Your Impact
The primary purpose of the Brand Manager-Private Brands is developing and maintaining differentiated and meaningful brands that deliver exceptional value to consumers. The manager will work with private brand leadership in conceiving strategies that capitalize on growth opportunities with prioritized customer segments by leveraging consumer insights, understanding the competitive landscape and working closely with cross-functional teams to drive the overall strategic success of Lowe's owned brands. The position will report to the Director, Private Brand Management and will serve as a subject matter expert of an assigned owned brand(s).
What You Will Do
• Serve as the subject matter expert and owner of brand standards on assigned brands – the brand positioning and identity. Maintain knowledge of relevant product assortment, competitive landscape and market dynamics.
• Direct ownership of a key destination brand within the portfolio and shared management of multiple at-shelf brands in partnership with Assistant Brand Manager - Private Brands
• Monitor health of the brands through brand tracker, customer feedback and creates action-oriented plans to address opportunities.
• Lead Assistant Brand Manager(s)- Private Brands to move each brand's strategy forward through project execution, driving alignment and communication with cross-functional partners, and ensuring brand consistency across all channels
• Identify strategic brand opportunities from consumer insights, trends and market observations. Build business cases to advise and make recommendations to executive leadership on opportunities
• Draw clear and actionable conclusions from consumer insights, competitive analyses, and business dynamics to accelerate consumer solutions and drive consideration of brands
•Write creative briefs to inform foundational brand work including brand refreshes, new brands and segmentation. Guides Assistant Brand Manager(s) - Private Brands in development of creative briefs for creative execution on assets like photo, video, and infographics
•Guide branding decisions in product development process, launches to ensure portfolio strategy and brand standards are applied by cross-functional partners at all stages and touchpoints
• Author associate readiness strategies and materials for product launches, key education moments, and overall brand awareness with cross functional partners
• Work cross-functionally to support the brand's online, in-store, and marketing activations, to effectively drive consideration. Priorities key messages, launches to inform marketing and digital teams.
• Translate product features to compelling, prioritized consumer-facing benefits. Develops differentiated product and brand claims, working with QA and legal to substantiate.
• Communicate and drive alignment with key stakeholders, delivering on highly effective strategies, tactics and action plans.
Minimum Qualifications
• Bachelor's Degree in Business Administration, Merchandising, Marketing or related field or equivalent experience and 7+ years experience in marketing
• 5+ years experience in brand management or integrated marketing experience for consumer brands or retailer
• 3+ years experience writing strategic briefs and working cross-functionally and leading brand marketing or integrated teams
• 1+ years experience leading a team directly or indirectly
Preferred Skills/Education
About Lowe’s
Lowe’s Companies, Inc. (NYSE: LOW) is a FORTUNE® 100 home improvement company serving approximately 16 million customer transactions a week in the United States. With total fiscal year 2024 sales of more than $83 billion, Lowe’s operates over 1,700 home improvement stores and employs approximately 300,000 associates. Based in Mooresville, N.C., Lowe’s supports the communities it serves through programs focused on creating safe, affordable housing, improving community spaces, helping to develop the next generation of skilled trade experts and providing disaster relief to communities in need. For more information, visit Lowes.com.
Lowe’s is an equal opportunity employer and administers all personnel practices without regard to race, color, religious creed, sex, gender, age, ancestry, national origin, mental or physical disability or medical condition, sexual orientation, gender identity or expression, marital status, military or veteran status, genetic information, or any other category protected under federal, state, or local law.
Starting rate of pay may vary based on factors including, but not limited to, position offered, location, education, training, and/or experience. For information regarding our benefit programs and eligibility, please visit https://talent.lowes.com/us/en/benefits.
