Product Marketing Manager

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.