Sr. Brand Manager (KT by Knix)

Knix is an award-winning intimate apparel and activewear brand that is re-inventing intimates for real life. Through our innovative products and our engaged community, we are empowering people everywhere to be unapologetically free. Launched in 2013, we are one of the fastest-growing intimate apparel brands in North America and are globally recognized as an innovator within the apparel space. We reach over 3 million customers through our online stores, Knix retail locations across North America and channels such as wholesale and Amazon. We are revolutionizing the apparel industry with our best-in-class customer experience, innovative products and brands Knix, Kt by Knix, and Mntd. Come join us if you are looking for a purpose-driven and authentic career!

About You:

• Culturally Curious & Consumer-Obsessed: Genuine curiosity about Gen Alpha, parents, youth culture, and the changing conversation around periods and growing up, with exceptional instincts for identifying human tensions.

• Creatively Ambitious & Solution-Oriented: Asking "what problem are we actually solving?" and using a strong creative mind to turn one powerful insight into compelling brand stories.

• Commercially Minded & Data-Informed: A mindset that balances long-term brand building with commercial performance, comfortable using data and insights to challenge assumptions and drive business results.

• Collaborative & Adaptive Leadership: Highly cross-functional leader capable of aligning multiple teams around a single clear idea while navigating ambiguity in a fast-paced DTC environment.

The Opportunity:

Brand Strategy & Positioning

• Define and evolve Kt.’s brand positioning, messaging and consumer value proposition.

• Develop a deep understanding of our two key audiences: the tween wearing the product and the parent often purchasing it.

• Translate consumer insights into clear, differentiated brand stories that drive both relevance and conversion.

• Identify the problems Kt. can uniquely solve; from first-period anxiety and unpredictable cycles to swimming, sports, school and sleepovers.

• Ensure our brand voice and positioning remain consistent while adapting appropriately by channel and audience.

Campaigns & Go-to-Market

• Lead integrated campaign strategy for key brand moments, product launches and seasonal initiatives.

• Develop briefs rooted in a clear consumer insight, business objective and desired behavior.

• Own the marketing calendar and ensure Knixteen has a compelling year-round reason to be in the market.

• Partner with Creative to turn strategic insights into breakthrough concepts and content.

• Connect campaigns across paid media, owned channels, site, social, PR, influencers and partnerships rather than treating each channel independently.

• Build launch strategies that move beyond product features to clearly communicate why the product needs to exist in a tween’s life.

Social, Influencer & Culture

• Define how Kt. participates in tween, teen, and parent culture.

• Partner with Social and Influencer teams to build a creator strategy that generates authentic, useful and highly shareable content.

• Identify emerging conversations, behaviors and cultural moments where Kt. has permission to participate.

• Develop programs that make Kt. a trusted resource for first periods and growing up, not simply a brand selling period underwear.

• Identify partnerships, communities and voices that can meaningfully expand brand awareness and credibility.

Consumer Insights

• Regularly bring the voice of tweens and parents into business decisions through research, social listening, reviews, customer feedback, search behavior and performance data.

• Identify unmet needs, anxieties and behaviors that can become new marketing territories.

• Turn insights into actionable opportunities for Marketing, Product, Merchandising and E-commerce.

Brand Growth & Performance

• Partner closely with Growth and E-commerce to ensure brand strategy translates into measurable business results.

• Understand campaign performance across awareness, traffic, acquisition, conversion and repeat purchase.

• Use performance data to identify which messages, products and consumer problems are resonating and evolve the strategy accordingly.

• Balance long-term brand building with the commercial realities of a fast-growing DTC business.

Qualifications:

• 6–8+ years of experience in brand marketing, consumer marketing or integrated marketing, ideally within DTC, apparel, beauty, wellness or another consumer-led category.

• Experience owning campaigns from consumer insight through creative development, launch and performance analysis.

• Strong understanding of modern brand building across paid, owned, social, influencer, PR and e-commerce.

• Exceptional consumer instincts and an ability to uncover the human tension behind a business problem.

• Strong creative judgment and experience writing briefs that lead to great work.

• Commercial mindset; you care about the brand and whether the work actually drives the business.

• Comfortable using data to challenge assumptions and improve marketing strategy.

• Strong cross-functional leadership skills and the ability to bring multiple teams around one clear idea.

• Ability to operate with ambiguity, move quickly and build rather than wait for a perfect process.

• Genuine curiosity about Gen Alpha, parents, youth culture and the changing conversation around periods and growing up.

Salary:

• Annual salary starting at $110,000.00 CAD

Compensation & Care Transparency is at the heart of everything we do, including how we pay. The posted expected hourly rate for this role represents candidates developing new skills within the position. Increased rates represent those who are more proficient or have achieved mastery and deep institutional knowledge over time. Rewards are not just about your regular pay and monthly bonuses. We believe rewards should support your whole life, not just your shift. That’s why for permanent full-time employees, we cover 100% of the premiums for extended health and dental plans from your first day. You’ll also gain access to mental health support through our Employee Assistance Programs through our partners at Dialogue who provide virtual coaching, therapy, and counseling. When your family grows, we’re there for you. Our Paid Parental Leave plan tops up salary to 80% for eligible permanent, full-time employees. We also invest in your future with a RRSP matching program for permanent full-time team members. Plus, you’ll enjoy a 50% discount on Knix products because we want you to love what you sell. AI Disclosure Statement We want to share that we may use artificial intelligence (AI) tools to help us screen and assess applications. While technology helps us stay organized, every hiring decision at Knix is made by real people who care about finding the best addition to our team. We use these tools to support our process, not to replace the human connection that makes our culture special. How we Hire Our people are what make Knix, Knix! Our people are passionate and have a strong belief in our mission. Our people are naturally curious and ambitious by nature. Employees feel respected and supported at Knix. We take an inclusive and equitable approach offering the same interview experience to every candidate we meet with. Knix is an equal opportunity employer, we celebrate everyone and their intersecting identities. We know and believe that diverse and inclusive teams empower us to make better decisions and inspire innovation so that we can better serve our customers and community. We are committed to providing reasonable accommodations and will work with you to meet your needs. If you are a person with a disability and require assistance during the application process, please don’t hesitate to reach out! We celebrate our inclusive work environment and welcome members of all backgrounds and perspectives to apply.