Brand Strategy & Growth Lead: Health Products

Responsibilities

Market Identification & Definition

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

Product-Market Fit & Innovation

• Collaborate with the 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.
• Identify the specific emotional and functional triggers that resonate with each target demographic.
• Create high-converting copy and messaging frameworks for web, social, and packaging.

Iterative Testing & Data Validation

• Run "lean startup" experiments using social media and paid media (Meta, Google, TikTok) to test messaging before full-scale launches.
• Utilize the existing customer base for surveys, focus groups, and beta-testing new concepts.
• Analyse performance data to pivot or double down on specific marketing angles

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.
• Develop and execute comprehensive marketing plans across e-commerce, social media, and retail channels.
• Manage and coordinate external marketing agencies and internal marketing resources to ensure execution excellence and brand consistency.

P&L Management & Profitability

• Take full accountability for the growth and profitability of the brand portfolio.
• Optimize Customer Acquisition Cost (CAC) and Lifetime Value (LTV) ratios.
• Work with the executive team to set and achieve revenue and margin targets.

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 manufacturing strengths to keep the internal brand portfolio ahead of market shifts.

Requirements

• 5+ years in Brand Management, Product Marketing, or Growth Marketing (CPG or Supplement experience is a significant plus).
• Comfortable using data to drive decisions; proficiency with Shopify Analytics, Google Analytics, and Ad Managers.
• Ability to see the "big picture" while being willing to roll up your sleeves for execution.
• Experience working in a fast-paced environment where you must manage multiple brands with different lifecycles.
• Exceptional copywriting and presentation skills to align internal stakeholders and external consumers.