Brand & Communications Manager

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Full Time Middleton, WI, US

3 days ago Requisition

The Brand & Communications Manager is responsible for strengthening and protecting the Gilson brand by ensuring it is communicated clearly, consistently and effectively across all audiences and channels.

This role transforms business, product and customer priorities into compelling communications that bring the Gilson brand to life. It determines the messaging approach, narrative, tone, creative direction and brand expression needed to connect with the intended audience, while ensuring all communications align with Gilson’s brand standards and positioning.

Working closely with Category, Marketing and commercial teams, the Brand & Communications Manager translates subject-matter and market expertise into communications that are engaging, differentiated and easy for customers to understand. The role combines brand stewardship, strategic communications and hands-on execution, with accountability for both the quality and consistency of how Gilson presents itself to the market.

• Own and evolve Gilson’s master brand positioning, narrative, value proposition, architecture and voice.
• Translate company and business strategy into annual and multi-year brand and communication priorities.
• Ensure the Gilson brand is consistently and effectively represented across markets, audiences and communication channels.
• Identify opportunities to strengthen Gilson’s brand positioning and differentiation in the market.

• Maintain and continuously improve brand guidelines, messaging frameworks, templates and communication standards.
• Provide guidance to teams on the appropriate use and expression of the Gilson brand.
• Review high-visibility communications and materials to ensure brand consistency, quality and alignment.
• Create tools and frameworks that allow teams to work independently while maintaining appropriate brand standards.

• Translate customer insights, business priorities, value propositions and scientific or technical information into clear and compelling customer-facing communications.
• Develop and refine messaging, narratives, headlines, storytelling approaches and editorial content.
• Simplify complex scientific and technical information without losing accuracy or credibility.
• Ensure communications clearly articulate Gilson’s value and differentiation for the intended audience.
• Develop creative briefs that provide clear direction for internal and external creative resources.
• Determine the most effective way to communicate key messages based on the intended audience, objective and communication channel.
• Recommend appropriate narrative, format, tone, creative treatment and communication approach.
• Develop communication plans for priority brand, product and corporate initiatives.
• Ensure communications work together to reinforce a consistent Gilson story rather than operating as disconnected activities.
• Lead the development of priority corporate communications, major company announcements and reputation-building initiatives.
• Partner with Category marketing teams to develop customer-facing communications for new product launches and other key product initiatives.
• Develop thought leadership and corporate storytelling that strengthens Gilson’s reputation and market position.
• Support executive and leadership communications when strong external or brand-focused messaging is required.

• Partner with Category Marketing to understand target…