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Join to apply for the Senior Brand Manager role at Gaia Herbs
Description
Gaia Herbs is seeking an experienced and product-savvy Senior Brand Manager to activate brand strategy, support product portfolio marketing management, and innovation for both the Gaia Herbs consumer brand and the Gaia Herbs Pro our practitioner-facing line. This pivotal role drives top-line growth, portfolio optimization, and new product development while bringing the brand’s plant-powered mission to life across channels.
Description
Gaia Herbs is seeking an experienced and product-savvy Senior Brand Manager to activate brand strategy, support product portfolio marketing management, and innovation for both the Gaia Herbs consumer brand and the Gaia Herbs Pro our practitioner-facing line. This pivotal role drives top-line growth, portfolio optimization, and new product development while bringing the brand’s plant-powered mission to life across channels.
The Senior Brand Manager will support brand and product strategy end-to-end: from spotting emerging ingredient trends to translating scientific and regulatory language into compelling consumer and practitioner messaging. They will guide complex product launches, oversee lifecycle management, and ensure every activation aligns to the broader brand vision and category growth goals. This person will be a team player guiding cross-functional projects, omni-channel marketing, and collaborating very closely with R&D, Operations, and Education teams. This role requires CPG or VMS industry experience and the ability to bridge consumer and healthcare practitioner audiences.
Key Responsibilities
Strategic Brand & Product Leadership
Lead the strategic direction and long-term growth plans for Gaia Herbs and Gaia Professionals, integrating brand, product, and portfolio strategy.
Identify market white spaces and emerging ingredient/category trends, guiding innovation and expansion within the VMHS (Vitamins, Minerals, Herbal, Supplements) and herbal wellness categories.
Translate complex scientific and regulatory information into approachable and compliant consumer and practitioner messaging.
Innovation & Product Management
Lead the end-to-end commercial and pro product marketing development process, from concept to commercialization, ensuring launches are on time and consumer-ready.
Partner with R&D, Regulatory, and Operations to create formulations that balance efficacy, trend relevance, and brand integrity.
Drive portfolio optimization, including SKU rationalization, renovation, pricing strategy, and lifecycle management.
Marketing Strategy & Practitioner Activation
Activates omnichannel marketing plans for consumer and practitioner audiences, integrating DTC, Amazon, retail, and professional sales channels.
Collaborate with the Education and Sales teams to develop tools, resources, and HCP-focused product messaging that elevate brand credibility in the practitioner channel.
Team Leadership, Cross-Functional Collaboration, + Partner Oversight
Lead and mentor a team of two, fostering a culture of curiosity, accountability, and high performance while guiding and coaching to ensure growth, development, and improvements within the marketing function.
Partner closely with Sales, Operations, and Supply Chain to align launch timelines, sell-in stories, and market execution.
Manage agency, vendor partners, creative projects, ensuring consistent delivery of on-brand, high-impact campaign execution and strategy.
Performance & Business Management
Works with Director of Brands to monitor and own KPIs, marketing ROI, and portfolio performance metrics to inform strategic decisions and report to leadership.
Manage budgets and forecasts, optimizing spend across campaigns, product launches, and innovation initiatives.
Requirements
Qualifications
Education & Experience
Bachelor’s degree in Marketing, Business, or related field required;
7–10 years of progressive Brand, Product, or Marketing Management experience, including 2+ years in a senior-level role.
Experience in CPG, natural health, or VMS categories, with exposure to practitioner or healthcare channels preferred.
Skills & Competencies
Proven ability to translate scientific language and regulatory guidelines into consumer-friendly marketing.
Deep knowledge of product lifecycle management, portfolio optimization, and new product development.
Keen trend-spotting ability in ingredients, categories, and consumer behavior to drive innovation.
Experience speaking to and working with healthcare practitioners, including understanding their unique decision-making process.
Strong leadership skills with experience managing small teams and influencing cross-functional partners.
Proficiency with market analytics tools (SPINS, Nielsen, IRI, Mintel) and digital performance metrics.
Exceptional communication, presentation, and project management skills.
Proven success developing omnichannel brand strategies and delivering measurable results.
Strong grasp of P&L management, pricing, and product portfolio optimization.
Insight-driven decision-making using consumer and practitioner data.
Leadership experience with cross-functional teams and agency/vendor management.
Location & Travel
Preferred locations: Gaia Herbs HQ in Mills River/Brevard, NC or Charlotte, NC.
Remote candidates will be considered with increased travel expectations for workshops, meetings, and planning sessions.
Travel required: 20–30%.
Seniority level Seniority level Mid-Senior level
Employment type Employment type Full-time
Job function Job function Marketing and Sales
Industries Health, Wellness & Fitness
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