Sr. Brand Manager (KT by Knix)

About You:

Culturally Curious & Consumer-Obsessed: Genuine curiosity about Gen Alpha, parents, youth culture, and the changing conversation around periods and growing up, with exceptional instincts for identifying human tensions.

Creatively Ambitious & Solution-Oriented: Asking "what problem are we actually solving?" and using a strong creative mind to turn one powerful insight into compelling brand stories.

Commercially Minded & Data-Informed: A mindset that balances long-term brand building with commercial performance, comfortable using data and insights to challenge assumptions and drive business results.

Collaborative & Adaptive Leadership: Highly cross-functional leader capable of aligning multiple teams around a single clear idea while navigating ambiguity in a fast-paced DTC environment.

The Opportunity:

Brand Strategy & Positioning

Define and evolve Kt.’s brand positioning, messaging and consumer value proposition.

Develop a deep understanding of our two key audiences: the tween wearing the product and the parent often purchasing it.

Translate consumer insights into clear, differentiated brand stories that drive both relevance and conversion.

Identify the problems Kt. can uniquely solve; from first-period anxiety and unpredictable cycles to swimming, sports, school and sleepovers.

Ensure our brand voice and positioning remain consistent while adapting appropriately by channel and audience.

Campaigns & Go-to-Market

Lead integrated campaign strategy for key brand moments, product launches and seasonal initiatives.

Develop briefs rooted in a clear consumer insight, business objective and desired behavior.

Own the marketing calendar and ensure Knixteen has a compelling year-round reason to be in the market.

Partner with Creative to turn strategic insights into breakthrough concepts and content.

Connect campaigns across paid media, owned channels, site, social, PR, influencers and partnerships rather than treating each channel independently.

Build launch strategies that move beyond product features to clearly communicate why the product needs to exist in a tween’s life.

Social, Influencer & Culture

Define how Kt. participates in tween, teen, and parent culture.

Partner with Social and Influencer teams to build a creator strategy that generates authentic, useful and highly shareable content.

Identify emerging conversations, behaviors and cultural moments where Kt. has permission to participate.

Develop programs that make Kt. a trusted resource for first periods and growing up, not simply a brand selling period underwear.

Identify partnerships, communities and voices that can meaningfully expand brand awareness and credibility.

Consumer Insights

Regularly bring the voice of tweens and parents into business decisions through research, social listening, reviews, customer feedback, search behavior and performance data.

Identify unmet needs, anxieties and behaviors that can become new marketing territories.

Turn insights into actionable opportunities for Marketing, Product, Merchandising and E-commerce.

Brand Growth & Performance

Partner closely with Growth and E-commerce to ensure brand strategy translates into measurable business results.

Understand campaign performance across awareness, traffic, acquisition, conversion and repeat purchase.

Use performance data to identify which messages, products and consumer problems are resonating and evolve the strategy accordingly.

Balance long-term brand building with the commercial realities of a fast-growing DTC business.

Qualifications:

6–8+ years of experience in brand marketing, consumer marketing or integrated marketing, ideally within DTC, apparel, beauty, wellness or another consumer-led category.

Experience owning campaigns from consumer insight through creative development, launch and performance analysis.

Strong understanding of modern brand building across paid, owned, social, influencer, PR and e-commerce.

Exceptional consumer instincts and an ability to uncover the human tension behind a business problem.

Strong creative judgment and experience writing briefs that lead to great work.

Commercial mindset; you care about the brand and whether the work actually drives the business.

Comfortable using data to challenge assumptions and improve marketing strategy.

Strong cross-functional leadership skills and the ability to bring multiple teams around one clear idea.

Ability to operate with ambiguity, move quickly and build rather than wait for a perfect process.

Genuine curiosity about Gen Alpha, parents, youth culture and the changing conversation around periods and growing up.

Salary:

• Annual salary starting at $110,000.00 CAD