Senior Brand Manager, Adult
Job Description:
- Develop and execute brand commercialization strategies for the Adult Portfolio, addressing market needs, competitive dynamics, and annual business objectives.
- Work closely with the brand team to integrate adult portfolio initiatives into the overall annual marketing plan, ensuring consistency with Kate Farms’ brand framework across all products and campaigns.
- Collaborate with cross-functional teams (e.g., Sales, Supply Chain, Product Development, Business Operations) to optimize portfolio potential, identify market gaps, and develop actionable strategies.
- Leverage brand equity tracking to develop audience-specific targeting strategies for healthcare professionals (HCPs), caregivers, and adult patients to drive engagement and adoption.
- Partner with Consumer Insights and Analytics teams to refine targeting efforts based on segmentation, behavior, and feedback data.
- Lead pricing strategy development for the adult portfolio, ensuring alignment with business objectives, market conditions, while optimizing profitability and access across healthcare, eCommerce, and retail channels.
- Conduct competitive analyses and regular pricing reviews to recommend strategic adjustments, collaborating with Finance, Revenue Operations, and sales channels to ensure consistent execution across all channels.
- Oversee go-to-market strategies for new product introductions (NPIs), including launch plans, media strategies, and cross-functional execution.
- Manage product lifecycle initiatives, such as reformulations, packaging updates, and portfolio expansions, to sustain relevance and growth.
- Conduct post-launch evaluations to measure effectiveness, track results, and propose refinements for future initiatives.
- Lead integrated omnichannel marketing campaign strategy designed to engage both healthcare professionals and consumers, driving retention and sales across DTC, retail, and Amazon channels.
- Develop consumer and HCP journeys that map key touchpoints, from awareness to loyalty, ensuring seamless experiences across digital, in-person, and professional channels.
- Create messaging and campaigns tailored to adult-focused audiences, leveraging digital tools, professional education initiatives, and caregiver-focused content to drive engagement and advocacy.
- Partner with Brand Marketing team to ensure strategy is executed flawlessly across campaign messaging and creative.
- Track key performance indicators (KPIs) for campaigns and portfolio performance, leveraging insights to refine marketing strategies and improve outcomes.
- Monitor competitive activity, customer needs, and feedback to continuously optimize strategies for adult products.
- Partner with the Consumer and HCP Insights teams to conduct brand and audience research, aligning marketing efforts with emerging trends and behaviors.
- Provide input on forecasting, tracking, and advertising and promotion (A&P) budgeting for the adult portfolio.
- Work collaboratively with the Trade and Sales teams (Retail, katefarms.com, and Amazon.com) to integrate market insights into annual budget plans and tactical campaigns.
Requirements:
- BA/BS Degree in Marketing or Business Administration. MBA strongly preferred.
- 8+ years of progressively responsible brand/product management experience in either health care/OTC marketing or consumer packaged goods marketing.
- Experienced in creating data-driven forecasts.
- Demonstrated experience participating in Stage Gate and S&OP processes in prior organizations.
- Strong analytical skills and KPI tracking capabilities, applying data to support business decisions, strategies, and contingency plans.
- Ability to create and execute complex strategic business plans, find solutions to business problems, and then act on them to drive results.
- Effective communication and presentation skills with the ability to successfully influence business strategy and investment decisions in the company’s best interest.
- Demonstrated leadership with agencies, including constructive feedback and fast-paced decision making.
- Proven track record of successfully managing multiple projects and priorities simultaneously.
- Strong commitment to company mission and values.
- Ability to work independently and collaboratively in a fast-paced, dynamic environment.
- Respectfully shares and accepts feedback willingly from all levels of the organization.
Benefits: Apply tot his job Apply To this Job