BRAND MANAGER
Summary of Position
The Brand Manager is responsible for developing, managing, and protecting the company’s brand across all products, channels, and markets in a highly regulated firearms manufacturing environment. This role leads brand strategy, product positioning, messaging, and go-to-market execution while ensuring full compliance with ATF, ITAR, export controls, and advertising regulations.
The Brand Manager partners closely with Product Management, Engineering, Sales, Compliance, and Executive Leadership to strengthen brand equity, drive product adoption, and maintain a consistent, credible, and compliant brand presence in domestic and international markets.
Duties & Responsibilities
Brand Strategy & Positioning
- Develop and execute comprehensive brand strategy aligned with company vision, product roadmap, and long-term growth objectives.
- Maintain brand positioning, value propositions, tone, and visual identity across all product lines and customer segments.
- Serve as internal brand steward, ensuring consistent messaging and visual standards across all business units and channels.
Product Marketing & Go-to-Market
- Lead brand and messaging strategy for new product launches, product refreshes, and major platform releases.
- Develop product positioning, competitive differentiation, and customer-focused messaging for firearms, accessories, and parts portfolios.
- Partner with Product Management and Engineering to translate technical features into compelling customer benefits.
- Support pricing strategy, product naming, packaging, and merchandising decisions.
Marketing Communications & Campaign Execution
- Oversee development of marketing materials including catalogs, brochures, website content, trade show assets, videos, advertising, and dealer collateral.
- Lead integrated marketing campaigns across digital, print, dealer networks, distributors, and industry events.
- Manage content strategy, storytelling, and brand narratives that reinforce reliability, performance, safety, and craftsmanship.
Dealer, Distributor & Channel Support
- Develop branded sales tools and enablement materials to support dealer and distributor networks.
- Partner with Sales leadership to ensure alignment between brand strategy and field execution.
- Support channel-specific marketing programs and co-op initiatives.
Compliance, Regulatory & Reputation Management
- Ensure all branding, advertising, product claims, and promotional materials comply with ATF, ITAR, export control, state regulations, and industry standards.
- Partner closely with Legal and Compliance to review and approve all external communications.
- Protect brand reputation through disciplined messaging, crisis communications support, and proactive brand risk management.
Market Intelligence & Competitive Analysis
- Monitor industry trends, competitor positioning, customer insights, and emerging market opportunities.
- Conduct brand health tracking, market research, and customer perception analysis to inform strategy and investment.
- Provide regular executive-level reporting on brand performance, campaign ROI, and market positioning.
Team & Vendor Management
- Manage brand and marketing project prioritization.
- Establish scalable brand processes, templates, and governance standards across the organization.
Additional Duties
- Be comfortable on camera and featured in the production of content marketing videos and media interviews.
Education & Professional Experience
- Bachelor’s degree in marketing, Business, Communications, or related field.
- 5+ years of progressive experience in brand management, product marketing, or strategic marketing.
- Experience in manufacturing, durable goods, defense, firearms, outdoor, or highly regulated industries strongly preferred.
- Proven success managing product launches, multi-channel campaigns, and brand positioning initiatives.
- Strong understanding of brand strategy, storytelling, and visual identity systems.
- Experience working cross-functionally with Product, Engineering, Sales, and Compliance teams.
Preferred
- Experience within firearms, defense, tactical, outdoor, or precision manufacturing industries.
- Knowledge of ATF regulations, ITAR/export controls, and regulated advertising environments.
- Experience supporting dealer / distributor channel models.
- MBA or advanced marketing certification a plus.
Working Conditions
Work is normally performed in a climate-controlled home office environment within 2 hours of a Key Account(s) and involves both auto and air travel throughout an assigned region. (including overnight hotel stays) Exposure to conditions of extreme heat/cold, poor ventilation, fumes and gases is very limited. Noise level is moderate and includes routine vehicle traffic sounds and normal office equipment (computers, telephones, etc.). No known environmental hazards are encountered in normal performance of job duties.