Senior Brand Manager

The Senior Brand Manager, reporting into the Sr. Manager of Brand, leads brand marketing strategy, planning, and execution across YETI’s most important consumer moments and brand-building initiatives. This includes owning large-scale, integrated campaigns (e.g., Father’s Day, Back to School, Holiday), supporting brand-awareness campaign / initiative development, and defining the brand narratives and themes that guide how the brand shows up across the year. 

This role connects long-term brand direction with near-term business needs, ensuring the work is both effective in market and consistent with the YETI brand. 

The ideal Senior Brand Manager has experience working on a brand team and understands how brand and business work together. They can turn strategy into clear briefs and well-executed campaigns / programs, and they are comfortable working across functions to get there. They know how to balance long-term brand building with short-term commercial needs, and can work with partners across product, retail, and marketing to improve the quality of the work - not just deliver it. They communicate clearly, give direct feedback, and use good judgment to decide when to push for a better outcome and when to move forward. 

Responsibilities: 

• Integrated Consumer Moment Leadership 
  Own end-to-end strategy and execution for key consumer moments (e.g., Father’s Day, Back to School, Holiday), delivering fully integrated campaigns across channels. 

• Brand Building (Upper Funnel) 
  Own and advance always‑on brand activity focused on long‑term awareness, distinctiveness, and positive brand associations, not short‑term demand capture. 

• Brand Narrative & Annual Planning 
  Define the brand narratives and themes that guide the year and shape the calendar so our biggest moments ladder into them, while ensuring those narratives are grounded in real consumer and commercial opportunity. 

• Campaign Development & Execution 
  Lead cross-functional teams to bring campaigns to life across social, digital, PR, retail, and beyond - ensuring high-quality, on-brand execution. 

• Campaign & Project Briefing 
  Write clear, insight-driven briefs that guide creative development across brand campaigns, commercial moments, and cross-category initiatives. 

• Global Partnership Support 
  Partner with Regional Brand teams to provide toolkits, messaging frameworks, and brand context, enabling thoughtful localization that stays true to YETI. 

• Brand Stewardship 
  Ensure work is consistent with YETI’s brand standards across all touchpoints. 

• Measurement & Retrospective 
  Track campaign performance, share insights, and lead postmortems to inform and strengthen future work. 

Qualifications and Attributes: 

• Bachelor’s degree or equivalent experience (strongly preferred) 

• Greater than 8 years in brand marketing, ideally in brand-forward or lifestyle-forward organizations 

• Proven success leading integrated, results-driven marketing campaigns 

• Skilled in cross-functional collaboration and stakeholder alignment 

• Experience managing and tracking budgets 

• Strong strategic thinking and clear communication 

• Creative problem-solver with attention to detail 

• Confident giving feedback and guiding teams 

• Comfortable in fast-paced, dynamic environments 

• Ability to travel up to 20% 

• Passion for the YETI brand 

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