Brand Manager, Formula Lead

About Bobbie Bobbie makes European-style organic infant formula manufactured end-to-end in the U.S., because we believe every parent deserves to feed their baby with confidence, without judgment and without compromise. No mystery ingredients. No shortcuts. Just clean, thoughtfully made formula that parents can trust. But Bobbie has never been just a formula company. When the 2022 national infant formula shortage left parents across the country unable to feed their babies, we closed our storefront to new customers rather than leave a single existing family without formula. We went to Washington. We got loud. And we opened our Heath, Ohio manufacturing facility to make sure something like that could never happen again. That's who we are, and that's what you'd be joining. Bobbie for Change Our advocacy arm, Bobbie for Change, exists because making great formula isn't enough if the systems around parenthood are still broken. We fight for paid federal parental leave, push for legislation to prevent future formula shortages, advocate for feeding equity, and support families navigating impossible situations, including donating formula to parents impacted by breast and gynecologic cancers through the Bobbie Breasties program. We're a company that genuinely believes becoming a parent makes you an activist. The people who work here feel that too. The Role The Brand Manager, Formula Lead is responsible for driving the growth, performance, and evolution of Bobbie's infant formula portfolio across DTC, retail, and emerging channels. Reporting to the Director of Product Success & GTM, this role serves as a business owner for key areas of the infant formula portfolio, partnering cross-functionally to identify opportunities, develop innovation, execute commercialization plans, and optimize in-market performance. This role sits at the intersection of brand management, product innovation, commercialization, and business strategy. The Brand Manager will help translate consumer insights, market opportunities, and business objectives into actionable plans that drive growth and strengthen Bobbie's position within the category. The ideal candidate combines classical brand management training with strong analytical skills, commercial acumen, and a passion for building consumer-centric products and brands. What you will accomplish: Business Ownership Support management of the infant formula portfolio, helping drive growth, profitability, and long-term brand health. Monitor category, competitive, consumer, and business performance trends to identify opportunities and risks. Develop recommendations to improve product performance, strengthen positioning, and support portfolio growth. Partner with Finance, Insights, Sales, and Brand teams to evaluate business performance and inform strategic decisions. Support development of annual business plans, portfolio strategies, and growth initiatives. Innovation & Product Development Support development of new products, renovations, and line extensions from concept through commercialization. Translate consumer insights and market opportunities into product concepts and business recommendations. Partner with cross-functional teams including Product Development, Regulatory, Operations, and Supply Chain throughout the innovation process. Contribute to opportunity sizing, business case development, and stage gate preparation. Help identify whitespace opportunities and emerging consumer trends that can inform future innovation. Commercialization & Launch Execution Lead cross-functional execution of product launches, renovations, and commercialization initiatives. Partner with Marketing, Sales, Operations, Customer Experience, and Supply Chain teams to ensure launch readiness. Manage timelines, key milestones, dependencies, and risks throughout the commercialization process. Support development of launch plans, positioning, claims, messaging, and go-to-market recommendations. Help ensure successful execution across reta