Brand Strategy & Product Lead

A premier manufacturer and distributor of high-quality nutritional supplements to producing for third-party brands, we own and operate three internal supplement brands: one legacy brand (established in 1999) and two emerging brands.

Leveraging our vertical integration, from manufacturing to retail distribution, we are seeking a dynamic Brand Strategy & Growth Lead to revitalize our legacy assets and accelerate our new brands toward market leadership and profitability.

This is a high-impact, entrepreneurial role. You will be responsible for the end-to-end success of our internal brand portfolio. You aren’t just managing a brand; you are "CEO" of the brand's market fit. Your mission is to bridge the gap between our manufacturing capabilities and the actual needs of the modern consumer

Key Responsibilities

Market Identification & Definition

• Conduct deep-dive research to identify underserved segments within the supplement industry.
• Develop detailed "Ideal Customer Profiles" (ICPs) for each of the three internal brands.
• Analyze competitor landscapes to find opportunities for the legacy brand (rejuvenation) and newer brands (disruption).

Product-Market Fit & Innovation

• Collaborate with our R&D and manufacturing teams to define product pipelines based on consumer demand.
• Identify "Hero Products" that the target market wants, while ruthlessly cutting products that don't resonate.
• Translate complex ingredient profiles into consumer-friendly benefits.
• Messaging & Narrative Construction
• Develop a distinct "Voice of Brand" for each entity

Iterative Testing & Data Validation

• Run "lean startup" experiments using social media and paid media (Meta, Google, TikTok) to test messaging before full-scale launches.

Multi-Channel Marketing Strategy

• Define the strategic purpose of the online presence for each brand: Determine whether digital channels serve primarily to drive physical retail sales (informational/awareness), function as a standalone profitable e-commerce engine (contingent on a winning product/market mix), or operate as a hybrid model.

P&L Management & Profitability

• Take full accountability for the growth and profitability of the internal brand portfolio.

New Opportunity Development & GTM Playbook

• Build the "Recipe" for Opportunity Assessment: Develop a standardized framework to investigate and qualify new product categories or brand extensions.
• Market & Product Validation: Design and lead a testing protocol to validate market demand and product efficacy before heavy capital investment.
• Scalable Roll-Out Strategy: Create a repeatable Go-To-Market (GTM) playbook for launching new initiatives, ensuring a seamless transition from "pilot test" to "full-scale retail and digital distribution."
• Portfolio Expansion: Continuously scout for high-growth trends that align with our manufacturing strengths to keep the internal brand portfolio ahead of market shifts.