Brand Manager, Emerging & Innovation

About the role

The Brand Manager, Emerging & Innovation, will partner with the Brand Director to lead innovation commercialization and drive growth across Traditional Medicinals' emerging businesses.

Responsibilities

• Support growth strategy development and annual planning for Lozenges, Capsules, and future emerging formats
• Monitor business performance and leverage consumer, retailer, and syndicated data to identify growth opportunities and represent Brand in business performance forums
• Develop recommendations related to pricing, pack architecture, assortment, and promotional strategy
• Partner with Sales and Omni teams to support retailer growth initiatives and innovation sell-in
• Serve as commercialization lead for assigned innovation initiatives, leading projects through Stage Gate from concept approval through launch and ensuring cross-functional alignment
• Develop launch plans, forecasts, business cases, positioning recommendations, and go-to-market strategies
• Partner with R&D, Innovation, Regulatory, Supply Chain, and Finance to advance projects through Stage Gate
• Coordinate launch readiness activities and drive cross-functional alignment
• Monitor post-launch performance and recommend optimization actions
• Lead post-launch business performance management and optimization
• Support innovation strategy and discovery, identifying emerging consumer needs, whitespace opportunities, and future growth platforms
• Contribute to innovation prioritization decisions and commercialization strategy development
• Lead cross-functional initiatives across Marketing, Sales, Operations, Finance, and external agencies to drive aligned execution
• Collaborate with Sales and Omni teams to support key retailers’ growth and sell-in
• 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
• Ensure compliance in partnership with Legal and Regulatory. Work with Legal and Regulatory to communicate in compliance with FDA and DSHEA supplement guidelines
• Lead cross-functional meetings and drive clear decisions, timelines, and accountability
• 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

Requirements

• Bachelor's degree in Marketing, Business, or related field; MBA preferred
• 5-10 years of progressive CPG brand management experience, including experience commercializing innovation and managing emerging businesses, categories, or growth platforms
• Experience owning a business, brand, category, innovation portfolio, or commercialization initiative with accountability for business performance and growth
• Experience commercializing innovation within a Stage Gate process
• Experience partnering with Sales, Category Management, Shopper Marketing, or eCommerce teams to drive retail growth and innovation sell-in
• Strong business, financial, and analytical acumen, including experience using syndicated data (SPINS preferred) to develop growth strategies and business recommendations
• Demonstrated ability to translate consumer insights and business analytics into growth strategies and commercial action
• Strong business judgment, comfort operating in ambiguity, and a proven ability to balance strategic thinking with hands-on execution
• Consumer-centric mindset with the ability to translate insights into actionable business opportunities
• Excellent communication, presentation, and stakeholder management skills
• Proven ability to lead complex cross-functional initiatives and influence stakeholders without direct authority
• Passion for understanding consumers and interest in health, wellness, natural products, supplements, or adjacent categories preferred