Brand Strategy Manager

This position is a hybrid in-office role that works out of our Boston HQ (Monday-Thursday will be working in office and Friday is work from home). This is not a virtual / remote position.

At this time, Wayfair will not sponsor applicants for this position for the following work visas: F1-OPT, STEM OPT EAD, H-1B, H-1B1, E-3, O-1, J-1, or TN.

As a Brand Strategy Manager at Wayfair, you will help shape how Wayfair shows up in the world - translating consumer and business insights into brand strategies, campaigns, and creative that build preference and strengthen Wayfair's position as a trusted destination for home.

Reporting to the Head of Brand, Insights & Partnerships, you will serve as a strategic partner across the full brand development process: defining the consumer problem and strategic opportunity, developing positioning and messaging, briefing internal and external creative teams, guiding creative development, and building learning agendas that continuously strengthen the work.

This role sits at the intersection of Brand, Consumer Insights, Creative, Media, and the broader business. You'll need to be equally comfortable developing a long-term brand strategy, giving actionable feedback on creative, synthesizing consumer research, and bringing cross-functional teams together around a clear point of view.

• Shape Wayfair’s masterbrand strategy and positioning, translating consumer insights, business priorities, and competitive context into clear strategic choices about how the brand builds relevance, preference, and trust.
• Lead brand strategy for major campaigns and marketing moments, including Wayfair’s evergreen brand platform and key seasonal initiatives such as Outdoor and Holiday.
• Develop strategic briefs, value propositions, messaging frameworks, and creative territories that turn complex business and consumer challenges into clear direction for creative teams.
• Partner across Creative, Media, and Channel Planning on content mapping, ensuring campaign production plans account for media placements, channel needs, cultural relevance, and potential asset or messaging gaps.
• Serve as a strategic partner throughout creative development, working closely with Wayfair Creative and external agency partners to ensure ideas and executions ladder back to the intended consumer insight, brand strategy, and campaign objectives.
• Lead Wayfair’s approach to creative testing and learning, partnering with Consumer Insights and research partners to define learning objectives, develop testing methodologies, interpret results, and translate findings into actionable creative guidance.
• Connect brand strategy to go-to-market execution, partnering with Media, Channel Planning, Partnerships, Product, and other teams to ensure brand strategy translates consistently and effectively across channels and touchpoints.
• Develop and steward messaging frameworks and brand principles that help teams across Wayfair communicate the brand consistently while adapting appropriately to different audiences, channels, categories, and moments.
• Build the strategic case for new brand opportunities, using consumer research and business context to evaluate emerging partnerships, cultural opportunities, new capabilities, and other ways Wayfair can build relevance and trust.
• Establish campaign objectives, measurement frameworks, and learning agendas in partnership with Consumer Insights, Media, and Measurement teams, ensuring brand work is designed to generate both impact and actionable learning.
• Synthesize insights across research, campaign performance, creative testing and in-market learnings to identify patterns and continuously improve Wayfair’s brand and creative strategy.
• Drive alignment across complex,…