Analysis Skills, Brand Management, Brand Marketing (Branding), Brand Positioning, Brand Strategy, Budget Management, Business-to-Business (B2B), Cadence, Campaigns, Channel Marketing, Creative Brief, Cross-Functional, Customer Relationship Management (CRM), Customer/Client Research, Customer/Consumer Behavior, Decision Support, Forecasting, Leadership, Market Share, Marketing, Merchandising, Performance Analysis, Performance Management, Product Marketing
The Brand Marketing Manager (BMM), Personalization Category, serves as the central brand marketer for the Personalization category at 1-800-Flowers.com, Inc. This role operates at the intersection of Merchandising, Site/Product, Marketing Channels, Customer Insights, and Go-To-Market (GTM) Planning, ensuring that brand moments and campaigns are customer-first, commercially impactful, and consistently executed across touchpoints.
The BMM owns brand strategy and seasonal GTM leadership for the Personalization category, translating customer insights and performance data into cohesive narratives, priorities, and plans. This role is accountable for performance-to-plan, serving as the single point of integration across cross-functional teams and ensuring marketing efforts are aligned to deliver volume and forecast goals.
Key Responsibilities
Brand Strategy & Category Leadership
- Own the brand strategy and positioning for the Personalization category, ensuring clarity, consistency, and differentiation
- Act as the product storyteller, translating product offerings into compelling, customer-relevant narratives
- Ground all brand and campaign decisions in defined customer personas and behavioral insights
- Ensure product assortment, timing, messaging, and presentation are optimized for commercial success
Seasonal & Go-To-Market Leadership
- Lead monthly and seasonal GTM planning for the Personalization category
- Own tier-appropriate GTM cadence, artifacts, and forums (seasonal kickoffs, briefs, SPOVs, calendars)
- Partner with Creative to brief, develop, and refine campaign assets and narratives
- Ensure alignment across Merchandising, Creative, and Marketing channels on priorities, timing, and execution
Cross-Functional Integration
- Serve as the single point of integration across:
- Merchandising / category owners
- Marketing execution teams (Paid Media, CRM, Search, Organic, Partnerships, B2B)
- Customer strategy & insights
- Seasonal and GTM planning forums
- Maintain a unified view of brand performance across channels
- Ensure decisions reflect an integrated, customer-first perspective rather than channel-specific optimization
Performance Management & Forecast Accountability
- Track performance against volume and forecast goals for the Personalization category
- Analyze over- or under-performance drivers, including:
- Visibility
- Messaging
- Promotion
- Traffic
- Conversion
- Surface risks early and provide context to leadership and cross-functional partners
While the BMM does not execute channels or manage budgets, they are responsible for ensuring performance gaps are actively addressed.
- Engage Paid Media partners to understand performance drivers and mitigation plans
- Engage CRM partners when strategies are not delivering against objectives
- Partner with Merchandising and channel teams to recommend marketing adjustments within scope
Reporting, Insights & Decision Support
- Lead weekly cross-functional brand meetings, providing a comprehensive and integrated view of marketing performance
- Ensure alignment across channels, even when channel owners are present
- Translate insights into actionable recommendations and pivots
- Feed learnings back into future planning, forecasting, and GTM strategy