About this Brand Manager role at Bose
At Bose Corporation, we believe sound is the most powerful force on earth — and for over 60 years, we have been a company built on innovation, excellence, and independence. Privately owned, fiercely customer-focused, and driven by our values, we continue to lead industries and transform lives through sound.
Today, Bose Corporation is entering an exciting new era. Across multiple global Business Units and Global Functions, we are shaping the future of audio technology, automotive, luxury, and premium experiences. We invite you to join us in this transformation.
Job Description
The Brand Manager at Bose is the marketing leader for one or more product franchises within the Bose portfolio. They are responsible for clarifying, shaping, and growing their assigned franchises, influencing new product innovation, leading the marketing strategy for new product launches, and ensuring their work advances the overall Bose brand and its objectives.
This role defines the marketing vision and story for the product franchise and new product launches – what they stand for, who they serve, and how they come to life through experiences, messaging, and go-to-market activation. The Brand Manager is expected to bring a strong point of view and sense of ownership, making and influencing decisions that strengthen the franchise’s coherence, distinctiveness, and long-term brand and commercial value.
Grounded in a deep understanding of consumers, culture, category dynamics, competition, and the Bose brand, the Brand Manager translates franchise vision into clear positioning, consumer propositions, product narratives, and marketing strategies. They partner upstream with Product and Engineering to bring the consumer, brand, and franchise perspective into product development and portfolio decisions, and serve as the strategic lead as cross-functional teams bring that vision and story to life in market.
New product launches are a critical part of the role, but the mandate extends beyond launch. The Brand Manager maintains a holistic view of the franchise across its lifecycle, connecting future innovation, new products, and in-market opportunities into a coherent franchise strategy. They work closely with other Brand Managers and Brand Strategy to ensure individual franchises are distinctive and compelling while collectively strengthening Bose’s overall positioning and brand health.
Core Responsibilities
1. Own, Shape & Steward Product Franchise(s)
- Own the consumer and marketing vision for one or more product franchises, defining what the franchise stands for, the role it plays within the Bose portfolio, where it should go over time, and how it should be expressed for consumers.
- Clarify, shape, and grow the franchise across its lifecycle, connecting new and in-market products, software and feature evolution, and key marketing moments into a coherent, differentiated, and enduring franchise.
- Lead annual and longer-term marketing planning for the franchise, using business performance, consumer insights, marketing effectiveness, and cultural and competitive dynamics to assess franchise health and shape priorities for future growth.
- Serve as the accountable marketing leader for the franchise, bringing a clear point of view, making and navigating trade-offs, aligning partners, and ensuring the franchise advances both business and broader Bose brand objectives.
2. Shape Consumer & Product Vision Upstream
- Partner upstream with Product and Engineering to shape new product visions, bringing the consumer, category, franchise, and brand perspective into key product decisions.
- Translate the intended consumer proposition into the experiences, capabilities, and proof required to credibly deliver it, influencing product development while maintaining clear accountability between Marketing and Product.
- Partner with Consumer Research & Insights to define learning agendas, uncover opportunities, and translate consumer understanding into clear product and franchise opportunities.
- Develop a deep understanding of consumers, category dynamics, culture, competition, and unmet needs to identify opportunities for the franchise and future products.
3. Define Positioning, Proposition & Product Story
- Define differentiated franchise and product positioning, target consumers, value propositions, reasons to believe, and the role individual products play within the broader franchise.
- Lead product naming strategy and develop clear messaging hierarchies and frameworks that translate positioning into actionable consumer communication.
- Partner with technical experts to identify the role technology plays within a product proposition, consumer experience, and franchise overall – and translate it into compelling consumer-facing messaging and activation guidance.
- Ensure product and franchise positioning are distinctive within the portfolio, partnering with Brand Strategy and other Brand Managers to ensure they collectively reinforce Bose's broader positioning and strategic objectives.
4. Lead GTM Strategy & Guide Activation
- Define the strategic foundation for GTM, including target audience, launch vision, priority messages and proof points, key barriers to overcome, and strategic jobs to be done.
- Develop integrated GTM strategies and strategic briefs that align Integrated Marketing and cross-functional activation teams around a clear vision for bringing the product and franchise to market.
- Serve as the strategic voice of the consumer, product, and franchise throughout planning and activation, participating in key reviews and decisions to ensure the strategy comes to life consistently and effectively.
- Guide activation from strategy through execution, providing strategic direction and feedback while enabling channel and functional experts to determine how the work is best brought to life.
Core Competencies & Qualifications
- 7+ years of experience in brand management, product marketing, brand strategy, integrated marketing, or a related discipline, preferably within consumer technology, consumer electronics, or another complex consumer product category.
- Demonstrated experience owning or helping lead a brand, product franchise, or category portfolio across new product development, launches, and the full product lifecycle.
- Strong strategic marketing capability, with experience translating consumer, cultural, category, competitive, and business inputs into clear franchise strategies, positioning, consumer propositions, and go-to-market plans.
- Deep consumer orientation, with experience using qualitative and quantitative research to uncover insights, identify opportunities, pressure-test decisions, and shape product visions and marketing strategy.
- Strong positioning and storytelling skills, with the ability to turn complex product, technology, and consumer inputs into differentiated propositions, clear strategic narratives, and compelling consumer stories.
- Strong cross-functional leadership and influence skills, with the ability to shape decisions and build alignment across Product, Engineering, Consumer Research & Insights, Integrated Marketing, and activation teams without direct authority.
- Ability to think simultaneously at the brand, franchise, and product level, connecting near-term product and business priorities with longer-term franchise and Bose brand objectives.
- Strong judgment and decision-making skills, with the ability to bring a clear point of view, navigate trade-offs, and maintain strategic coherence across multiple products and workstreams.
- Excellent written, verbal, and presentation skills, including the ability to develop clear strategic and creative briefs and communicate recommendations effectively to senior stakeholders and diverse cross-functional teams.
- Ability to operate effectively in ambiguity, establish priorities, and create clarity and momentum within a complex organization.
