About NGW:
New Generation Wellness is on a mission to empower individuals with premium natural health solutions that support vitality and longevity. With a strong foundation in integrity, innovation, and evidence-based formulations, we serve a diverse and growing B2B customer base across the wellness, healthcare, and nutritional supplement industries. For 100 years, we've been at the forefront of wellness, pioneering innovation and shaping the future of holistic health. Our passionate team is dedicated to delivering exceptional products and forging meaningful relationships.
Position Summary: The Product Marketing Manager will lead New Generation Wellness’s product innovation strategy and lifecycle marketing efforts. This role is responsible for driving new product development, managing go-to-market strategies, and ensuring the success of our current product line. You’ll collaborate cross-functionally to lead launches, shape messaging, and develop promotional strategies rooted in research, insight, and a deep understanding of customer needs.
Key Responsibilities:
New Product Development & Innovation
- Lead marketing strategy across all stages of product lifecycle from concept to retirement.
- Evaluates demand and opportunity for new products in the market.
- Identifies gaps in product assortment and recommends new product development strategies, including leading and executing the development of a robust 2–3-year innovation pipeline.
- Conducts initial review of new product projects, including market feasibility, packaging requirements, batch size, evaluation of raw materials and sourcing options.
- Collaborate with Purchasing and other departments to ensure timely evaluation and set up of new raw materials.
- Establish claims, benefits, and label design in alignment with regulatory and marketing standards.
- Partner directly with customers to vet product concepts and refine solutions based on needs.
- Develop process improvements to speed time to market for new products.
Market Strategy & Launch Execution
- Manage product launch strategy, timelines, and execution.
- Lead cross-functional product launches, overseeing concept development, pricing strategy, claims, margin analysis, and label design to ensure successful market launch.
- Oversee the development, review, and editing of product sales and marketing materials.
- Creates web and social media content for products.
- Liaises with multiple departments to ensure all processes and deliverables are on track for new product launches.
Pricing, Research & Marketing Analysis
- Manage the development of current and future pricing and promotional strategies for all new product launches, including competitor price analysis.
- Research, compiles, analyzes and compares competitor data and pricing to that of existing and proposed product lines.
- Tracks general market conditions, trends, and competitor product offerings.
- Forecasts sales volumes and profits by product, account, and territory based on lead tracking, growth or decline of products and reports on findings.
- Performs costing and market analysis to assist in setting pricing.
Promotions & B2B Strategy
- Collaborate with Sales to refine existing promotions and develop new promotional activities.
- Assesses promotional needs and evaluates demographics, pricing, distribution channels and marketing outlets to develop marketing and sales strategies for current and future products.
- Analyzes proposed promotions and forecast impacts to provided recommendations regarding the approval or rejection of new promotional activities.
- Assesses effectiveness of current promotional activities, including ROI, and develops alternative strategies when promotion goals are not being met.
- Develops account specific promotional strategies.
- Identifies positive financial outcomes to increase profitability.
Market Research & Insights
- Collects data on consumers, competitors and marketplace and consolidates information into actionable items, reports and presentations.
- Tracks general market conditions, trends, and competitor pricing.
- Conducts secondary research, including finding information from industry associations, journals, statisticians and marketing experts.
- Research market conditions and conduct feasibility studies to determine market demand for existing and new products.
- Remains fully informed on market trends, research, and implements the best practices.
- Presents data to senior management, sales team and customers.
- Analyzes sales and marketing metrics to identify cause and affect relationships.
- Evaluates market penetration of existing and new products.
- Monitors profitability and performance of existing products and services.
- Analyze product performance and promotions to forecast production needs.
- Identify product line as well as customer-specific opportunities through customer analysis, point of sales data, trends, and consumer insights.
- Provides competitive analysis on various companies’ market offerings, identify market trends, pricing/business models, sales and methods of operation.
Marketing & Communication
- Lead and manage the development of all marketing materials with a focus on B2B marketing.
- Collaborate with the Training and Education Manager and lead a graphic designer in creating customer communications that align with overall sales and marketing objectives and drive revenue.
- Create cohesive marketing content across email campaigns, newsletters, social media, sales decks, website content, product sell sheets and product packets
- Establish style guides to ensure consistent brand image across products and marketing materials.
- Review and update existing marketing materials.
- Communicate directly with customers and sales representatives to establish trusting relationships.
- Support various teams with marketing input and project coordination.
- Participate in other related projects and initiatives as assigned.
Required Skills & Qualifications:
- Bachelor’s degree in marketing, business, sciences or related field; MBA preferred.
- 5+ years of experience in dietary supplement or natural products industry.
- Skilled in market research, data interpretation, and financial analysis.
- Strong understanding of private label and B2B marketing models.
- Proven track record in product innovation, launches, and lifecycle management.
- Knowledge of dietary supplement ingredients; basic formulating knowledge/experience a plus.
- Passion for natural products and consumer health.
- Proven success developing marketing assets and sales tools that drive revenue and profitability.
- Comfortable with entrepreneurial, fast-paced environment
- Experience with online survey tools and syndicated data sources.
- Strong analytical, strategic thinking and critical thinking skills.
- Ability to interpret large amounts of data, detail-oriented skills.
- Advanced proficiency in MS Office (PowerPoint, Access, Word, and Excel).
- Able to multi-task, manage time, solve problems, and articulate findings.
- Excellent communication, time management, and project coordination skills.
- Able to build rapport and interact at every level of the organization with external contacts.
- Able to manage multiple projects, deadlines, and stakeholders.
- Able to grasp consumer behavior, market and financial trends, and generate creative ideas.
- Self-motivated, detail-oriented, and highly organized with a customer-oriented approach.
- Intellectual curiosity with a passion to grow.
What We Offer:
- Competitive compensation
- Health, dental, and vision insurance
- 401(k) with company match
- Career development opportunities
- A passionate, mission-driven culture