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Brand Manager

Massachusetts - Canton 04/20/2022 Apply NowApply Later

GENERAL SUMMARY: The Brand Manager is the owner of upstream brand positioning, as well as downstream on-brand executions across all marketing channels. Reporting to the VP of Brand Marketing, this role is also charged with owning Public Relations as well as Partnership and Influencer Marketing to build awareness, consideration, and relevancy while achieving both short and long-term business objectives. The Brand Manager is also responsible for leveraging a customer/guest-centric mindset to create content and visibility on both existing and new channels, while also socializing programs, campaigns, results, and industry trends throughout the organization.


Brand Messaging, Creative Direction + Channel Execution

  • Serve as the steward of the brand, embracing and driving brand promise, mission, vision, positioning, and messaging throughout the organization and all consumer touchpoints to drive overall business goals and growth
  • Own the development and implementation of seasonal marketing programs and aligned themes in partnership with key marketing channels and owners (E-mail, Web, Social Media, Digital Marketing, Direct Mail, Loyalty, Mobile App, Video, Stores, Promotions, Brand, etc.) Partner with web merchandising team in creating and maintaining content calendar and execution.
  • Provide detailed guidance/briefs on creative project direction and development across all marketing channels to achieve relevant project business objectives and ensure consistent on-brand messaging
  • Actively participate in all creative reviews and approval processes to ensure on-time and optimal executions, achieving intended end results
  • Influence the overall direction of marketing communications, programs, and creative strategy from guest/customer-centric, brand-building, and business objective-focused perspectives

Public Relations

  • Create and develop public relations strategy, proactively driving placements in print, broadcast and online media across trade and consumer publications
  • Lead the timely creation and issuance of press releases, along with proactive follow-up pitching for coverage
  • Build new relationships with media outlets and relevant publications, while also leveraging established connections to drive messaging adoption and visibility
  • Develop and execute PR plans and events leveraging DXL's brick-and-mortar store base and field teams on both national and local levels

Partnerships + Influencer Marketing

  • Identify, build, and execute both earned and paid partnerships with relevant external content/media organizations and brands to upper funnel brand awareness and consideration
  • Lead DXL's influencer marketing program and its growth, including influencer sourcing, vetting, campaign development, and execution in conjunction with social media team and cross-functional partners
  • Create and manage events, media sponsorships, and individual/organizational endorsement programs while overseeing all planning, logistics, and execution

Digital Content + Search Engine Optimization (SEO)

  • Partner with the Digital team on content relevancy and SEO focus and execution to both drive and maximize DXL.COM site traffic
  • Partner with Creative, Copy, and Digital teams to ensure content/copy consumer relevancy, freshness, and alignment with brand positioning, tone, and business goals
  • Explore and drive content opportunities both on and off-site, including blogs, guest features, partnerships, co-op campaigns, and more

Program Communication + Socialization

  • Champion PR and social media programs throughout the internal organization and field, driving advance awareness and ensuring accurate program execution
  • Measure and report on all program KPI's, performance vs. expectations, learnings, and implications for future programs
  • Create and present program proposals, projections, and reporting to various levels of senior leadership

Market, Trend, + Competitive Research

  • Proactively monitor industry trends and best practices to identify growth opportunities for potential new programs and ideas
  • Consistently share insights from owned-channel observation and broader conversation/sentiment monitoring within the PR and social arenas
  • Participate and influence both internal and external Voice of the Customer process, market research programs and projects in partnership with Marketing, Store Operations, the Guest Engagement Center
  • Provide guidance and input for ad-hoc customer survey development, execution, and insights analysis


  • Other duties and projects as assigned


  • College degree and minimum 7 years in Marketing or Public Relations roles and industry
  • Experience with public relations and influencer/partnership marketing
  • Good command of MS office applications


  • Ability to think strategically, conceptually, and creatively
  • Excellent written, verbal communication and presentation skills
  • Ability to multi-task and manage multiple priorities
  • Strong initiative and business-owner mentality
  • Able to work both independently and with diverse cross-functional internal and external partners and stakeholders
  • Key Functional Skill Sets: Media Strategy, Media Outreach, Influencer Marketing, Social Media, Content Creation
Apply Now

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