Senior Brand Manager, GE Holiday Lighting

Job Description Senior Brand Manager, GE Holiday Lighting Balsam Brands is seeking a Senior Brand Manager to lead brand and retail marketing for the GE holiday lighting business. This role supports a fast-scaling wholesale licensing business that currently includes a small number of key retail partners. As our Senior Brand Manager, you will protect the GE brand and license requirements while translating the brand into retailer-specific plans, sell-in materials, digital shelf content, packaging and POS support, retail media briefs, seasonal launch plans, and performance learning loops. Our ideal candidate has a strong foundation in consumer-packaged goods (CPG) brand management and an entrepreneurial operating style. You know how to manage a brand within established licensing and commercial requirements while taking ownership from strategy through execution. You are comfortable building the tools and processes that do not yet exist and working hands-on with a lean team to develop our brand management capabilities. This position reports to the Head of GE holiday lighting and works closely with VP of Marketing. This is a permanent, full-time, hybrid role where you will be expected to split in-office time across our Redwood City and Burlingame, California offices, with travel for retailer meetings, line reviews, trade shows, and seasonal activations. What you’ll do: • Own GE holiday lighting brand positioning, messaging and consumer benefits hierarchy, and innovation storytelling. Maintain a practical toolkit with approved claims, logo and visual standards, packaging and support language, and guidance for adapting materials by retailer • Partner with Legal, Product, Packaging, and GE licensing stakeholders to ensure that trademarks, claims, warranties, and customer-facing content are accurate , approved, and consistent • Develop retailer-specific marketing plans for current and future accounts based on each retailer's shopper, category role, promotional model, digital requirements, and seasonal calendar • Partner with Sales on sell-in presentations, business reviews, marketing support plans, and account expansion. Build scalable tools such as product stories, point-of-sale concepts, customer education, and launch checklists • Set and maintain product detail page and digital shelf standards across retailer websites and marketplaces • Create retail media, co-marketing, and seasonal storytelling briefs that connect account objectives , priority products, creative assets, timing, budgets, and expected outcomes. Coordinate execution with internal teams, agencies, and retailer partners • Build and manage the annual marketing calendar, approval workflows, status tracking, and asset libraries needed to support a growing retailer base and a complex seasonal business • Serve as the primary marketing partner to Consumer Insights, establishing a consistent intake and working rhythm • Use a data-driven approach to recommend in-season changes and improve marketing plans • Guide direct reports and functional team members by identifying opportunities for growth, leveraging team strengths, and developing members toward organizational effectiveness What you bring to the table: • 6-10 years of relevant experience, ideally grounded in consumer packaged goods brand management, with additional experience in shopper , customer, retail, or wholesale marketing. Experience with seasonal décor, home, hardware, lighting, or related categories is a plus • Experience managing a brand within a broader portfolio and working within established brand, licensing, legal, or commercial requirements while owning execution from start to finish. Licensed-brand experience is a plus • Experience supporting national retail accounts, wholesale channels, retai