Responsibilities - Identify Opportunities - Monitor trends, consumer behavior shifts, and competitor activity - Identify whitespace opportunities and translate them into actionable ideas for new products or brands - Develop Concepts - Turn insights into compelling brand and product concepts - Collaborate with creative and R&D teams to shape the core idea, flavor direction, and brand identity - Build Testable Products - Lead the development of new products, including creative direction, packaging design, pricing, and go to market strategy - Partner with R&D and Ops to turn concepts into real, shelf-ready products - Test in Market - Design in-market pilot strategies - Launch tests quickly and efficiently, balancing speed with actionable learning - Track Performance - Use both qualitative and quantitative data to evaluate product and brand performance - Monitor consumer feedback, velocity, and trade response - Make Recommendations - Deliver clear, data-backed recommendations on each test (kill, adjust, or scale)