We are seeking a Brand Manager to help define, grow, and manage brands for connected consumer products. The ideal candidate will have experience in connected, app-enabled consumer products and a strong understanding of the consumer journey. This role requires a brand leader who can simplify and communicate technical concepts to consumer audiences.
Key Highlights
Key Responsibilities
Technical Skills Required
Benefits & Perks
Nice to Have
Job Description
**Hybrid in Wisconsin**
**Will help with relocation**
**Only considering candidates with Conneted Product Brand/Product Experience**
We are seeking a Brand Manager with experience in connected, app‑enabled consumer products to help define, grow, and manage brands that live at the intersection of physical products, software, and digital experiences.
This role is ideal for a brand leader who understands that today’s consumer products are no longer just hardware — they are ongoing experiences powered by connectivity, mobile apps, data, and services. You will play a critical role in shaping how consumers discover, adopt, use, and stay engaged with our connected product ecosystem.
Key Responsibilities
Brand Strategy & Positioning
- Own and evolve brand positioning for connected consumer products, ensuring clear articulation of both physical product value and digital/app benefits
- Translate complex connectivity features (Wi‑Fi, Bluetooth, cloud, app functionality) into simple, compelling consumer messaging
- Ensure brand consistency across hardware, packaging, mobile apps, onboarding flows, web, retail, and support touchpoints
Go‑to‑Market & Product Launches
- Lead brand strategy for new product launches, feature releases, and software/app updates
- Partner closely with Product Management, UX, Engineering, and Digital teams to align roadmap messaging with consumer value
- Develop launch toolkits including positioning, messaging frameworks, naming, claims, and retail/digital assets
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Connected Experience & Lifecycle Marketing
- Support brand storytelling across the full connected product lifecycle:
- Awareness & consideration
- Purchase & installation
- App onboarding & activation
- Ongoing engagement, upgrades, and retention
- Collaborate with digital and CRM teams to influence in‑app messaging, notifications, and feature education
Consumer Insights & Performance
- Use consumer insights, app analytics, and market data to inform brand decisions
- Monitor brand health, adoption, engagement, and retention for connected products
- Translate insights into actionable improvements in messaging, positioning, and campaigns
Cross‑Functional Leadership
- Act as a brand steward across hardware, software, mobile app, and service experiences
- Partner with:
- Product & Engineering on roadmap alignment
- UX/UI teams on brand expression within apps
- Sales & Retail on connected product storytelling
- Customer support on education and post‑purchase experience
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Required Qualifications
- 5+ years of brand management or marketing experience in consumer goods
- Direct experience with connected, smart, or IoT‑enabled products
- Proven ability to market hardware + software + app‑based experiences
- Strong understanding of the consumer journey for connected products (setup, onboarding, usage, updates)
- Experience working cross‑functionally with product, digital, and technical teams
- Ability to simplify and communicate technical concepts to consumer audiences
Preferred Qualifications
- Experience in one or more of the following categories:
- Smart home or home automation
- Outdoor living or pool/spa products
- Connected appliances or HVAC
- Energy, water, or sustainability‑focused products
- Familiarity with mobile app ecosystems (iOS/Android), SaaS‑like release cycles, or feature launches
- Experience supporting DTC, retail, or omnichannel distribution
- Data‑driven mindset with comfort using dashboards, app metrics, or consumer insights
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What Success Looks Like
- Consumers clearly understand why connectivity matters, not just that it exists
- Brand messaging bridges physical product benefits with digital experiences seamlessly
- Product launches feel cohesive across hardware, app, and digital channels
- Increased adoption, engagement, and retention of connected product features
- Strong internal alignment between brand, product, and engineering teams
Why Join Us
- Work on products that combine physical design, software, and real‑world impact
- Influence how consumers experience technology in their everyday lives
- Collaborate with teams shaping the future of connected consumer goods
- Competitive compensation, benefits, and growth opportunities
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