Brand Manager, Bonide

Brand Manager

Job Description

Reports To: Vice President of Marketing

Direct Reports: Marketing Associate

Location: Remote

ABOUT Bonide

With a legacy of trust dating back to 1926, Bonide has evolved into a global force in the gardening industry as a proud member of the Syngenta Group. This partnership has bestowed upon our family business the invaluable advantage of a worldwide presence and extensive resources, enabling us to serve gardeners across the globe with exceptional pest control solutions for generations to come.

At our Oriskany, NY facility, a dedicated team of over 200 professionals passionately produces our diverse portfolio of synthetic and Organic Gardening Products.

Our commitment to meeting every gardener's needs is unwavering, and we offer a comprehensive range of weed, insect, disease, and animal controls in various formulations and applications. You can find our premium products at national, regional, and local home centers, hardware stores, mass merchants, and garden centers throughout America.

Bonide stands tall as a recognized and respected industry leader, reflecting the trust and admiration we have earned from gardening enthusiasts across the country!

Role Summary

The Brand Manager is responsible for driving brand and portfolio growth through insight-led strategy, disciplined execution, and agency-led marketing activation. This role owns brand positioning, product and portfolio strategy, consumer-facing marketing, and performance analytics, with a strong emphasis on data-driven decision-making and agency budget ownership.

This role partners closely with Trade Marketing, Sales, and other cross-functional teams but does not own retailer-specific execution, promotional planning, or in-store activation.

Duties & Responsibilities

Growth Strategy & Demand Acceleration

• Develop and execute brand growth strategies tied to revenue, market share, and demand generation targets.
• Translate brand strategy into performance-driven activation plans across paid media, digital commerce, SEO, content, and conversion optimization.
• Identify scalable growth opportunities through consumer behavior analysis, digital signals, and category performance trends.
• Prioritize initiatives based on ROI, incrementality, and speed to impact.

Performance Marketing & Optimization

• Own full-funnel marketing performance across awareness, consideration, conversion, and retention metrics.
• Partner with Ecommerce and Digital teams to optimize PDP content, search visibility, media effectiveness, and conversion rates.
• Define channel mix strategy and continuously optimize based on CAC, ROAS, engagement, and demand signals.
• Establish testing roadmaps (creative, messaging, claims, content formats) and drive a culture of experimentation.

Portfolio & Innovation Growth

• Lead portfolio strategy with a focus on profitable growth, SKU productivity, and demand expansion.
• Support innovation pipeline with validated consumer insights and performance-based launch frameworks.
• Evaluate SKU rationalization and lifecycle decisions based on velocity, contribution margin, and strategic fit.

Packaging & Conversion Impact

• Own packaging and label strategy to maximize shelf impact and ecommerce conversion.
• Ensure claims architecture and hierarchy drive consumer clarity, differentiation, and purchase intent.
• Partner cross-functionally to align regulatory compliance with commercial impact.

Data, Analytics & Insights

• Leverage syndicated, alternative, ecommerce, and internal sales data to inform growth decisions.
• Build and maintain dashboards tracking revenue, share, demand signals, digital performance, and campaign ROI.
• Translate analytics into clear investment recommendations and budget reallocation decisions.

Agency & Budget Leadership

• Lead performance-driven agency partnerships across media, SEO, content, and analytics.
• Own marketing budget allocation, pacing, and ROI evaluation.
• Set measurable KPIs and hold partners accountable for growth outcomes.

Cross-Functional Revenue Alignment

• Partner with Sales and Trade Marketing to align brand strategy with revenue opportunities.
• Collaborate with Ecommerce and Consumer Experience to ensure consistent, conversion-focused execution.
• Provide leadership with performance reporting and growth forecasts.

Skills & Abilities

• Strong growth mindset with demonstrated ability to drive revenue and share through performance marketing.
• Advanced analytical capability; comfortable interpreting syndicated data, ecommerce analytics, and digital performance metrics.
• Experience managing paid media, SEO, content optimization, and conversion strategy.
• Proven budget ownership with ability to allocate spend toward highest-return initiatives.
• Ability to balance long-term brand equity with short-term revenue goals.
• Strong cross-functional influence and ability to align stakeholders around measurable outcomes.
• Comfortable operating in regulated, detail-oriented product categories.

Requirements

• Bachelor’s degree in Marketing, Business, Analytics, or related field.
• 5+ years of brand or growth marketing experience within CPG, consumer products, or omnichannel retail.
• Demonstrated experience driving measurable growth through digital and performance marketing initiatives.
• Hands-on experience working with syndicated data and ecommerce analytics tools.
• Proven ability to manage agencies with ROI accountability.
• Experience owning packaging and consumer-facing positioning decisions.
• Advanced proficiency in Excel and PowerPoint; ability to communicate data-driven insights clearly.

An essential element of Bonide culture is our commitment to diversity. Bonide is an Equal Opportunity/Affirmative Action Employer. We consider applicants, and make all employment decisions, without regard to race, color, religion, creed, gender, national origin, age, disability, marital or veteran status, or any other legally protected status.

We are committed to recruiting and retaining the best talent in our industry.