Brand Manager

Summary:

The Brand Manager is a high-impact role responsible for driving the growth and performance of the core bagged tea portfolio. Operating with a General Manager mindset, this role owns portfolio performance and partners closely with the Brand Director to develop annual brand plans and support the ongoing evolution of brand positioning and architecture.

This is an opportunity for a seasoned marketer who can think strategically, make sound trade-off decisions, and independently drive cross-functional initiatives while overseeing execution through internal and external partners.

The Brand Manager will manage business performance, brand budget, forecasting, portfolio optimization, and campaign strategy. This role will collaborate closely with partners across the Marketing, Sales, Operations and Finance functions, in addition to external agencies.

Essential Duties and Responsibilities:

Strategic Business Leadership

• Lead development of annual brand plans under the direction of the Brand Director, bringing business analysis and strategic recommendations.
• Own portfolio performance, including top-line growth, margin improvement, and budget management.
• Independently analyze business results and identify the most impactful levers across pricing, promotion, communications, and portfolio mix.
• Monitor competitive landscape and consumer trends to inform forward-looking strategy.
• Develop clear, data-driven recommendations to drive business performance.

Cross-Functional Business Integration

• Partner with Brand Director on cross-functional initiatives across Marketing, Sales, Operations, Finance, and external agencies to drive aligned execution.
• Partner with Sales and Omni teams to support key retailers and develop account-level growth plans.
• Collaborate with Operations and Supply to shape demand forecasts and portfolio rationalization decisions.
• Allocate marketing investments across initiatives and manage spend in partnership with Finance.
• Represent Brand in business performance forums.
• Ensure compliance in partnership with Legal and Regulatory and communicate in adherence to FDA and DSHEA supplement guidelines.

Executional Excellence & Organizational Influence

• Lead cross-functional meetings and drive clear decisions, timelines, and accountability across initiatives.
• Translate strategy into executable plans and ensure high-quality implementation through agency and internal partners.
• Operate with strong attention to detail while maintaining a clear view of long-term strategic objectives.
• Bring structure and prioritization to a growing and increasingly complex business environment.

Minimum Requirements:

• BS in Marketing, MBA preferred
• 6-8 years of progressive CPG brand management experience
• Ideally 2 years in a traditional CPG environment and additional 2 years experience at a smaller enterprise
• Strong financial and business acumen, with the ability to make trade-off decisions across pricing, promotion and marketing investment
• Proven ability to prioritize competing initiatives and allocate resources toward the highest impact opportunities
• Experience contributing meaningfully to annual planning cycles
• Strong analytical capability: experience with syndicated data (SPINS preferred)
• Experience leading complex cross-functional initiatives without formal authority
• Consumer-centric mindset with the ability to translate insights into compelling programs
• Experience partnering closely with Sales across major distribution channels
• Excellent presentation and influencing skills
• Comfort operating in fast-changing, growth-oriented environments
• Natural & organic / mission-driven brand experience preferred

Leadership Competencies / Behaviors required:

• In the spirit of true brand management, this is a high-ownership role suited for a marketer who demonstrates curiosity, learning agility, and strong business judgment. The successful candidate prioritizes effectively in a resource-constrained environment and has a proven track record of leading complex cross-functional initiatives, making sound trade-off decisions, and translating strategy into executable plans that drive measurable business results. Over time, this individual has the potential to take on expanded portfolio and strategic leadership responsibilities.

Travel Requirements:

• Occasional travel to visit customers/vendors and attend conferences or trade shows. Expected travel once per quarter.

Physical/Mental Requirements:

• Ability to read, analyze and interpret business documents
• Ability to communicate via speech, writing and hearing with employees, regulatory agencies or members of the business community
• This is primarily a desk job with constant sitting and keyboarding. Must be able to sit and type in an ergonomically correct position
• Ability to travel to different work locations and meeting sites
• Must be able to stand; walk; reach with hands and arms
• Occasionally lift and/or move up to 15 pounds.
• Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and the ability to focus.

Work Environment:

• Employees work in a busy administrative office with moderate noise as well as visiting other offices, warehouses, production environments and external partner sites.

Office Hours/Location:

• This position is based in Rohnert Park, CA. Office hours are Monday through Friday, 8:30am – 5:00 pm. This is a hybrid role offering the flexibility to occasionally work remotely. Expected in-office days are Tuesday - Thursday. Subject to change.
• Remote candidates will not be considered for this role.

Traditional Medicinals, Inc. and its subsidiaries are proud equal opportunity employers. We wholeheartedly embrace authenticity, diversity, and people’s differences. We acknowledge, celebrate, and support individuality to the great advantage our consumers, our stakeholders, our products, and the planet. We are committed to building an inclusive workplace for all our people.

We do not discriminate on the basis of race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, genetic information, gender, sexual orientation, gender identity or expression, veteran status, or any other status protected under federal, state, or local law.

Compensation range is $120,000 – $157,500

Compensation is determined based on non-discriminatory, business-related factors, including but not limited to, training, experience, education and/or professional certifications, geographic location, and market data.