Marketing Manager

Location: Salt Lake City, Utah

Reports to: Sr Sales Director

Who We Are

WAYB never stops raising the bar on family products that are safer, healthier, and responsibly made. With thoughtful design and materials, we reinvent on-the-go gear to be better for families and the planet - way better. We carry out this mission by supporting and celebrating our people, from those who sew, to those who sell, and everyone in between. As one of Inc. Magazine's Best Workplaces of 2022, we're looking to add a new member to our growing family – join us!

We are looking for a strategic, high-energy Marketing Manager to lead the WAYB & Gentle Wuff brands into its next chapter of growth. You will be the steward of our product portfolio, blending creative storytelling with deep analytical insights. In this role, you won't just manage a brand; you will advocate for a lifestyle that prioritizes safety, sustainability, and adventure. You will partner across Sales, Product, and Operations to ensure the brand message is consistent, vibrant, and effective across all wholesale and DTC channels. Below is what you will be responsible for, but also not limited to:

• Develop & Execute: Lead the annual brand planning process, setting KPIs that align with our mission of "better for the planet/better for families."
• Pipeline Innovation: Partner with Product & Sales teams to manage the stage-gate process for new gear launches, ensuring every product meets our "safer, healthier" standards.
• Lifecycle Management: Evaluate product performance (SKU rationalization) and identify whitespace opportunities for new travel or home gear.
• GTM Strategy: Lead go-to-market strategies for product launches, ensuring seamless execution across digital, retail, and PR.

• Data Storytelling: Analyze market trends, competitor activity, and consumer behavior to identify opportunities for market share growth.
• Voice of the Customer: Own consumer research initiatives to understand the "on-the-go" parent and translate those needs into product improvements.
• Retail Support: Partner with the Sales team to create data-driven "sell-in" stories for wholesale partners, focusing on assortment and shelf strategy.

• Creative Briefing: Guide internal creative teams and agency partners to build integrated campaigns that resonate across paid, owned, and earned channels.
• Brand Integrity: Ensure the WAYB brand voice is consistent across every touchpoint—from packaging and retail displays to social media.
• Impact Reporting: Track brand health metrics including awareness, sentiment, and household penetration.

Who You Are

• A Mission-Driven Marketer: You believe that gear should be built to last and designed to protect.
• Analytical & Creative: You are comfortable in a spreadsheet (Circana/DTC/Amazon metrics) but can also spot a "on-brand" aesthetic from a mile away.
• Entrepreneurial: You thrive in a "Best Workplaces" environment where initiative is rewarded and no task is too small.
• The Connector: You excel at bridging the gap between those who "sew" (production) and those who "sell" (retail).

Who You Are

• Experience: 4–6 years of Brand Management experience (CPG or Premium Consumer Goods preferred; experience in baby/family or pet gear is a major plus).
• Analytical Chops: Proficiency in using data to drive decisions (familiarity with Shopify analytics, Amazon data, or retail syndicated data).
• Communication: Exceptional storytelling skills and the ability to influence cross-functional partners.
• Education: Bachelor's Degree in Marketing, Business, or a related field (MBA preferred but not required).