Job Description

Role Purpose


The Product Manager will own the improvement and growth of existing products across the company's portfolio. This is not primarily an NPD project management role.


The role starts with understanding the market, consumers, competition, and product performance, identifying what needs to change, and translating those insights into stronger products and propositions.


You will work across Product Proposition, Formula, Ingredients, USP, Claims, Packaging, Price, and Consumer Communication to answer one fundamental question.


You will act as the bridge between Consumer & Market Insights, Brand Marketing, R&D, Regulatory Affairs, Sales, and Commercial teams.


Key Responsibilities


1. Market & Consumer Understanding


- Continuously monitor consumer trends, category development, competitor launches, ingredients, formats, benefits, and emerging wellness needs.


- Analyze product performance, consumer feedback, sales data, and competitive activity to identify improvement opportunities.


- Understand who buys the product, why they buy it, when they use it, and why they may choose competitors instead.


- Identify gaps between the current product proposition and evolving consumer needs.


- Translate market and consumer insights into actionable product opportunities.


2. Product Proposition & Selling Points


- Review and strengthen the positioning of existing products.


- Define or refine the target consumer, consumer tension or need, consumption occasion, core benefit, reason to believe, USP, differentiation, ingredient story, and key selling points.


- Ensure every product has a clear and compelling reason to buy that consumers can easily understand and Sales and Marketing teams can effectively communicate.


- Benchmark products against key competitors to ensure meaningful differentiation.


3. Product & Formula Improvement


- Identify opportunities to improve existing formulations based on consumer needs, competitive benchmarks, and market trends.


- Develop clear product briefs for R&D covering desired benefits, ingredients, dosage, sensory experience, and product performance.


- Work closely with R&D to evaluate new functional ingredients, branded ingredients, and formulation technologies.


- Lead product renovation projects, including formula upgrades, taste and texture improvements, and ingredient optimization.


- Balance consumer appeal, efficacy, regulatory feasibility, COGS, and commercial viability.


4. Claims, Packaging & Commercial Proposition


- Work with Regulatory Affairs and R&D to identify strong, compliant product claims.


- Review packaging communication and benefit hierarchy to ensure consumers quickly understand what the product is, what it does, and why it is different.


- Recommend improvements to pack format, pack size, price architecture, and product presentation where appropriate.


- Ensure the total proposition — Product + Benefit + Pack + Price + Message — works together.


5. Product Renovation & Relaunch


- Own renovation projects from opportunity identification through market implementation, covering Market Opportunity → Consumer Need → Product Proposition → Formula Brief → Claims & USP → Pack/Price → Relaunch.


- Prioritize existing SKUs that require improvement or repositioning.


- Build renovation recommendations and business cases.


- Coordinate cross-functional execution with Brand Marketing, R&D, Regulatory Affairs, Packaging, Purchasing, Production, Sales, and Trade Marketing.


- Track timelines and ensure projects move from insight to execution with speed.


- Review post-launch performance and recommend further optimization.


6. Portfolio & Business Performance


- Regularly review portfolio performance to identify products to accelerate, products requiring renovation or repositioning, portfolio gaps, and potential SKU rationalization opportunities.


- Partner with Brand and Commercial teams to identify opportunities to increase penetration, purchase frequency, and consumption occasions.


- Develop recommendations that improve both consumer relevance and commercial performance.

 


Job Requirements

Qualifications:


- 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.


- Strong experience in Product Management, Brand Management, Product Marketing, Innovation, or Category Management.


- Proven experience in product renovation, product improvement, relaunch, or portfolio optimization.


- Strong understanding of consumer needs and the ability to translate insights into compelling product propositions.


- Commercially minded, with a good understanding of pricing, COGS, margins, and business performance.


- Comfortable working with R&D and technical teams; a scientific background is an advantage but not required.


- Strong analytical and problem-solving skills.


- Ability to manage multiple projects in a fast-moving environment.


- Strong cross-functional leadership and stakeholder-management skills.


Good command of English.