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Salary: CAD 110,000 - 0 / annual
Knix is an award-winning intimate apparel and activewear brand founded in 2013, now one of North America's fastest-growing intimate apparel brands with over 3 million customers across online stores, retail locations, wholesale, and Amazon. The company operates multiple brands including Knix, KT by Knix (focused on tweens and teens), and Mntd.
This Senior Brand Manager role leads the brand strategy and marketing for KT by Knix, a sub-brand targeting tweens and their parents. You will own the complete brand positioning, campaign strategy, and go-to-market execution for this growing segment.
Key Responsibilities:
Brand Strategy & Positioning: Define and evolve KT's brand positioning, messaging, and consumer value proposition. Develop deep understanding of two key audiences—tweens wearing the product and parents purchasing it. Translate consumer insights into differentiated brand stories that drive relevance and conversion. Identify unique problems KT can solve (first-period anxiety, unpredictable cycles, activities like swimming, sports, school, sleepovers). Ensure consistent brand voice across channels and audiences.
Campaigns & Go-to-Market: Lead integrated campaign strategy for brand moments, product launches, and seasonal initiatives. Develop briefs rooted in consumer insight, business objective, and desired behavior. Own the marketing calendar and ensure year-round market presence. Partner with Creative to develop breakthrough concepts and content. Connect campaigns across paid media, owned channels, site, social, PR, influencers, and partnerships. Build launch strategies that communicate why products matter in tweens' lives.
Social, Influencer & Culture: Define how KT participates in tween, teen, and parent culture. Partner with Social and Influencer teams on creator strategy for authentic, shareable content. Identify emerging conversations and cultural moments where KT has permission to participate. Develop programs positioning KT as a trusted resource for first periods and growing up. Identify partnerships and voices that expand brand awareness and credibility.
Consumer Insights: Bring tween and parent voices into business decisions through research, social listening, reviews, customer feedback, search behavior, and performance data. Identify unmet needs and anxieties that become new marketing territories. Turn insights into actionable opportunities for Marketing, Product, Merchandising, and E-commerce.
Brand Growth & Performance: Partner with Growth and E-commerce to ensure brand strategy drives measurable business results. Understand campaign performance across awareness, traffic, acquisition, conversion, and repeat purchase. Use performance data to identify resonating messages and products; evolve strategy accordingly. Balance long-term brand building with commercial realities of fast-growing DTC business.
Requirements:
- 6–8+ years of experience in brand marketing, consumer marketing, or integrated marketing, ideally within DTC, apparel, beauty, wellness, or consumer-led categories
- 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 ability to uncover human tension behind business problems
- Strong creative judgment and experience writing briefs that lead to great work
- Commercial mindset; care about brand and business impact
- Comfortable using data to challenge assumptions and improve marketing strategy
- Strong cross-functional leadership skills and ability to align multiple teams around one clear idea
- Ability to operate with ambiguity, move quickly, and build rather than wait for perfect process
- Genuine curiosity about Gen Alpha, parents, youth culture, and conversations around periods and growing up
