Brand Manager (Hybrid)

BELLAMI is the brand professional stylists reach for, and every extension method we sell — tape-in, hand-tied and machine wefts, keratin bonds, clip-ins, and what comes next — carries its own customer, its own economics, and its own reasons people choose it and stay.

The Brand Manager owns that picture. You are accountable for brand health and for the revenue and margin of the extension methods in your portfolio, and you connect the two: reading where the brand has the most room to grow, then building the campaign or the product that gets it there. You will run new product development through a stage-gate process from insight to launch, and lead the brand campaigns that give each method a clear reason to exist.

This role sits at the center of the commercial team. Integrated marketing takes your strategy to market, sales carries it to salons and retail, and education makes stylists confident using it. You will bring those partners in early and keep them close, so every launch lands with one voice.

Responsibilities

Brand Health

• Own the definition and measurement of BELLAMI brand health: awareness, consideration, preference, NPS, repeat rate, and share of voice among pros and consumers
• Build and run the tracking that makes brand health a real number, not a feeling: brand tracker studies, pro and consumer research, social listening, review analysis, and competitive benchmarking across methods
• Pinpoint the biggest growth opportunities by method, audience, and region, and identify which lever unlocks each one: product, message, price, education, or distribution
• Turn those insights into action: brief and build the NPD or campaign that captures the opportunity, then measure the lift
• Report brand health to leadership on a consistent cadence with a clear point of view on where to go next

Extension Method P&L

• Own revenue and margin for your assigned extension methods, including annual and quarterly forecasting against target
• Own pricing strategy, architecture, and promotional guardrails by method, balancing accessibility for stylists with margin health
• Manage the assortment: know which SKUs, lengths, textures, and shades are earning their place and where to concentrate investment
• Partner with demand planning, operations, and finance on forecasts, inventory, and cost inputs so the plan is executable
• Track method-level performance weekly and monthly, and be the person who can explain why the number is what it is

New Product Development

• Own the NPD pipeline for your methods, from consumer and stylist insight through concept, business case, development, and launch
• Run the stage-gate process end to end , define gate criteria, prepare the business case and volumetric forecast at each gate, chair gate reviews, and keep go/no-go decisions clear and evidence-based
• Write the product brief: positioning, target stylist and end consumer, claims, price and margin architecture, and success criteria
• Drive cross-functional execution with product development, sourcing, quality, packaging, regulatory, and supply chain to hit launch dates
• Own the go-to-market plan for each launch: narrative, launch tier, channel sequencing, sampling, education, and trade support
• Conduct post-launch reviews against the gate business case and feed what you learn back into the next round

Brand Campaigns

• Develop the brand and method-level positioning that gives every campaign a clear, defensible reason to believe
• Own the annual brand calendar, campaign strategy, seasonal moments, launch beats, and always-on brand work
• Write the creative brief and steward the work through production with internal creative and agency partners
• Own campaign budgets and measure results against brand health and commercial goals, not just delivery
• Build campaigns aimed squarely at the biggest brand health opportunities, growing awareness, deepening credibility, or shifting perception within a given method or audience

Cross-Functional Partnership

• Integrated Marketing: bring campaigns and launches to the team early with clear positioning, assets, and goals so influencer, affiliate, social, and PR can amplify with a consistent story
• Sales: partner on sell-in narratives, trade and retail presentations, forecasting, and field feedback loops for both salon and retail channels
• Education: equip the education team with the product truth, technique guidance, and claims support stylists need to sell and apply with confidence
• Ecommerce, Creative, Finance, and Operations: keep the plan aligned and executable across every function that touches the launch