Director of Innovation and Product Marketing

Bobbie is creating a parenting culture of confidence by providing organic infant formula directly to parents. As the Director of Innovation and Product Marketing, you will drive revenue growth by shaping product vision and positioning, managing product life cycles, and leading cross-functional teams to ensure successful product launches.

Responsibilities:

• Drive the ideation and design of new products, features, or business models by analyzing market trends and customer insights to guide the product roadmap
• Analyze market trends, consumer insights, and competitive data to identify opportunities to renovate, refresh, or reposition existing product lines
• Manage the product life cycle from concept to launch, ensuring that product enhancements are strategic and profitable and fit well within the existing portfolio of Bobbie’s products
• Help establish, and build equity for Bobbie Labs as a center of excellence and validation for nutrition. Owning strategic marketing and co-leading positioning, output and partnerships alongside R&D
• Develop product briefs, including financial models, ROI analyses, and business cases for new innovations and renovation projects within the Stage Gate process
• Lead product research, including 'voice of the customer' studies and prototyping, to validate new concepts
• Formulate comprehensive product points of difference, claims, and positioning strategies to differentiate products in the market
• Own the brief guiding the creation and integration of compelling product messaging, naming, and positioning to maximize market appeal in collaboration with Brand and Commercial teams
• Define the core value drivers and differentiators for the product portfolio
• Support the development of sales materials, case studies, and presentations to enable the Commercial teams to effectively communicate the product's value
• Lead cross-functional teams, including R&D, Brand, Commercial, Operations, and Customer Experience teams to ensure seamless execution of product strategy
• Build, manage, mentor, and lead high-performing project teams
• Act as the primary liaison between Product and executive leadership, presenting innovation/renovation strategies and performance metrics
• Cultivate & own relationships with external product partners to ensure efficient and effective progress towards shared KPIs
• Define KPIs for product innovation/renovation, performance, adoption rates, and revenue impact

Requirements:

• 8-10+ years of experience in product marketing, innovation, or brand management within CPG, ideally in food or nutrition; experience in infant, toddler or maternal health is a plus
• 3+ years leading or managing cross-functional teams and direct reports
• Proven track record of bringing new products from concept through commercialization via a Stage Gate or similar innovation process
• Experience building and executing product roadmaps that balance innovation with portfolio optimization/renovation
• Experience with product positioning frameworks, competitive analysis, and category management tools (e.g., IRI/Circana, Nielsen, SPINS)
• Ability to build and present compelling ROI analyses and financial models to leadership
• Working knowledge of regulatory considerations in food/infant nutrition (FDA labeling, claims compliance) is a strong plus
• Comfortable with data visualization and presentation tools for executive-level storytelling
• Familiarity with co-manufacturing relationships and how product innovation intersects with operations and supply chain constraints