Strategic Brand Manager

Location: Greater Indianapolis, Indiana (On-site; relocation required)

Reports To: Chief Operating Officer

Company Overview: Westfield Outdoors is a leading Indianapolis-based company specializing in durable goods manufacturing and international importing services. Our focus lies in outdoor leisure products, including camping furniture, tents, shelters, backpacks, trekking bags, soft coolers, pet products, baby products, hunting accessories, fishing tackle, and patio furniture. As a global leader in OEM and private-label manufacturing for the outdoor industry, Westfield Outdoors is committed to delivering innovative, high-quality products while expanding our portfolio of owned brands and direct-to-consumer capabilities.

Position Summary: The Strategic Brand Manager is responsible for shaping and advancing the strategy, positioning, and commercial growth of Westfield Outdoors’ strategic and owned brands. Reporting directly to the Chief Operating Officer, this role translates enterprise priorities and market opportunities into clear brand plans, coordinated initiatives, and measurable business outcomes. This position directly manages one Strategic Product Manager and works through strong cross-functional partnership. The Senior Manager collaborates closely with Creative Services, Digital Marketing and Ecommerce, Integrated Marketing Operations, and Product Design and Development to align brand direction, product priorities, storytelling, channel execution, and launch readiness.

Brand Strategy & Portfolio Direction: Develop and maintain clear brand strategies, positioning, target-customer definitions, value propositions, and growth priorities. Translate company objectives and market opportunities into annual and multi-year brand plans with defined priorities and measures of success. Evaluate brand, category, customer, channel, and competitive information to identify opportunities, risks, and recommended actions. Maintain consistency between brand strategy, product direction, marketing activity, and commercial execution.

Cross-Functional Planning & Execution: Lead cross-functional planning for strategic brand initiatives, product launches, campaigns, and channel programs. Partner with Creative Services to establish messaging direction, creative priorities, and brand standards. Partner with Digital Marketing and Ecommerce and Integrated Marketing Operations to align calendars, channel plans, content needs, and performance reporting. Collaborate with Product Design and Development to connect customer and market needs with product roadmaps and commercialization plans.

Commercial Performance & Decision Support: Define practical performance indicators and review brand, product, channel, and campaign results with functional partners. Prepare recommendations, business cases, and executive updates that support prioritization and resource decisions. Monitor execution against agreed plans, surface issues early, and coordinate corrective actions across teams. Balance growth opportunities with brand integrity, operational capacity, timing, and financial discipline.

Leadership & Brand Stewardship: Manage and develop the Strategic Product Manager through clear priorities, coaching, accountability, and performance feedback. Serve as a visible advocate for the customer and the long-term health of Westfield Outdoors’ strategic brands. Create clarity across teams by documenting decisions, ownership, milestones, and required follow-through. Build productive working relationships with internal leaders, external partners, and international teams. Promote disciplined planning, accountability, collaboration, and continuous improvement.

Education and Experience: Bachelor’s degree in Marketing, Business, Product Management, Communications, or a related field preferred.7–10 years of progressive experience in brand management, product marketing, portfolio strategy, consumer products, or a related commercial discipline. Experience supervising a direct report and leading cross-functional brand, product, launch, or growth initiatives in a multi-channel environment preferred.

Skills and Competencies: Strong brand strategy, positioning, planning, and commercial judgment. Ability to turn market, customer, product, and performance information into clear priorities and action plans. Excellent written, verbal, presentation, and executive-communication skills. Strong project leadership, financial awareness, and ability to manage multiple priorities across teams. Proficiency with Microsoft Office and business reporting tools.

Leadership Attributes: Enterprise-minded leader who can influence effectively across functions and levels. High ownership, sound judgment, and accountability for results. Collaborative, customer-focused, and comfortable operating in an evolving business environment. Able to simplify complexity, resolve tradeoffs, and maintain momentum through disciplined follow-through. Why Join Westfield Outdoors? Westfield Outdoors is continuing to invest in the growth of its owned and strategic brands. This role offers the opportunity to shape brand direction, connect product and market opportunities, and lead high-impact work across marketing, product development, ecommerce, and operations.

Compensation and Benefits: Westfield Outdoors offers a competitive salary and comprehensive benefits package, including:

• Health, dental, and vision insurance 401(k) retirement plan with company match
• Paid time off and company holidays
• Opportunities for professional development and career growth