Brand Manager Full Time

At YETI, we believe that time spent outdoors matters more than ever and our gear can make that time extraordinary. When you work here, you’ll have the opportunity to create exceptional, meaningful work and problem solve with innovative team members by your side. Together, you’ll help our customers get the high-quality gear they need to make the most of their adventures. We are BUILT FOR THE WILD™.

About the Role:

As the Brand Manager, you will drive awareness, relevance, and usage of YETI by activating the brand and product across multiple channels in meaningful and distinctive ways. In this early stage of building the brand’s credibility and trust in the market, you will identify and nurture lasting relationships while creating opportunities with relevant communities, ambassadors, third-party events, and organizations. You will also lead always-on social media and PR communications in collaboration with external partners, ensuring a consistent and engaging brand presence. In this role, you will work cross-functionally with the internal wholesale and e-commerce teams, HQ counterparts, and external agencies.

Responsibilities:

Discovery & Insights

• Assess below discovery & insights to develop prioritised strategy & execution plan that best support YETI’s growth opportunity.
• Track and report on major cultural and community trends to ensure YETI stays relevant and authentic.
• Monitor industry/core community trends, market conditions, and competitor activities to spot opportunities and risks.
• Identify new communities, ambassoders/ talents, and partnerships that align with YETI’s brand values.

Community Relationship & Management

• Build, support, and maintain strong day-to-day relationships with community stakeholders,  ambassadors, and brand partners.
• Actively engage with communities through in-person, phone, and digital outreach.
• Foster relationships to maximize opportunities for collaboration and increase brand visibility.
• Ensure YETI maintains authenticity and resonance within relevant communities.

Plan & Produce

• Ideate, plan, and deliver go-to-market activations, events, and product launches, including tradeshows with commercial teams.
• Ensure executional excellence by designing activations, events, and content that are both meaningful and distinctive to YETI, creating memorable brand experiences for communities and consumers.
• Plan holistically by amplifying activations, events, and product launches across multiple channels (social media, communication PR, ambassadors, key opinion leaders, etc.).
• Manage and support always-on social media and PR communications in collaboration with external agencies, ensuring a consistent and engaging brand presence.
• Collaborate cross-functionally with internal teams (wholesale, e-commerce, operations, etc.) and external agencies to ensure seamless delivery of plans.
• Partner with HQ Brand and Community teams, when necessary, to develop creative assets and content that are authentic, locally relevant, and aligned with YETI’s brand.

Other

• Develop and deliver strategic recommendations, execution plans, and performance reviews in clear, well-structured documents (PowerPoint, Excel, Word, etc.).
• Manage budgets, ensuring adherence to the original objective, plans, and schedules.
• Travel frequently (up to 70%) to support community engagement and event execution.

Qualification & Attributes:

• Minimum 5+ years’ experience working in a similar role or relevant experience
• Demonstrated experience in a Brand Management role in Consumer Goods/FMCG/Retail environment
• Background in communication (PR) and social media management is a plus
• Strong project management skills – ensure project milestones are met according to commitments; ability to manage and prioritize a wide variety of project types that vary in scope and scale and excel in a lean work environment

Tagged as: brand management, brand manager, japan, management, tokyo, yeti