Sr Marketing Manager

Brand Strategic Framework & Brand Architecture

• Brand Framework Development: Lead the strategic development of a comprehensive brand framework that encompasses the Resideo corporate brand, our product brands (including Honeywell Home, First Alert, BRK, and Resideo), and product family sub-brands.
• Architecture Management: Formalize the brand architecture including the strategic role, target audience, and competitive set for each entity.
• Brand Positioning: Develop and maintain distinct positioning statements and Unique Value Propositions (UVPs) for each core brand, ensuring messaging differentiation for B2B channels (e.g., HVAC dealers, security installers) and B2C end-users.

• Brand Health Tracking: Partner with Insights & Intelligence team to monitor brand awareness, perception, preference, and Net Promoter Score (NPS) for all major brands.
• Brand Value and Equity: Build and reinforce brand equity to increase customer trust, preference, and loyalty across all segments and markets, while positioning the brand as a strategic asset that drives purchase decisions, strengthens partner alignment, and fosters long-term customer relationships.
• Brand Storytelling: Define and champion brand storytelling that communicates Resideo’s purpose, values, and differentiation leveraging our rich heritage, commitment to product quality, community impact, and our investment in Pro partnerships and their businesses.

• Research Design & Execution: Leverage qualitative and quantitative research methods including A/B testing, focus groups, and surveys to guide brand strategy and marketing decisions.
• Competitive Intelligence: Monitor competitor brand activity, positioning shifts, and messaging strategies to identify market gaps and emerging threats.
• Digital Data Optimization: Analyze digital performance metrics (e.g., web analytics, social engagement, conversion data) to refine and optimize marketing campaigns for maximum impact.

• Naming Strategy Development: Lead the creation of naming philosophies tailored to each line of business or category, using competitive benchmarking and market insights to ensure relevance, differentiation, and alignment with long-term brand strategy.
• Naming Process Ownership: Develop and manage the end-to-end naming process for products, services, and features, partnering with marketing, product, sales, and other stakeholders to ensure relevancy, extendability, and alignment across the brand portfolio.
• Naming Creation & Optimization: Lead the hands-on development of names for products, services, and features - including ideation, customer testing, and digital optimization - to ensure names are not only compelling and clear, but also deliver strategic value and brand strength when optimized for relevance, discoverability, and long-term impact.
• Trademark Portfolio Management: Own the Global Trademark & Licensing budget and financial management while partnering with legal counsel to oversee the registration, maintenance, and renewal of all global trademarks and service marks.

• Go-to-Market (GTM) Strategic Input: Provide strategic brand input to Marketing and Sales teams to ensure product launches are supported by on-brand messaging and targeted campaigns.
• B2B/B2C Alignment: Develop differentiated messaging strategies that address the distinct needs of the B2B professional (ROI, ease of installation, reliability) while also incorporating the emotional and user-centric needs of the B2C consumer (security, comfort, simplicity).
• Content Strategy Guidance: Collaborate with content teams to ensure all content adheres to the established brand voice, personality, and tone for the respective brand.
• Value Proposition Clarity: Ensure communications clearly articulate the unique benefits, differentiated features, and superior quality that distinguish Resideo’s brands from generic or competitive offerings.
• Brand Style Guides & Tools: Oversee the creation and enforcement of comprehensive brand style guides, voice/tone documents, and architecture rules to ensure global consistency across all regions, languages, and…