Responsibilities

• 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
• 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

Requirements

• 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
• Willingness to occasionally travel to trade shows, sales meetings, and/or retailer presentations
• Genuine passion for health, wellness, and consumer products

Preferred

• Omni-channel marketing experience across retail, ecommerce, and digital preferred
• Familiarity with Nielsen, IRI, or similar data platforms a plus