Brand Manager - Hugimals

We are hiring a Brand Manager to support our Hugimals Brands.

Brand Manager, Hugimals Brands

Hugimals made weighted plush a phenomenon. A TIME Best Inventions winner loved by kids and adults alike, the brand joined Relatable this summer, the fast-moving company behind What Do You Meme? and Emotional Support Pals. Now we're looking for the brand builder who will help write its next chapter.

This is a rare setup: the creative energy of a founder-led startup, backed by the resources and reach of Relatable. Working closely with Hugimals' founder, you'll own the brand end-to-end, from strategy and numbers to narrative and execution, launching new product lines, partnerships, and campaigns across DTC, retail, and IRL activations.

You're a creative, culture-savvy brand builder who knows how brands win everywhere they show up. If you thrive where speed is a competitive advantage and your work is visible, you'll fit right in.

WHAT YOU’LL OWN

Portfolio Strategy & Business Ownership

• Own the Total Line Plan (TLP), forecasting, financial goals, margin targets, and pricing strategy to hit growth targets
• Own the product roadmap, line planning, and pricing tiers across the portfolio
• Define product and innovation direction, price, margin, positioning, and key features that drive growth
• Develop a licensing and partnership roadmap that extends the brand into new spaces

Brand Building

• Help define and evolve brand positioning, identity, and vision, the north star that every product and campaign ladders up to
• Help establish a distinctive voice, tone, and visual world that sets the brand apart and stays consistent over time
• Ensure brand consistency across every consumer touchpoint, packaging, retail, digital, and marketing execution
• Conduct deep category research and competitive analyses, identifying whitespace opportunities and openings for category expansion with a speed-to-market mindset
• Stay ahead of consumer trends, cultural moments, and competitive shifts and translate what you see into product and brand innovations and decisions
• Synthesize POS data, social insights, and market research to inform both new development and carry-forward strategy

Cross-Functional Leadership

• Partner closely with Product Development, Engineering, and Design to hit delivery timelines and cost margins without sacrificing quality.
• Act as brand guardian: ensure every product that goes to market meets your quality and aesthetic standards
• Own the handoff to Sales, developing and supporting retailer sell-in decks, buyer presentations, and channel strategy materials that give the sales team what they need to win
• Be a strong, respected collaborator across Creative Services, Social, Licensing, and Marketing. You bring people together and keep things moving
• Partner closely with Growth Marketing Manager to ensure best-in-class execution of Brand strategy across all consumer touch points.
• Define who you’re talking to with every campaign and launch—not just demographics, but behavioral and psychographic profiles that actually inform creative decisions
• Develop the messaging framework for your brands, ensuring social, email, PDP, and ad copy all feel like they’re coming from the same place
• Initiate creative briefs for all consumer touch points including packaging, campaigns, and content, and partner with internal (Digital Marketing & Creative Services) and external (Agencies) partners to make sure assets accurately represent the brand and products
• Lead GTM strategy & calendar for new launches and key carry-forwards to inform tactical plans

WHAT WE’RE LOOKING FOR

• At least 3 - 5 years of experience in brand marketing, product marketing, or category management
• Proven track record managing a product portfolio against financial growth targets
• Comfortable forecasting, setting pricing, and driving to margin goals
• Strong data literacy: you can pull insights from POS data and market research and build a credible TLP
• Natural storyteller with an eye for design: you can turn a product concept into a visually and conceptually compelling brand narrative that resonates with consumers and excites retail buyers
• A natural leader who drives alignment, earns trust across functions, and keeps…