Senior Brand Manager, Adult

ABOUT KATE FARMS

Kate Farms is a company with heart. Our company was founded on the belief that good nutrition leads to good health, and good health opens the door to endless possibilities. That’s why our mission is to make nutrition the cornerstone of healthcare so people can live their best lives. We are a medical food company that makes complete nutrition formulas for people who have a medical need for liquid nutrition. 

Kate Farms works to be the place where a diverse mix of talented individuals want to come, stay, and do their best work. Ensuring a diverse and inclusive workplace where we learn from each other is at the core of Kate Farms’ values. We are an equal-opportunity employer and fully focused on equality; we believe deeply in diversity of race, gender, sexual orientation, religion, ethnicity, national origin, and all the other fascinating characteristics that make us different. We invite you to do the best work of your life with us at Kate Farms.

POSITION OVERVIEW

This position is responsible for managing and implementing commercial business strategies and tactics to effectively support delivery of commercial business objectives, including net sales, share growth, and profit margin. Under the leadership of the Vice President, Commercial Marketing, this position generates demand and consumer insights, develops strategic and tactical plans, analyzes brand performance, reports findings and actionable recommendations, and supports financial management and contingency planning.

This role partners closely with Marketing and Sales team members to achieve/implement business strategies and tactics. This position collaborates with internal and external partners to achieve objectives. Partners include brand marketing and performance marketing teams, sales, creative agencies, legal, medical sciences, regulatory, supply chain, business operations, project management, and more.

WHAT YOU WILL DO

Commercial Strategy and Portfolio Management

·        Develop and execute brand commercialization strategies for the Adult Portfolio, addressing market needs, competitive dynamics, and annual business objectives.

·        Work closely with the brand team to integrate adult portfolio initiatives into the overall annual marketing plan, ensuring consistency with Kate Farms’ brand framework across all products and campaigns.

·        Collaborate with cross-functional teams (e.g., Sales, Supply Chain, Product Development, Business Operations) to optimize portfolio potential, identify market gaps, and develop actionable strategies.

Brand Equity Tracking and Targeting

·        Leverage brand equity tracking to develop audience-specific targeting strategies for healthcare professionals (HCPs), caregivers, and adult patients to drive engagement and adoption.

·        Partner with Consumer Insights and Analytics teams to refine targeting efforts based on segmentation, behavior, and feedback data.

Pricing and Market Access

·        Lead pricing strategy development for the adult portfolio, ensuring alignment with business objectives, market conditions, while optimizing profitability and access across healthcare, eCommerce, and retail channels.

·        Conduct competitive analyses and regular pricing reviews to recommend strategic adjustments, collaborating with Finance, Revenue Operations, and sales channels to ensure consistent execution across all channels.

Product Launch and Lifecycle Management

·        Oversee go-to-market strategies for new product introductions (NPIs), including launch plans, media strategies, and cross-functional execution.

·        Manage product lifecycle initiatives, such as reformulations, packaging updates, and portfolio expansions, to sustain relevance and growth.

·        Conduct post-launch evaluations to measure effectiveness, track results, and propose refinements for future initiatives.

Integrated Marketing and Omnichannel Communication

·        Lead integrated omnichannel marketing campaign strategy designed to engage both healthcare professionals and consumers, driving retention and sales across DTC, retail, and Amazon channels.

·        Develop consumer and HCP journeys that map key touchpoints, from awareness to loyalty, ensuring seamless experiences across digital, in-person, and professional channels.

·        Create messaging and campaigns tailored to adult-focused audiences, leveraging digital tools, professional education initiatives, and caregiver-focused content to drive engagement and advocacy.

·        Partner with Brand Marketing team to ensure strategy is executed flawlessly across campaign messaging and creative.

Insights, Monitoring, and Optimization

·        Track key performance indicators (KPIs) for campaigns and portfolio performance, leveraging insights to refine marketing strategies and improve outcomes.

·        Monitor competitive activity, customer needs, and feedback to continuously optimize strategies for adult products.

·        Partner with the Consumer and HCP Insights teams to conduct brand and audience research, aligning marketing efforts with emerging trends and behaviors.

Budget and Forecasting

·        Provide input on forecasting, tracking, and advertising and promotion (A&P) budgeting for the adult portfolio.

·        Work collaboratively with the Trade and Sales teams (Retail, katefarms.com, and Amazon.com) to integrate market insights into annual budget plans and tactical campaigns.

WE ARE LOOKING FOR SOMEONE WHO

·        BA/BS Degree in Marketing or Business Administration. MBA strongly preferred.

·        8+ years of progressively responsible brand/product management experience in either health care/OTC marketing or consumer packaged goods marketing.

·        Experienced in creating data-driven forecasts.

·        Demonstrated experience participating in Stage Gate and S&OP processes in prior organizations.

·        Strong analytical skills and KPI tracking capabilities, applying data to support business decisions, strategies, and contingency plans.

·        Ability to create and execute complex strategic business plans, find solutions to business problems, and then act on them to drive results.

·        Effective communication and presentation skills with the ability to successfully influence business strategy and investment decisions in the company’s best interest.

·        Demonstrated leadership with agencies, including constructive feedback and fast-paced decision making.

·        Proven track record of successfully managing multiple projects and priorities simultaneously.

·        Strong commitment to company mission and values.

·        Ability to work independently and collaboratively in a fast-paced, dynamic environment.

·        Respectfully shares and accepts feedback willingly from all levels of the organization.

PHYSICAL DEMANDS

The physical demands described here are representative of those that must be met by the employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

·        Effectively handle lifting of various objects weighing up to 12 pounds.

·        While performing the essential functions of the job, the employee will be required to bend, stoop, kneel, reach, and climb stairs.

·        Possess the ability to sit at a computer for extended periods of time.

WORK ENVIRONMENT

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of the job. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

This position will work in a home/office environment with occasional trips to the corporate office or other meeting locations.  Requires approximately 15% travel.

It is Kate Farms policy that any position that requires regular interaction with healthcare professionals require that, if hired, you be vaccinated against COVID-19 unless you need a reasonable accommodation due to sincerely held religious beliefs, medical needs, or other reasons protected by applicable federal, state, and local law.

Compensation for this role is in the form of base salary plus a variable component that together comprise the On-Target-Earnings (OTE).

The typical starting salary range for new hires in this role is listed below. This range represents the lowest to highest salary range we reasonably and in good faith believe we would pay for this role at the time of this posting. We may ultimately pay more or less than the posted range, and the range may be modified in the future. Please note that base pay offered may vary depending on factors including your geographic location, job-related knowledge, skills, and experience.

If hired, employee will be in an “at-will position” and the Company reserves the right to modify base salary (as well as any other discretionary payment or compensation program) at any time, including for reasons related to individual performance, Company or individual department/team performance, and market factors.  All job offers are contingent upon successful completion of background verification.

$135,000k-157,800k USD

NOTE: This job description is not intended to be all-inclusive. Employee may perform other related duties as negotiated to meet the ongoing needs of the organization as directed by the management of the company.