SUMMARY:
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POSITION INFO:
Overview:
Our client, a manufacturer and distributor of high-quality nutritional supplements, is seeking a dynamic Brand Strategy and Growth Lead, to revitalize their legacy assets and accelerate their new brands towards market leadership and profitability. This is a high-impact, entrepreneurial role, responsible for the end-to-end success of their internal brand portfolio, bridging the gap between the manufacturing capabilities and the needs of the consumer.
Requirements / Competencies:
- Grade 12 / Matric
- Relevant tertiary qualification
- 5+ years in Brand Management, Product Marketing, or Growth Marketing (CPG or Supplement experience is a significant plus)
- Experience in a fast-paced environment, managing multiple brands with different lifecycles.
- Comfortable using data to drive decisions; proficiency with Shopify Analytics, Google Analytics, and Ad Managers.
- Exceptional copywriting and presentation skills to align internal stakeholders and external consumers.
- Ability to see the "big picture" while being willing to roll up your sleeves for execution.
Responsibilities:
Market Identification & Definition
- Conduct deep-dive research to identify underserved segments within the supplement industry.
- Develop detailed "Ideal Customer Profiles" (ICPs) for each of the three internal brands.
- Analyze competitor landscapes to find opportunities for the legacy brand (rejuvenation) and newer brands (disruption).
Product-Market Fit & Innovation
- Collaborate with our R&D and manufacturing teams to define product pipelines based on consumer demand.
- Identify "Hero Products" that the target market wants, while ruthlessly cutting products that don't resonate.
- Translate complex ingredient profiles into consumer-friendly benefits.
Messaging & Narrative Construction
- Develop a distinct "Voice of Brand" for each entity.
- Identify the specific emotional and functional triggers that resonate with each target demographic.
- Create high-converting copy and messaging frameworks for web, social, and packaging.
Iterative Testing & Data Validation
- Run "lean startup" experiments using social media and paid media (Meta, Google, TikTok) to test messaging before full-scale launches.
- Utilize our existing customer base for surveys, focus groups, and beta-testing new concepts.
- Analyze performance data to pivot or double down on specific marketing angles.
Multi-Channel Marketing Strategy
- Define the strategic purpose of the online presence for each brand: Determine whether digital channels serve primarily to drive physical retail sales (informational/awareness), function as a standalone profitable e-commerce engine (contingent on a winning product/market mix), or operate as a hybrid model.
- Develop and execute comprehensive marketing plans across e-commerce (DTC), social media, and retail channels.
- Manage and coordinate external marketing agencies and internal marketing resources to ensure execution excellence and brand consistency.
P&L Management & Profitability
- Take full accountability for the growth and profitability of the internal brand portfolio.
- Optimize Customer Acquisition Cost (CAC) and Lifetime Value (LTV) ratios.
- Work with the executive team to set and achieve revenue and margin targets.
New Opportunity Development & GTM Playbook
- Build the "Recipe" for Opportunity Assessment: Develop a standardized framework to investigate and qualify new product categories or brand extensions.
- Market & Product Validation: Design and lead a testing protocol to validate market demand and product efficacy before heavy capital investment.
- Scalable Roll-Out Strategy: Create a repeatable Go-To-Market (GTM) playbook for launching new initiatives, ensuring a seamless transition from "pilot test" to "full-scale retail and digital distribution."
- Portfolio Expansion: Continuously scout for high-growth trends that align with our manufacturing strengths to keep the internal brand portfolio ahead of market shifts.
