Director of Product Management

ROLE:

The Director, Product Management will lead growth of the Vimergy product portfolio by developing and executing plans to increase trial, repeat, and consumption frequency among core audiences.

Driven by an unquenchable thirst for increasing HH Penetration, this leader will initiate and lead category & product analytics to identify product segments and consumer audiences that offer the highest growth potential, then develop & execute plans to realize prioritized growth opportunity.

S/he will lead development of, and influence & track execution of 360-degree activation plans to increase product trial, repeat, and purchase/consumption frequency, leveraging all levers including consumer insights, scientifically backed product claims, distinctive content across all consumer touchpoints including brand and marketplace sites, promotions, partnerships with health coaches & complementary & alternative medicine [CAM] practitioners, brand ambassadors, influencers, & affiliates, like-minded brands, as well as paid and earned media.

ESSENTIAL FUNCTIONS:

Consumer Trends & Insights

• Analyze 1st party and syndicated data to identify growth opportunities for new and existing products in various audiences, geographies, and product segments
• Consumer segmentation based on consumption behavior, attitudes, need-states, and demographics

Product Marketing

• Identify and recommend product messaging, reformulation, and pricing opportunities based on competitive analysis, consumer trends, and product performance; work with the cross-functional team to develop new product and demand creation initiatives that drive trial, repeat, and consumption frequency
• Leverage 1st party data to identify product and consumer lifecycle opportunities to grow customer lifetime value; work with channel teams to trigger product breadth, repeat, and purchase frequency initiatives based on behaviors that co-relate with attrition, up-sell, or cross-sell
• Collaborate with R&D to develop differentiated claims, products, and packages that drive incremental HH penetration and usage occasions
• Project manage all product initiatives including product launch planning, and leverage 360-degree marketing to drive trial, repeat, and purchase frequency of focus products

Marketing, Content, & Creative Messaging

• Influence and execute the annual brand calendar in partnership with cross-functional teams to maximize HH penetration and enhance brand distinctiveness
• Support development of provocative brand & product messaging by providing product insights that help elevate brand salience through social, influencer, affiliate, partner, PR, and paid media channels
• Oversee end-to-end product campaign execution, from brief development, through creative and media execution, to measurement and reporting
• Influence trade marketing tactics (led by Website, Marketplace & Partner teams) to drive product trial, repeat, and consumption occasions
• Manage budget to ensure marketing programs build a strong brand story at optimal ROI

Earned & Paid Media Management

• Leads planning & execution of all earned & paid media, leveraging our external PR and Media agencies, and internal Affiliates and Influencer resources
• Initiates & maintains robust tracking system to ensure all marketing investments are delivering the desired level of outcomes / returns
• Accountable for delivering growth goals while remaining within pre-approved marketing budget

Team

• Hires, trains, and supervises Product Manager
• Sets ambitious goals and insightful KPIs that reflect maturity of understanding of how marketing works to change consumers’ hearts, minds, and behaviors
• Prioritize team’s effort on the highest value opportunities based on rigorous analytics coupled with disciplined approach of winning through maximizing value to consumers

Other

• Takes responsibility for additional business initiatives that may be assigned from time-to-time

QUALIFICATIONS AND EDUCATION REQUIREMENTS:

professional

• 7 years in product management roles in a global CPG company, preferably in a regulated category
• Experience in a DTC business would be a plus, but not required
• Track record of developing innovative products, claims, and trial generating programs
• Understands consumer behavior, is adept at identifying functional & emotional needs that will unlock growth in underserved segments of the market
• Data-driven - mastery of consumer, product, and brand metrics
• Successful experience using paid media, earned media, affiliates, and influencers to drive trial, repeats, and consumption frequency among existing users

educational

• Bachelor’s degree required
• MBA preferred

personal characteristics

• Strong fit with VIMERGY principles: The Customer Reigns, Meticulous by Nature, Forever Hungry, Radical Ownership
• Facts-first mindset; total commitment to doing the right thing, supported with facts
• Inspiring leader who can drive others to achieve ambitious goals
• Ambitious and driven by making massive business impact
• Agile leader, comfortable with toggling between being strategic and visionary and getting in the details
• Embodies the core building block of the VIMERGY team – we win / learn together
• Great at building and maintaining relationships, fostering an environment of mutual respect, understanding, and trust.

PHYSICAL REQUIREMENTS:

• Prolonged periods of sitting at a desk and working on a computer.
• Must be able to lift up to 15 pounds if needed.