Product Line Manager - Protein Bars

Role Overview

This Product Line Manager is a key operator in scaling our RAW Protein Bar portfolio. This role owns the execution and evolution of a key building block in our company, turning category strategy into winning products, clear consumer narratives, and disciplined go-to-market execution. You will operate with urgency, commercial rigor, and a challenger mindset in this hyper-competitive category. Experience scaling a brand in the protein bars or similar category is a must.

This is not a passive coordination role. We are looking for a builder who can manage complexity, create clarity, and push products from concept to shelf with speed and precision.

Key Responsibilities

Strategy, Insight & Innovation

• Translate category strategy into a focused, long-term product roadmap that prioritizes growth, margin, and consumer relevance.
• Define clear target consumer segments and use cases for innovation, grounding new product development in unmet needs, performance benefits, and commercial opportunity.
• Help lead product ideation and concept generation, translating consumer insight, brand strategy, and business objectives into viable innovation pipelines.
• Actively monitor market trends, competitive launches, and consumer behavior to identify whitespace opportunities, portfolio gaps, and emerging marketing shifts.

Product Storytelling & Go-to-Market

• Build sharp, consumer-facing product stories that clearly articulate functional benefits and product benefits to cut through crowded protein bar shelves.
• Partner with the GM to design and execute go-to-market strategies for new product launches, ensuring speed, alignment, and commercial readiness.
• Evaluate and size business opportunities to prioritize innovation and renovation launches based on revenue potential, margin accretion, and strategic fit.
• Set channel priorities by consumer segment, ensuring the right flavors, pack configurations, ingredient mix, pricing, and messaging are deployed across channels to maximize velocity and profitability.

Portfolio Performance & Margin Management

• Continuously track and report on portfolio performance using market and internal data, flagging issues early and translating insight into corrective action.
• Help build promotional calendars and develop channel-specific plans that balance brand impact, velocity, and margin.
• Work cross-functionally with Innovation, Finance, Ops, Commercial and Supply Chain to improve CM1, and drive contribution margin growth.
• Actively manage portfolio complexity by identifying underperforming or redundant SKUs and leading rationalization efforts to improve focus, efficiency, and profitability.
• Improve category and product line margins by shaping assortments toward margin-accretive SKUs and disciplined pricing, trade, and mix decisions.

Execution & Cross-Functional Leadership

• Serve as the project management backbone for protein bars, driving timelines, decision-making, and accountability across teams.

Qualifications

• 5 years of experience in product management, brand management, or category management within CPG or high-velocity consumer brands.
• Proven strength in project management, with a track record of delivering complex initiatives on time and at pace.
• Strong commercial instincts with the ability to connect consumer insight to P&L impact.
• Experience supporting or leading multi-channel product launches.
• Comfortable operating in fast-moving, ambiguous environments where priorities evolve quickly.
• Operates with a growth mindset: tests, learns, iterates quickly, and uses wins and failures to drive better personal and commercial outcomes.
• Highly analytical; cuts through noise, pressure-tests assumptions, and turns insight into decisive action.
• Required: Experience in sports nutrition, protein bars, snacks, functional nutrition, or performance-driven categories.

What Success Looks Like

• Product roadmaps that are decisive, prioritized, and aligned to company goals and growth objectives.
• Launches that move fast, hit the mark, drive velocity and grow share.
• Tangible margin improvement driven by smarter portfolio, pricing and promotional decisions.