Brand Manager, Formula Lead Remote

Brand Manager, Formula Lead

The Brand Manager, Formula Lead is responsible for driving the growth, performance, and evolution of Bobbie's infant formula portfolio across DTC, retail, and emerging channels. Reporting to the Director of Product Success & GTM, this role serves as a business owner for key areas of the infant formula portfolio, partnering cross‑functionally to identify opportunities, develop innovation, execute commercialization plans, and optimize in‑market performance.

This role sits at the intersection of brand management, product innovation, commercialization, and business strategy. The Brand Manager will help translate consumer insights, market opportunities, and business objectives into actionable plans that drive growth and strengthen Bobbie's position within the category.

The ideal candidate combines classical brand management training with strong analytical skills, commercial acumen, and a passion for building consumer‑centric products and brands.

• Support management of the infant formula portfolio, helping drive growth, profitability, and long‑term brand health.
• Monitor category, competitive, consumer, and business performance trends to identify opportunities and risks.
• Develop recommendations to improve product performance, strengthen positioning, and support portfolio growth.
• Partner with Finance, Insights, Sales, and Brand teams to evaluate business performance and inform strategic decisions.
• Support development of annual business plans, portfolio strategies, and growth initiatives.
• Support development of new products, renovations, and line extensions from concept through commercialization.
• Translate consumer insights and market opportunities into product concepts and business recommendations.
• Partner with cross‑functional teams including Product Development, Regulatory, Operations, and Supply Chain throughout the innovation process.
• Contribute to opportunity sizing, business case development, and stage gate preparation.
• Help identify whitespace opportunities and emerging consumer trends that can inform future innovation.

• Lead cross‑functional execution of product launches, renovations, and commercialization initiatives.
• Partner with Marketing, Sales, Operations, Customer Experience, and Supply Chain teams to ensure launch readiness.
• Manage timelines, key milestones, dependencies, and risks throughout the commercialization process.
• Support development of launch plans, positioning, claims, messaging, and go‑to‑market recommendations.
• Help ensure successful execution across retail, DTC, and emerging channels.
• Monitor post‑launch product performance and identify opportunities for optimization.
• Analyze key business metrics including velocity, repeat rates, subscription performance, distribution, ratings and reviews, and consumer feedback.
• Develop recommendations to improve product performance, consumer experience, and commercial outcomes.
• Support lifecycle management initiatives including product updates, assortment changes, pricing evaluations, and portfolio transitions.
• Maintain a strong understanding of consumer needs, category trends, and competitive dynamics.
• Partner with Insights teams to support consumer research, concept testing, claims testing, and market assessments.
• Synthesize consumer, retailer, and performance data into actionable recommendations.
• Help ensure business decisions remain grounded in consumer understanding and market realities.

• 7+ years of experience in Brand Management, Innovation, Product Marketing, or related CPG roles.
• Classical brand management training strongly preferred; emerging brand experience valued.
• Strong analytical and problem‑solving skills with the ability to translate data into action.
• Experience leading complex cross‑functional initiatives.
• Understanding of CPG commercialization, innovation, and retail environments.
• Excellent project management and organizational skills.
• Strong written, verbal, and presentation communication skills.
• Ability to influence stakeholders and build alignment across teams.
• Strategic thinker with strong business acumen.
• Consumer‑first mindset with…