Associate Brand Manager

Lakeshirts, inc.; Detroit Lakes (MN); On-site; USD 60,000 - 80,000; Full time

Benefits offered by this job

Health, dental, vision, life coverage

401(k) participation

Profit sharing

Employee events and dog-friendly

Job summary

Lakeshirts, inc. in Detroit Lakes, MN is seeking an Associate Brand Manager to lead the marketing strategy and brand expression for our resort and outdoor lifestyle brands, including Yesterdays, EMI-TGT, and Lakeshirts.

You will collaborate across Sales, Product, Creative Directors and retailers to craft go-to-market plans, email campaigns, catalogs, content, and partner communications, blending strategic thinking with hands-on execution.

Qualifications

• Bachelor's degree or equivalent in Marketing, Business, Communications, or related field.
• 3-6 years of brand management, marketing, or related experience.
• Experience developing go-to-market plans, brand campaigns, email marketing, and catalogs.

Responsibilities

• Own and evolve brand strategy, positioning, voice, and seasonal go-to-market plans for assigned brands.
• Lead catalogs, campaigns, messaging, and sales-enablement materials from planning through cross-functional approval.
• Plan and manage B2B email campaigns in Mailchimp and Klaviyo; use insights to improve engagement.
• Collaborate with Sales, Product, Creative Directors, HR, and partners to align priorities.
• Develop on-brand external communications and social media content.
• Shape retail marketing, in-store environments, trade-show materials, and onsite activations.

Skills

Brand management

Go-to-market planning

Content marketing

Email marketing

Collaboration

Strategic thinking

Education

Bachelor's degree in Marketing, Business, Communications, or related field

Tools

Mailchimp

Klaviyo

Monday.com

Analytics tools

Job description

BUILDING BRANDS THAT BRING THE DESTINATION TO LIFE

THE OPPORTUNITY

Does a weekend of outdoor adventure, local shops, and a worn-in tee sound like your kind of life? Can you spot what makes a resort town feel like a community and translate that into a brand? If that excites you, this role may be for you.

We're looking for a strategic and driven Associate Brand Manager to lead the marketing strategy, positioning, and expression of several of our resort brands. This role is one of two brand-centric roles on the resort division at Lakeshirts and this associate brand manager is responsible for elevating our brand presence across destination and outdoor lifestyle markets for Yesterdays, EMITGT, and Lakeshirts - our company brand presence and community engagement.

You'll collaborate closely with Sales, Product, Creative Directors, and retail partners to ensure our brands show up clearly, creatively, and competitively -through tailored go-to-market strategies, email marketing, catalogs, photoshoots and content creation, and partner communications.

This role blends brand strategy with hands-on execution, offering the opportunity to shape how resort communities experience and connect with our brands.

PAY + SCHEDULE

Location:

Detroit Lakes, MN | Onsite at Headquarters

Shift:

Full-time, Monday-Friday, 8:00 a.m.-5:00 p.m.

Pay:

$60,000 - $80,000 annually.

BENEFITS

• LIFE'S BETTER WITH GREAT BENEFITS. Exempt employees begin accruing PTO immediately and are eligible for holiday pay from the start date.
• Health, dental, vision, life coverage, and 401(k) participation begin the first of the month after 60 days.
• Company 401(k) match eligibility begins after 12 months.
• Lakeshirts also offers profit sharing based on company performance, merchandise discounts, an Employee Assistance Program, employee events and recognition, referral incentives, and a proudly dog-friendly workplace.

A TYPICAL DAY | Strategize + Execute + Collaborate + Optimize

• Own and evolve brand strategy, positioning, voice, and seasonal go-to-market plans for Yesterdays, EMI-TGT, Lakeshirts, and assigned initiatives.
• Lead catalogs, fliers, campaign messaging, content direction, and sales-enablement materials from planning through cross-functional approval, in partnership with the Marketing Creative Lead.
• Plan and manage B2B email campaigns in Mailchimp and Klaviyo, maintain campaign cadence, and use performance insights to improve engagement.
• Partner with Sales, Product, Creative Directors, HR, retail partners, and community stakeholders to align priorities, capture opportunities, and deliver consistent brand experiences.
• Develop on-brand external communications, partner and association messaging, presentations, company announcements, social media content, and Lakeshirts community initiatives.
• Shape retail marketing, in-store branded environments, trade-show materials, social media, events, and onsite activations that support the broader go-to-market plan.
• Manage incoming marketing requests, licensing approvals when applicable, and success measures for catalogs and campaigns; use Monday.com and emerging AI tools to improve planning, execution, and storytelling.
• This role does not design products, manage SKU setup or inventory processes, directly manage trade shows, or function solely as a production-level project manager.

SKILLS | Strategic Executor + Collaborative Brand Builder

• Bachelor's degree in Marketing, Business, Communications, or a related field, or an equivalent combination of education and experience.
• 3-6 years of experience in brand management, brand marketing, integrated marketing, content marketing, sales enablement, or a related field.
• Experience developing go-to-market plans, brand campaigns, email marketing, catalogs, retail marketing, or website content; Mailchimp, Klaviyo, and e-commerce experience are especially helpful.
• Passion for or familiarity with resort, outdoor lifestyle, destination retail, apparel, or consumer brands strongly preferred.
• Strong eye for photography, visual storytelling, brand voice, and lifestyle content, with the judgment to keep multiple brands distinct and consistent.
• Ability to think strategically while executing tactically, prioritize competing requests, and manage multiple timelines in a fast-moving environment.
• Clear and confident written, verbal, and presentation communication, with the ability to influence and collaborate without direct authority.
• Proficiency in Microsoft Office; comfort learning Monday.com, analytics tools, AI-enabled marketing tools, and related marketing technology. Occasional travel required.

WHY LAKESHIRTS IS THE PLACE YOU WANT TO BE

OUR CULTURE is one-of-a-kind and truly sets us apart. We are proud of our humble beginnings and non-corporate style. We offer a unique atmosphere, unlike any other manufacturer. We work hard to be the best and we seek only committed individuals that will help move our company forward and embrace our values and culture.

WHY LAKESHIRTS is one of the largest privately owned screenprint manufacturers in the United States, responsible for decorating and distribution of a wide variety of garments for the resort, college and K-12 markets. At our headquarters in Detroit Lakes, MN, we employ over 1000 great people, proudly producing 35,000+ garments daily. It's not just a job but a lifestyle. Our job descriptions help support and guide you in the role you play in making our company successful. LIFE'S BETTER IN A T-SHIRT. IT REALLY IS.

COGNITIVE OR MENTAL REQUIREMENTS OF THE JOB

Employee must be able to see and hear, read and write. Requires adaptability, analyzing, assessing, calculating, decision making, dependability, judgment, reading, speaking, following direction, handling multiple priorities, and reasoning.

PHYSICAL DEMANDS

CONTINUOUSLY:

Sit

FREQUENTLY:

None specified.

OCCASIONALLY:

Lift, stand, walk, carry, push, pull, climb, balance, bend, twist, crawl, reach, lift under 10 lbs., lift 10-50 lbs., lift over 50 lbs., carry under 10 lbs., carry 10-50 lbs., carry over 50 lbs., and reach above, at, and below shoulder height.

NEVER:

None specified.

NOTE / DISCLAIMER

NOTE: This job description is not intended to be all-inclusive and should in no way be considered a contract or guarantee of employment. Employee may perform other related duties as needed based on the ongoing needs of the business. Minnesota is an Employment-At-Will state and implies no specific length of employment.