Senior Manager, Brand Strategy & GTM

Role Overview:

BYOMA is looking for a strategic, entrepreneurial, and highly collaborative marketing leader to help drive the next phase of brand and business growth across North America.

Reporting to the VP, Marketing, the Senior Manager, Brand Strategy & Go-To-Market will lead integrated marketing planning, campaign development, commercialization, and execution across North America. This role will be responsible for translating business priorities into impactful consumer and retail marketing plans that build brand awareness, recruit new consumers, strengthen community engagement, and drive commercial growth.

As a key strategic partner to the VP, Marketing, this individual will lead annual planning, campaign development, launch execution, business reporting, budget management, and performance measurement across all marketing initiatives in North America.

The ideal candidate combines strong brand-building capabilities with commercial acumen, analytical rigor, and a deep understanding of how culturally relevant, community-first brands create meaningful consumer connections while delivering measurable business results at scale.

Department: Marketing
Location: New York City (on site 4 days a week)
Salary: $130,000 + bonus

Key Responsibilities

Brand Strategy & Integrated Planning

• Lead North America marketing planning and strategy in support of innovation launches, hero campaigns, retailer priorities, and annual business objectives.
• Develop integrated 360° marketing plans across Consumer Engagement, Influencer, Social, Community, Experiential, HCP, Retail Marketing, and Commercial channels.
• Own the North America marketing calendar, ensuring alignment across launches, campaigns, retailer activations, and key business priorities.
• Translate global priorities into locally relevant strategies and activation plans that resonate with North American consumers.
• Partner closely with Global teams to ensure strong alignment between global priorities and North America market needs, bringing forward consumer, retailer, competitive, and performance insights to inform future planning and optimization.

Campaign Development & Go-To-Market Leadership

• Lead North America go-to-market planning, activation strategy, and cross-functional execution for innovation launches, hero products, and key commercial priorities.
• Develop launch plans, activation frameworks, timelines, and success metrics that align global priorities with North America market needs.
• Ensure campaigns deliver against both brand-building and commercial objectives.
• Drive strong alignment and integration across Consumer Engagement, Sales, HCP, Retail Marketing, Creative, and Global stakeholders.
• Lead execution across all consumer touchpoints to maximize awareness, engagement, trial, and business performance.
• Identify opportunities to optimize marketing and commercial plans, continuously improving performance throughout the launch lifecycle.

Commercial Strategy & Growth Opportunities

• Partner closely with North America Sales teams to support commercial objectives and identify opportunities for growth.
• Develop retailer-specific marketing plans supporting key strategic partners including Target, Ulta, and Amazon.
• Analyze consumer, category, channel, and retailer performance to identify opportunities for recruitment, retention, share growth, and expansion.
• Partner closely with Sales, Global, and Demand Planning teams to support North America assortment planning, category growth strategies, and long-range business objectives.
• Develop recommendations around portfolio priorities, hero product growth opportunities, and future demand plans to support annual and multi-year commercial objectives.
• Support development of commercial marketing strategies that drive awareness, trial, conversion, and sell-through.
• Identify emerging trends, whitespace opportunities, and new growth platforms that can accelerate brand performance.

Insights, Analytics & Performance Measurement

• Lead KPI development, reporting frameworks, and business performance reviews across North America Marketing.
• Analyze campaign performance, consumer behavior, retailer trends, competitive activity, and market dynamics.
• Monitor category, assortment, and portfolio performance to identify opportunities for optimization, growth, and investment prioritization.
• Translate data and insights into actionable recommendations that improve marketing effectiveness and business performance.
• Establish clear measurement frameworks that connect marketing investment to business outcomes.
• Partner with Global and Commercial teams to continuously optimize plans based on performance and learnings.

Budget Management

• Support development and management of the North America marketing budget.
• Monitor investment allocation across campaigns, launches, and key business initiatives.
• Track spending against priorities and identify opportunities to improve effectiveness and efficiency.
• Ensure marketing investments are aligned with strategic objectives and performance goals.

Cross-Functional Leadership

• Partner closely with Marketing, Sales, Global HQ, HCP, Creative, and Commercial teams to drive alignment, identify opportunities, and maximize business performance across North America.
• Drive alignment, accountability, and communication across multiple functions and stakeholders.
• Support development of best practices, planning processes, and reporting tools that strengthen organizational effectiveness.
• Mentor and support junior team members while fostering a collaborative, high-performing team culture.

Requirements:

Experience

• 8+ years of experience in brand marketing, go-to-market planning, commercialization, strategy, or related marketing functions.
• Beauty, skincare, wellness, or consumer brand experience strongly preferred.
• Experience developing integrated marketing campaigns that deliver both brand and commercial results.
• Experience partnering closely with commercial and retail teams.
• Experience helping scale high-growth brands preferred.

Skills

• Strong strategic thinking and planning capabilities.
• Strong commercial acumen and understanding of retail marketing.
• Analytical mindset with the ability to translate data into actionable business recommendations.
• Exceptional project management and organizational skills.
• Strong financial acumen and budget management experience.
• Excellent presentation, communication, and storytelling skills.
• Advanced PowerPoint and reporting capabilities.
• Ability to manage multiple priorities in a fast-paced environment.

Ideal Candidate Profile

• Experience working on high-growth brands that have successfully scaled.
• Understands how community-first and culturally relevant brands build awareness, engagement, advocacy, and commercial impact.
• Combines creative thinking with strong business instincts.
• Comfortable operating in entrepreneurial and fast-moving environments.
• Passionate about building brands that create meaningful consumer connection while delivering measurable business performance.

Ready to apply?
Please click the link below that will bring you to our careers page where you can submit your application & resume (cover letter optional). A member of our team will be in touch soon!