Manager, Brand (Sub-Brand)

About the position

SHRM is the trusted authority on all things work, worker and workplace. As a branded house, we are committed to delivering outstanding experiences, products, and services through a unified brand identity at the Master Brand level with strategic links to our audience-centric brand marks, affiliate program and newly acquired companies as we integrate them into SHRM. We’re looking for an innovative and strategic Brand Manager to lead our audience-centric branding efforts and manage a complex branded house with a specific eye towards the branding construct and active branding efforts in market across the SHRM Foundation; Linkage; SHRM CEO Action for Inclusion & Diversity; and CEO Academy, a SHRM company. This role will be crucial in integrating sub-brands to reinforce our company’s vision and values while ensuring a cohesive experience across all audience touchpoints. This role will oversee the strategy, positioning, and engagement of sub-brands under our branded house, including SHRM Foundation; Linkage; SHRM CEO Action for Inclusion & Diversity; and CEO Academy. This role is ideal for a dynamic, data-driven leader who thrives on managing a complex brand environment. You will work closely with cross-functional teams, including marketing, product, and executive leadership, to deliver impactful branding solutions that resonate with our diverse audiences and align with our growth objectives.

Responsibilities

• Manage a structured branded house model, integrating sub-brands to align with overall brand strategy and business objectives.
• Lead efforts in understanding and segmenting target audiences, ensuring that brand messaging, positioning, and experiences align with customer insights and market needs.
• Utilize analytics and data-driven insights to inform branding strategies, measure brand health, and assess audience engagement across platforms.
• Ensure digital, email, SMS, and social media efforts are aligned with brand messaging and effectively engage target audiences.
• Develop and execute unique brand campaigns, leveraging storytelling to strengthen brand identity and differentiate our brand in a competitive market.
• Lead cross-functional brand planning, manage timelines, and communicate project status to key stakeholders to ensure seamless execution.
• Oversee brand evolution and integration processes, such as rebrands or brand mergers, ensuring brand consistency and customer retention during transitions.
• Enforce brand guidelines and ensure consistent application of brand standards across all channels and sub-brands.
• Fiscal management of planning and execution.

Requirements

• Bachelor’s degree in Marketing, Business, Communications, or a related field.
• Master’s degree preferred.
• At least seven (7) years of experience in brand management, ideally within a complex, multi-brand environment.
• Communications agency experience strongly preferred.
• Proven track record of managing brand portfolios, including sub-brand integration and branded house models.
• Strong analytical skills with experience using data to guide brand strategy.
• Experience in change management, brand evolution, and navigating brand transitions is a plus.

Nice-to-haves

• Expertise in audience segmentation, customer journey mapping, and crafting audience-specific messaging.
• Proficiency in digital and content marketing strategies, including SEO, social media, and campaign management.
• Exceptional project management and communication skills, with the ability to engage and align cross-functional teams.
• Creative mindset with a strong aptitude for storytelling and brand innovation.
• Knowledge of brand governance principles to ensure brand consistency and integrity across all platforms.

Benefits

• Professional growth and development
• Health insurance
• Dental insurance
• Vision insurance
• Well-being programs
• Health savings account
• Flexible spending account
• Retirement plan
• Open leave
• Annual discretionary bonus and incentives