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Brand Manager
Spangler Candy
Marketing & Communications
Posted on Feb 17, 2026
Brand Manager
Hybrid • Bryan, OH 43506
Overview
Level
Experienced
Position Type
Full Time
Job Shift
First Shift
Education Level
4 Year Degree
Travel Percentage
Up to 50%
Category
Marketing
Description
Spangler is looking for an experienced Brand Manager to lead Sweethearts® conversation hearts and Bit‑O‑Honey®, two iconic, 100+ year old brands with meaningful growth potential in the candy industry. The ideal candidate will bring energy and strategic thinking to Sweethearts, a brand at the center of Valentine’s Day culture, keeping it fresh and relevant through timely messaging, smart partnerships, and expansion into additional moments beyond the holiday. The ideal candidate will also help accelerate Bit‑O‑Honey’s momentum, building on its one‑of‑a‑kind taste and rapidly growing consumer appeal through focused brand strategy and execution across retail, digital, and e‑commerce. This role plays a key part by serving as a strong internal brand leader and primary manager of external creative agencies, guiding high‑visibility executions that the reflect the growth potential of the brands.
Typical responsibilities of the Brand Manager include:
- Develop brand strategy for Sweethearts and Bit-O-Honey translating business objectives into executable brand plans
- Serve as the primary manager of external creative agencies for assigned brands, collaborating with the VP of Marketing on agency selection and strategic alignment.
- Lead seasonal and everyday portfolio planning, including Valentine’s Day, Easter, Halloween, Holiday, and limited‑time programs
- Independently manage brand input for product launches, line extensions, flavor innovations, and packaging refreshes
- Partner with the Product Development team to jointly lead outbound licensing for Sweethearts and Bit-O-Honey, coordinating with external licensing agencies and internal stakeholders to bring licensed products to market that align with brand strategy, quality standards, and consumer relevance.
- Translate consumer insights, trend analysis, and performance data into clear brand recommendations and action plans
- Partner cross‑functionally with product development, operations, quality, and supply chain to ensure brand standards are delivered consistently in product experience
- Plan and execute integrated marketing and shopper campaigns across retail, digital, social, and in‑store channels
- Collaborate closely with the e‑commerce and digital commerce teams to optimize brand presence, content, and performance across retailer.com, DTC, and marketplace platforms, including product detail pages, seasonal storefronts, and online promotions
- Collaborate closely with sales to support retail sell‑in, promotions, planograms, and customer‑specific needs
- Analyze syndicated data (POS, household panel data), promotional performance, and brand health metrics to optimize decisions
- Ensure brand consistency across all consumer and customer touchpoints, including displays, merchandising, and licensed or co‑branded executions
- Act as a brand steward by enforcing guidelines while enabling speed and creativity across internal and external partners
- Identify risks to brand reputation (quality issues, supply disruptions, consumer feedback) and proactively recommend mitigation actions
- Prepare and present data‑driven updates, post‑launch reviews, and strategic recommendations to leadership and cross‑functional stakeholders
- Plan for and attend key industry trade shows, partnering with sales, agencies, and internal teams to develop brand‑specific messaging, displays, and experiences that support brand visibility and retailer engagement.
Qualifications
MINIMUM REQUIREMENTS
Good vision, color vision hearing and speaking ability and finger dexterity. Ability to sit, stand, walk, stoop, reach, pull, use personal computer, lift and/or carry up to approximately 20 lbs. Highly attentive to details. Values accuracy and a precise approach to work tasks. Strong innovative, analytical skills and creativity to develop new ways to problem-solve. Must be able to be flexible to adapt to a rapidly changing distribution channel. Successful candidate will possess a positive, supportive and team-oriented attitude.
EDUCATION
- Minimum of a Bachelor’s Degree in Marketing or Business Management.
- Minimum of three (3) years CPG Brand Management experience.
- Strong computer skills and proficiency in Microsoft Office.
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