Director of Brand Strategy and Innovation

Asheville, North Carolina |

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This full-time employee holds a critical leadership role within Gaia’s marketing organization, responsible for building consumer demand and market share by helping to build a strategic growth roadmap for the company that is rooted in both commercial and consumer insights.


Essential Duties and Responsibilities

  • Working closely with the VP of Marketing & E-Comm, helps build and develop the company’s innovation strategy, identifying prioritized growth opportunities for both new and existing product line ups across new benefit spaces, formats and adjacent or brand-new categories.
  • Leveraging CPG best practices, establishes and leads a new product development process appropriately customized to the needs of Gaia’s fast-paced entrepreneurial culture.
  • Delivers a prioritized 3-year innovation pipeline, managing projects through ideation, concept validation and commercialization plans, coordinating all product launches with counterparts in Sales, E-Commerce and Brand Experience leads.
  • Establishes a consumer and commercial insights protocol, utilizing custom and syndicated consumer and market research to provide strategic recommendations guiding price/pack mix, channel/distribution priorities, optimal claims mix and messaging/communication priorities.
  • Delivers quarterly business reviews, including portfolio and innovation performance analysis, competitive insights and actionable recommendations, in collaboration with Sales.
  • Serves as a respected and influential leader for the Marketing department and the Gaia organization as a whole, setting an example of cohesion, resilience and positive collaboration. Makes a strong contribution to developing positive team culture and rallying people around common goals.


Supervisory Responsibilities

  • Mentors and coaches a team of four (Commercial & Consumer Insights Manager, Product Manager, Associate Product Manager and Brand Manager).


Education and/or Experience:

  • Bachelor’s degree in business, marketing, engineering or product development; graduate degree preferred
  • 7+ years of brand management experience with a proven track record in new product development
  • Wellness, supplement or functional food industry experience preferred
  • 5+ years of experience managing people
  • Knowledge, Skills and Abilities:
  • Thorough understanding of new product development process and stakeholders, with proven experience taking a product to market through all stage gates
  • Strong understanding of consumer trends in health & wellness space
  • Strong data analysis and communication skills (both oral and written), with an emphasis on developing and presenting business cases using data and consumer-driven arguments
  • Proven ability to coach teams, including organizing and prioritizing work assignments, as well as inspiring and mentoring
  • Strong prioritization skills, listening skills and resilience
  • Ability to provide a strong example of Servant Leadership


Physical Demands:

  • Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to stand, walk and sit; use hands to touch, handle, feel and reach. The employee is occasionally required to climb or balance; stoop, kneel, crouch, or crawl, talk or hear; and taste or smell. The employee uses vision to view a computer monitor for extended periods of time.


Work Environment:

  • The primary work environment for this position is a standard office environment. While performing the duties of this job, the employee is rarely exposed to moving mechanical parts in the manufacturing plant. The employee may be exposed to outdoor weather conditions that may be wet, cold, hot and/or humid. The employee may be exposed to extremely dusty environments. The noise level in the work environment is usually low to moderate.


Gaia Herbs, LLC
Gaia Herbs, LLC

Gaia Herbs cultivates health and well-being by stewarding sustainable relationships between plants and people. 

Company size: 200

  • Salary
  • Career Level
  • Degree
  • Experience
  • Job Type
  • Attractive
  • Director
  • Bachelor's Degree
  • 3-6 Years
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