BRAND DEVELOPMENT MANAGER JOB DESCRIPTION

A brand either grows its share of market or it loses ground. No middle state holds for long. The Brand Development Manager owns the strategy and execution that determine which direction a consumer goods brand moves, from annual marketing plan development to sponsorship activation and category management analysis. The role sits within a marketing organization and answers to senior commercial leadership, with day-to-day collaboration spanning Sales, external agencies, and the Corporate Digital Team. What makes it hard is the scope: this person must translate consumer trend data into actionable sales recommendations while simultaneously managing creative output, event logistics, and partner relationships.

As the Brand Development Manager, you shape the annual marketing strategy, brand positioning, and channel activation plans that drive demand and grow share of market for a consumer goods portfolio. You collaborate with advertising agencies, category management teams, and sales leadership to ensure that brand plans convert into measurable commercial results.

Career Impact: Owning share-of-market strategy across both B2C and B2B channels - while managing agency relationships and category management data - builds the kind of cross-functional brand leadership credibility that senior marketing roles consistently require.

Business Impact: The plans this role produces determine how a consumer goods brand is positioned, activated, and measured at retail and on-trade, directly affecting whether sales targets are met each year.

Growth Opportunity: Experience managing direct reports alongside external sponsorship and event programs positions Brand Development Managers for Brand Director and Head of Marketing roles within 3 to 5 years.

• Develop annual marketing plans aligned with corporate strategy and consumer insight to guide brand investment decisions.
• Refine product positioning and messaging to differentiate the portfolio against competitors in target markets.
• Lead sponsorship and event activation programs in collaboration with external partners to drive brand awareness.
• Partner with the Corporate Digital Team to maintain digital channel consistency and align brand execution to plan.
• Analyze category management data and competitive intelligence to produce actionable recommendations for Sales.
• Monitor campaign and brand performance metrics and adjust plans to accelerate share-of-market growth.
• Manage and develop direct reports, overseeing workload, performance, and professional development across the team.
• Coordinate with advertising agencies on creative strategy and digital executions to ensure on-brand output.

• Bachelor's degree in Marketing, Business, or a related field, or equivalent work experience.
• 8 or more years of brand management or marketing experience, with demonstrated responsibility for annual marketing plans and share-of-market targets.
• Experience working across both B2C and B2B marketing channels within a consumer goods or retail environment.
• Proven experience with category management data and translating insights into sales-facing recommendations.
• Experience planning and managing sponsorships, tradeshows, and consumer activation events.
• Experience supervising and developing direct reports within a marketing team.
• Strong analytical and strategic thinking skills with ability to interpret market data and recommend clear actions.
• Excellent interpersonal and communication skills with demonstrated ability to influence cross-functional stakeholders.

• Experience working within a bilingual or multicultural market, with bilingual language ability considered a strong asset.
• Background coordinating between internal digital teams and external creative or media agencies.
• Familiarity with digital performance oversight including alignment of brand plans to paid and owned channel metrics.
• Exposure to project management practices including timeline mapping and cross-departmental progress tracking.

• Share-of-market movement, measured quarterly against agreed brand plan targets.
• Annual marketing plan completion rate, tracking delivery of all planned brand initiatives on schedule.
• Sponsorship and event activation count per year, measured against the agreed partnership calendar.
• Category management recommendation adoption rate, reflecting how often Sales acts on brand-provided insights.
• Campaign performance index, comparing actual brand awareness and consideration lift to projected benchmarks.
• Typical tools: presentation and reporting (commonly PowerPoint and Excel); CRM and digital oversight platforms vary by employer.

• Base Salary Range: $90,000 to $125,000 per year depending on experience and market.
• Bonus: Annual performance bonus typically 10 to 15 percent of base salary.
• Equity: Equity offerings uncommon at this level in consumer goods; stock purchase plans sometimes available.
• Health Benefits: Medical, dental, and vision coverage standard; employer contribution varies.
• PTO: 15 to 20 days per year plus public holidays.
• Common Perks: Event and tradeshow travel budget, professional development allowance, mileage reimbursement for field activations.

Figures are estimates based on general US market benchmarks and may be outdated. Adjust based on location, company size, and seniority level.

Background checks are a standard condition of employment for this role, and offers are contingent on successful completion. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, age, disability, veteran status, sexual orientation, gender identity, or any other characteristic protected under applicable federal, state, and local law. Reasonable accommodations are available to individuals with disabilities throughout the application and employment process. Candidates must be authorized to work in the United States.

The Brand Development Manager owns the development of annual marketing plans and brand positioning strategies to grow brand demand and share of market across B2C and B2B channels in Canada. Working closely with the Corporate Digital Team, advertising agencies, and external sponsorship partners, this role evaluates campaign results and adjusts plans to accelerate growth and deliver measurable sales impact.

Key Responsibilities

• Develop annual marketing plans aligned with corporate and consumer strategy.
• Refine product positioning and messaging to differentiate products in the market.
• Work with advertising agency on brand creative strategy and digital executions.
• Identify and work with external partners on sponsorship and event activations.
• Provide digital oversight to align brand with plan and target market.
• Work closely with Corporate Digital Team to maintain consistency of process.
• Utilize category management data and insights to provide recommendations for Sales.
• Continuously seek new trends and competitive information to identify opportunities for Sales.
• Analyze research data to develop strategies supporting sales team initiatives.

Required Qualifications

• 8-10 years of experience in Brand Management or Marketing.
• Experience working in Marketing in both B2C and B2B channels in Canada.
• Experience working with category management.
• Experience in event sponsorship, tradeshows, and management.
• Experience supervising and managing direct reports.
• Strong strategic and analytical skills.
• Proficiency in Microsoft Office including Outlook, PowerPoint, Excel, and Word.
• Strong interpersonal and effective communication skills with ability to influence others.
• Creative approach to problem solving with high attention to detail.
• Bilingual ability is an asset.

Embedded within TikTok's client-facing sales organization, the Brand Development Manager builds relationships with direct clients and agencies to drive revenue through consultative media solutions and strategic sales presentations. Working closely with cross-functional teams on operational and strategic initiatives, this role delivers measurable business results for clients through education, product updates, and best-in-class customer service.

Core Functions

• Identify, prioritize, and secure business opportunities.
• Drive revenue by seeking partnerships with direct clients and agencies.
• Use a consultative approach by offering strategic media solutions to clients.
• Create compelling sales propositions utilizing internal and external data.
• Liaise with cross-functional teams on structuring and executing operational and strategic initiatives.
• Develop and implement best practices for client interaction, sales, and services.
• Create persuasive sales presentations using market trends and case studies.
• Update clients on products and developments and educate on best practices.
• Ensure clients receive the highest level of sales and operational customer service.

Qualifications and Experience

• Bachelor's degree in Business, Communications, Marketing, or related field.
• 1-3 years of experience in marketing, brand advertising, media sales, or online advertising.
• Expert knowledge of social media, mobile apps, and digital and mobile marketing.
• Knowledge of self-serve platform, auction, and biddable digital advertising buying.
• Proven track record of reaching and exceeding sales goals.
• Excellent communication and presentation skills.
• Creative, outside-the-box thinker with ability to perform in a dynamic, changing environment.
• Passion for TikTok marketing and enthusiasm for building from the ground up.

Reporting to senior leadership, the Brand Development Manager delivers global business growth by defining and implementing the licensing strategic and operational plan for Figurama, including portfolio expansion, partner negotiations, and budget oversight. Partnering with the Creative Director and Licensing Team, this role drives sustainable revenue development and maximizes financial opportunities through well-defined brand strategies and strong licensor relationships.

Primary Duties

• Define and implement the Licensing strategic and operational plan to deliver business growth globally.
• Drive sales growth by strategically expanding the portfolio of licensors and customers.
• Manage the licensing programme and schedule in line with brand strategies and production schedules.
• Monitor annual business plans for all brand licenses.
• Conduct analysis to ensure sustainable revenue development.
• Oversee licensing budget and spend, analyzing performance against financial goals.
• Analyze market and consumer trends to identify new license opportunities.
• Lead the Licensing Team to deliver well-defined brand strategies to maximize financial opportunities.
• Negotiate and secure new licensing partners and forging strong partnerships.
• Own the relationship with licensing partners including planning, approvals, and communication.

Skills and Qualifications

• Degree in Business or Marketing preferred.
• Significant experience in license acquisition at a senior level.
• Experience in setting a strategic and operational plan to deliver financial growth.
• Direct sales experience with proven skills in deal structuring and negotiating.
• Strong analytical and numerical skills with ability to build and explain financial models.
• Proficiency in Microsoft Office including Outlook and Word.
• Ability to build strong collaborative relationships with partners from diverse cultural backgrounds.
• Fluency in English and Japanese is essential.
• Willingness to travel to engage directly with partners.

Sitting at the intersection of commercial strategy and brand relationship management, the Brand Development Manager monitors growth plan metrics across new and used car, renewals, aftersales, and insurance while developing action plans to maintain and improve performance. Operating across brand, retailer, and senior management audiences, this role identifies and quantifies business opportunities using competitor analysis and market data to drive measurable financial outcomes for VWFS.

Accountabilities

• Closely monitor agreed growth plan metrics across new and used car, renewals, aftersales, and insurance.
• Actively provide analysis on under and over performance and develop action plans to improve results.
• Lead planning for new model launches and ensure key products are available at vehicle launch dates.
• Participate in and drive the commercial relationship with the Brand alongside the Brand Manager.
• Represent the company at Brand and Retailer meetings to position and negotiate use of products.
• Support and lead agreed initiatives, projects, and events across new and used channels.
• Collaborate across brands and the broader Commercial department to share and transfer best practices.
• Identify and quantify business opportunities using competitor analysis and market data.
• Present initiatives and recommendations to Senior Management audiences in the Brands.

Experience and Qualifications

• Strong analytical skills with proven ability to interpret data and recommend actions.
• Experience presenting data and results in a meaningful way for senior audiences.
• Experience in project management including mapping steps, timings, and monitoring progress.
• Good understanding of the automotive and automotive financial services industry.
• Experience using data analysis and reporting tools including Excel and VBA.
• Highly developed communication, negotiation, influencing, and stakeholder management skills.
• Strong problem-solving skills with ability to drive change and resilience to work under pressure.

A key member of Ankorstore's brand-facing team, the Brand Development Manager leads a portfolio of Italian brands to increase their wholesale activity and retailer acquisition on the platform through consultative sales strategy and tailored product support. Collaborating across product, operations, and regional teams, this role drives measurable growth by converting brand pain points into platform solutions and expanding retailer referral networks.

Role Responsibilities

• Leverage Ankorstore European expertise to convince brands to manage and increase wholesale activity.
• Manage and develop a portfolio of brands to accelerate retailer acquisition and optimize their network.
• Identify key pain points and leverage platform features and products to provide solutions.
• Provide effective prospection and sales strategy to brands in the portfolio.
• Identify and pursue opportunities to get more retailers referred by brands in a structured manner.
• Drive product adoption by providing extra and tailored support to brands.
• Provide best tools and best practices to improve prospection, conversion, and repurchase rate.
• Monitor performance and analyze brand activity to identify upsell opportunities and optimization needs.
• Contribute to product development by providing feedback and feature requests from brands.

Position Requirements

• At least 3-4 years of experience in an Account Manager or Business Development role.
• BtoB experience is a plus.
• Strong relationship-building skills with determination to ensure client success.
• Data and impact driven with ability to track results and identify improvements.
• Excellent written and verbal communication skills with ability to manage multiple relationships.
• High resilience and proactivity with strong organizational skills and ability to prioritize tasks.
• Fluency in Italian (native) and English.
• Passion for retail, wholesale, and ecommerce.

Sustained brand growth depends on the Brand Development Manager, who leads cross-functional project teams in executing research-based brand strategies, marketing campaigns, and positioning frameworks across all channels. Based within the marketing organization and serving as steward of the company's brand strategy, this role measures campaign success and ensures consistency of tone, messaging, and visual identity to build long-term market position.

Day-to-Day Responsibilities

• Identify how the brand is currently positioned in the market and design a research-based brand strategy.
• Lead cross-functional project teams focused on execution of branding programs and strategies.
• Measure and report on the success of brand marketing campaigns.
• Develop and maintain brand messaging and visual elements.
• Develop and execute marketing campaigns to communicate brand message and increase awareness.
• Ensure consistency with tone of voice and brand messaging across all channels.
• Analyze customer knowledge, trends, and market analysis to create successful brand strategies.
• Own the development and implementation of brand marketing strategies and tracking collateral materials.
• Establish positioning, identify target audience, and develop marketing plans with specific objectives.
• Communicate brand personality internally and act as steward of the company's brand strategy.

Professional Experience

• Proven experience as a Brand Development Manager with a track record in digital marketing campaigns.
• Experience in B2B service marketing.
• Experience managing a high-performance team.
• Solid knowledge of online marketing tools and best practices.
• Excellent analytical and project management skills.
• Creative, strategic, and trend-savvy with deep understanding of digital marketing channels.
• Highly motivated, flexible, and service-oriented with strong prioritization and organizational skills.
• Advanced English level.

As the Brand Development Manager, this role creates comprehensive brand marketing strategies, defines program KPIs, and builds tactical roadmaps that guide daily brand-building activities across the Powersports industry. The marketing team relies on this work to coordinate sponsorships, manage creative production, and activate partnerships and events that grow Kenda's market presence and rider community engagement.

Key Deliverables

• Create comprehensive brand marketing strategies, define program KPIs, and build tactical roadmaps.
• Plan promotional and marketing activities and associated budgets in the short and mid term.
• Manage creative teams in creation and distribution of promotion, copy, photo, and video content.
• Coordinate PR, editorial, and social campaigns in cooperation with media reps and influencers.
• Nurture open communication channels with partner dealers, athletes, media, promoters, and vendors.
• Manage orders and stateside inventory to support partners.
• Solicit, catalog, and distill rider-level product feedback in cooperation with product and engineering teams.
• Manage logistical planning of workforce, product, and promotional material for events.
• Manage, grow, and refine the Partnerships and Sponsorships program.

Education and Experience

• Bachelor's degree in Marketing, Business, or related field.
• 3+ years of experience in sales and/or marketing, with Powersports industry background preferred.
• Familiarity with the Powersports industry, major manufacturers, and aftermarket brands.
• Intermediate level Excel experience including pivot tables and lookups.
• Base level knowledge of campaign tools including Google Ads and Analytics.
• Self-motivated, organized, and effective manager of time with ability to prioritize multiple tasks.
• Ability to work in varied environments including office, warehouse, remote, and events.
• Willingness to travel at least once per month and work outdoors in variable weather conditions.

Brand Development Manager develops brand awareness and demand across importers, wholesalers, and on-trade and off-trade channels by coordinating consumer activations, staff training, and monthly territory reporting. The work directly supports sales pipeline growth and CRM accuracy, enabling the business to respond to competitor activity and distribution gaps across the territory.

Scope of Work

• Develop brand awareness and demand with importers, stores, wholesalers, and on-trade and off-trade channels.
• Maintain relations with and provide front line support for all accounts.
• Perform staff training and tastings for importers, distributors, wholesalers, stores, and on-trade.
• Coordinate and implement consumer activations, tastings, and events.
• Report monthly on competitor pricing, promotions, and activations in the territory.
• Report monthly on brand distribution, stock availability, and service issues.
• Maintain continuous data collection and CRM records for both B2B and B2C channels.

Background and Experience

• Results-driven with ability to effectively build and manage a pipeline to hit targets.
• Experience in sales with strong contacts within premium on-trade.
• Excellent understanding of local culture, consumer habits, and trends.
• Strong organizational discipline with ability to work autonomously in an entrepreneurial environment.
• Persuasive with excellent communication and interpersonal skills.
• Creative thinker with ability to project brand values and convey excitement for the brand.
• Mobility and willingness to travel across the territory.