Senior Manager, Brand Management - Licensed & Exclusive Brands
1700 Se 5th St Bentonville, AR 72716
R-2419-3111 Loading map...
$90,000 - $180,000/yr Regular/Permanent Salaried
Position Summary
The Senior Manager, Brand Management leads the strategic positioning, governance, and cross-functional execution of Walmart's proprietary and licensed brands. This role serves as the brand steward-ensuring each brand has a clear role, differentiated positioning, and disciplined execution across assortment, pricing architecture, customer experience, and partnerships.
This leader is responsible for managing complex licensing relationships and negotiations while building scalable processes that enable product development, design, sourcing, quality, merchandising, site, and marketing teams to bring brands to life consistently and profitably.
The role balances strategic brand leadership with operational rigor-protecting brand equity, mitigating risk, and ensuring customer-right outcomes.
What Youll Do
• Brand Strategy & Positioning: Define and maintain clear brand positioning, guardrails, and value tiers (Good/Better/Best) across assigned brands. • Translate customer insights, competitive assessments, and performance data into actionable brand strategies. • Ensure assortment decisions align with brand architecture and long-term growth platforms. • Lead brand refreshes, relaunches, and disciplined exits when brands no longer meet customer or business needs. • Develop and maintain brand books, style guides, and "brand on a page" tools to drive clarity and consistency across teams.
Licensing & Contract Management
Lead negotiation and management of licensing agreements and brand partnerships. Forecast and oversee royalty structures, ensuring margin accretion and financial compliance. Partner with Legal and Finance to structure contracts that mitigate risk and protect Walmart's interests. Monitor performance against contractual obligations, service level agreements, and brand standards. Identify and resolve contract discrepancies, audit findings, and compliance risks. Lead structured sell-offs, renewals, exclusivity agreements, or brand exits when necessary.
Cross-Functional Brand Governance
Establish and manage milestone processes that ensure brand integrity across product development calendars. Partner closely with: • Product Development & Design (visual identity, materials, packaging standards) • Sourcing & Quality (compliance, execution standards) • Merchandising (assortment strategy, pricing architecture) • Marketing & Site (content, launch execution, storytelling) Ensure proprietary and licensed items are aligned to approved brand categories and properly coded. Drive disciplined launch execution, including clear roles, timelines, and post-launch reviews. Remove operational barriers that create brand inconsistency or customer confusion.
Financial & Performance Stewardship
Monitor brand-level performance metrics including GMV, margin, royalty impact, and inventory health. Provide performance readouts to licensors and internal stakeholders. Anticipate financial risks (inventory exposure, contract obligations, marketing commitments) and develop mitigation plans. Ensure pricing architecture supports EDLP and long-term brand equity.
Customer Experience & Brand Protection
Safeguard brand integrity across in-store, digital, marketplace, and marketing channels. Lead brand-gating and enforcement efforts to prevent third-party misuse of proprietary brands. Ensure launches deliver a cohesive and customer-right experience across all touchpoints. Align assortment, storytelling, and pricing to create intuitive, trust-building customer journeys. Lead leaders and teams to drive execution of complex, cross-functional initiatives in ambiguous and high-pressure environments.
Key Skills & Capabilities
Strong brand management expertise Licensing negotiation and contract acumen Financial literacy (royalty modeling, margin impact, inventory risk) Success in Role
Looks Like:
Brands have clear guardrails and differentiated positioning. Licensing agreements are financially sound and risk-mitigated. Cross-functional teams execute consistently and on calendar. Launches are clean, cohesive, and customer-right. Risks are identified early and resolved proactively. Brand equity strengthens over time through disciplined governance.
Benefits & Perks
Beyond competitive pay, you can receive incentive awards for your performance. Other great perks include: 401(k) match Stock purchase plan Paid maternity and parental leave PTO Multiple health plans And much more.
Equal Opportunity Employer
Walmart, Inc. is an Equal Opportunity Employer - By Choice. We believe we are best equipped to help our associates, customers, and the communities we serve live better when we really know them. That means understanding, respecting, and valuing unique styles, experiences, identities, abilities, ideas, and opinions - while welcoming all people.
Walmart Inc. participates in E-Verify. Learn more about applicant rights under Federal Employment Laws.
Who We Are
Join Walmart and your work could help over 275 million global customers live better every week. Yes, we are the Fortune #1 company. But you'll quickly find we're a company who wants you to feel comfortable bringing your whole self to work. A career at Walmart is where the world's most complex challenges meet a kinder way of life.
Our mission spreads far beyond the walls of our stores. Join us and you'll discover why we are a world leader in a culture of belonging, sustainability, and community involvement.
From day one, you'll be empowered and equipped to do the best work of your life.
Careers at Walmart
At Walmart, we offer competitive pay as well as performance-based bonus awards and other great benefits for a happier mind, body, and wallet. Health benefits include medical, vision, and dental coverage. Financial benefits include 401(k), stock purchase, and company-paid life insurance.
Paid time off benefits include PTO (including sick leave), parental leave, family care leave, bereavement, jury duty, and voting. Other benefits include short-term and long-term disability, company discounts, Military Leave Pay, adoption and surrogacy expense reimbursement, and more.
You will also receive PTO and/or PPTO that can be used for vacation, sick leave, holidays, or other purposes. The amount you receive depends on your job classification and length of employment. It will meet or exceed the requirements of paid sick leave laws, where applicable.
Live Better U
Live Better U is a Walmart-paid education benefit program for full-time and part-time associates in Walmart and Sams Club facilities. Programs range from high school completion to bachelors degrees, including English Language Learning and short-form certificates. Tuition, books, and fees are completely paid for by Walmart.
Eligibility requirements apply to some benefits and may depend on your job classification and length of employment. Benefits are subject to change and may be subject to a specific plan or program terms.
Minimum Qualifications
Outlined below are the required minimum qualifications for this position. If none are listed, there are no minimum qualifications.
• Bachelor's degree in Business, Communications, Marketing, Business, or related field • 4 years' experience in brand development and management, developing creative briefs, marketing, or related area • OR 6 years' experience in brand development and management, developing creative briefs, marketing, or related area
Preferred Qualifications
Outlined below are the optional preferred qualifications for this position. If none are listed, there are no preferred qualifications.
• Microsoft Office - Excel • Vendor Management • Working on cross-functional teams or projects • Masters: Business Administration
Primary Location
1700 Se 5th St Bentonville, AR 72716 United States of America
Walmart and its subsidiaries are committed to maintaining a drug-free workplace and has a no tolerance policy regarding the use of illegal drugs and alcohol on the job. This policy applies to all employees and aims to create a safe and productive work environment.
Walmart is committed to maintaining a drug-free workplace and has a no tolerance policy regarding the use of illegal drugs and alcohol on the job. This policy applies to all employees and aims to create a safe and productive work environment.
Benefits You'll Enjoy
• Discount Card: Get 10% off Walmart associates are eligible for a 10% discount card on most regular-priced items and fresh produce in-store and on select items at Walmart.com. Eligible after 90 days of employment. • Live Better U: Earn a degree or in-demand skills certificates with no debt - Walmart covers 100% of tuition and books. • Walmart Academy: Grow your skills Ready to grow your career? Walmart Academy offers job-specific retail training and leadership courses to help Associates reach their career goals. • Financial Perks: Enjoy 401(k) matching and stock purchase plans. • Paid Time Off: Take a break as needed for vacation, sick leave, holidays, parental leave, and more. • Comprehensive Health Benefits: Medical, dental, vision, and wellness programs for you and your family. • Wellbeing Programs: Access mental health resources and assistance programs for life's challenges. • Career Growth Opportunities: Training, leadership programs, and clear paths to advance.
Life at Walmart
Imagine a workplace surrounded by innovation.
At Walmart's new Home Office in Bentonville, Arkansas, we're redefining what it means to work at a global leader.
Set on 350 acres of thoughtfully revitalized land, our new campus seamlessly integrates the charm of Northwest Arkansas with cutting-edge design and technology. From biking trails and outdoor courtyards to flexible, tech-enabled workspaces, every detail reflects our commitment to sustainability, connection, and culture.
With amenities like on-site childcare at our Little Squiggles Children's Enrichment Center, the Walton Family Whole Health & Fitness Center, and a vibrant food hall featuring local and international favorites, we're creating a space where work-life balance isn't just a goal-it's a reality.
Beyond the campus, Bentonville offers a dynamic lifestyle with world-class dining, art at the Crystal Bridges Museum, and countless outdoor activities.
Whether you're exploring High South cuisine, enjoying live performances at our new amphitheater, or cycling the Razorback Greenway, you'll experience the perfect blend of small-town charm and big-city amenities.
Join us at Walmart and grow your career alongside a community that feels like home.
This isn't just a workplace-it's a destination for leaders eager to make a difference.