Brand Manager, Emerging & Innovation

Job Description

Job Description

The Brand Manager, Emerging & Innovation, will partner with the Brand Director to lead innovation commercialization and drive growth across Traditional Medicinals' emerging businesses. Operating with a General Manager mindset, this role is responsible for developing commercialization strategies, launching new products, and scaling emerging platforms including Lozenges, Capsules, and future innovations.

The Brand Manager will lead cross-functional initiatives spanning innovation discovery, commercialization, portfolio growth, business performance, and launch execution. This role serves as a key connector across Innovation, R&D, Supply Chain, Sales, Finance, Consumer Insights, and Marketing to bring new ideas to market and drive sustainable business growth.

This role is designed for a marketer who wants to operate at the intersection of brand management, innovation, and general management, helping build the future growth engines of Traditional Medicinals. The ideal candidate thrives in ambiguity, enjoys building new businesses, and can balance long-term growth opportunities with near-term execution excellence.

Essential Duties and Responsibilities :

Emerging Business Leadership

• 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

Innovation Commercialization

• 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

Innovation Strategy & Discovery Support

• Partner with Insights, Innovation, and R&D to identify emerging consumer needs, whitespace opportunities, and future growth platforms
• Lead portions of opportunity assessment, business case development, and innovation pipeline development across tea, lozenges, capsules, and future formats
• Contribute to innovation prioritization decisions and commercialization strategy development

Cross-Functional Business Integration

• Lead 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’ 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

Executional Excellence & Organizational Influence

• 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

Minimum 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
• Experience contributing to annual planning, long-range strategy, and business case development
• Strong prioritization, project management, and decision-making skills in fast-paced environments
• 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

Leadership Competencies / Behaviors required:
The successful candidate demonstrates an entrepreneurial and builder mindset, with the ability to create structure, processes, and growth plans in evolving businesses. They have strong business judgment, comfort operating in ambiguity, and a proven ability to balance strategic thinking with hands-on execution.

Travel Requirements (if any):
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, Wednesday and 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 of 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 - $157,500.00

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.

 

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