Brand Marketing Manager, Personalization Category

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

Qualifications

What Success Looks Like

• The Personalization category consistently shows up with clear, customer-relevant brand moments across channels
• Seasonal campaigns are well-integrated, timely, and performance-driven
• Performance risks are identified early, clearly articulated, and addressed through coordinated action
• Cross-functional teams view the BMM as the brand quarterback and trusted decision partner
• Insights and learnings actively shape future planning and investment decisions

Qualifications

• 7–10+ years of experience in brand marketing, category marketing, or GTM leadership
• Proven experience leading cross-functional planning and integration in a complex organization
• Strong understanding of performance marketing fundamentals and channel dynamics
• Ability to translate data and insights into clear strategic direction
• Exceptional communication, storytelling, and stakeholder management skills
• Experience operating without direct channel ownership while driving results through influence

Why This Role Matters

This role ensures that the Personalization category delivers meaningful commercial impact from the customer’s point of view—aligning product, messaging, timing, and visibility across the enterprise. The BMM is the connective tissue that turns strategy and insights into coordinated execution, ensuring the brand shows up in ways that are relevant, resonant, and effective.

 

 

The expected salary range for this position is $105,000 to $115,000 annually. Actual compensation will be determined based on experience, skills, internal equity, and other factors permitted by law.

To support our commitment to being an employer of choice, we offer comprehensive and competitive health, wellness, and additional benefits to eligible full-time team members. Benefit eligibility may vary based on location, average hours worked, and length of service.

Benefits may include*:

• Medical, dental, vision, life, and disability insurance for the associate and eligible dependents
• Flexible Spending Account (FSA)
• Health Savings Account (HSA)
• 401(k) retirement savings program
• Mental health resources and Employee Assistance Program (EAP)
• Paid vacation time (accrued based on hours worked and tenure)
• Paid company holidays
• Employee discount across our family of brands
• Potential eligibility for annual merit-based compensation increases, where applicable

*Exact benefit terms, conditions, and eligibility requirements are governed by official plan documents and applicable law. The Company reserves the right to modify, amend, or terminate benefit plans and programs at any time.