Brand Manager - Equipment

Overview

We are seeking a dynamic and strategic Brand Manager, Equipment to lead the development, positioning, and growth of our small equipment portfolio including Picasso Lasers, Pioneer Lasers, Precise Laser, Hygea Laser, Monet Curing Light, Acuity Sensors, and related accessories. This individual will serve as the brand's steward-ensuring consistent messaging, impactful storytelling, and strong market performance across all channels. The Brand Manager will collaborate cross-functionally with marketing, product development, sales, and leadership teams to drive awareness, preference, and profitability.

Key Responsibilities

• Develop and execute comprehensive brand strategies that align with company goals and market opportunities.
• Define and communicate the brand's unique value proposition, messaging, and visual identity.
• Conduct competitive analysis and identify opportunities for differentiation and growth.
• Manage improvements to commercialization efforts for existing products, and optimizing new product launches
• Lead the planning and execution of integrated marketing campaigns (digital, social, trade shows, PR, and field marketing).
• Partner with creative team to ensure consistent brand voice and visual identity across all materials.
• Manage content development including collateral, product storytelling, packaging, sales training materials, and promotional materials.
• Collaborate with product and R&D teams on new product development and launch strategies.
• Develop go-to-market plans including pricing, positioning, messaging, and launch timelines.
• Monitor and optimize product performance post-launch based on KPIs and market feedback.
• Provide internal and external sales training
• Track brand health metrics including awareness, perception, and market share.
• Manage budgets and evaluate ROI of marketing initiatives.
• Use data-driven insights to refine strategies and drive continuous improvement.
• Partner with sales teams to create impactful sales enablement tools and co-marketing initiatives.
• Work closely with leadership to align brand direction with company objectives.
• Mentor junior marketing team members or external agencies as needed.

Qualifications

Job Posted by ApplicantPro