Director of Innovation and Product Marketing

Bobbie is creating a parenting culture of confidence, not comparison, and is seeking a Director of Innovation and Product Marketing. This role is responsible for driving revenue growth by shaping product vision and positioning, identifying market opportunities, and leading cross-functional teams to ensure successful product launches.

Responsibilities:

• Lead Innovation & Renovation Strategy
• Innovation Roadmap: Drive the ideation and design of new products, features, or business models by analyzing market trends and customer insights to guide the product roadmap
• Product Evolution: Analyze market trends, consumer insights, and competitive data to identify opportunities to renovate, refresh, or reposition existing product lines
• Portfolio Management: 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
• Bobbie Labs: 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
• Business Cases: Develop product briefs, including financial models, ROI analyses, and business cases for new innovations and renovation projects within the Stage Gate process
• Concept Validation: Lead product research, including "voice of the customer" studies and prototyping, to validate new concepts
• Product Messaging & Marketing
• Strategic Positioning: Formulate comprehensive product points of difference, claims, and positioning strategies to differentiate products in the market
• Narrative Ownership: 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
• Value Proposition: Define the core value drivers and differentiators for the product portfolio
• Sales Enablement: Support the development of sales materials, case studies, and presentations to enable the Commercial teams to effectively communicate the product's value
• Team Leadership, Collaboration & Performance
• Cross-Functional Leadership: Lead cross-functional teams, including R&D, Brand, Commercial, Operations, and Customer Experience teams to ensure seamless execution of product strategy
• Mentorship: Build, manage, mentor, and lead high-performing project teams
• Executive Liaison: Act as the primary liaison between Product and executive leadership, presenting innovation/renovation strategies and performance metrics
• Champion Product Partnerships: Cultivate & own relationships with external product partners to ensure efficient and effective progress towards shared KPIs
• Performance Metrics: 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