Brand Manager

Description

Who are we

Yamamotoyama U.S.A., a certified stands as a testament to the art of traditional Japanese green tea and nori seaweed products, upholding a commitment to unparalleled quality since 1690. Our culture is enriched by diverse backgrounds, all striving to find their unique voice in a harmonious blend. This spirit of unity in diversity extends to our portfolio, which includes the globally recognized Stash Tea Company, offering an expansive array of premium teas. In addition, we proudly present Ujido, a brand deeply rooted in the art and tradition of Japanese Matcha. Our dedication to excellence is not just in our products, but in the mosaic of voices that shape our legacy.

We Encourage You To Apply

We understand that not everyone fits perfectly into a list of qualifications. If you are passionate about this role, our product, and our history, we encourage you to apply even if you don't meet all the listed requirements. We value diverse experiences and are committed to creating an inclusive environment where everyone can thrive.

Purpose Of The Role

We are seeking a strategic and results-driven Brand Manager to lead brand strategy, integrated marketing communications, and business growth for Ujido, our premier Matcha brand, and Yamamotoyama, our Japanese flagship brand which spans tea, nori, and soy wraps. This role will focus on expanding distribution, increasing sales velocity, and growing market share by developing and executing consumer-centric strategies across multiple channels.

The ideal candidate has a strong foundation in CPG marketing, brand management, and data-driven decision-making, with expertise in integrated marketing communications, including digital, social, retail, and traditional media. This role requires the ability to translate insights into compelling consumer messaging that drives awareness, trial, and long-term brand loyalty.

Key Responsibilities

• Brand Strategy: Develop long-term brand strategies, including brand positioning and value propositions. Develop holistic view of macro trends, category & competitive landscape, and an understanding of consumer motivations to identify key opportunities to drive brand growth. Partner with sales, finance and operations to develop annual and long-term business plans, including revenue and profitability targets. Serve as a thought leader within the organization, providing strategic recommendations and influencing key business decisions.
• Portfolio Management: Become a subject matter expert across the Ujido and Yamamotoyama product portfolios. Lead portfolio optimization efforts, evaluating product mix, pricing and positioning to ensure a strong, competitive lineup. Assess product performance and profitability; direct improvements and/or SKU rationalizations to maximize efficiency, profitability and growth. Proactively look for opportunities to improve margins. Collaborate with cross-functional teams to recommend and develop new products and/or improve upon existing products based on consumer needs, market trends and brand goals.
• Business Performance – Maintain a comprehensive understanding of the business. Partner with trade analyst to keep track of brand performance, including sales, market share, and competitive dynamics to identify key opportunities/challenges and adjust strategies accordingly.
• Budget Management: Manage the overall marketing budget, ensuring efficient allocation of resources to maximize ROI.
• Retail & Channel Strategy : Work closely with the sales team to develop gold-standard selling material and shopper marketing strategies that drive velocity and enhance shelf presence.
• Brand Stewardship: Maintain, evolve, and enforce brand guidelines, standards, and narrative—including messaging, tone of voice, and storytelling. Ensure consistency and integrity across all consumer touchpoints, aligning communications with brand identity and objectives.
• Campaign Management: Lead the planning, execution, and optimization of multi-channel marketing initiatives, spanning digital, social media, email, and shopper marketing. Partner with cross-functional teams to develop and execute go-to-market strategies for new product innovations.
• Performance Analysis & Reporting: Track and evaluate marketing campaign performance, providing senior leadership with data-driven insights and recommendations for continuous optimization.
• Content Calendar Management: Work cross-functionally to develop and oversee a comprehensive, integrated content calendar that ensures aligned messaging, timely execution, and seamless coordination across digital, social, email, in-store, and other key consumer touchpoints.
• Creative Asset Development: Manage the development of cross-channel creative assets, including graphics, copy, photography, video content, digital ads, and sales and shopper marketing materials. Uphold creative excellence and ensure brand consistency.
• Packaging Development: Lead visual and verbal updates for packaging across core and innovation products. Collaborate with cross-functional teams to deliver cost-effective, operationally efficient solutions that align with brand messaging and regulatory requirements
  
  

Qualifications

• 3-6+ years of experience in CPG brand management, marketing, or related fields (beverage, food, or wellness categories preferred).
• Extensive experience with managing integrated marketing communications, including digital, social, influencer, PR, and traditional media.
• Strong analytical skills with the ability to interpret data and translate insights into action.
• Experience in portfolio optimization, SKU rationalization, and product lifecycle management.
• Strong understanding of media performance tracking and ability to analyze campaign effectiveness.
• Experience managing social media strategy and working with influencers.
• Background in packaging development and consumer packaging trends is a plus.
• Ability to thrive in a fast-paced, dynamic cross-functional environment.
• Exceptional project management, communication, and cross-functional leadership skills.
• Passion for Japanese tea culture, matcha, and premium wellness products is a plus.
  
  

The annual pay range for this full-time position is $110,000 - $130,000 . Our pay ranges are guided by the discipline, level, and experience required. Within the range, individual pay may vary based on additional factors, including your specific location, desired skills/ technical competency, relevant experience, and advanced education/ training. Benefits include Medical, Dental, Vision, Life, AD&D, LTD, EAP, Wellness Stipend, Vacation Accrual, and 401(k) with Safe Harbor Contribution. In addition, we offer our employees discounts on our product, tuition reimbursement, continuing education support, and more!

Yamamotoyama is an equal opportunity employer. At Yamamotoyama, we are dedicated to fostering an inclusive environment that cultivates creativity and innovation. Although rich in history, innovation is woven into our DNA, and this demands diversity of thought. Our commitment to serving our community wholeheartedly compels us to embrace a broad spectrum of perspectives, backgrounds, regions, and experiences.