Retail Brand Manager

Springs Window Fashions

  • Middleton, WI
  • Permanent
  • Full-time
  • 8 days ago
Description:Springs Window Fashions is hiring a Retail Brand Manager based in our Corporate Headquarters in the Madison, WI area.This is an on-site role with a hybrid work schedule, fully remote is not an option. The successful candidate is expected to be in the company HQ every Monday, Tuesday & WednesdayAbout Springs:Springs Window Fashions has been a leader in the window treatments industry since 1939. Headquartered in Middleton, WI, we operate across 14 locations in North America with a team of over around 7,000 associates. Our diverse portfolio of brands—including Bali, Graber, SunSetter, and Mecho—can be found in major retailers, designer showrooms, and commercial spaces worldwide. As a privately owned company, we are committed to delivering The Best Experience—for our consumers, channel partners, and associates—through innovation, quality, and exceptional service.Our Department:The Marketing Team at Springs Window Fashions (SWF) is responsible for developing and executing the residential marketing strategy, positioning our brands as market leaders while driving brand awareness and consumer engagement. Our focus is on continuously enhancing the customer experience. As a fast-paced and dynamic group, marketing plays a critical role in shaping the impression customers have of our brands. The team is made up of marketing enthusiasts driven by a passion for delivering the Best Experience to our customers – whether they are dealers, retailers, or the end consumer.Role Overview:Springs Window Fashions is seeking a Retail Brand Manager to lead the end-to-end brand strategy and marketing execution for our retail brands, with a primary focus on Bali and its presence at The Home Depot and Lowe’s. Experience with Lowe’s Media Network and Orange Apron Media is required. This is a high-impact, highly visible role responsible for shaping how shoppers experience our brands, from product discovery to purchase and beyond.This role will be the brand steward and strategic lead for the retail channel, ensuring our brands are clear, compelling, and consistent across all touchpoints – digital, in-store, and in partnership with our retail customers. We are looking for someone who is part strategist, part project manager, and part creative thinker – someone who can zoom out to set direction and zoom in to deliver results. The ideal candidate will bring a strong sense of ownership and a results-driven mindset, with the opportunity to grow this role into a team leadership position as the impact of retail marketing continues to expand.Key Responsibilities:Brand Strategy & Positioning
  • Own the Bali brand strategy for retail, including purpose, positioning, messaging, and visual identity
  • Define and maintain brand hierarchy across Bali Essentials, Bali, and Bali Designer Collection
  • Lead simplification and clarity of brand architecture across SKUs and channels
  • Collaborate with Creative, Social, and Digital to deliver cohesive brand storytelling
Retailer Partnership Marketing
  • Serve as primary marketing contact for The Home Depot and Lowe’s
  • Lead and execute joint marketing plans with key retailers, including LMN (Lowe’s Media Network) and OAM (Orange Apron Media)
  • Manage media buys, placements, and performance across retail-specific platforms
  • Ensure alignment and consistency across retail.com, in-store signage, and seasonal campaigns
  • Collaborate with retail partners to optimize content, targeting, and conversation throughout the customer journey
Performance Marketing
  • Plan, execute, and optimize full-funel performance marketing campaigns, including:
  • Paid Search (SEM)
  • Social Media Advertising
  • Affiliate & Influencer Marketing
  • Display and Native Advertising
  • Leverage advanced targeting and audience segmentation (demographics, interests, geolocation, and lookalike audiences)
  • Use UTM taggin, multi-touch attribution, and customer journey mapping to track results
  • Monitor and optimize KPIs: CPC, CPA, CTR, ROAS, and LTV
  • Conduct A/B and multivariate testing to improve creative, targeting, and messaging
  • Reallocate budgets dynamically based on campaign performance and funnel analysis
  • Ensure compliance with fraud prevention practices and adherence to brand guidelines (both our own and our retailers’)
Annual Marketing & Campaign Planning
  • Lead the annual marketing planning process for retail brands
  • Coordinate cross-functionally with Product, Sales, Finance, and Creative to build integrated plans that align to business goals
  • Collaborate with Creative to produce photography, video, and digital assets
  • Own product launch planning and execution across all channels from briefing through activation
Requirements:Education and Experience
  • 7+ years of experience in brand management, marketing strategy, or retail marketing—experience with home goods or CPG a plus
  • Strong understanding of retail environments and experience working directly with The Home Depot and/or Lowe’s
  • Experience with retail media platforms, including LMN and OAM
  • Proven ability to lead cross-functional teams and develop integrated go-to-market plans
  • Expertise in performance marketing strategy and execution across digital channels
  • Strong analytical mindset and comfort with marketing data, attribution, and optimization
  • Excellence communication and storytelling skills with experience developing brand narratives, briefs, and campaigns
  • Digital-first mindset with knowledge of content strategy, social media, and retail.com best practices
  • Strong project management and budget oversight capabilities
  • Passion for building brands and delivering measurable business results
How We Work to Deliver a Best Experience: Our Culture
  • Our Core Value: We do the right thing, always
  • Our Seven Cultural Behaviors
  • Empowerment - We trust our people.
  • Ownership - We take 100% responsibility for our roles actions, and results.
  • Leadership - We all lead by example and talk direct with respect (DWR).
  • One Team - We are One Springs Team.
  • Customer First - We consider our customers' needs before evry decision.
  • Continuous Innovation - We are constantly learning, innovating, and improving.
  • Speed - We define priorities and operate with a sense of urgency and eligibility.

Springs Window Fashions