Brand Manager

At YETI, we believe that time spent outdoors matters more than ever and our gear can make that time extraordinary. When you work here, you’ll have the opportunity to create exceptional, meaningful work and problem solve with innovative team members by your side. Together, you’ll help our customers get the high-quality gear they need to make the most of their adventures. We are BUILT FOR THE WILD™.

As the Brand Manager, you will strengthen YETI’s brand and product relevance in Japan while supporting marketing alignment across Southeast Asia distributor markets. This role balances insight development, product/category positioning, and hands-on planning and execution across launches and activations. You will work cross-functionally with wholesale, e-commerce, operations, SEA distributors, and external agencies to deliver meaningful and commercially effective initiatives. This role is closely working with and reports to Head of Marketing, Japan & SEA.

Key Responsibilities:

Discovery & Insights

• Identify consumer and cultural insights that enhance the relevance of YETI products in Japan.

• Develop positioning angles that connect core categories (e.g., drinkware, hard coolers, cargo, bags etc) to local outdoor and lifestyle moments.

• Monitor market trends and competitor activity to identify opportunities and risks.

• Evaluate launch and activation performance to refine future initiatives.

Plan & Produce

• Support development of annual brand and category priorities in partnership with Head of Marketing.

• Plan and execute go-to-market initiatives for new product launches, color collections, seasonal campaigns, and key commercial moments.

• Ensure product storytelling is clearly translated across relevant touchpoints (e.g. retail, social, PR, event touchpoints).

• deate and deliver brand activations and events (including tradeshows and third-party events) with strong executional standards.

• Collaborate with Associate Brand Manager to ensure smooth coordination across initiatives.

SEA Distributor Market Management

• Provide brand and marketing guidance to Southeast Asia distributor markets.

• Review distributor marketing plans to ensure premium and consistent brand representation.

• Share launch frameworks and best practices developed in Japan.

• Participate in planning discussions and periodic market reviews as required.

Cross-Functional Collaboration

• Partner with wholesale and e-commerce teams to align brand initiatives with commercial priorities.

• Coordinate with operations to ensure launch readiness.

• Work with external agencies (Event Activation, Social, PR) to ensure cohesive execution.

• Maintain clear communication and alignment across internal stakeholders.

Operational Excellence

• Develop clear execution plans, launch decks, and performance reports (PowerPoint, Excel, Word, etc.).

• Manage assigned budgets responsibly and in line with objectives.

• Deliver initiatives on time within a lean team structure.

• Travel domestically as required to support brand activations, events, and market initiatives.

Qualification & Attributes:

• Minimum 5+  years’ experience working in a similar role or relevant experience

• Demonstrated Experience in Consumer Goods / FMCG / Retail / Premium Lifestyle brands

• Proven experience planning and executing product launches, event activation, and integrated campaigns

• Experience working with distributor markets is a plus

• Fluent in written and spoken Japanese & English

• Willingness to roll up sleeves and get the job done beyond defined scope; start-up mentality

• Ability to prioritize travel and time in the field within regular department workflow

• Passion for YETI and its mission

Benefits & Perks:

Click here to learn about the benefits and perks we offer at YETI.

YETI is proud to be an Equal Opportunity Employer.

Our commitment to creating a diverse, equitable, and inclusive culture is at the center of everything we do for our employees. We embrace all applicants looking to bring their authentic selves to YETI and contribute to our mission of keeping the wild WILD. Find out more about our commitment to DE&I at yeti.com/esg.html.

All applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws.

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