Senior Manager, Brand Marketing

Lead the growth and evolution of two of our most trusted consumer health brands — Vitafusion and L’il Critters — as their dedicated Senior Brand Manager. This role sits at the intersection of brand strategy, innovation, and cross-functional leadership, offering a high-impact opportunity to own two strong brands within a fast-paced, entrepreneurial environment.

The Sr. Brand Manager will be accountable for the full brand P&L, new product development and commercialization, monthly sales forecasting, innovation pipeline management, packaging strategy, and pricing with focus on brand performance in mainstream retail channels. This role requires a leader who can think both strategically and execute operationally — balancing long-term brand vision with the day-to-day demands of bringing great products to market.
Responsibilities:
Brand Strategy & Planning
• Own end-to-end brand management for both Vitafusion and L’il Critters, from strategic planning through post-launch performance analysis
• Lead development of annual brand plans, setting priorities and allocating resources to drive growth and profitability
• Partner closely with the sales team on new item and brand strategy presentations for retail and key account development
• Develop and enforce brand guidelines across all marketing touchpoints, ensuring consistency and integrity for both brands
• Champion the voice of the consumer — monitor emerging health, wellness, ingredient, and retail trends to inform brand direction and product opportunities
• Monitor competitive activity, packaging, claims, pricing, and market dynamics to inform positioning and differentiation

Innovation & Commercialization
• Lead new product development from ideation through commercialization, including claims development, costing, packaging design, regulatory requirements, and go-to-market strategy
• Oversee new item setup across internal systems and retailer portals
• Brief marketing, eCommerce, web, and digital teams on new launches; ensure creative assets and copy are developed per brand guidelines and delivered on time
• Develop compelling product positioning, on-pack communication, and brand storytelling that resonates with consumers and retail partners
• Identify whitespace opportunities and portfolio gaps to inform the innovation pipelin
Financial Management & Analytics
• Own brand P&L performance for Vitafusion and L’il Critters, with accountability for sales, margin, pricing, and profitability drivers
• Conduct monthly sales forecasting with ongoing inventory analysis to ensure proper in-stock levels and support new launch planning
• Analyze SKU performance, POS data, and Nielsen data to support data-informed decisions and business planning
• Review and ensure the profitability of promotional activity, account-specific deals, and commercialization initiatives are launched on time and meet strategic needs of the brands/retailers
• Conduct competitive pricing analysis and collaborate with COGS and Finance to inform pricing strategy

Cross-Functional Leadership
• Lead cross-functional coordination across COGS, procurement, regulatory, operations, inventory planning, creative, and sales teams
• Collaborate with inventory planning and supply chain teams to manage forecasting for new launches, distribution changes, and promotional activity
• May oversee or help direct advertising, events, and public relations activities related to assigned brands
• Manage and develop direct report(s), fostering a culture of accountability, collaboration, and executional excellence
To qualify for this position, your background must include:
• Bachelor’s degree in Marketing, Business, or related field; equivalent experience considered
• 8+ years of experience in brand or product marketing; CPG industry experience strongly preferred
• Proven experience leading new product commercialization from concept to shelf
• Strong financial and analytical acumen, including P&L management, forecasting, pricing strategy, and ROI evaluation
• Experience managing or mentoring team members in a fast-paced consumer products environment
• Deep understanding of how to identify and interpret consumer trends, competitive dynamics, and retail landscape shifts
• Experience working cross-functionally with sales, creative, supply chain, ecommerce, and finance teams
• Advanced Excel and PowerPoint skills required; familiarity with Nielsen, IRI, or similar data platforms a plus
• Omni-channel marketing experience across retail, ecommerce, and digital preferred
• Willingness to occasionally travel to trade shows, sales meetings, and/or retailer presentations
• Genuine passion for health, wellness, and consumer products

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