Brand Manager

About Big Green Egg

At Big Green Egg, we're not just the best Kamado grill on the market; we are a lifestyle brand dedicated to enhancing outdoor entertaining. The Big Green Egg believes in bringing families, friends and neighbors together to cook over live-fire. Our “Egghead” community of loyal fans create memories with the delicious and diverse food they can prepare on their Eggs.

With a rich 50-year history and a strong presence as an iconic brand in the outdoor kitchen industry, we are committed to providing our customers with premium products and a seamless experience, both online and offline. We offer a fun work environment, with lots of food and BBQ (of course!), as well as competitive benefits, including a 401(k) match, medical and life insurance, to name a few.

Position Summary

The Brand Manager will report to the Director of Brand & Digital Growth. He or she will be responsible for driving the growth and management of the Big Green Egg brand, working closely with internal teams and external partners to develop and execute marketing strategies. The role involves overseeing product launches, leading campaign development, and ensuring consistency across all touchpoints.

This role will manage one direct report (Creative Content Producer, Video) and coordinate with agency partners or freelancers, ensuring the seamless execution of brand campaigns. This person will work to enhance consumer engagement, grow market share, and deliver measurable business results.

Key Responsibilities

Brand Strategy & Positioning

• Develop and execute strategic brand plans to strengthen Big Green Egg’s market position and consumer perception.
• Bring evolved brand positioning to life across brand touchpoints.
• Implement timelines & processes in partnership with program director.

Campaign Development

• Lead the ideation, planning, and execution of national marketing campaigns, working with the creative team, external agencies, and partners to drive awareness and sales.

Product Launches

• Own integrated marketing plan for all new product introductions, rally cross-functional support to ensure a cohesive launch ensuring alignment with brand objectives

Ecommerce Strategy Support

• Support eCommerce initiatives by partnering with omnichannel team and Growth Marketing Manager to optimize online sales and customer journeys.
• Own the brand merchandising strategy for external retailer sites (Ace), ensuring that product presentation, messaging, and storytelling reflect Big Green Egg’s brand positioning.
• Serve as the brand steward for BGE.com in close partnership with the eCommerce Manager - maintaining brand integrity and consistency across all content and experiences.
• Collaborate on campaign development and digital marketing initiatives that drive traffic and engagement to eCommerce platforms.
• Provide input on consumer insights and research to inform online merchandising, product launches, and promotional strategies.

Agency Liaison, Creative Development

• Serve as the primary liaison with creative agency, briefing them on brand strategy and campaign objectives.
• Oversee the development and execution of agency-led brand campaigns, ensuring creative output aligns with Big Green Egg’s brand positioning.
• Manage agency relationships, timelines, budgets, and feedback to deliver high-impact, on-brand campaign assets.

Oversight of Creative Content Producer (Video)

• Provide strategic direction and editorial oversight for all video content, including Soul & Science, event storytelling, Eggspert training, BGE Labs, and BGE Films.
• Ensure all video projects contribute to a unified and compelling brand narrative across platforms and experiences.
• Review and approve storyboards, scripts, and final edits, prioritizing projects and integrating executive video content as bandwidth allows.

Campaigns & Program Toolkits

• Develop and distribute toolkits to support campaign and program execution across internal teams and external partners.

Consumer Insights & Analytics

• Analyze market trends, consumer behaviors, and competitive activity to identify opportunities for brand growth. Leverage insights to inform product development and marketing strategies.

Performance Tracking

• Develop and track key performance metrics (KPIs) to evaluate the effectiveness of brand campaigns and initiatives. Regularly report on brand health and performance metrics to senior management.

Qualifications

• Bachelor’s degree in Marketing, Business, or related field.
• 5+ years of experience in brand management, preferably within the consumer goods or outdoor lifestyle sectors.
• Strong understanding of brand strategy, campaign development, and digital marketing.
• Excellent project management skills with the ability to manage multiple priorities.
• Experience working with cross-functional teams and external agencies.
• Strong analytical skills, with the ability to interpret data and translate insights into actionable strategies.
• Excellent written and verbal communication skills.
• Passion for outdoor cooking, grilling, or the Big Green Egg community is a plus.