Marketing - Brand Marketing Manager

Goodai Global; Irvine (CA); Hybrid; USD 90,000 - 110,000; Full time

Benefits offered by this job

Health, dental, and vision insurance

Paid time off

401(k) eligibility

Performance bonus opportunity

Job summary

Goodai Global is seeking a strategic Brand Marketing Manager to lead growth across national retail and distribution in North America. You will drive go-to-market strategy, retail activation, and integrated campaigns to strengthen brand equity and accelerate sell-through.

The ideal candidate has 5+ years in beauty/CPG, experience with national retailers, and strong analytical, leadership, and storytelling skills.

Qualifications

• Bachelor’s degree in Marketing, Business, or related field.
• 5+ years of brand marketing experience in Beauty, Skincare, or CPG.
• Experience working with national retailers strongly preferred.
• Strong understanding of retail marketing and trade promotion.
• Analytical mindset with strong Excel / data interpretation skills.

Responsibilities

• Develop annual brand marketing strategy and growth roadmap.
• Lead go-to-market planning for new product launches.
• Define positioning, messaging, and competitive differentiation.
• Manage brand P&L input related to marketing investment.
• Lead 360 integrated marketing campaigns (digital, social, influencer, retail media).
• Oversee paid media performance and ROI optimization.
• Track KPIs including sell-through lift, traffic, and brand awareness metrics.
• Partner with national retail accounts (e.g., Ulta, Target, Costco, specialty beauty).
• Align digital campaigns to support retail sell-through.

Skills

Brand marketing

Retail marketing

Go-to-market

Leadership

Communication

Analytics

Education

Bachelor’s degree in Marketing/Business

Tools

Excel

Job description

We are seeking a strategic and performance-driven Brand Marketing Manager to lead brand growth initiatives across national retail and distribution channels.
This role will drive go-to-market strategy, retail activation, and integrated marketing execution to accelerate sell-through and strengthen brand equity in North America. The ideal candidate brings strong experience in beauty or CPG marketing and understands how to align brand storytelling with retail performance.

Key Responsibilities

1. Brand Strategy & Growth Planning

Develop annual brand marketing strategy and growth roadmap

Lead go-to-market planning for new product launches

Define positioning, messaging, and competitive differentiation

Manage brand P&L input related to marketing investment

2. Campaign & Content Execution

Lead 360 integrated marketing campaigns (digital, social, influencer, retail media)

Manage creative agencies and external partners

Oversee paid media performance and ROI optimization

Track KPIs including sell-through lift, traffic, and brand awareness metrics

Partner with national retail accounts (e.g., Ulta, Target, Costco, specialty beauty)

Develop in-store activation, promotional calendars, and secondary placements

Support line reviews and retailer presentations with marketing strategy

Align digital campaigns to support retail sell-through

4. Cross-Functional Leadership

Collaborate with Sales, Operations, and Finance to align demand planning

Coordinate with global brand teams on product updates and messaging

Work with e-commerce team on DTC and marketplace alignment

Ensure brand consistency across all channels

5. Analytics & Performance Optimization

Analyze sales and marketing data to identify growth opportunities

Monitor promotional ROI and trade marketing efficiency

Provide executive-level reporting and performance insights

Qualifications

Bachelor’s degree in Marketing, Business, or related field

5+ years of brand marketing experience in Beauty, Skincare, or CPG

Experience working with national retailers strongly preferred

Strong understanding of retail marketing and trade promotion

Analytical mindset with strong Excel / data interpretation skills

Strong leadership and communication skills

Preferred Experience

Experience in K-Beauty or international brand expansion

Experience managing multi-brand portfolio

Understanding of sell-in vs. sell-through dynamics

Annual Salary Range: $90,000 - $110,000

This position may also be eligible for performance-based bonus compensation.
Actual compensation will be determined based on experience, qualifications, and internal equity.

Benefits include:

Health, dental, and vision insurance

Paid time off

401(k) eligibility

Performance bonus opportunity

Career advancement in a high-growth beauty distribution company