Carter’s, Inc. Looking for BRAND MANAGER, GROWTH & INNOVATION at Atlanta, Georgia Full Time

Job Description

Carter’s, Inc. is the largest branded marketer in North America of apparel exclusively for babies and young children. The Company owns the Carter’s and OshKosh B’gosh brands, two of the most recognized brands in the marketplace. These brands are sold in leading department stores, national chains, and specialty retailers domestically and internationally. They are also sold through more than 1,000 Company-operated stores in the United States, Canada, and Mexico and online at www.carters.com, www.oshkosh.com, and www.cartersoshkosh.ca. The Company’s Just One You and Genuine Kids brands are available at Target, its Child of Mine brand is available at Walmart, and its Simple Joys brand is available on Amazon. The Company also owns Skip Hop, a global lifestyle brand for families with young children. Carter’s is headquartered in Atlanta, Georgia. 

30% Little Planet Brand Marketing Strategy: Develop and execute the brand marketing and positioning strategy for Little Planet by Carters

• Oversee all aspects of brand positioning and brand messaging for Little Planet by Carters, partnering with Director/VP/Merch to develop and execute consumer-led annual brand plans to inform business and product strategy
• Partner with merchandising and marketing channel leads to develop sustainable omni-channel marketing plans that will deliver and aim to outperform sales and revenue targets
• Perform detailed category analysis (including consumer, competitive, and financial) to identify growth opportunities for the brand and business, define white space for innovation, and formulate action plans
• Consult with cross-functional teams to ensure brand positioning is operationalized in all aspects of the LP business (merchandising, e-commerce, etc)
• Lead go-to-market team, ensuring all brand communications are on time, on brand and on target

30% Enterprise ESG MarComm Strategy: Oversee development and execution of all consumer-facing communication related to ESG initiatives across all brands

• Lead marketing strategy development, management and execution of enterprise consumer ESG platform, partnering with creative, retail and e-commerce teams to execute green voice across all touchpoints
• Lead cross-functional team to execute opportunities for ESG storytelling digitally and in-store, including development of new corporate site and in-store merchandising

30% Brand Marketing Growth Initiatives

• Lead marketing strategy development, management and execution for emerging business layers, collections and proactive marketshare opportunities (identified by VP Strategy)
• Partner with the creative, retail and e-commerce teams to develop bespoke branded shopping experiences that address consumer needs (e.g. Bold Basics)
• Lead cross-functional marketing teams to develop marketing plans for test and learn or growth opportunities across all portfolio brands
• Analyze results and report to leadership on weekly or ad-hoc basis; provide in-depth post analyses of program results

10% Brand Experience Innovation: Develop and execute pilots and long-term enhancements to the CRI brand and customer experience, working with brand, merchandising and retail leadership to pilot CRI customer experience initiatives

• Serve as key brand marketing partner for ecommerce and merchandising teams to help execute growth strategies and innovation initiatives (e.g. Gifting, editorial strategy, customer care enhancements)
• Evaluate each initiative to determine ROS and brand lift, adjusting course and targets as needed to benefit the enterprise and brand strategy as a whole

Experience and Skills

• Minimum ten years of relevant work experience
• Minimum 5 years Brand Marketing or Brand Strategy experience at a major consumer brand
• Apparel, retail, QSR or CPG marketing experience strongly preferred
• Experience leading and executing breakthrough brand partnership programs
• Experience working in fast-paced, matrixed environments where cross-functional collaboration and leading through influence are critical
• Deep understanding of brand marketing fundamentals (positioning, annual brand strategy and planning, campaign strategy and brief development, integrated campaign planning and execution)
• Excellent project management skills, with ability to consistently achieve or beat deadlines
• Demonstrated ability to turn consumer insights into brand actions
• Strong bias for action and desire for ownership & accountability
• Dialed into culture, consumer trends and the evolving marketing landscape
• Inclination to seek and analyze data from a variety of sources to support decisions and to align others with the organization’s overall strategy
• Experience leading skunkworks projects, working outside established processes to achieve results nimbly
• Takes entrepreneurial and creative approach to developing new, innovative ideas that will stretch the brand and push the boundaries within the industry
• Excellent written and verbal communication skills

Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law.