Brand Marketing Manager (Setapp)
First seen by Alion on Jul 29, 2026. MacPaw scores B on the Alion truth index.
We are looking for a Brand Marketing Manager who will develop and execute Setapp’s brand strategy, run multi-channel campaigns, and lead a small team.
Two audiences matter here. First, our customers - macOS/iOS users looking for great apps. Second, our partners - the developers who bring their apps to Setapp. You'll build the brand for both, including activating developer communities. You'll also help keep branding consistent across the wider MacPaw ecosystem.
Setappis MacPaw’s software marketplace for Mac and iOS users. It provides access to 360+ quality apps and AI models across dozens of categories. It is also a distribution platform that allows developers to monetize their apps.
Please include a portfolio of brand or marketing projects with your CV, describing your role, responsibilities, and impact in each of them. A portfolio is required for your application to move forward to the next stage.
In this role, you will:
Own Setapp's brand strategy end-to-end - define target audiences, track trends and competitors, and grow brand awareness, perception and reputation
Turn brand goals into multi-channel campaigns (PR, influencers, SMM, events) and manage their performance
Build bottom-up forecasts and budgets, and own spend against brand goals
Set up reporting that shows campaign impact, and adapt strategy based on it
Deliver ongoing analytics to the teams that need it
Lead internal specialists and external agencies/freelancers - prioritise, assign and sign off on their work
Run customer-behavior research to surface insights that sharpen the brand strategy
Skills you’ll need to bring:
Goal setting and strategic planning: proven ability to translate high-level business and marketing goals into actionable brand strategies with measurable goals
Multi-channel campaign management: experience in designing, launching, and evaluating complex campaigns that use the powers PR, social media, influencers, and events simultaneously. Cross-functional collaboration experience is a must
Budget management. Experience in developing bottom-up forecasts, managing strict budgets, and assessing spend efficiency on a monthly and quarterly basis
Data-driven decision making: high proficiency in brand analytics, understanding both behavioral and perceptual metrics. The ability not just to analyze data but to derive insights to guide brand strategies
Team management: proven experience in managing and motivating teams of diverse professionals, setting clear objectives, conducting performance reviews, and fostering professional growth
Partner relations improvement: experience in building and maintaining professional communities (for example, developers), with a proven track record of community activation management
Solid understanding of evidence-based marketing and brand growth strategies, familiarity with CEP, JTBD, and mental and physical availability approaches
As a plus:
Strong negotiation skills for handling contracts with freelancers and agencies, ensuring quality delivery and cost control. Agency experience is a plus
Cases of vendor acquisition for the marketplace, with both long and short-term effects
Experience handling creative brand activations (events, short-term campaigns, PR activations) in the English-speaking markets
Experience in managing rebrandings, brand partnerships, or brand ambassadorships with measurable results for the brand
Market research proficiency: ability to order, interpret, and apply diverse market research (such as customer behavior and brand health measurement) to inform the brand roadmap
Hands-on experience with analytical tools (e.g., Looker Studio, Tableau, Google Analytics 4) and project management software (e.g., Asana, Jira) used by your internal teams