Sr Marketing Manager

Resideo is seeking a strategic and visionary Brand Strategy Marketing Manager to lead the development governance and execution of brand strategy across our portfolio. This role will be instrumental in shaping our brand architecture driving brand valueand ensuring consistency and clarity across all touchpoints. You will collaborate cross-functionally to align brand strategy with business goals leveraging data and insights to inform decisions and optimize brand performance.

Brand Strategic Framework & Brand Architecture

• Brand Framework Development: Lead the strategic development of a comprehensive brand framework that encompasses the Resideo corporate brand our product brands (including Honeywell Home First Alert BRK and Resideo) and product family sub-brands.
• Architecture Management: Formalize the brand architecture including the strategic role target audience and competitive set for each entity.
• Brand Positioning: Develop and maintain distinct positioning statements and Unique Value Propositions (UVPs) for each core brand ensuring messaging differentiation for B2B channels (e.g. HVAC dealers security installers) and B2C end-users.

Brand Value & Equity

• Brand Health Tracking: Partner with Insights & Intelligence team to monitor brand awareness perception preference and Net Promoter Score (NPS) for all major brands.
• Brand Value and Equity: Build and reinforce brand equity to increase customer trust preference and loyalty across all segments and markets while positioning the brand as a strategic asset that drives purchase decisions strengthens partner alignment and fosters long-term customer relationships.
• Brand Storytelling: Define and champion brand storytelling that communicates Resideos purpose values and differentiation leveraging our rich heritage commitment to product quality community impact and our investment in Pro partnerships and their businesses.

Data-Driven Insights

• Research Design & Execution: Leverage qualitative and quantitative research methods including A/B testing focus groups and surveys to guide brand strategy and marketing decisions.
• Competitive Intelligence: Monitor competitor brand activity positioning shifts and messaging strategies to identify market gaps and emerging threats.
• Digital Data Optimization: Analyze digital performance metrics (e.g. web analytics social engagement conversion data) to refine and optimize marketing campaigns for maximum impact.

Compelling Naming Development

• Naming Strategy Development: Lead the creation of naming philosophies tailored to each line of business or category using competitive benchmarking and market insights to ensure relevance differentiation and alignment with long-term brand strategy.
• Naming Process Ownership: Develop and manage the end-to-end naming process for products services and features partnering with marketing product sales and other stakeholders to ensure relevancy extendability and alignment across the brand portfolio.
• Naming Creation & Optimization: Lead the hands-on development of names for products services and features - including ideation customer testing and digital optimization - to ensure names are not only compelling and clear but also deliver strategic value and brand strength when optimized for relevance discoverability and long-term impact.
• Trademark Portfolio Management: Own the Global Trademark & Licensing budget and financial management while partnering with legal counsel to oversee the registration maintenance and renewal of all global trademarks and service marks.

Integrated Marketing Strategy & Alignment

• Go-to-Market (GTM) Strategic Input: Provide strategic brand input to Marketing and Sales teams to ensure product launches are supported by on-brand messaging and targeted campaigns.
• B2B/B2C Alignment: Develop differentiated messaging strategies that address the distinct needs of the B2B professional (ROI ease of installation reliability) while also incorporating the emotional and user-centric needs of the B2C consumer (security comfort simplicity).
• Content Strategy Guidance: Collaborate with content teams to ensure all content adheres to the established brand voice personality and tone for the respective brand.
• Value Proposition Clarity: Ensure communications clearly articulate the unique benefits differentiated features and superior quality that distinguish Resideos brands from generic or competitive offerings.
• Brand Style Guides & Tools: Oversee the creation and enforcement of comprehensive brand style guides voice/tone documents and architecture rules to ensure global consistency across all regions languages and marketing collateral.

Brand Marketing & Campaign Management

• Lead Brand Campaigns: Plan develop and execute integrated brand marketing campaigns across digital and traditional channels to drive awareness engagement and loyalty.
• Budget & Performance Oversight: Manage campaign budgets timelines and KPIs to ensure efficient resource allocation and measurable results.
• Brand Website Management: Oversee content strategy updates and optimization of the brand website to maintain consistency and enhance user experience.
• Third-Party Brand Partnerships: Identify and manage opportunities to extend brand reach through co-marketing initiatives sponsorships and approved third-party usage of brand assets.
• Branded Merchandise Apparel & Collateral: Develop and maintain branded swag apparel and promotional materials that align with brand guidelines and reinforce marketing objectives.
• Brand Governance: Ensure all campaigns partnerships and materials adhere to brand standards and reinforce brand positioning.

Packaging Design Oversight and Guidance

• Guide Packaging Design Strategy: Ensure alignment with brand identity and value incorporates testing and insights drives consideration and purchase and enhances user experience across each brand.
• Insights Driven Decisions: Evaluate packaging concepts through consumer testing competitive analysis and sustainability considerations.
• Global Consistency: Provide clear creative direction and feedback to internal designers and external agencies to maintain brand consistency across all packaging formats.

Licensing Strategy & Management

• Licensing Strategy Development: Create and lead the brand licensing strategy for Resideo-owned brands identifying growth opportunities with third-party manufacturers and building scalable models for brand extension.
• Stakeholder Collaboration & Selling: Partner with marketing product sales and legal teams to define licensing frameworks build compelling business cases and advocate for licensing opportunities that align with brand and business goals.
• Financial Modeling & Governance: Develop financial models to evaluate licensing potential forecast revenue impact and guide decision-making while ensuring brand integrity through clear usage guidelines and governance processes.
• Licensing Governance (Honeywell Home): Act as the primary internal strategy lead for the Honeywell Home brand ensuring all brand usage messaging and visual identity adhere to licensing agreements while supporting Resideos long-term corporate vision and business opportunities.

Qualifications

• 7 years of experiencein brand strategy marketing or brand management ideally within a multi-brand or licensing environment.
• Expertise in brand architecture models (e.g. House of Brands Branded House Endorsed Brands).
• Proven ability to develop and manage marketing campaigns including planning execution and performance optimization.
• Experience with packaging design and strategies ensuring alignment with brand identity and consumer appeal.
• Strong financial acumen with experience in budget planning management and ROI analysis for marketing initiatives.
• Licensed brand management experienceand ability to navigate complex brand governance requirements.
• Analytical and data-driven mindset leveraging insights to guide strategic decisions and optimize marketing effectiveness.
• Excellent communication collaboration and project management skills to lead cross-functional initiatives successfully.

WE VALUE

• Experience in smart home consumer electronics or similar
• Experience in B2B2C industries or Channel-Driven Businesses.
• Familiarity with brand tracking tools and methodologies.
• Ability to influence and lead cross-functional teams without direct authority.

WHATS IN IT FOR YOU

• Lead the effort in reimagining Resideos new brand identity and moving us into the future post spin.
• Being highly visible affecting the marketing direction of the organization at the highest level.
• A chance to be uniquely creative while finding ways to develop and stretch our house of brands in reaching more consumers worldwide.

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