Job Description

The Product Marketing Manager plays a critical role in driving the success of our product portfolio—balancing optimization of existing products with the development and launch of new innovations . This role ensures products are positioned to win in the market through consumer-driven insights, compliant and compelling messaging, strong financial discipline, and cross-functional collaboration.

The Product Marketing Manager will lead projects across either current product portfolio management or new product innovation , but share ownership of stage-gate leadership, P&L modeling, consumer insights, packaging, claims/messaging, and performance tracking within their respective initiatives.

Job Summary and General Duties: 

Consumer Insights & Market Trends

• Lead qualitative and quantitative research to uncover consumer needs and validate concepts.
• Analyze category trends, competitive activity, and channel-specific dynamics (DTC, Amazon, retail) to shape strategy.
• Act as the voice of the customer across all projects.

Claims, Messaging & Regulatory Alignment

• Own product claims, messaging, and substantiation in partnership with Regulatory/Legal and R&D.
• Ensure all communications are compliant, clear, and compelling.
• Translate product features into consumer benefits that resonate across channels.

Stage-Gate Leadership

• Serve as project owner in the stage-gate process for reformulations and new product launches.
• Drive alignment, timelines, and cross-functional accountability to deliver projects on time and in scope.
• Coordinate approvals and go/no-go decisions with leadership.

Cross-Functional Collaboration

• Partner with Brand, Digital, Creative, and R&D to ensure alignment on messaging, benefits, and claims.
• Collaborate with R&D, Regulatory, and Supply Chain on formulations, compliance, and feasibility.
• Support and align with the team on retail presentations, and competitive positioning tools.

P&L Modeling & Financial Ownership

• Build and manage product-level P&L models for both new and existing products.
• Balance pricing, margin, and cost optimization to ensure financial viability.
• Provide financial scenarios to support decision-making in stage-gate and portfolio planning.

Packaging & Storytelling

• Own packaging strategy and execution in partnership with Brand and Creative.
• Ensure packaging communicates claims, benefits, and brand identity effectively across channels.
• Champion sustainability and innovation in packaging and product design.

Performance Tracking & Scorecarding

• Develop scorecards to measure launch success, reformulation adoption, margin performance, and promotional ROI.
• Monitor KPIs and report results with recommendations for future optimization.
• Continuously refine product positioning and marketing approach based on data.

Attributes:

• Insight-Driven – Turns consumer and market research into actionable strategies.
• Financially Sharp – Skilled in P&L modeling, pricing, and margin management.
• Compliance & Claims Focused – Ensures messaging is compelling, accurate, and regulatory-aligned.
• Cross-Functional Collaborator – Works seamlessly with R&D, Regulatory, Creative, Digital, Brand and Supply Chain
• Results-Oriented – Delivers measurable growth through launches, reformulations, and promotions.

Knowledge and Skills Preferred:  

• Bachelor’s degree in marketing, Business, or related field.
• 5+ years in product marketing, product management, or CPG portfolio management.
• Background in nutrition, supplements, wellness, or consumer packaged goods preferred.
• Proven experience with reformulations, product updates, or packaging refreshes.
• Strong project management and cross-functional collaboration skills.
• Excellent communication and storytelling abilities.
• Analytical mindset with experience leveraging data for decision-making.
• Knowledge of dietary supplements, nutrition, wellness, or CPG preferred.

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