategy.
This role works closely with the Sr. Director of Brand in all areas on a cross functional planning and creative capacity in the development, plans and execution of various objectives for CALPAK brand building initiatives. This includes an expertise in understanding audiences, communication and relationship building, a passion for storytelling and creativity and having a pulse on trends and culture to identify relevant opportunities where CALPAK can grow brand awareness and consideration among new consumers for our wide selection of travel bags and luggage for everyday and far away travel.
CALPAK employees are on the go, working in a fast paced environment with a let's do it attitude, juggling multiple projects daily. This demanding, yet rewarding environment is best suited for dedicated professionals who want to reach their ultimate potential amid the excitement, joy and wonder that come with the journey of travel and love the process of getting there.
Responsibilities:
Serve as the executional Brand Marketing expert with a focus on consumer journeys, understanding different target audience behaviors and insights, possessing influential communication abilities and a joyful passion for CALPAK travel and the journey of getting there.
Ability to actively identify storylines, be assertive and proactive in creating key headlines and copy for products, initiatives and pitching to PR media to create and build exposure for CALPAK.
Partner with creative providing copywriting headlines and descriptions to execute on brand content and assets.
With the Sr Director, serve as the executional point person for brand partnerships and activations.
Manage the executional weekly marketing calendar and status meetings based on the overarching full year marketing strategy set by the Sr. Director.
Ideate and create planning, pitching and performance recap decks to support marketing, partnerships and influencer strategy.
Coordinate events for the brand based on awareness and consideration goals and KPIs.
Collaborate with acquisition and retention marketing teams on brand execution of key marketing stories and moments inclusive of paid UGC and livestream content.
Uphold the brand tone and messaging by applying the Brand Book to all owned tactics and educating other teams and external partners.
Oversee the organic social media calendar, strategy and Social Media Coordinator to grow CALPAK social media presence, ensuring campaigns, content and giveaways are brand and consumer relevant, hitting measurable objectives and KPIs on a monthly, quarterly and yearly basis.
Oversee the development, optimization and reporting of the Influencer Gifting/Seeding Program and Brand Coordinator to reach a higher potential of reach with a higher return rate in awareness for the brand.
Create and review contracts for partners, platforms, and influencers.
Track and analyze data against KPIs across all tactical marketing touchpoints, inclusive of external studies, surveys and questionnaires.
Manage allocated budgets for different brand marketing projects with clear results on the spend.
Skills/Experience
Bachelor's degree in Communications, Journalism, Marketing or other relevant field or equivalent experience preferred, not required.
4-5+ years of overall communications or marketing experience, with 1-2 years as a people manager, whether in house or external.
Preferably experience in DTC retail marketing, advertising or strongly affiliated fashion or apparel fields.
Effective communication and presentation skills, proactive in initiative and follow through.
Highly organized and detail oriented.
Able to work in a fast-paced environment and on short deadlines.
Comfortable with ambiguity and asking questions, and able to manage change and balance competing/evolving priorities.
High integrity and confidentiality.
Ability to demonstrate an understanding of the ever-changing media landscape and identify new opportunities to grow CALPAK consumer brand and product love.
Collaborative across marketing, creative, digital and production.
Must be able to work exceptionally well with others in a close team environment.
Advanced knowledge of the Microsoft Office required (Word, Excel, PowerPoint, Outlook, etc.); knowledge of social, influencer, PR measuring tools preferred.
Commitment to working with people from diverse backgrounds and commitment to cultural competency.
Ability to uphold and consistently demonstrate the CALPAK Standards.
Travel/Work Hours/Flexibility
Must be available to work in office 5 days a week for the first 6 months, then ability to reassess for a 3 day in office hybrid
General office hours are Monday - Friday, 9:00am - 6:00pm
Travel to all assigned events, as well as requested off-site shoots, appearances, meetings and events as defined by the Senior Director of Brand Marketing
Must be available to work weekends including some overnight trips, when needed