Director, Brand - US

At Kids2, we’re really good at what we do. And when we’re great at our jobs, we help parents be great at their jobs.

Parenting is demanding, and that’s where we come in. We want to reimagine how brands can make it easier for early stage parents – not by just selling them products, but by providing holistic solutions that transcend borders, categories and aisles.

No matter our title or department, at Kids2, our job is to create more tiny wins for parents, so they can create bright futures for their little ones. That’s a big task!

We’re serious about what we do, AND we love to have fun. Our team is hardworking, entrepreneurial, and passionate about helping families create millions, if not billions of tiny wins.

The Director of Brand at Kids2 will be responsible for driving the overarching brand strategy and go-to-market activations across four key brands. This position ensures brand alignment and cohesion through all product launches, marketing initiatives, consumer touchpoints, and retail experiences. Working closely with marketing, creative, product, and sales teams, the Director of Brand will lead the development and execution of GTM initiatives that maximize reach, engagement, and revenue for Kids2’s portfolio.

Key Responsibilities:

• Brand Strategy & Multi-Brand Management:
  • Develop and execute a cohesive brand strategy for three distinct brands, ensuring each brand’s unique identity is upheld while supporting overarching Kids2 brand values.
  • Define and adapt brand positioning, voice, and messaging for each brand based on evolving market trends and customer insights.
  • Oversee brand performance metrics, tracking KPIs for each brand to ensure brand equity and profitability.

• Go-to-Market Activations:
  • Lead the development and execution of GTM campaigns that drive awareness, engagement, and sales for new product launches, seasonal promotions, and brand initiatives.
  • Collaborate with cross-functional teams to ensure all GTM activations, including in-store, digital, and social media, are aligned with brand goals and deliver a seamless customer experience.
  • Work with retail partners and Kids2 sales teams to support in-store activations, merchandising strategies, and retail marketing efforts that enhance brand visibility and consumer engagement.

• Brand Messaging & Content Development:
  • Oversee the development of compelling and consistent brand messaging, guiding content creation for digital, social, and in-store channels.
  • Collaborate with creative teams to develop visually compelling and engaging content that reinforces brand identities and builds emotional connections with consumers.

• Cross-Functional Collaboration & Leadership:
  • Partner closely with creative, digital marketing, product, and customer experience teams to ensure brand consistency and alignment across all channels and touchpoints.
  • Serve as a brand ambassador, guiding internal teams to maintain brand standards and ensuring brand voice and messaging resonate across Kids2’s diverse customer base.
  • Manage and mentor a team of brand managers, providing leadership and fostering a collaborative, results-driven environment.

• Customer Insights & Competitive Analysis:
  • Stay attuned to customer insights, market trends, and competitive positioning to inform brand and GTM strategies.
  • Conduct regular analysis of competitor activities and customer preferences, applying insights to optimize Kids2 brands’ market positioning.

• Budget Management & Performance Tracking:
  • Manage and allocate the brand budget across the four brands, optimizing resources to support high-impact initiatives and achieve KPIs.
  • Track brand and campaign performance, providing actionable insights to optimize marketing spend and ensure positive ROI.

Key Qualifications:

• Experience:
  • 8+ years in brand management, GTM activations, or marketing within a consumer-focused industry, with a strong preference for experience in baby or family-oriented brands.
  • Proven success in leading GTM campaigns and multi-channel activations, including digital, social, and retail.
  • Experience managing and developing junior brand managers or similar team roles.

• Skills:
  • Strong strategic mindset with the ability to balance creativity and data-driven decision-making.
  • Exceptional project management skills, with a track record of managing complex, cross-functional initiatives.
  • Knowledge of customer journey mapping and the ability to create engaging experiences across online and offline channels.
  • Familiarity with retail environments and merchandising strategies, ideally with experience in omni-channel marketing.

• Education:
  • Bachelor’s degree in Marketing, Communications, Business, or a related field; MBA or advanced degree preferred.

Success Factors:

• Ability to thrive in a fast-paced environment and adapt brand strategies to align with changing consumer preferences.
• Strong focus on customer-centric strategies, delivering brand experiences that resonate emotionally and build loyalty.
• An innovative approach to brand storytelling and activation, with a commitment to Kids2’s mission of creating engaging products for young families.

PHYSICAL DEMANDS 

• While performing the duties of this job, the employee is regularly required to sit; have flexible use of hands; and talk or hear. 
• The employee is occasionally required to stand, walk, and reach with hands and arms. 
• The employee must occasionally lift and/or move up to 50 pounds. 
• Specific vision abilities required by this job include close vision, and color vision.

WORK ENVIRONMENT 

• General office environment.

We offer competitive pay, flexible hours, and generous benefits. Plus, to keep things fun (because we are all kids at heart), we offer a host of team member activities and philanthropic efforts throughout the year and company-wide awards and recognition for a job well done!

Check out our website at www.kids2.com and our social media pages on LinkedIn, Facebook and Instagram for more information and open positions in the career section.

Drug Free Workplace M/F/D/V