Sr. Associate Brand Manager, Innovation

Summary

Generous Brands, through its Health-Ade brand, develops vibrant nutrition products including beverages focused on wellness and gut health. The Senior Associate Brand Manager, Innovation will lead assigned innovation projects from concept development through commercialization and launch, translating consumer needs and market trends into compelling products. The role coordinates cross-functional partners, develops business cases, and supports launch planning and activation.

Responsibilities

• Monitor consumer behavior, cultural shifts, competitive activity, and emerging beverage trends to identify opportunities aligned with Health-Ade’s innovation priorities
• Evaluate innovation ideas based on consumer interest, fit with Health-Ade, business potential, and the company’s ability to bring them to market
• Lead the development and refinement of assigned concepts, including the consumer proposition, benefits, reasons to believe, naming, claims, flavors, formats, and packaging
• Partner with Consumer Insights to develop learning plans, synthesize findings, and translate research into clear recommendations and next steps
• Bring forward new ideas and recommendations that strengthen Health-Ade’s innovation pipeline and inform future priorities
• Bring a clear consumer perspective to cross-functional discussions and confidently present concept recommendations to partners and leadership
• Lead the Marketing workstream for assigned innovation projects through commercialization, partnering with R&D, Supply Chain, Operations, Finance, Sales, Legal, and Regulatory
• Partner with the Commercialization team to align marketing deliverables, key decisions, and cross-functional inputs with the overall project timeline
• Proactively identify risks, resolve issues, and escalate key decisions that could affect timing, cost, product quality, or the consumer proposition
• Maintain a high level of attention to detail across product, packaging, claims, and commercialization requirements
• Partner with Integrated Marketing, Shopper Marketing, eCommerce, PR, Sales, and agency teams to develop launch plans that build awareness, drive trial, and support retail success
• Lead assigned launch activations, including experiential events, sampling, retailer programs, and influencer support
• Serve as the innovation lead for assigned launches, ensuring cross-functional teams understand the product strategy, messaging, and key milestones
• Coordinate deliverables and timelines across teams, proactively addressing gaps and keeping execution on track
• Partner with Finance, Sales, and cross-functional teams to develop business cases for assigned innovation projects, including pricing, volume assumptions, costs, margins, and financial opportunity
• Use syndicated data, consumer research, competitive intelligence, and internal data to evaluate opportunities and support recommendations
• Surface key assumptions, risks, and tradeoffs to the Director of Innovation and cross-functional partners
• Develop innovation materials and product stories to support customer presentations, internal alignment, and key project decisions

Skills

• The ultimate team player: highly collaborative, generous with credit, and energized by building something with others
• A builder who gets excited about turning a rough idea into something consumers can find on shelf
• Able to flex creatively and bring a strong point of view, while staying grounded in strategy and the business
• Genuinely curious about culture, food, and wellness, and tuned in to what consumers actually care about
• Comfortable with speed and ambiguity; you would rather align the team, ship, and learn than wait for perfect
• High ownership, low ego; you make the work better and bring everyone along
• 2–5 years of experience in brand marketing, innovation, product development, or a related field
• Proven ability to influence and coordinate cross-functional partners without direct authority
• Strong project-management skills, with the ability to independently lead assigned projects, manage multiple workstreams, and keep cross-functional teams moving
• Experience using consumer research, category insights, and marketplace trends to develop concepts and guide recommendations
• Strong analytical and financial acumen, including experience contributing to business cases and working with pricing, volume, cost, and margin assumptions
• Experience leading or supporting new products from early-stage concept through commercialization and launch
• Experience supporting integrated product launches and launch-specific activations
• Strong communication and storytelling skills, with the ability to translate complex information into clear, compelling recommendations
• CPG, food, beverage, or wellness experience strongly preferred

Qualifications

Must Haves

• The ultimate team player: highly collaborative, generous with credit, and energized by building something with others
• A builder who gets excited about turning a rough idea into something consumers can find on shelf
• Able to flex creatively and bring a strong point of view, while staying grounded in strategy and the business
• Genuinely curious about culture, food, and wellness, and tuned in to what consumers actually care about
• Comfortable with speed and ambiguity; you would rather align the team, ship, and learn than wait for perfect
• High ownership, low ego; you make the work better and bring everyone along
• 2–5 years of experience in brand marketing, innovation, product development, or a related field
• Proven ability to influence and coordinate cross-functional partners without direct authority
• Strong project-management skills, with the ability to independently lead assigned projects, manage multiple workstreams, and keep cross-functional teams moving
• Experience using consumer research, category insights, and marketplace trends to develop concepts and guide recommendations
• Strong analytical and financial acumen, including experience contributing to business cases and working with pricing, volume, cost, and margin assumptions
• Experience leading or supporting new products from early-stage concept through commercialization and launch
• Experience supporting integrated product launches and launch-specific activations
• Strong communication and storytelling skills, with the ability to translate complex information into clear, compelling recommendations

Nice to Haves

• CPG, food, beverage, or wellness experience strongly preferred

Benefits

• Remote work arrangement
• Annual Bonus Opportunity
• Medical, Dental & Vision
• Group Life and AD&D
• Voluntary Life and AD&D
• Group Short & Long-Term Disability
• 401(k)
• Paid Time Off
• Flexible Spending Accounts
• Employee Assistance Program
• Gym Membership Discounts