Product Brand Manager (B2C)

Description

PRODUCT BRAND MANAGER (B2C)

Reports to: Vice President, Strategy & Brand Management

FLSA Status: Exempt

SUMMARY

The Product Brand Manager (B2C) is responsible for driving consumer-focused brand strategy, positioning, and execution for business-to-business products and programs within the PFSbrands portfolio. This role ensures that each brand delivers a compelling and differentiated experience for end consumers, while achieving business objectives for growth, profitability and engagement. The Product Brand Manager works cross-functionally with Marketing, Sales, Operations, and external agencies to build brand equity, create demand, and deliver results in retail and consumer channels.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Brand Strategy & Execution

• Develop and execute brand plans, campaigns, and go-to-market strategies tailored to B2B buyers, distributors, and retail partners.
• Define brand positioning and messaging that emphasize ROI, scalability, and value to business decision-makers.
• Manage product lifecycle planning, including innovation, optimization, and SKU rationalization with partner profitability in mind.

Campaign & Creative Leadership

• Lead development of consumer campaigns across digital, social, retail, and experiential channels.
• Partner with creative teams and agencies to deliver compelling consumer-facing content, advertising, and activations.
• Attend and lead consumer-facing events, in-store activations, and experiential marketing initiatives.
• Monitor campaign effectiveness and adjust based on consumer insights, engagement metrics, and sales results.

Market & Consumer Insights

• Conduct consumer research, market analysis, and trend monitoring to identify growth opportunities.
• Translate consumer insights into actionable brand strategies, product enhancements, and promotional plans.
• Benchmark against direct competitors to refine positioning and identify white space opportunities.

Cross-Functional Leadership

• Collaborate with Sales and Retail partners to ensure in-store programs and promotions maximize consumer impact.
• Partner with Operations and Supply Chain to ensure packaging, distribution, and retail execution meet consumer expectations.
• Manage agency and vendor relationships to deliver measurable results.

Performance Management

• Manage brand budgets ensuring efficient allocation to consumer-focused campaigns and activations.
• Track and report KPIs, including brand awareness, trial, loyalty, sales lift, campaign ROI, and market performance.
• Present campaign results, consumer insights, and brand performance updates to senior leadership.
• Perform all other duties as assigned.

QUALIFICATIONS 

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, experience and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. 

• Bachelor’s degree in Marketing, Business, or related field (MBA a plus).
• Valid driver’s license
• 3–5 years of experience in consumer brand management, product marketing, or related field.
• Proven success in developing consumer-facing campaigns and brand-building strategies.
• Strong analytical, creative and storytelling skills with expertise in consumer insights.
• Experience managing agencies and executing digital, social, and experiential marketing. 
• Proficiency in all Microsoft Suite products.
• Familiarity with CRM and marketing automation systems (e.g., HubSpot, Salesforce, Marketo).
• Experience with marketing analytics tools (e.g., Google Analytics, Tableau, or similar).
• Strong communication skills, with the ability to present complex data clearly to non-technical stakeholders.
• Organized and detail-oriented, with project management skills.
• Innovative and forward-thinking; able to contribute to a culture of continuous improvement.

WORKING CONDITIONS

• Work is typically performed in an office setting.
• Must travel occasionally to work sites and conferences by air and car.
• Required in-person presence at GRITT Summit and major events.
• Position requires some work outside of normal business hours, including evenings and weekends, to support marketing and company events
• Pass annual review of Motor Vehicle Report (MVR) to establish and continue insurability under PFS’ corporate policies. 

PHYSICAL DEMANDS

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. 

• Digital dexterity and hand/eye coordination in operation of office equipment including a computer
• Ability to speak to and hear customers and/or employees via phone and in person in English
• Ability to sit and/or stand for long periods of time
• Ability to occasionally to reach, stoop, kneel, crouch, crawl, climb stairs, walk, or balance
• Ability to occasionally lift and/or move up to 50 lbs.
• Ability to set up and tear down demos and trade shows, load and unload bulky, heavy equipment and product
• Ability to withstand the physical rigors of travel: time zone changes, varying climates, loading/unloading gear, navigating stairs or uneven terrain when necessary
• Ability to travel by car, train, or airplane, which may include navigating through terminals, lifting, carrying luggage, materials, equipment, etc.