Brand Manager – GenFlex

Holcim Building Envelope is a global leader in commercial roofing and building solutions—and GenFlex is a key part of that legacy. As we prepare to launch our new corporate identity as Amrize, we are looking for a dynamic, strategic, and hands-on Brand Manager to champion the GenFlex brand of low-slope roofing systems. This role will shape and activate brand strategy, drive market impact, and elevatethe GenFlex experience across every customer touchpoint.

Why Join Us?

This is more than brand management. It’s an opportunity to own a legacy brand in transformation—and lead its future. You’ll work at the intersection of brand strategy, activation, product marketing, and customer experience with a high degree of autonomy and visibility. You’ll also collaborate across teams to build strong positioning and drive business outcomes in a fast-paced, growth-oriented environment.

ABOUT THE ROLE/WHAT YOU’LL BE DOING:

Brand Leadership

• Own and lead GenFlex brand strategy, positioning, identity, and value proposition within theBuilding Envelope portfolio, ensuring a clear brand focus without overlapping adjacent brand territories
• Guide and govern brand consistency across all channels, touchpoints, and content through development of a brand playbook and evolving style guidelines.
• Monitor brand health, customer insights, and market trends to inform strategic pivots and stay ahead of the competition.

Brand Activation

• Drive execution of omni-channel marketing campaigns and activation tactics that support product launches, trade shows, customer segments, and growth objectives.
• Partner with internal teams (Sales, Product, Channel, Comms, Digital, and Technical) and agency

partners to ensure brand-aligned outputs across earned, owned, and paid media.

• Write creative briefs, manage day-to-day agency relationships, and oversee the development of brand assets and programs.
• Develop and implement brand KPIs to measure and drive the performance, growth, and alignment of the brand with business objectives.

Deliver consistent and insightful reporting on brand KPIs, performance, and ROI to leadership. Content & Creative Oversight

• Ensure all brand communications—from digital to print—align with strategic positioning and deliver a cohesive customer experience.
• Manage development of branded materials, sales tools, and marketing assets either directly or in partnership with designers and agencies.
• Create compelling content for social media, website, e-newsletter, and email campaigns to drive brand awareness and audience engagement.
• Hands-on creation of templates and light design using tools such as Canva, Adobe InDesign, or similar platforms.

Cross-Functional Collaboration

• Work across the organization to unify efforts in sales enablement, channel marketing, product management, customer engagement, and internal communications.
• Support related brand initiatives across the Elevate and GenTite brands as needed.

WHAT WE ARE LOOKING FOR:

• Bachelor’s degree in Marketing, Communications, or related field (MBA a plus).
• 5+ years of brand marketing experience, with proven expertise in B2B brand management.
• Experience working in building materials, construction, or commercial roofing industry strongly preferred. Demonstrated understanding of brand building, positioning, and omni-channel marketing strategy.
• Strong project management skills; highly organized and capable of juggling multiple priorities.
• Excellent copywriting, editing, and communication skills (written and verbal).
• Strategic thinker with a bias for action, strong intuition, and creative problem-solving abilities.
• Comfortable working independently, navigating ambiguity, and driving initiatives forward.
• Proficiency working with marketing software and tools such as Adobe Creative Suite, Canva, and Asana.

Bonus Skills

• Experience with the contractor/distributor go-to-market structure.
• Basic video creation or editing capabilities.
• SEO and website content strategy experience.
• Spanish language skills a plus.
• Experience in marketing to a bilingual (English/Spanish) audience.

WHAT WE OFFER

• Competitive Compensation
• Retirement Savings
• Medical, Dental, Disability and Life Insurance Coverage
• Holistic Health & Well-Being Programs
• Health Savings Accounts (HSA) and Flexible Spending Accounts (FSA) for Health and Dependent Care
• Vision and other Voluntary Benefits and Discounts
• Paid Time Off and Holidays
• Paid Parental Leave (Maternity and Paternity)
• Educational Assistance Program

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