The Brand Manager, Emerging & Innovation.
About The Position
The Brand Manager, Emerging & Innovation, will partner with the Brand Director to lead innovation commercialization and drive growth across Traditional Medicinals' emerging businesses. Operating with a General Manager mindset, this role is responsible for developing commercialization strategies, launching new products, and scaling emerging platforms including Lozenges, Capsules, and future innovations. The Brand Manager will lead cross-functional initiatives spanning innovation discovery, commercialization, portfolio growth, business performance, and launch execution. This role serves as a key connector across Innovation, R&D, Supply Chain, Sales, Finance, Consumer Insights, and Marketing to bring new ideas to market and drive sustainable business growth. This role is designed for a marketer who wants to operate at the intersection of brand management, innovation, and general management, helping build the future growth engines of Traditional Medicinals. The ideal candidate thrives in ambiguity, enjoys building new businesses, and can balance long-term growth opportunities with near-term execution excellence.
Requirements
- Bachelor's degree in Marketing, Business, or related field; MBA preferred
- 5-10 years of progressive CPG brand management experience, including experience commercializing innovation and managing emerging businesses, categories, or growth platforms.
- Experience owning a business, brand, category, innovation portfolio, or commercialization initiative with accountability for business performance and growth
- Experience commercializing innovation within a Stage Gate process
- Experience partnering with Sales, Category Management, Shopper Marketing, or eCommerce teams to drive retail growth and innovation sell-in.
- Strong business, financial, and analytical acumen, including experience using syndicated data (SPINS preferred) to develop growth strategies and business recommendations
- Demonstrated ability to translate consumer insights and business analytics into growth strategies and commercial action
- Experience contributing to annual planning, long-range strategy, and business case development
- Strong prioritization, project management, and decision-making skills in fast-paced environments
- Consumer-centric mindset with the ability to translate insights into actionable business opportunities
- Excellent communication, presentation, and stakeholder management skills
- Proven ability to lead complex cross-functional initiatives and influence stakeholders without direct authority
- Passion for understanding consumers and interest in health, wellness, natural products, supplements, or adjacent categories preferred
- The successful candidate demonstrates an entrepreneurial and builder mindset, with the ability to create structure, processes, and growth plans in evolving businesses. They have strong business judgment, comfort operating in ambiguity, and a proven ability to balance strategic thinking with hands-on execution.
Nice To Haves
- MBA preferred
- Interest in health, wellness, natural products, supplements, or adjacent categories preferred
Responsibilities
- Support growth strategy development and annual planning for Lozenges, Capsules, and future emerging formats
- Monitor business performance and leverage consumer, retailer, and syndicated data to identify growth opportunities and represent Brand in business performance forums
- Develop recommendations related to pricing, pack architecture, assortment, and promotional strategy
- Partner with Sales and Omni teams to support retailer growth initiatives and innovation sell-in
- Serve as commercialization lead for assigned innovation initiatives, leading projects through Stage Gate from concept approval through launch and ensuring cross-functional alignment.
- Develop launch plans, forecasts, business cases, positioning recommendations, and go-to-market strategies
- Partner with R&D, Innovation, Regulatory, Supply Chain, and Finance to advance projects through Stage Gate
- Coordinate launch readiness activities and drive cross-functional alignment
- Monitor post-launch performance and recommend optimization actions
- Lead post-launch business performance management and optimization
- Partner with Insights, Innovation, and R&D to identify emerging consumer needs, whitespace opportunities, and future growth platforms
- Lead portions of opportunity assessment, business case development, and innovation pipeline development across tea, lozenges, capsules, and future formats
- Contribute to innovation prioritization decisions and commercialization strategy development
- Lead cross-functional initiatives across Marketing, Sales, Operations, Finance, and external agencies to drive aligned execution
- Partner with Sales and Omni teams to support key retailers’ growth and sell-in
- Collaborate with Operations and Supply to shape demand forecasts and portfolio rationalization decisions
- Allocate marketing investments across initiatives and manage spend in partnership with Finance
- Ensure compliance in partnership with Legal and Regulatory. Work with Legal and Regulatory to communicate in compliance with FDA and DSHEA supplement guidelines
- Lead cross-functional meetings and drive clear decisions, timelines, and accountability
- Translate strategy into executable plans and ensure high-quality implementation through agency and internal partners
- Operate with strong attention to detail while maintaining a clear view of long-term strategic objectives
- Bring structure and prioritization to a growing and increasingly complex business environment
Benefits
- Occasional travel to visit customers/vendors and attend conferences or trade shows. Expected travel once per quarter.
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What This Job Offers
Job Type
Full-time
Career Level
Mid Level
