The LYCRA Company
Role: Brand Manager - LYCRA® Brand
Location:
Wilmington, Delaware, USA
The LYCRA Company has built a leading position in the Apparel industry over the years via a continuous stream of value-adding fiber, fabric, or garment innovations enabled and supported by a network of strategic partners across the entire value chain. This contributed to making the LYCRA® brand a unique asset that still powers today one of the most iconic and valuable corporate franchises in the Apparel industry. It is all reflected in our corporate vision: "enhancing life through innovative garment solutions."
As Brand Manager, you will be responsible for managing brand equity, positioning, and activation across a complex commercial ecosystem starting at the brand to trade level. You will ensure the brand remains relevant, consistent, and compelling across all touchpoints-from mill to market to consumer, as well as understand the competitive landscape.
Reporting to the Director of Strategic Marketing based in Wilmington, the successful candidate will be responsible for the following:
Key Responsibilities
Brand Planning Lead the development and execution of annual brand plans, aligning with broader business objectives and collaborating with strategic marketing leadership and product /commercial stakeholders Brand Equity & Stewardship
Manage the LYCRA® brand identity (face, place, story) to ensure consistency and relevance across global markets. Oversee brand health tracking and reporting, ensuring alignment with business goals and market dynamics. Maintain and evolve the brand toolbox, ensuring accessibility and consistent usage across internal teams and external partners. Serve as a brand steward across all sub-brands and licensed applications, ensuring brand integrity and strategic alignment. Brand Strategy & Positioning
Uphold the brand's distinctive positioning across all touchpoints in our owned environments as well as with our trade partners. Translate brand strategy into compelling narratives and toolkits for use by commercial and retail partners. Develop deep understanding of the LYCRA® brand architecture including how the master brand relates to sub-brands; champion our brand architecture by frequently articulating the hierarchy and purpose for each element across internal and external stakeholders, ensuring adherence across all communications. Ensure proper use of brand trademarks and marketing claims across all communications activities. Collaborate with product team, commercial team and marketing organization globally to ensure brand strategy is embedded across the value chain. Brand Insights & Monitoring
Conduct and synthesize brand research, consumer insights, and competitive intelligence to inform strategy and creative development. Monitor brand performance against select KPIs and track competitive activity across B2B and B2C channels, identifying opportunities for growth and differentiation. Content Marketing & Media
Partner with internal content and digital teams as well as external media agency, to develop integrated campaigns across paid, owned, and earned media-including social media and influencer engagement. Ensure all content reflects the LYCRA® brand voice, tone, and visual identity, while supporting both commercial and consumer-facing objectives. Brand Activation & Experience
Collaborate with region teams to execute brand activations, events, and experiences that bring the LYCRA® brand to life, demonstrate brand leadership and increase earned media coverage opportunities. Concept with creative teams and agencies to deliver impactful brand moments at industry events, trade shows, and retail environments. Partnerships, Sponsorships & Advocacy
Identify and manage strategic partnerships and sponsorships that enhance brand equity and visibility. Cultivate brand advocates and ambassadors across the value chain-from designers and influencers to retail partners and consumers. Internal Brand Engagement
Be a brand champion. Act as the brand voice across internal and external stakeholders. Develop internal brand communications that foster brand understanding, advocacy among employees and global teams. Budget Management
Manage global brand marketing expenditures, track spend and communicate monthly any variations in expected spend to key stakeholders. Required Skills and Experience
:
Bachelor's degree in Marketing, Communications, Business, or related field; MBA or advanced degree preferred. A minimum of 5-8 years of experience in brand management, ideally in B2B environments with strong B2C exposure (e.g., ingredient brands, CPG, apparel, or fashion). Proven track record of building and managing global brands with complex stakeholder ecosystems. Strong analytical and strategic thinking skills with the ability to translate insights into action. Excellent verbal communication skills, including presentation on complex business issues. Experience with brand measurement tools, content marketing, and media planning. Desirable Skills & Experience
:
Comfortable working in a global organization that requires some hours outside normal working hours. Experience working in a highly-matrixed organization, meaning while you will report to one person, you will be required to collaborate/influence across different functional groups. Be a team player with exceptional interpersonal skills given need to work across different functional groups and regions. Compensation/Benefits
We offer a competitive salary, including variable pay and an excellent benefits package.
The LYCRA Company innovates and produces fiber and technology solutions for the apparel and personal care industries. Headquartered in Wilmington, Delaware, The LYCRA Company is recognized worldwide for its innovative products, technical expertise, and unmatched marketing support. The LYCRA Company owns leading consumer and trade brands: LYCRA®, LYCRA HyFit®, LYCRA® T400®, COOLMAX®, THERMOLITE®, ELASPAN®, SUPPLEX®, and TACTEL®. The LYCRA Company's legacy stretches back to 1958 with the invention of the original spandex yarn, LYCRA® fiber. Today, The LYCRA Company focuses on adding value to its customers' products by developing unique innovations designed to meet the consumer's need for comfort and lasting performance. For more information, visit www.thelycracompany.com.
We are an equal opportunity employer. All applicants will be considered for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran, or disability status.
Location:
Wilmington, Delaware, USA
The LYCRA Company has built a leading position in the Apparel industry over the years via a continuous stream of value-adding fiber, fabric, or garment innovations enabled and supported by a network of strategic partners across the entire value chain. This contributed to making the LYCRA® brand a unique asset that still powers today one of the most iconic and valuable corporate franchises in the Apparel industry. It is all reflected in our corporate vision: "enhancing life through innovative garment solutions."
As Brand Manager, you will be responsible for managing brand equity, positioning, and activation across a complex commercial ecosystem starting at the brand to trade level. You will ensure the brand remains relevant, consistent, and compelling across all touchpoints-from mill to market to consumer, as well as understand the competitive landscape.
Reporting to the Director of Strategic Marketing based in Wilmington, the successful candidate will be responsible for the following:
Key Responsibilities
Brand Planning Lead the development and execution of annual brand plans, aligning with broader business objectives and collaborating with strategic marketing leadership and product /commercial stakeholders Brand Equity & Stewardship
Manage the LYCRA® brand identity (face, place, story) to ensure consistency and relevance across global markets. Oversee brand health tracking and reporting, ensuring alignment with business goals and market dynamics. Maintain and evolve the brand toolbox, ensuring accessibility and consistent usage across internal teams and external partners. Serve as a brand steward across all sub-brands and licensed applications, ensuring brand integrity and strategic alignment. Brand Strategy & Positioning
Uphold the brand's distinctive positioning across all touchpoints in our owned environments as well as with our trade partners. Translate brand strategy into compelling narratives and toolkits for use by commercial and retail partners. Develop deep understanding of the LYCRA® brand architecture including how the master brand relates to sub-brands; champion our brand architecture by frequently articulating the hierarchy and purpose for each element across internal and external stakeholders, ensuring adherence across all communications. Ensure proper use of brand trademarks and marketing claims across all communications activities. Collaborate with product team, commercial team and marketing organization globally to ensure brand strategy is embedded across the value chain. Brand Insights & Monitoring
Conduct and synthesize brand research, consumer insights, and competitive intelligence to inform strategy and creative development. Monitor brand performance against select KPIs and track competitive activity across B2B and B2C channels, identifying opportunities for growth and differentiation. Content Marketing & Media
Partner with internal content and digital teams as well as external media agency, to develop integrated campaigns across paid, owned, and earned media-including social media and influencer engagement. Ensure all content reflects the LYCRA® brand voice, tone, and visual identity, while supporting both commercial and consumer-facing objectives. Brand Activation & Experience
Collaborate with region teams to execute brand activations, events, and experiences that bring the LYCRA® brand to life, demonstrate brand leadership and increase earned media coverage opportunities. Concept with creative teams and agencies to deliver impactful brand moments at industry events, trade shows, and retail environments. Partnerships, Sponsorships & Advocacy
Identify and manage strategic partnerships and sponsorships that enhance brand equity and visibility. Cultivate brand advocates and ambassadors across the value chain-from designers and influencers to retail partners and consumers. Internal Brand Engagement
Be a brand champion. Act as the brand voice across internal and external stakeholders. Develop internal brand communications that foster brand understanding, advocacy among employees and global teams. Budget Management
Manage global brand marketing expenditures, track spend and communicate monthly any variations in expected spend to key stakeholders. Required Skills and Experience
:
Bachelor's degree in Marketing, Communications, Business, or related field; MBA or advanced degree preferred. A minimum of 5-8 years of experience in brand management, ideally in B2B environments with strong B2C exposure (e.g., ingredient brands, CPG, apparel, or fashion). Proven track record of building and managing global brands with complex stakeholder ecosystems. Strong analytical and strategic thinking skills with the ability to translate insights into action. Excellent verbal communication skills, including presentation on complex business issues. Experience with brand measurement tools, content marketing, and media planning. Desirable Skills & Experience
:
Comfortable working in a global organization that requires some hours outside normal working hours. Experience working in a highly-matrixed organization, meaning while you will report to one person, you will be required to collaborate/influence across different functional groups. Be a team player with exceptional interpersonal skills given need to work across different functional groups and regions. Compensation/Benefits
We offer a competitive salary, including variable pay and an excellent benefits package.
The LYCRA Company innovates and produces fiber and technology solutions for the apparel and personal care industries. Headquartered in Wilmington, Delaware, The LYCRA Company is recognized worldwide for its innovative products, technical expertise, and unmatched marketing support. The LYCRA Company owns leading consumer and trade brands: LYCRA®, LYCRA HyFit®, LYCRA® T400®, COOLMAX®, THERMOLITE®, ELASPAN®, SUPPLEX®, and TACTEL®. The LYCRA Company's legacy stretches back to 1958 with the invention of the original spandex yarn, LYCRA® fiber. Today, The LYCRA Company focuses on adding value to its customers' products by developing unique innovations designed to meet the consumer's need for comfort and lasting performance. For more information, visit www.thelycracompany.com.
We are an equal opportunity employer. All applicants will be considered for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran, or disability status.