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, retailer websites, marketplaces, or other omnichannel retail partners 

• Strong understanding of line reviews, item setup, packaging, point-of-sale materials, digital shelf content, retail media, promotional calendars, and post-season reporting 

• Ability to write clear creative, content, packaging, retail media, and sales enablement briefs and present recommendations to executives and cross-functional partners 

• Commercial judgment and the ability to connect brand strategy to retailer priorities, account growth, item productivity, sell-through, margin, and long-term brand health 

• Strong project management and operating discipline, with the ability to manage complex calendars, approvals, and cross-functional dependencies in a seasonal business 

• An analytical approach and experience using performance data, consumer insights, competitive research, retailer feedback, and product reviews to improve decisions. Experience with retail media and digital shelf optimization is strongly preferred 

• A resourceful, self-directed working style 
• Comfort moving between strategy and hands-on execution without a large support team 

About Us: Balsam Brands is a global, omnichannel retailer with roots in holiday and home décor. We strive for excellence in everything we do and present a unique opportunity for those seeking to have a meaningful impact in a people-first company that values relationship building, authenticity, and doing the right thing. We have steadily growing teams in Boise, the Bay Area, Dublin, the Philippines, Canada, and Mexico.    

The company's mission is to create joy together. We empower our team and partners to love what they do, provide products and experiences that inspire meaningful moments with family and friends, and give back to our families and communities in impactful ways. When you join Balsam Brands, you'll find a culture of caring people doing challenging work and building a welcoming workplace. 

• Check out our flagship brand, Balsam Hill: www.balsamhill.com  

• Balsam Brands in Forbes: https://bit.ly/balsambrandsforbes2023 

• Balsam Brands on LinkedIn: http://www.linkedin.com/company/balsam-brands/ 
• Glassdoor: https://bit.ly/balsambrands-glassdoor 

At Balsam Brands, we strive to offer a competitive compensation and benefits package. For permanent, full-time team members, our current package includes: 

• Competitive compensation, including a cash-based incentive plan; salary is reviewed yearly and may be adjusted as part of the normal compensation review process 

• Comprehensive Medical, Dental, and Vision coverage, with 100% of monthly premiums covered for team members, and 85%+ employer-paid premiums for other coverage tiers that include dependents 

• Up to $2,000 annual funding toward HSA accounts  

• Medical, transit, dependent care FSA  

• Infertility coverage offered on all medical plans 

• Generous parental leave program and flexible return options 

• Company-paid life and AD&D insurance 

• Company-paid short and long-term disability insurance 

• 401(k) with dollar-for-dollar company match up to $4,000 per calendar year 

• Employee Assistance Program (EAP) and other mental health and wellness perks 

• Paid holidays, annual shutdown week, PTO, and volunteer time-off (VTO) packages 

• Paid 5-week sabbatical leave after 10 years of employment 

• Annual continuous learning benefit up to $1,000 per person, per fiscal year 

• Up to $300 flexible reimbursement to support setup of new team member's work-from-home environment 

• Generous team member merchandise discount 

• Valuable extras: identity theft protection, subsidized parking, monthly wellness, pet insurance, accident & critical illness insurance 

The base pay range for this position is: $151,600 to $189,500. Please note that placement within the posted salary range is based on several factors, including geographic location, experience, skills, alignment with role requirements and other job-related factors. It is uncommon for offers to be made at the top of the range, as this typically reflects a candidate who exceeds all role requirements and brings significant, directly applicable experience. We benchmark our pay ranges against current external data sources and regularly review compensation for our team members. Balsam Brands is committed to providing our team members with an internally fair, externally competitive, and fiscally prudent total compensation package administered in a simple and consistent manner. 

At Balsam Brands, we strive to build a diverse, equitable, and inclusive team to fulfill our purpose to create joy together. Balsam Brands is proud to be an equal opportunity employer. We encourage people from all backgrounds, ages, abilities, and experiences to apply. We do not discriminate on the basis of race, ethnicity, religion, national origin, citizenship, marital or family status, disability, sexual orientation, gender identity or expression, pregnancy or caregiver status, veteran status, or any other legally protected status. We will ensure that individuals with disabilities are provided reasonable accommodations to participate in the job application and interview process, to perform essential job functions, and to receive other benefits and privileges of employment. 

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