SENIOR BRAND MANAGERLocation: Remote (U.S.)
Reports to: Director of Brand Management
Department: Marketing
Travel Requirement: 15%
Job Purpose SummaryWe are currently seeking a Senior Brand Manager to drive the growth of Good Culture's core business and lead innovation from early concept through launch. Reporting to the Director of Brand Management, this person will support the brand and product portfolio strategy, turn consumption data and consumer insights into clear strategic recommendations, and partner closely with cross-functional stakeholders and our agency partners to bring new products to life. This is a new role for a classically trained CPG brand manager who is equally comfortable in shaping strategy and program management, and who's excited to bring big-company rigor to a fast-growing, mission-driven brand.
Essential Job Responsibilities - Support the build and execution of annual and long-range brand plans that grow distribution, velocity and awareness, balancing core growth and innovation
- Lead innovation from concept through commercialization and launch, partnering with R&D and cross-functional stakeholders across consumer insight, concept testing, product development, packaging and go-to-market
- Help design and implement stage gate and innovation processes that scale with the business; build and manage timelines for all innovation projects
- Analyze consumption data (SPINS/Nielsen) to understand velocity, distribution, share and pricing across the core range and new items, and translate insights into strategic recommendations for growth, renovation and innovation
- Monitor competitive activity and category trends to identify white space opportunities for both the core range and innovation
- Plan and lead consumer research, from concept and claims testing to listening through reviews, social and in-store visits, to inform both core brand strategy and new product development
- Partner with Sales from planning through launch, building compelling sell-in stories and sales tools for the core range and new items
- Lead packaging development and refreshes across core and new items, partnering with Regulatory, Quality and R&D to keep every claim clean, compliant and substantiated
- Support leadership in managing spend and tracking return on investment
Job Qualifications - 6-8 years of brand management experience; ideally classically trained with a mix of larger and emerging food or beverage brand experience
- Experience across both base business and innovation, with a track record of successfully launching new products at scale
- Hands-on stage gate and innovation process experience, including leading projects, in partnership with R&D, from consumer insight and concept testing through launch; a working technical understanding of product development
- Strong consumer research and positioning skills
- Fluency with SPINS and/or Nielsen data and the ability to turn numbers into a clear story and recommendation
- Strong financial acumen, with solid P&L knowledge and experience tracking spend and ROI
- Packaging development experience and working knowledge of food labeling and claims regulations
- Equally comfortable in strategic and tactical settings, able to build the plan and own the details
- Works with autonomy and a high degree of ownership while being highly collaborative across teams
- Highly detail oriented and organized, with the ability to manage multiple projects at once
- Experience working successfully in a fully remote environment
- MBA a plus
- Refrigerated or perishable category experience a plus; dairy experience not required
