Brand Manager in Sandy, Utah at Cariloha

Location: Sandy, Utah

About Cariloha:

Cariloha is an omni-channel brand focused on soft and sustainable bedding, bath, and apparel made from better-for-the-planet bamboo viscose. Driven by a comfort and eco-conscious lifestyle, Cariloha joins the style of the Caribbean with the spirit of Aloha to provide the best in sustainable luxury. By turning self-replenishing bamboo fields into ultra-soft fabrics, Cariloha offers an exclusive collection of bedding, apparel, and bath goods, made from this soft, cool, clean and green resource. Inspired by the essence and energy of the islands, Cariloha blends style and self-expression into every piece of clothing and bedding it makes. Special care is taken to drape customers in soft, comfortable, naturally breathable fabrics that let them sleep, live and feel every day like they do on vacation. Thanks to an ever-growing, rich supply of bamboo, Cariloha has a growing fleet of 70+ stores in 16 countries offering its proprietary bamboo apparel, bedding and bath goods and enjoying the quality, soft touch, and green ‘footprint’ of this renewable resource.

Cariloha is proud to be a Certified B Corporation, which is a third-party verification showing our commitment to the highest standards of verified performance, accountability, and transparency on factors from sustainable impact on the planet to employee benefits and charitable giving. We are looking for team members who espouse these same values.

Role Overview

The Brand Manager is responsible for developing and executing brand strategies that drive awareness, customer engagement, market share, and revenue growth for Cariloha. This role serves as the steward of each brand, ensuring a consistent and compelling consumer experience across all touchpoints while partnering closely with Performance Marketing, Creative, Product Development, Retail, Wholesale, and eCommerce teams.

The ideal candidate is both strategic and execution-oriented, with experience building consumer brands, launching products, managing integrated campaigns, and translating consumer insights into business growth opportunities.

Key Responsibilities

Brand Strategy & Growth

• Develop and execute annual brand plans aligned with company growth objectives.
• Help define brand positioning, messaging, and consumer value propositions.
• Identify opportunities to strengthen brand equity and increase consumer consideration.
• Conduct competitive analysis, category reviews, and consumer trend research.
• Monitor market dynamics and recommend strategic initiatives to drive growth.
• Drive revenue and net income growth profitability.

Integrated Marketing Campaigns

• Lead development and execution of seasonal campaigns, product launches, and promotional initiatives.
• Create integrated marketing plans across:
  • Paid Media
  • Organic Social
  • Influencer Marketing
  • PR
  • Email
  • Retail
  • Wholesale
  • eCommerce
• Manage campaign calendars and ensure alignment across departments.
• Partner with Performance Marketing to maximize awareness, engagement, and conversion.

Product Launch & Innovation

• Partner with Product Development and Merchandising teams on product roadmap planning.
• Lead go-to-market strategies for new product launches and category expansions.
• Develop launch briefs, messaging frameworks, and marketing plans.
• Monitor product performance and recommend opportunities for optimization.

Consumer Insights & Analytics

• Analyze consumer behavior, brand health metrics, and campaign performance.
• Monitor:
  • Sales trends
  • Customer feedback
  • Reviews
  • Market research
  • Competitive activity
• Translate data into actionable recommendations.
• Support forecasting and annual planning processes.

Creative & Brand Stewardship

• Develop clear creative briefs and strategic direction for internal and external creative teams.
• Ensure all creative assets maintain brand consistency and premium positioning.
• Review marketing materials across all channels for alignment with brand guidelines.
• Partner with content, social, and creative teams to develop compelling storytelling.

Retail & Wholesale Marketing

• Support retail and wholesale channel marketing initiatives.
• Collaborate on:
  • In-store merchandising
  • Point-of-sale materials
  • Event activations
  • Partner marketing programs
• Ensure channel-specific marketing efforts align with overall brand strategy.

Budget Management

• Manage assigned brand marketing budgets.
• Track spending and campaign ROI.
• Recommend investment allocation based on performance and strategic priorities.
• Partner with Finance and Performance Marketing teams on forecasting and planning.

Leadership & Cross-Functional Collaboration

• Serve as a key liaison between:
  • Creative
  • Performance Marketing
  • Product Development
  • Merchandising
  • Retail Operations
  • Wholesale Sales
  • eCommerce
• Drive alignment and accountability across cross-functional initiatives.
• Mentor and support Assistant Brand Managers and junior team members as appropriate.

Education

• Bachelor's degree in Marketing, Business, Communications, or related field.
• MBA preferred but not required.

Experience

• 5–8 years of brand management, product marketing, or consumer marketing experience.
• Experience managing integrated marketing campaigns.
• Experience with DTC, retail, wholesale, or omnichannel consumer brands preferred.
• Experience managing P&L
• Experience in premium consumer goods, home, lifestyle, apparel, or wellness categories is a plus.
• Global experience is a plus.

Skills & Competencies

Strategic Thinking

• Ability to connect consumer insights to business opportunities.
• Strong understanding of brand building and positioning.

Analytical Mindset

• Comfortable interpreting business and marketing data.
• Experience using data to inform decision-making.

Project Management

• Strong organizational skills with ability to manage multiple priorities.
• Excellent attention to detail and execution.

Communication & Collaboration

• Strong written and verbal communication skills.
• Ability to influence cross-functional stakeholders.

Consumer Obsession

• Passion for understanding customer needs and behaviors.
• Ability to identify trends and translate them into growth opportunities.

Key Performance Indicators (KPIs)

The Brand Manager will be evaluated on:

Brand Health

• Brand awareness
• Brand consideration
• Brand preference
• Share of voice

Business Performance

• Revenue growth
• Category growth
• Product launch performance
• Market share gains

Campaign Effectiveness

• Campaign engagement
• Reach and awareness metrics
• Traffic contribution
• Conversion support

Operational Excellence

• On-time campaign delivery
• Budget management
• Cross-functional execution
• Team collaboration

What Success Looks Like

Within 12–18 months, this individual will:

• Strengthen the premium positioning of both Cariloha and Del Sol.
• Launch impactful marketing campaigns that drive measurable business growth.
• Improve brand awareness and consideration metrics.
• Create stronger alignment between brand storytelling and performance marketing.
• Help scale both brands while maintaining clear differentiation and brand integrity.
• Become a key strategic partner in shaping the future growth of the organization.

Compensation & Benefits

• Competitive salary
• Medical, dental, vision, and life insurance
• 401(k) with company match
• Paid time off (PTO)
• Flexible work schedule and telecommuting opportunities
• Gym membership options
• Employee recognition programs, including monetary rewards and annual “Live Your Dream” awards
• Generous employee product discounts and annual product giveaways
• Company events, catered meals, and a fully stocked kitchen
• Annual one-on-one financial consulting