The Brand Manager is responsible for shaping and executing brand strategies that elevate Lowe’s private label and Pro-focused offerings. This includes managing brand identity, driving customer engagement, and ensuring consistency across all channels for external and internal customers.
Essential Functions:
Serve as the subject matter expert for assigned brands, including positioning and identity.
Lead brand refreshes, segmentation, and new brand development initiatives.
Monitor brand health using trackers, customer feedback, and market trends.
Support and Partner with the Internal/external partners in End-to-End Event Execution.
Translate strategic objectives into impactful event experiences that advance sales initiatives, support customer acquisition, and strengthen relationship development, while partnering with the sales leadership team to ensure events deliver measurable business value.
Manage a $1M+ annual event budget by supporting planning, expense tracking, and reconciliation. Ensure all spend aligns with forecasted plans and contributes to ROI-driven outcomes.
Collaborate with merchandising, marketing, digital, and operations teams to ensure brand consistency.
Guide branding decisions in product development and launches.
Lead Assistant Brand Managers and ensure alignment across departments.
Write strategic and creative briefs for campaigns, product launches, and visual assets.
Translate product features into compelling consumer-facing benefits.
Develop differentiated product and brand claims in collaboration with legal and QA teams.
Identify strategic opportunities using consumer insights and competitive analysis.
Build business cases to advise executive leadership on brand growth initiatives.
Support in-store, online, and marketing activations to drive brand consideration.
Prioritize key messages and launches for marketing and digital teams.
Author associate readiness strategies for product education and brand awareness.
Minimum Qualifications:
· Bachelor’s degree in Marketing, Business Administration, Merchandising, or related field or equivalent experience.
· 5–7 years of marketing experience, with 3+ years in brand or integrated marketing.
· Experience writing strategic briefs and leading cross-functional teams.
· Strong analytical skills with experience interpreting P&L data.
· Bonus: Experience in retail or CPG brand/category management.
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.
