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