Senior Brand Marketing Manager

About the role

The Senior Brand Marketing Manager owns and shapes CALPAK's holistic brand strategy, driving awareness across all customer touchpoints: social media, PR, events and activations, brand partnerships, retail, and the influencer and ambassador ecosystem. This role leads the brand team in how CALPAK shows up across digital channels and in person, elevating brand perception, expanding awareness, and deepening emotional connection with consumers. Reporting to the Director of Brand Marketing, the Senior Brand Manager is both a strategic thinker and an executional driver, and a key decision maker in translating CALPAK's brand vision into impactful, integrated marketing initiatives. The role leads cross-functional collaboration across Creative, Social, Acquisition, and Retention teams, ensuring all brand touchpoints are cohesive, compelling, aligned, and performance-informed. This role also oversees external partners, manages direct reports, and provides clear directional support in how CALPAK builds and scales its brand presence across channels and communities. Key Requirements: Brand Strategy Partner with leadership to define CALPAK's brand marketing strategy and long-term brand vision across organic social, PR, influencer, partnerships, and experiential channels. Translate business objectives into integrated brand plans that drive awareness, consideration, and long-term brand equity. Lead consumer insights and industry analysis to understand evolving customer behaviors, needs, and motivations. Lead development of campaign briefs-ensuring clear strategic direction, audience insights, and messaging frameworks-and review and approve cross-channel messaging. Own approval of all content across social, eCommerce, retail, retention, and partnerships, ensuring it consistently reflects briefs and guidelines with precision. Lead brand cohesion across all channels, ensuring alignment with CALPAK's voice, positioning, and visual identity, tied back to brand guidelines. Maintain a strong pulse on cultural, social, and industry trends to inform brand strategy and identify opportunities to grow brand relevance through culture, community, and emerging trends. Present brand-aligned opportunities to leadership that support company-wide growth goals. Continuously evolve CALPAK's approach to storytelling, creator collaboration, and experiential marketing. Contribute to seasonal planning and quarterly brand-calendar development while managing the monthly social media calendar and providing oversight on the monthly retention calendar. Own the annual brand marketing calendar. Social Media Own strategy and briefing to the social media agency, with clear brand goals aligned to campaign storytelling for high impact. Manage the content calendar in partnership with the Art Director, ensuring campaign creative and messaging is clear, concise, and meeting channel KPIs for growth. Ensure CALPAK's share of voice grows continuously across key platforms such as Instagram and TikTok by partnering strategically with the Influencer and Ambassador teams. Review and approve all content to ensure each piece is brand-first and strategically aligned with social growth goals. PR & Communications Own PR strategy and execution with full agency oversight, including media relations, product launches, and brand storytelling. Identify and develop compelling narratives, product storylines, and cultural hooks that drive earned media coverage. Oversee strategy and execution of all PR seeding programs and events. Track and analyze PR performance, including earned media value, reach, and sentiment. Identify opportunities to amplify PR moments, including product launches, talent relations, campaign moments, and activations. Influencer Management Strategize and scale CALPAK's influencer marketing program across organic, paid, and whitelisting channels. Guide creator selection, partnership structure, and content direction to ensure both brand alignment and performance. Partner cross-functionally to ensure approved partners are brand-aligned with long-term opportunities across acquisition and brand. Events & Activations Lead strategy and execution of brand events, activations, and experiential moments that drive awareness and engagement. Own brand partnerships and collaborations from ideation through execution and performance analysis. Align influencer, PR, and event strategies with broader marketing goals. Pitch relevant, buzzworthy brand collaborations and licensing programs to leadership for future consideration. Ensure all activations align with brand positioning and deliver meaningful consumer experiences and measurable results. Evaluate the success of events and partnerships through both qualitative and quantitative metrics. Manage event budgets and agency relationships from concept to execution. Reporting & Budget Management Own performance tracking and reporting across brand initiatives-PR, partnerships, and events-and support influencer reporting where needed. T