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Role Description

As the Product & Innovation Marketing Director, you will be a part of the core team responsible for shaping and growing the ByHeart brand in its early years. This role requires a strategic blend of left-brain analytical thinking and right-brain creativity to lead product marketing efforts and spearhead new product innovations. The ideal candidate has a passion for uncovering consumer insights, crafting compelling product claims, and identifying white space opportunities to drive growth.

The role will split time between enhancing our current product offerings (60%) and leading new product innovations (40%), with a strong emphasis on collaboration across various departments.

The position reports to the VP of Brand & Product Marketing and collaborates closely with multiple teams, including Brand Marketing, Creative, R&D, DTC, Retail, Etail, and Operations.

Candidates with CPG challenger brand experience are highly preferred for this role, as it demands an entrepreneurial mindset and the ability to drive product distinction in a competitive market.

What you will accomplish:

Product Marketing

• Lead go-to-market strategies for current products, leveraging consumer insights, product performance data, and cross-functional team input.
• Partner with performance marketing teams to craft messaging that emphasizes product differentiation and communicates a clear claims hierarchy.
• Collaborate with Brand Marketing, Creative, and R&D teams to develop product messaging that resonates with consumers and aligns with brand strategy.
• Craft compelling product sell-in stories for internal stakeholders and retail partners, focusing on competitive advantages and consumer demand.
• Utilize market and consumer data to refine product claims and improve messaging for better consumer engagement.

Innovation & New Product Development

• Lead efforts to identify white space opportunities and drive new product innovations through collaboration with R&D, Brand Marketing, and other teams.
• Develop business cases for new product concepts, assessing the potential size of the opportunity, market demand, and competitive positioning.
• Work closely with the creative team to develop prototypes and early-stage products that align with brand positioning and meet consumer needs.
• Ensure that innovations are backed by compelling product claims and messaging, working with performance marketing to develop differentiation strategies.
• Refine product innovations and assess feasibility and market readiness through cross-departmental collaboration.

This should describe you:

• Balanced Thinking: Combines left-brain analytical skills with right-brain creativity to drive both product performance and innovation.
• Collaborative Partner: Experience working with multiple cross-functional teams to ensure product success and drive brand initiatives.
• Consumer Insight Mastery: Passion for consumer insights and turning them into powerful marketing strategies.
• Creative Problem Solver: Ability to develop innovative product ideas and market them effectively to internal and external stakeholders.
• Entrepreneurial Spirit: Experience working in CPG challenger brands, with a proven ability to thrive in fast-paced, competitive markets.

Who you will work with:

• Reporting to VP of Brand & Product Marketing
• Work closely with the Creative, Brand Marketing, R&D, Parent Experience, Retail, and DTC Marketing teams
• Collaborate with Legal, Medical, and Regulatory

How You’ll Spend Your Time:

60% – Current Product Marketing:

• (25%) Product Positioning—managing existing and introducing new product claims; ensuring alignment with Brand, Creative, Retail, and Performance Marketing teams.
• (15%) Competitive Messaging—crafting claims & messaging hierarchy and differentiation.
• (10%) Insights & Market Analysis—analyzing consumer and market insights to refine existing products and claims.
• (10%) Sell-in Stories & Retail Support—creating compelling product stories for Retail / Etail partner meetings, pitches, and joint business planning.

40% – Innovation & New Product Development:

• (20%) Ideation & White Space—identifing market opportunities and collaborating with R&D and Commercial/Marketing on new product ideas.
• (10%) Business Case Development—building and presenting business cases, assessing market potential and opportunity size.
• (10%) Product Development—collaboration with R&D and Creative on developing new products aligned with consumer needs.

Qualifications:

• Bachelor’s degree in Marketing, Business, or a related field; MBA preferred.
• 8+ years of experience in product marketing, consumer insights, or innovation roles, with a preference for CPG challenger brand experience.
• Proven track record in both insights-driven product development and creative innovation.
• Experience working cross-functionally with Brand Marketing, Creative, R&D, DTC, Retail, and other departments.
• Strong analytical skills combined with a creative mindset, able to translate data into actionable strategies and innovative product concepts.
• Expertise in crafting product sell-in stories for internal stakeholders and external retail partners.
• Ability to develop business cases that evaluate the potential size of market opportunities and forecast long-term growth.
• Exceptional communication and storytelling skills with a talent for translating complex product features into clear, consumer-facing messaging.

The minimum annual salary for this position is $175,000 and the maximum is $190,000. The salary range for performing this role outside of New York City will differ. Additionally, you will be eligible for a discretionary performance based annual cash bonus and to participate in our company’s equity program, plus our robust medical, dental, vision, retirement, and other benefits.