ByHeart
Product & Innovation Marketing Director
ByHeart, Long Island City, New York, United States, 11101
Role Description
A variety of soft skills and experience may be required for the following role Please ensure you check the overview below carefully.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.
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A variety of soft skills and experience may be required for the following role Please ensure you check the overview below carefully.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.
#J-18808-Ljbffr