Responsibilities

• Own the brand end to end — strategy, positioning, product roadmap, and P&L — and be accountable for its growth and profitability.
• Lead product development, from identifying opportunities and formulating products to working with contract manufacturers, managing SKUs, and overseeing testing and quality.
• Manage the supply chain, sourcing ingredients and manufacturers, negotiating cost and terms, and coordinating with fulfillment to keep the brand in stock.
• Define brand identity and go-to-market, including naming, packaging, claims, pricing, and channel strategy across TikTok Shop, Amazon, and marketplaces.
• Direct marketing and growth by briefing and partnering with our content, affiliate, livestream, and paid media teams to drive demand and sales.
• Own compliance, ensuring formulations, labels, and marketing claims meet FDA, FTC, and DSHEA requirements, and coordinating with regulatory/legal resources as needed.
• Manage the numbers — margins, COGS, pricing, inventory, and contribution — and make decisions that grow the brand profitably.
• Read the market, tracking competitors, trends, and customer feedback to guide the product roadmap and positioning.

Requirements

• 3+ years in brand management, product development, or marketing — ideally in supplements, nutrition, wellness, or CPG.
• Hands-on experience bringing a physical product to market, from concept through launch.
• Working knowledge of the supplement category: formulation basics, contract manufacturing, GMP, and regulatory requirements (FDA/DSHEA labeling, FTC claims).
• Commercial fluency — comfortable owning a P&L, modeling margins, and making pricing and inventory decisions.
• Strong marketing instincts and the ability to brief creative, affiliate, and paid teams effectively.
• Entrepreneurial, self-directed, and comfortable owning ambiguity and outcomes.

Preferred

• Experience launching or scaling a DTC or social commerce brand.
• Familiarity with TikTok Shop and the creator-driven supplement landscape.
• Relationships with supplement manufacturers, co-packers, or ingredient suppliers.
• Understanding of compliant claims and substantiation in the health and wellness space.