Responsibilities

• Set and direct the global marketing strategy, branding, positioning, and long-term plans for your assigned supplement product line — including new product development, promotional campaigns, and go-to-market strategy for each launch and define what success looks like, running the post-launch read on results
• Build the positioning and value proposition for your products — the problem solved, the promise made, the proof behind it, and the price-to-value narrative that defends premium pricing as the category commoditizes
• Sustain products after launch with an ongoing campaign calendar — refreshed creative, always-on creator and affiliate activity, seasonal angles, customer proof, and re-engagement — and report awareness, trial, and repeat performance at 30, 90, and 180 days, deciding when to reinvest, reposition, or retire
• Direct marketing managers in executing product launch and upgrade timelines, tracking project details from inception through launch
• Own the marketing asset system for each launch, including campaign concept, video and social scripts, email/SMS sequences, creator and affiliate briefs, retail and distributor materials, selling decks, product detail pages, and campaign landing pages — and their localized adaptations across markets, including hands-on layout and design work using design and AI tooling before handing off to a designer for finish, applying AI throughout to compress research, validation, and creative iteration while verifying outputs before use
• Lead naming, tagline, and packaging decisions for the product line, including trademark screening, cross-cultural checks, shelf and unboxing impact, and multi-language, multi-region label compliance
• Oversee the marketing budget and the ROI of marketing initiatives, ensuring objectives are met within budget, and recommend actions to improve margins and value proposition
• Partner with portfolio, general sales managers, creative services, project management, R&D, and global marketing teams to align campaigns, launches, and regional strategy, and lead cross-functional meetings
• Evaluate consumer feedback, market research, competitive activity, and category and ingredient trends to guide messaging, positioning, and category strategy, adjusting for changing market and competitive conditions
• Develop messaging and communications for new products, upgrades, discontinuations, and label/claims updates, ensuring stakeholders have the information they need and that all claims are substantiated before they ship

Requirements

• Bachelor's degree in business, marketing, or a related field required; advanced degree or specialized training preferred
• 8+ years of experience in marketing consumer goods, including at least one full product launch owned end-to-end from go-to-market plan through post-launch performance, and experience managing or coaching direct reports
• Category background in nutritional supplements, functional food and beverage, or an adjacent regulated consumer health category
• Excellent written and verbal communication skills, including copywriting range from long-form product storytelling to a six-word tagline, with the ability to adapt style to different audiences and influence executive leadership
• Proven success developing marketing communications, promotions, positioning, and long-term strategy, including work defending a product's price or raising its perceived value
• Working design ability — hands-on proficiency with Adobe Creative Cloud, Figma or equivalent, and AI image/design tools — and the visual judgment to know when a layout is working and why
• Multi-market or international experience making a message land in more than one culture, not just translating it, along with regulated-claims literacy and the habit of confirming substantiation before a claim ships
• Strong project management skills, with the ability to prioritize and coordinate multiple initiatives simultaneously while meeting deadlines
• Ability to work well in diverse, cross-functional teams to accomplish common goals

Preferred

• Demonstrated AI workflow fluency, including specific verification practices for catching inaccurate model output
• Direct sales experience
• Experience launching in tightly regulated markets such as China, the EU, Japan, Korea, or Australia
• Depth in retail media and creator-affiliate programs
• Video and motion direction experience
• A track record of building brand asset systems other people could execute against

Benefits

• Health, Dental, Vision, Life and Disability Insurance
• On-site medical and mental health clinic for you and your dependents
• Flexible paid time off, including sick time, vacation, holidays, family hours, and floating holidays
• Paid parental leave for both primary and secondary caregivers
• 401k match and profit-sharing bonus
• Chiropractor visits, massages, fitness classes, and full-service gym
• Free and discounted USANA products
• Tuition reimbursement, mentorship opportunities, and learning and development licenses