Brand Manager, Vicks

Our Beauty & Wellness division empowers consumers with trusted products that support self-care, from salon-quality styling tools to wellness devices like humidifiers and air purifiers. Our innovative products and solutions promote healthy living, elevating the lives of consumers every day. This business unit includes Braun, PUR, Honeywell, Vicks, Hot Tools, Drybar, Curlsmith, and Revlon brands, and this role may support one or more of these brands.

Look around your home, and you'll find us everywhere, in your kitchen, living room, bedroom, and bathroom. We are already making your everyday lives better. We are powered by knowledgeable, enthusiastic, and forward-thinking people committed to developing a culture of inclusion. Whether you are just starting your career or in need of a challenge, we recognize, develop, and empower talent!

Position: Brand Manager, Vicks

Department: Marketing for Vicks

Work Location: Marlborough, MA: Hybrid (3 days onsite per week)

Hybrid Schedule: At Helen of Troy, we embrace a flexible hybrid work model designed to support collaboration and productivity. For roles eligible for hybrid work, our standard schedule includes in-office collaboration from Tuesday through Thursday, with the option to work remotely on Mondays and Fridays. Any updates to this model will be communicated in advance. Please note that hybrid eligibility and schedules may vary based on business needs and manager expectations.

What you will be doing:

Reporting directly to the Marketing Director, the Brand Manager will be responsible for developing and executing strategies that drive brand growth, increase sales, and strengthen market share. This role requires a deep understanding of the consumer, customer, category, and competitive landscape, turning insights into effective brand, product, and go-to-market strategies. The Brand Manager will work cross-functionally with Sales, Finance, Creative, Consumer Insights, Demand Planning, Innovation, Licensing, and external agency partners to develop compelling messaging, packaging, digital assets, product claims, and marketing campaigns that deliver a consistent brand experience across all consumer touchpoints.

This position will also lead product launches, line extensions, seasonal programs, and portfolio management initiatives while supporting major retail and e-commerce partners to drive both in-store and online growth.

Strategy Development

• Analyze consumer, customer, category, and competitive trends to identify growth opportunities and develop strategies that drive sales, market share, and brand growth.
• Partner with cross-functional teams to create compelling brand messaging, creative briefs, packaging, digital assets, and product claims that support consistent branding and storytelling across all consumer touchpoints.

Go-To-Market Commercialization

• Develop and execute go-to-market strategies for new product launches, line extensions, product refreshes, and seasonal programs in partnership with the Marketing Director and cross-functional teams.
• Create and optimize marketing campaigns that increase awareness, consideration, and sales while establishing KPIs and recommending improvements to maximize performance.
• Lead the development and execution of digital content, advertising, product detail pages (PDPs), and packaging to ensure a consistent and impactful brand presence.

Retail / E-commerce Expertise

• Partner with Sales to deliver compelling retailer presentations, communicate product points of difference, and support growth initiatives with key retail accounts.
• Leverage consumer insights, retail media solutions, Amazon Ads, PDP optimization, digital shelf strategies, and performance metrics to drive e-commerce growth and achieve business objectives.
• Collaborate with Sales and Demand Planning teams to support forecast accuracy, assortment planning, and promotional strategies.

Portfolio Management

• Manage the product portfolio by ensuring SKU profitability, identifying portfolio optimization and SKU rationalization opportunities, and recommending cost-saving initiatives.
• Develop presentations, category analyses, sales planning tools, and retailer-facing materials for management, retailers, and licensors.
• Manage day-to-day brand marketing initiatives across major retailers, including Amazon, Walmart, Target, and other key partners.
• Partner closely with Finance, Creative, Consumer Insights, Experience Planning, Innovation, Licensing, and external agencies to drive business results and long-term brand growth.

Skills needed to be successful in this role:

• Strong analytical and problem-solving skills, including competitive and market trend analysis to develop creative business solutions.
• Digital and e-commerce marketing expertise, including proficiency with best-in-class digital tools, digital content development, and experience planning.
• Ability to thrive in a fast-paced environment where creative problem-solving is required.
• Strong collaboration and influencing skills with the ability to work effectively across all levels of the organization.
• Strong understanding of how to leverage traditional and digital media to grow brands.
• Experience driving content, influencer, and PR strategies and managing execution.
• Solid understanding of costing, pricing analysis, and P&L management.
• Ability to balance long-term strategic priorities with short-term business needs.
• Excellent communication and interpersonal skills.
• Strong knowledge of the U.S. retail environment, pricing strategy, and promotion planning in partnership with Sales.
• Creative, consumer-focused thinker with the ability to champion ideas and drive brand growth.
• Strong presentation skills with the ability to effectively communicate ideas, strategies, and business plans to management and cross-functional teams.
• Demonstrated accountability and ownership of assigned responsibilities.
• Strong project and time management skills, with the ability to manage multiple projects simultaneously.
• Comfortable making decisions and standing behind recommendations.

Minimum Qualifications:

• Bachelor’s Degree.
• 5+ years marketing experience.
• Strong e-commerce and digital marketing experience.
• Fluent in English (spoken and written).
• Authorized to work in the United States on a full-time basis.

In Massachusetts, the standard base pay range for this role is $95,843 - $120,000 annually. This base pay range is specific to Massachusetts and may not be applicable to other locations. Actual salaries will vary based on several factors, including but not limited to location, experience, skill level, and performance. The range listed is just one component of the total compensation package for employees.

Benefits: Salary + Bonus, Healthcare, Dental, Vision, Paid Holidays, Paid Parental Leave, 401(k) with company match, Basic Life Insurance, Short Term Disability (STD), Long Term Disability (LTD), Paid Time Off (PTO), Paid Charitable (volunteer) Leave, and Educational Assistance.

Wondering if you should apply? Helen of Troy welcomes people as diverse as our brands! Have the confidence to come as who you are because your point of view, skills, and experience will make us stronger. If you're eager to share new ideas and try new things, we want to hear from you.

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For more information about Helen of Troy, visit www.helenoftroy.com. You can also find us on LinkedIn, and Glassdoor.

Helen of Troy is an Equal Opportunity/Affirmative Action Employer.  We are committed to fostering a diverse and inclusive workplace where all employees can thrive.  Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, pregnancy, genetic information, disability, status as a protected veteran, or any other protected category under applicable federal, state, and local laws.

We will provide individuals with disabilities with reasonable accommodations to participate in the job application process.  To request an accommodation, please contact Human Resources at (915) 225-8000. 

Founded in 1968, Helen of Troy is a leading global consumer products company with operations across North America, South America, Europe, and Asia.  Our portfolio includes trusted brands such as OXO, Hydro Flask, Osprey, Honeywell, PUR, Braun, Vicks, Hot Tools, Drybar, Curlsmith, Revlon, and Olive & June – many of which rank among the top brands in their consumer goods categories.

We grow and strengthen our brands through innovation, operational excellence, and a collaborative culture focused on delivering exceptional products and experiences for consumers worldwide.

The above statements are intended to describe the general nature and level of work performed and are not intended to be an exhaustive list of responsibilities.

Management reserves the right to modify the duties and responsibilities of the position at any time.