Senior Brand Manager

About Thriving Brands

Thriving Brands is an expanding Consumer Packaged Goods (CPG) company specializing in personal care products, including well-known labels such as Right Guard, Dry Idea Deodorant, COLAB dry shampoo, and Johnny's Chop Shop men's grooming items.

Role Overview

This strategic and entrepreneurial Senior Brand Manager role involves leading two complementary personal care brands—Dry Idea and COLAB—across the United States and United Kingdom. The position entails full ownership of the brand lifecycle, from defining annual strategy based on consumer insights to managing innovation pipelines, creative processes, and execution.

As the central brand steward, you will collaborate across sales, e-commerce, supply chain, finance, and external agency teams. The role currently functions as an individual contributor with opportunities for future leadership and team development as the business expands.

Key Responsibilities

• Direct the annual brand plans for Dry Idea and COLAB in the US and UK, setting goals, strategies, budgets, and key performance indicators.
• Establish and maintain brand positioning, messaging frameworks, and visual identity standards, ensuring consistency throughout all customer interactions.
• Analyze category trends, competitors, and consumer behavior in both markets to uncover actionable brand growth opportunities.
• Lead creative briefings, development, and approvals for campaigns, digital content, packaging, public relations, and in-store materials by partnering with agencies.
• Oversee social and digital marketing efforts to ensure culturally relevant and commercially successful brand presence.
• Coordinate integrated go-to-market strategies for product launches and seasonal promotions.
• Manage the innovation pipeline by identifying new opportunities, briefing new product development teams, guiding development through informal stage-gate processes, and leading launches.
• Work with supply chain and commercial teams to optimize SKU rationalization and overall portfolio health.
• Collaborate with sales and e-commerce departments to create trade marketing materials, retail programs, and strategies tailored to Amazon and other e-commerce platforms.
• Monitor brand profit and loss performance, identify risks and opportunities, and advise on investment decisions.
• Interpret consumer insights, shopper data, and performance analytics to support brand decisions and measure effectiveness.
• Define, track, and report on brand health metrics such as awareness, trial, and loyalty to leadership as data becomes available.
• Act as the central liaison aligning marketing, sales, e-commerce, operations, and finance stakeholders.
• Manage external agencies including creative, PR, and media partners, holding them to standards, deadlines, and budget requirements.

Brand Background

Dry Idea: A longstanding American antiperspirant and deodorant brand recognized for efficacy and hypoallergenic qualities, targeting the mass market with a loyal consumer base focused on performance. Opportunities include expanding market distribution and growing a younger user segment through innovative new benefits.

COLAB: An award-winning dry shampoo brand initially launched in the UK, now growing in both US and UK markets. Known for innovative formulas, affordable pricing, and culturally resonant creative content, COLAB appeals to younger and trend-conscious consumers with potential for enhanced awareness, trial, and distribution.

Candidate Qualifications

• Minimum five years of brand management experience within consumer packaged goods, preferably in personal care, demonstrating ownership over brand strategy and campaign delivery.
• Proven ability to simultaneously manage multiple brands or product portfolios in dynamic, fast-paced settings.
• Experience in US and/or UK markets, comfortable addressing cultural and retail variations between these regions.
• Strong creative acumen with experience in briefing and approving consumer-facing marketing assets.
• Data-driven approach with familiarity in syndicated data sources such as Circana and Numerator, brand health tracking, and P&L management.
• Exceptional communication and collaboration skills with the ability to influence cross-functionally without direct authority.
• Residency in Eastern or Central US time zones with a fully equipped, professional home office setup is required.

Benefits and Work Environment

• Competitive salary complemented by performance-based bonuses.
• Comprehensive benefits package including 401K.
• Fully remote work setting offering flexibility and no daily commute.
• High-responsibility role with direct access to senior leadership.
• Opportunity to shape and grow two distinct brands at a critical phase.
• Supportive, entrepreneurial culture emphasizing creativity, agility, and accountability.