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Sr. Brand Franchise Manager
The Lumistella CompanyUnited Statesfull_timeVerifiedPosted 17 Feb 2025
About the role
Join us in Telling the Stories of Santa’s North Pole!
The Lumistella Company is a global intellectual property company dedicated to bringing Santa’s North Pole to life for children around the world through consumer products, original entertainment and brand experiences. We are home to the most iconic and beloved Christmas brands of this generation including The Elf on the Shelf, Elf Pets, and Elf Mates. The Sr. Brand Franchise Manager (Elf Pets and Corporate) is responsible for strategizing and overseeing the creation and execution of successful B2C and B2B/trade marketing plans for the Elf Pets and Corporate brand franchises, overseeing the activation of plans primarily in the United States, but with a global view. Leveraging research and insights, internal expertise and external partners, this role will carefully curate omni-channel brand strategies that deliver results by impacting brand awareness, consumer affinity and fan engagement and driving revenue through an enriching customer journey.The Sr. Brand Franchise Manager will be responsible for overseeing all aspects of the Elf Pets and Corporate brand campaigns, including brand positioning, promotional plans, creative development, corporate events, and thought leadership initiatives. This individual is responsible for safeguarding seamless story to shelf programming as well as amplifying promotions from other relevant lines of business as it pertains to the specified brands. This role requires an understanding of the children’s entertainment industry, consumer behavior, and brand marketing principles, as well as strong leadership and collaboration skills. The Sr. Brand Franchise Manager will be responsible for:1. Brand Strategy and Positioning (Related to Elf Pets and Corporate):
The Lumistella Company is a global intellectual property company dedicated to bringing Santa’s North Pole to life for children around the world through consumer products, original entertainment and brand experiences. We are home to the most iconic and beloved Christmas brands of this generation including The Elf on the Shelf, Elf Pets, and Elf Mates. The Sr. Brand Franchise Manager (Elf Pets and Corporate) is responsible for strategizing and overseeing the creation and execution of successful B2C and B2B/trade marketing plans for the Elf Pets and Corporate brand franchises, overseeing the activation of plans primarily in the United States, but with a global view. Leveraging research and insights, internal expertise and external partners, this role will carefully curate omni-channel brand strategies that deliver results by impacting brand awareness, consumer affinity and fan engagement and driving revenue through an enriching customer journey.The Sr. Brand Franchise Manager will be responsible for overseeing all aspects of the Elf Pets and Corporate brand campaigns, including brand positioning, promotional plans, creative development, corporate events, and thought leadership initiatives. This individual is responsible for safeguarding seamless story to shelf programming as well as amplifying promotions from other relevant lines of business as it pertains to the specified brands. This role requires an understanding of the children’s entertainment industry, consumer behavior, and brand marketing principles, as well as strong leadership and collaboration skills. The Sr. Brand Franchise Manager will be responsible for:1. Brand Strategy and Positioning (Related to Elf Pets and Corporate):
- Develops forward-thinking brand positioning, brand strategy and multi-channel communication plans and initiatives for the Elf Pets and Corporate brand; develops and executes timely and relevant programs that are data-driven and create top of mind awareness and conversion for the brands.
- Assesses programing options and ROI to determine marketing mix and channel division; ensures content and messaging is cohesive across channels/platforms, is in brand voice, target audience relevant, within budget, and aligns with company values, goals, and objectives.
- Develops plans and programs that are culturally sensitive and inclusive; ensures brand programs and strategies are developed with flexibility and global adaptation in mind.
- Partners with Marketing Content team to define brand positioning and messaging to ensure consistency and authenticity across all touchpoints.
- Oversees budget management for the Elf Pets and Corporate brand marketing campaigns.
- Works closely with Sr. Manager of Marketing Insights to utilize market research and consumer insights analysis to identify emerging trends, opportunities, and challenges as it pertains to the Elf Pets and Corporate brand campaigns.
2. Marketing and Promotions (Related to Elf Pets and Corporate):
- Plans and deploys integrated B2B and B2C marketing campaigns and promotional initiatives for the Elf Pets and Corporate brand that support company objectives, build awareness and affinity and ultimately, drive revenue. Partner with channel leads on deployment.
- Plan, deploy and directly manage traditional advertising, activations and events outside of Digital Paid Media efforts.
- Partners with VP Brand Franchise Management to strategize, develop and implement comprehensive corporate marketing plans designed to elevate awareness of The Lumistella Company brand among domestic and international target audiences, including trade (retail, entertainment, etc.) and business press;
- Partners with Global Marketing channel leads, agency partners and other internal stakeholders to develop compelling marketing strategies, assets and tools to maximize brand engagement across relevant channels and lines of business, including but not limited to:
- Partnering with the Digital Media team to promote blog, email, etc. as it pertains to Elf Pets as well as Lumistella.com for the Corporate brand.
- Working with Digital Media and Marketing Content teams on creation of sites and webpages related to the Elf Pets and Corporate brands.
- Mobilizing the Digital Engagement team to amplify
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