Brand Manager, D2B

Carhartt, Inc.; Dearborn (MI); Hybrid; USD 90,000 - 130,000; Full time

Job summary

Carhartt, Inc. is seeking a Brand Manager for Carhartt Company Gear™ Direct to Business (D2B) to shape the marketing direction for the D2B site and balance brand objectives with sales goals.

The role collaborates with B2B partners, merchandising, and brand teams to implement campaigns and programs that simplify the decision-making process for buyers. The individual will lead cross-functional teams, manage the site content strategy, and coordinate with D2C to drive a seamless consumer journey.

Qualifications

• 6+ years of digital marketing experience; B2B experience required.
• Strong project management, analytical, verbal and written communication skills.
• Experience managing multiple projects to deadline.
• Demonstrated ability to collaborate with others and problem-solve to meet objectives.
• Proficient in Adobe Analytics, Microsoft Word, Excel, PowerPoint.
• Self-starter, attention to detail, team player, problem-solver.
• Demonstrates ability to collaborate with internal & external partners as necessary in order to accomplish objectives.
• Demonstrates ability to manage relationships with internal and external partners.
• Strong organizational skills with demonstrated ability to prioritize workload and attention to detail.

Responsibilities

• Champion all CCG D2B digital marketing needs and calendar to achieve strategic objectives.
• Collaborate with key stakeholders across the CCG BU and brand marketing team to effectively implement marketing and brand strategies that drive the CCG D2B business objectives.
• Support, activate and optimize B2B Digital website support within D2B website environment (Brand Skilled Trades, Industry Focus, Global Promotions, Trade Shows, Partnerships, Media, Thought Leadership).
• Lead effective business relationships with cross-functional partners and vendors to support D2B marketing initiatives.
• Oversee and effectively communicate the marketing plan for the D2B site in conjunction with Brand team, marketing (email, direct response, social), D2B planning & analytics, operations, UX and merchandising teams.
• Develop and effectively manage D2B site content strategy and needs with key internal and external stakeholders to ensure coordination, budget and planning for support rollout.
• Strong collaboration with D2C team to manage critical cross shopping support to drive awareness and seamless consumer journey.
• Analyze, summarize and leverage key learnings to develop best practices that can be applied to future site support.
• Manage all daily operations and organize future needs for CCG D2B site to ensure optimal shopping experience which includes but is not limited to; photoshoot needs, resource center content and small business insights.
• Lead the development of specific D2B marketing programs such as Employee Referral Program for both current and future state needs.
• Manage assigned marketing budgets, analyze and provide reporting to maximize effectiveness of marketing spend to achieve business objectives.
• Partner with the media, agency & creative teams to ensure that job brief objectives are aligned with marketing campaigns across the entire decision maker journey.
• Manage and lead strategic partnerships with key vendors that supports the D2B site including but not limited to; Affinity Programs and Targeted Associations.
• Act as lead project manager and D2B subject matter expert on critical assignments that impact the site needs.
• Keep abreast and educate the team on D2B best practices and tactics.

Skills

Digital marketing

B2B marketing

Project management

Analytical skills

Communication skills

Adobe Analytics

MS Office

Collaboration

Problem-solving

Time management

Education

Bachelor’s degree in related field

Tools

Adobe Analytics

Microsoft Word

Excel

PowerPoint

Job description

Position Details

Title: Brand Manager, CCG D2B

Department: Marketing

Reports to: Sr. Manager, B2B Digital Experience

Location: Dearborn, MI

Job Classification: Hybrid

Job Summary

The Brand Manager for Carhartt Company Gear™ (CCG) Direct to Business (D2B) is responsible for developing and executing the marketing direction for companygear.carhartt.com site by balancing brand objectives with sales goals. This position plays a key role in bringing the Carhartt Company Gear™ digital experience to life by partnering with internal partners across D2B, merchandising and brand to execute marketing campaigns and B2B programs that make it easier for hardworking decision makers to choose Carhartt.

Associate Responsibilities

• Champion all CCG D2B digital marketing needs and calendar to achieve strategic objectives
• Collaborate with key stakeholders across the CCG BU and brand marketing team to effectively implement marketing and brand strategies that drive the CCG D2B business objectives
• Support, activate and optimize B2B Digital website support within D2B website environment (i.e. Brand Skilled Trades, Industry Focus, Global Promotions, Trade Shows, Partnerships, Media, Thought Leadership, etc.)
• Lead effective business relationships with cross-functional partners and vendors to support D2B marketing initiatives
• Oversee and effectively communicate the marketing plan for the D2B site in conjunction with Brand team, marketing (email, direct response, social), D2B planning & analytics, operations, UX and merchandising teams.
• Develop and effectively manage D2B site content strategy and needs with key internal and external stakeholders to ensure coordination, budget and planning for support rollout
• Strong collaboration with D2C team to manage critical cross shopping support to drive awareness and seamless consumer journey
• Analyze, summarize and leverage key learnings to develop best practices that can be applied to future site support
• Manage all daily operations and organize future needs for CCG D2B site to ensure optimal shopping experience which includes but is not limited to; photoshoot needs, resource center content and small business insights
• Lead the development of specific D2B marketing programs such as Employee Referral Program for both current and future state needs
• Manage assigned marketing budgets, analyze and provide reporting to maximize effectiveness of marketing spend to achieve business objectives
• Partner with the media, agency & creative teams to ensure that job brief objectives are aligned with marketing campaigns across the entire decision maker journey
• Manage and lead strategic partnerships with key vendors that supports the D2B site including but not limited to; Affinity Programs and Targeted Associations
• Act as lead project manager and D2B subject matter expert on critical assignments that impact the site needs
• Keep abreast and educate the team on D2B best practices and tactics

Oversee special site projects by defining timelines, outlining budget/resource requirements and creating procedures which include, but are not limited to; CRM and Managed Uniform Programs

Required Education

• Bachelor’s degree (BS or BA) in related field or equivalent years of experience

Required Skills & Experience

• 6 or more years of digital marketing experience; B2B experience required
• Strong project management, analytical, verbal and written communication skills
• Experience managing multiple projects to deadline
• Demonstrated ability to collaborate with others and problem-solve in order to meet objectives
• Proficient in Adobe Analytics, Microsoft Word, Excel, PowerPoint
• Self-starter, attention to detail, team player, problem-solver
• Demonstrates an ability to collaborate with internal & external partners as necessary in order to accomplish objectives
• Demonstrates ability to manage relationships with internal and external partners
• Strong organizational skills with demonstrated ability to prioritize workload and attention to detail

Physical Requirements and Working Conditions

• Travel up to 20% within U.S. may be required
• This position has a Hybrid location: Associate will work on-site regularly as needed for work activities.
• Carhartt is a tobacco free workplace.
  #LI-HYBRID