Product brand marketing manager (hand tools)

The Manager, Product Brand Marketing leads the customer-facing brand strategy for one or more Harbor Freight private brands. This role integrates customer insights, product strategy, brand positioning, and marketing activation to deliver a differentiated and consistent brand experience across all customer touchpoints. The Manager drives cross-functional alignment across Merchandising, Product Experts, Quality Assurance, Creative, Customer Insights, Stores, and Marketing Channels to establish brand priorities, develop go-to-market strategies, and deliver brand initiatives. Accountable for brand performance and outcomes, this role influences and coordinates work across functions while execution remains owned by the respective subject matter teams.

Duties and Responsibilities

• Lead the cross-functional brand workcell, setting priorities, surfacing decisions, resolving dependencies, and driving follow-through.
• Own integrated go-to-market plans for major and minor product launches, including positioning, messaging, timing, creative, channels, stores, and digital readiness.
• Develop brand strategy, priorities, platforms, campaigns, and growth.
• Drive consistency across product messaging, claims, naming, imagery, web, packaging input, and in-store expression.
• Partner with Creator and Content teams to develop brand-aligned creator and content opportunities.
• Coordinate activation across email, paid media, social, web, stores, and other channels.
• Identify new partnerships, programs, channels, and growth opportunities.

The role is intended to own the brand system and outcomes, not routine execution or every transaction.

Scope

• Staff supervision and development: Yes
• Decision making: Leads the development of brand strategy, positioning, messaging, and go-to-market recommendations for assigned brands. Sets priorities for the brand marketing agenda, drives cross-functional alignment and follow-through, and makes decisions within established brand marketing authority.
• Travel: Up to 10%
• Flex Designation: Anywhere

The anticipated salary range for this position is $126,700 – $190,100 depending on location, knowledge, skills, education and experience. This position is also eligible for an annual discretionary bonus. In addition, we offer comprehensive and competitive benefits to Associates (and their families) such as medical, dental, vision, life insurance, short-term and long-term disability. Eligible Associates are able to enroll in our company’s 401k plan. Associates will accrue paid time off up to 236 hours per year (inclusive of PTO, floating holidays, and paid holidays). Paid sick time up to 80 hours per year unless otherwise required by law.