Brand Marketing Manager, Skip Hop

Serving the needs of all families with young children, Carter’s Inc. is the largest North American apparel retailer exclusively for babies and young children, encompassing Carter’s, Osh Kosh B’gosh, Skip
* Hop and Little Planet brands. Meaningful work, constant learning, genuine people, and a community guided by core values that promote inclusion and innovation is in everything we do. There are many reasons to build your career at Carter's.

Carter’s Inc is seeking an innovative and results‑driven Brand Manager to join our marketing team and own brand strategy for a primarily wholesale business, partnering closely with our key retail accounts, including Target, Walmart, and Amazon. This role will develop and execute brand strategies that build awareness, strengthen consumer connections, and drive business growth through our retail partners. The ideal candidate has a proven track record of managing integrated brand campaigns within a wholesale/retail environment, is a strong cross‑functional collaborator, and brings both creative thinking and analytical rigor to brand marketing.

This role reports into the Sr. Manager, Brand Marketing and is based in our corporate office (on‑site 3 days a week).

Develop the vision and lead the planning and execution of brand strategies that unlock new growth opportunities and expand reach with target audiences across our key retail partners (Target, Walmart, Amazon). Lead cross‑functional ideation with Consumer Insights, Merchandising, and Design to build differentiated brand positioning, uncover white space, and develop ownable territories in competitive landscapes. Develop and manage integrated marketing plans for new product launches, partnerships, or brand concepts and ensuring every initiative is culturally relevant, authentic, and connects emotionally with consumers.

Partner with retailer marketing teams to identify and develop co‑marketing opportunities that build the brand within each retail environment.

Orchestrate brand strategy across all consumer touchpoints including creative, social, PR, in‑store, retail media (e.g., Amazon DSP/Sponsored Brands, Walmart Connect, Target Roundel), and paid channels ensuring cohesive storytelling, seamless consumer experience, and platform‑optimized content. Develop and execute seasonal and annual campaigns that combine emotional storytelling with commercial priorities — inspiring consumers while driving engagement and conversion. Collaborate with channel owners to develop integrated marketing plans.

Serve as the main contact for agency and vendor partners, providing strategic direction, maintaining creative standards, and driving accountability for deliverables, timelines, and performance outcomes. Work closely with social media and PR teams to create campaigns and programs that enhance cultural relevance and extend brand reach. Ensure brand consistency across all consumer‑facing touchpoints and campaigns. Partner with insights teams to test concepts and creative treatments, using data to guide decision‑making.

Serve as the primary brand marketing partner for cross‑functional teams (Sales/Account Management, eCommerce, Merchandising, Planning, Creative, Retail, PR, Social, Media) to execute seasonal priorities and innovation initiatives. Translate key product stories and consumer insights into emotionally resonant brand campaigns that reinforce brand values and purpose. Conduct ongoing brand health analysis, competitive benchmarking, retail performance tracking (share of shelf, digital shelf content scores, retail media performance), and consumer sentiment tracking to inform positioning…