Product Marketing Manager

About the role

The Product Marketing Manager owns the improvement and growth of existing products across the company's portfolio. It is not primarily an NPD project management role: the role starts by understanding the market, consumers, competition and product performance, then turns those insights into stronger products and propositions. The position bridges Consumer & Market Insights, Brand Marketing, R&D, Regulatory Affairs, Sales and Commercial teams.

Key responsibilities

• Monitor consumer trends, competitor launches, ingredients, formats and benefits, and analyse product performance, feedback and sales data to find improvement opportunities.
• Review and strengthen product positioning, define the target consumer, core benefit, USP, differentiation and key selling points, and benchmark against competitors.
• Identify formulation improvements, write product briefs for R&D, evaluate new ingredients and lead product renovations such as formula upgrades, taste and texture improvements and ingredient optimisation.
• Work with Regulatory Affairs and R&D on compliant claims, review packaging communication and recommend changes to pack format, pack size, price architecture and presentation.
• Own renovation projects from opportunity identification through relaunch, build business cases, coordinate cross-functional execution and track timelines.
• Review portfolio performance, identify products to accelerate or reposition, and partner with Brand and Commercial teams to increase penetration and purchase frequency.

Required profile

• Bachelor's degree or higher in Marketing, Business Administration, Food Science, Nutrition, Pharmacy or a related field.
• Minimum 5 years of experience in FMCG, Consumer Health, Functional Food, Beverage, Supplements or related consumer-product industries.
• Proven experience in product renovation, improvement, relaunch or portfolio optimisation.
• Strong understanding of consumer needs and a commercially minded approach to pricing, COGS, margins and business performance.
• Comfortable working with R&D and technical teams; a scientific background is an advantage but not required.
• Good command of English.

Required skills

• Experience in Product Management, Brand Management, Product Marketing, Innovation or Category Management.
• Strong analytical and problem-solving skills.
• Ability to manage multiple projects in a fast-moving environment.
• Strong cross-functional leadership and stakeholder-management skills.