Brand Manager, Innovation, PATTERN

Beach House Group•Los Angeles, CA

10d•Hybrid

About The Position

PATTERN is seeking a Brand Manager, Innovation that owns the innovation pipeline for the brand. This is the role that decides what we make next — anchored in consumer insight, category and ingredient trends, channel needs, and the brand’s positioning. They are the architect of the funnel and the strategic lead for new product development from concept through pre-launch hand-off, ensuring every initiative is fit for market, fit for consumer, and fit for the business. This role is a tension point by design. They must have the judgment and the conviction to challenge ideas that don’t serve the brand or the consumer, and the leadership presence to bring the cross-functional team to better answers. This role leads without ego: sharp, decisive, collaborative, and relentlessly focused on solving real consumer problems with products people love. This role will report directly to the VP of Marketing. Candidates MUST be based in the Los Angeles area as this role is hybrid and in-person three days a week at the PATTERN office in West Hollywood.

Requirements

5–7 years of brand management, innovation, or NPD experience in CPG - beauty or personal care strongly preferred.
Demonstrated ownership of an innovation pipeline or NPD initiative from concept through launch.
Excellent leadership skills
Strong financial acumen: comfortable building and defending business cases, P&L modeling, and margin analysis.
Fluency with consumer research methodologies (qual, quant, IHUT, concept and claims testing).
Ability to lead complex, cross-functional initiatives on aggressive timelines.
Strong written and verbal communication; able to develop and present clear strategy and recommendation to leadership.
Bachelor’s degree required

Nice To Haves

MBA or equivalent experience a plus.
Background in beauty/personal care formulation for curly, coily tight textured hair & ingredient trends.
Experience with channel-specific innovation strategy (prestige, Curly, Coily, textured hair).
Agency, creative, or design brief management experience.

Responsibilities

Own the front end of innovation. The ideation cycle starts here and feeds the rest of the business.
Build and maintain a thriving, multi-horizon innovation pipeline (core, adjacent, transformational) that reflects where the brand is going — not just where it has been.
Translate consumer needs, tensions, and unmet jobs-to-be-done into clearly articulated innovation opportunities. Partner with Insights to design and interpret qualitative and quantitative research.
Monitor and synthesize macro, category, ingredient, formulation, packaging, and cultural trends. Maintain ongoing visibility into industry shows, supplier innovation, and emerging white space in beauty and personal care.
Track competitor launches, claims, pricing, and pack innovation. Identify white-space opportunities and points of differentiation grounded in evidence.
Pull in commercial, sales, and customer-team perspective early so ideas are pressure-tested against retail and channel realities as you and the internal team bring proposals to leadership.
Lead structured ideation sprints (twice annually) and cross-functional workshops. Convert raw concepts into vetted, prioritized opportunities ready to enter the stage-gate process.
Lead NPD strategically across the marketing 4 Ps. This role builds the strategic foundation & brand marketing owns go-to-market execution.
Define the product vision, target consumer, role in portfolio, and the consumer problem being solved. Partner with Product Development on formulation direction, ingredient strategy, sensory and efficacy targets, and claims potential.
Set and defend the product brief; drive trade-offs when feasibility, cost, or timeline pressure the consumer benefit. Lead concept testing and product testing (sensory, claims substantiation, etc.) and translate results into refinement decisions.
Develop pricing strategy grounded in consumer value perception, competitive context, channel norms, and brand architecture. Partner with Finance and Sales on price elasticity, tiering, and channel-specific pricing strategies. Own the margin equation: protect target GM while delivering on consumer expectation.
Craft positioning, value proposition, and claim hierarchy before hand-off for GTM. Ensure positioning is differentiated, defensible, and consistent with brand architecture and delivers on breakthrough. Partner with Regulatory, Legal, and PD to develop substantiated, compelling claims.
Lead pack art direction / write design briefs for creative partners; ensure pack delivers on positioning and on-shelf disruption.
Work with Retail, DTC, Amazon to define SKU mix and channel-specific strategies - recognizing each channel has distinct innovation needs. Partner with Sales and Category Management on assortment recommendations, retailer-specific innovation, and exclusive strategies.
Lead all stage-gate reviews from concept through pre-launch. Build and present business cases that include volume forecasts, P&L modeling, incrementality, and ROI. Make and defend kill decisions when an initiative no longer earns its place in the pipeline.
Embed sustainability and clean formulation considerations into formulation, packaging, and sourcing decisions.
Partner with Brand Marketing on a clean transition into go-to-market planning. Brand Marketing owns GTM execution; this role remains accountable for the launch's strategic positioning and integrity and supports through pre-launch.
Develop product fact sheets for Innovation, Renovation and Expansion projects to ensure teams have approved and up to date claims and RTBs for all products.
Lead ongoing portfolio review and SKU rationalization in partnership with Supply Chain and Sales, Finance. Prune ruthlessly when SKUs no longer earn shelf space, margin, or strategic relevance.
Partner with Operations, Procurement, and R&D on design-to-value initiatives, value engineering, and margin recovery efforts — without compromising consumer experience or brand equity.
Lead reformulation, pack evolution, and ingredient updates required by consumer expectation, regulatory shifts, or sustainability commitments.
Monitor portfolio gross margin, mix, and contribution. Surface risks and recommend interventions when the portfolio drifts off strategy or off margin.
Track Year 1 and Year 2 performance of innovation launches. Run structured post-mortems and feed learnings back into the front end of the pipeline.
Lead stage-gate discussions – Develop the strategy, brand and consumer alignment along with business cases for every initiative entering the funnel: volume, revenue, GM, incrementality, cannibalization, capex/opex, payback.
Maintain pipeline visibility and reporting for leadership: what’s in the funnel, what’s on track, what’s at risk, what should be killed.