Brand Strategy Manager

This position is a hybrid in-office role that works out of our Boston HQ (Monday-Thursday will be working in office and Friday is work from home). This is not a virtual / remote position.

At this time, Wayfair will not sponsor applicants for this position for the following work visas: F1-OPT, STEM OPT EAD, H-1B, H-1B1, E-3, O-1, J-1, or TN.

About the Role

As a Brand Strategy Manager at Wayfair, you will help shape how Wayfair shows up in the world—translating consumer and business insights into brand strategies, campaigns, and creative that build preference and strengthen Wayfair’s position as a trusted destination for home.

Reporting to the Head of Brand, Insights & Partnerships, you will serve as a strategic partner across the full brand development process: defining the consumer problem and strategic opportunity, developing positioning and messaging, briefing internal and external creative teams, guiding creative development, and building learning agendas that continuously strengthen the work.

This role sits at the intersection of Brand, Consumer Insights, Creative, Media, and the broader business. You’ll need to be equally comfortable developing a long-term brand strategy, giving actionable feedback on creative, synthesizing consumer research, and bringing cross-functional teams together around a clear point of view.

What You’ll Do

• Shape Wayfair’s masterbrand strategy and positioning, translating consumer insights, business priorities, and competitive context into clear strategic choices about how the brand builds relevance, preference, and trust.

• Lead brand strategy for major campaigns and marketing moments, including Wayfair’s evergreen brand platform and key seasonal initiatives such as Outdoor and Holiday.

• Develop strategic briefs, value propositions, messaging frameworks, and creative territories that turn complex business and consumer challenges into clear direction for creative teams.

• Partner across Creative, Media, and Channel Planning on content mapping, ensuring campaign production plans account for media placements, channel needs, cultural relevance, and potential asset or messaging gaps.

• Serve as a strategic partner throughout creative development, working closely with Wayfair Creative and external agency partners to ensure ideas and executions ladder back to the intended consumer insight, brand strategy, and campaign objectives.

• Lead Wayfair’s approach to creative testing and learning, partnering with Consumer Insights and research partners to define learning objectives, develop testing methodologies, interpret results, and translate findings into actionable creative guidance.

• Connect brand strategy to go-to-market execution, partnering with Media, Channel Planning, Partnerships, Product, and other teams to ensure brand strategy translates consistently and effectively across channels and touchpoints.

• Develop and steward messaging frameworks and brand principles that help teams across Wayfair communicate the brand consistently while adapting appropriately to different audiences, channels, categories, and moments.

• Build the strategic case for new brand opportunities, using consumer research and business context to evaluate emerging partnerships, cultural opportunities, new capabilities, and other ways Wayfair can build relevance and trust.

• Establish campaign objectives, measurement frameworks, and learning agendas in partnership with Consumer Insights, Media, and Measurement teams, ensuring brand work is designed to generate both impact and actionable learning.

• Synthesize insights across research, campaign performance, creative testing, and in-market learnings to identify patterns and continuously improve Wayfair’s brand and creative strategy.

• Drive alignment across complex, cross-functional workstreams, bringing clarity to ambiguous problems, establishing strategic recommendations, and influencing stakeholders at all levels of the organization.

• Manage and develop members of the Brand Strategy team, providing strategic guidance, feedback, and support while helping prioritize work against the highest-impact brand and business needs.

Who You’ll Need

• 6+ years of experience in brand strategy, brand management, integrated marketing, or a related discipline, ideally within a consumer-facing brand, retail/ecommerce business, or creative/strategy agency.

• Demonstrated ability to develop brand and campaign strategies rooted in consumer insight and translate them into clear, inspiring creative briefs.

• Strong understanding of brand positioning, consumer behavior, messaging strategy, creative development, and integrated marketing.

• Experience partnering closely with creative teams and agencies, with the ability to evaluate creative work against strategic objectives and provide clear, constructive direction.

• Strong fluency in consumer research and creative testing, including the ability to turn qualitative and quantitative findings into actionable strategic recommendations.

• Excellent strategic storytelling skills, with the ability to synthesize complex information and articulate a clear point of view for audiences ranging from working teams to senior leadership.

• Exceptional cross-functional leadership and influence skills; comfortable driving work forward across teams without relying on formal authority.

• Ability to operate independently in ambiguity, identify what matters most, and create structure around complex or evolving business problems.

• Strong judgment and curiosity, with a willingness to challenge assumptions, ask the right questions, and continually refine the work based on what we learn.

Bonus if You Have

• Experience developing or evolving an omnichannel brand platform.

• Experience working across both upper-funnel brand building and lower-funnel/performance marketing environments.

• Experience with creative effectiveness research, brand tracking, or campaign measurement.

• Experience managing external creative, research, or strategy agency partners.

• Experience in a marketplace, platform business, or large-scale retail environment.

Benefits & Perks - US

• Full health benefits available (Medical, Dental, Vision, HSA/FSA) on day one for eligible employees.

• No-cost access to 2nd.MD, a virtual expert medical consultation and navigation service.

• Global Traveler Health Insurance through GeoBlue.

• 24/7 access to mental, financial, physical and emotional wellbeing support, plus an enhanced offering of therapy and coaching.

• Automatic enrollment into Basic Life and Accidental Death & Disability Insurance.

• 401(k) matching with immediate vesting.

• Paid Parental Leave, Surrogacy & Adoption Reimbursement and Caregiver Services.

• Tuition Reimbursement.

• Wayfair Employee Discount.

• Gym/Fitness Discounts (Wellhub and varying regional memberships).

• Exclusive access to thousands of perks & discounts through BenefitHub.

• Yearly match up to $500 for personal donations made by employees to registered 501(c)(3) nonprofits.