Senior Manager, Brand Marketing

Senior Brand Manager

Lead the growth and evolution of two of our most trusted consumer health brands — Vitafusion and L'il Critters. This role sits at the intersection of brand strategy, innovation, and cross-functional leadership, offering a high-impact opportunity to own two strong brands within a fast-paced, entrepreneurial environment.

The Sr. Brand Manager will be accountable for the full brand P&L, new product development and commercialization, monthly sales forecasting, innovation pipeline management, packaging strategy, and pricing with focus on brand performance in mainstream retail channels. This role requires a leader who can think both strategically and execute operationally — balancing long-term brand vision with the day-to-day demands of bringing great products to market.

Responsibilities:

Brand Strategy & Planning

• Own end-to-end brand management for both Vitafusion and L'il Critters, from strategic planning through post-launch performance analysis
• Lead development of annual brand plans, setting priorities and allocating resources to drive growth and profitability
• Partner closely with the sales team on new item and brand strategy presentations for retail and key account development
• Develop and enforce brand guidelines across all marketing touchpoints, ensuring consistency and integrity for both brands
• Champion the voice of the consumer — monitor emerging health, wellness, ingredient, and retail trends to inform brand direction and product opportunities
• Monitor competitive activity, packaging, claims, pricing, and market dynamics to inform positioning and differentiation

Innovation & Commercialization

• Lead new product development from ideation through commercialization, including claims development, costing, packaging design, regulatory requirements, and go-to-market strategy
• Oversee new item setup across internal systems and retailer portals
• Brief marketing, eCommerce, web, and digital teams on new launches; ensure creative assets and copy are developed per brand guidelines and delivered on time
• Develop compelling product positioning, on-pack communication, and brand storytelling that resonates with consumers and retail partners
• Identify whitespace opportunities and portfolio gaps to inform the innovation pipeline

Financial Management & Analytics

• Own brand P&L performance for Vitafusion and L'il Critters, with accountability for sales, margin, pricing, and profitability drivers
• Conduct monthly sales forecasting with ongoing inventory analysis to ensure proper in-stock levels and support new launch planning
• Analyze SKU performance, POS data, and Nielsen data to support data-informed decisions and business planning
• Review and ensure the profitability of promotional activity, account-specific deals, and commercialization initiatives are launched on time and meet strategic needs of the brands/retailers
• Conduct competitive pricing analysis and collaborate with COGS and Finance to inform pricing strategy

Cross-Functional Leadership

• Lead cross-functional coordination across COGS, procurement, regulatory, operations, inventory planning, creative, and sales teams
• Collaborate with inventory planning and supply chain teams to manage forecasting for new launches, distribution changes, and promotional activity
• May oversee or help direct advertising, events, and public relations activities related to assigned brands
• Manage and develop direct report(s), fostering a culture of accountability, collaboration, and executional excellence

To qualify for this position, your background must include:

• Bachelor's degree in Marketing, Business, or related field; equivalent experience considered
• 8+ years of experience in brand or product marketing; CPG industry experience strongly preferred
• Proven experience leading new product commercialization from concept to shelf
• Strong financial and analytical acumen, including P&L management, forecasting, pricing strategy, and ROI evaluation
• Experience managing or mentoring team members in a fast-paced consumer products environment
• Deep understanding of how to identify and interpret consumer trends, competitive dynamics, and retail landscape shifts
• Experience working cross-functionally with sales, creative, supply chain, ecommerce, and finance teams
• Advanced Excel and PowerPoint skills required; familiarity with Nielsen, IRI, or similar data platforms a plus
• Omni-channel marketing experience across retail, ecommerce, and digital preferred
• Willingness to occasionally travel to trade shows, sales meetings, and/or retailer presentations
• Genuine passion for health, wellness, and consumer products

We proudly offer: Medical, Dental, Vision, 401K with Company Match, Pet insurance and more!

We reward the hard work of our team members with fun and exciting company events, Summer Picnic, Festive Packages, Holiday Celebrations, and associate referral bonuses!

Founded in 2011, Piping Rock Health Products has gone on to win Long Island's Top Workplaces Award 6 years in a row & securing the spot as Top Supplement Manufacturing Company 2024 by Food Business Review! Supported by a group of vitamin visionaries with over 40 years of industry experience and a carefully curated team of talented associates. Piping Rock is a global vitamin and supplement manufacturer with an unwavering commitment to creating quality wellness products. We believe that family always comes first, and that the dedication of our associates is the key ingredient to our success.

We are a drug free workplace, regulated by the FDA, required to follow Federal Guidelines; therefore in order to start as well as maintain employment, you must be able to successfully clear drug screening processes, which include testing for all illegal substances per Federal Guidelines.

Piping Rock Health Products, INC is an Equal Opportunity Employer.