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 <span data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":0,"335559740":259,"3