Brand Manager, Vicks at Helen of Troy in Marlborough, MA

Job description

Our Beauty & Wellness division empowers consumers with trusted products that support self-care, from salon-quality styling tools to wellness devices like humidifiers and air purifiers. Our innovative products and solutions promote healthy living, elevating the lives of consumers every day. This business unit includes Braun, PUR , Honeywell , Vicks , Hot Tools , Drybar , Curlsmith , and Revlon brands, and this role may support one or more of these brands. Look around your home, and you'll find us everywhere, in your kitchen, living room, bedroom, and bathroom. We are already making your everyday lives better. We are powered by knowledgeable, enthusiastic, and forward-thinking people committed to developing a culture of inclusion. Whether you are just starting your career or in need of a challenge, we recognize, develop, and empower talent! Position: Brand Manager, Vicks Department: Marketing for Vicks Work Location: Marlborough, MA: Hybrid (3 days onsite per week) Hybrid Schedule: At Helen of Troy, we embrace a flexible hybrid work model designed to support collaboration and productivity. For roles eligible for hybrid work, our standard schedule includes in-office collaboration from Tuesday through Thursday, with the option to work remotely on Mondays and Fridays. Any updates to this model will be communicated in advance. Please note that hybrid eligibility and schedules may vary based on business needs and manager expectations. What you will be doing: Reporting directly to the Marketing Director, the Brand Manager will be responsible for developing and executing strategies that drive brand growth, increase sales, and strengthen market share. This role requires a deep understanding of the consumer, customer, category, and competitive landscape, turning insights into effective brand, product, and go-to-market strategies. The Brand Manager will work cross-functionally with Sales, Finance, Creative, Consumer Insights, Demand Planning, Innovation, Licensing, and external agency partners to develop compelling messaging, packaging, digital assets, product claims, and marketing campaigns that deliver a consistent brand experience across all consumer touchpoints. This position will also lead product launches, line extensions, seasonal programs, and portfolio management initiatives while supporting major retail and e-commerce partners to drive both in-store and online growth. Strategy Development Analyze consumer, customer, category, and competitive trends to identify growth opportunities and develop strategies that drive sales, market share, and brand growth. Partner with cross-functional teams to create compelling brand messaging, creative briefs, packaging, digital assets, and product claims that support consistent branding and storytelling across all consumer touchpoints. Go-To-Market Commercialization Develop and execute go-to-market strategies for new product launches, line extensions, product refreshes, and seasonal programs in partnership with the Marketing Director and cross-functional teams. Create and optimize marketing campaigns that increase awareness, consideration, and sales while establishing KPIs and recommending improvements to maximize performance. Lead the development and execution of digital content, advertising, product detail pages (PDPs), and packaging to ensure a consistent and impactful brand presence. Retail / E-commerce Expertise Partner with Sales to deliver compelling retailer presentations, communicate product points of difference, and support growth initiatives with key retail accounts. Leverage consumer insights, retail media solutions, Amazon Ads, PDP optimization, digital shelf strategies, and performance metrics to drive e-commerce growth and achieve business objectives. Collaborate with Sales and Demand Planning teams to support forecast accuracy, assortment planning, and promotional strategies. Portfolio Management Manage the product portfolio by ensuring SKU profitability, identifying portfolio opt