Director of Innovation and Product Marketing, Bobbie
$202.5-238k
Salary dependent on location. + Stock Options
European-style organic infant formula
Be an early applicant
European-style organic infant formula
201-500 employees
Be an early applicant
$202.5-238k
Salary dependent on location. + Stock Options
201-500 employees
Company mission
To bring peace of mind to parents by shifting the scrutiny of how we feed to what we feed by providing parents with high-quality organic formula.
Role
Who you are
- 8-10+ years of experience in product marketing, innovation, or brand management within CPG, ideally in food or nutrition; experience in infant, toddler or maternal health is a plus
- 3+ years leading or managing cross-functional teams and direct reports
- Proven track record of bringing new products from concept through commercialization via a Stage Gate or similar innovation process
- Experience building and executing product roadmaps that balance innovation with portfolio optimization/renovation
- Experience with product positioning frameworks, competitive analysis, and category management tools (e.g., IRI/Circana, Nielsen, SPINS)
- Ability to build and present compelling ROI analyses and financial models to leadership
- Working knowledge of regulatory considerations in food/infant nutrition (FDA labeling, claims compliance) is a strong plus
- Comfortable with data visualization and presentation tools for executive-level storytelling
- Familiarity with co-manufacturing relationships and how product innovation intersects with operations and supply chain constraints
What the job involves
- As the Director of Innovation and Product Marketing, you will be responsible for driving revenue growth by shaping the product vision, defining product positioning, for new and existing products
- This role identifies market opportunities that align with Bobbie’s brand, partners cross functionally to drive to successful product launches, and ensures alignment between product development (R&D), Brand, Commercial, and Operations teams to maximize adoption and ROI
- Innovation Roadmap: Drive the ideation and design of new products, features, or business models by analyzing market trends and customer insights to guide the product roadmap
- Product Evolution: Analyze market trends, consumer insights, and competitive data to identify opportunities to renovate, refresh, or reposition existing product lines
- Portfolio Management: Manage the product life cycle from concept to launch, ensuring that product enhancements are strategic and profitable and fit well within the existing portfolio of Bobbie’s products
- Bobbie Labs: Help establish, and build equity for Bobbie Labs as a center of excellence and validation for nutrition. Owning strategic marketing and co-leading positioning, output and partnerships alongside R&D
- Business Cases: Develop product briefs, including financial models, ROI analyses, and business cases for new innovations and renovation projects within the Stage Gate process
- Concept Validation: Lead product research, including "voice of the customer" studies and prototyping, to validate new concepts
- Strategic Positioning: Formulate comprehensive product points of difference, claims, and positioning strategies to differentiate products in the market
- Narrative Ownership: Own the brief guiding the creation and integration of compelling product messaging, naming, and positioning to maximize market appeal in collaboration with Brand and Commercial teams
- Value Proposition: Define the core value drivers and differentiators for the product portfolio
- Sales Enablement: Support the development of sales materials, case studies, and presentations to enable the Commercial teams to effectively communicate the product's value
- Cross-Functional Leadership: Lead cross-functional teams, including R&D, Brand, Commercial, Operations, and Customer Experience teams to ensure seamless execution of product strategy
- Mentorship: Build, manage, mentor, and lead high-performing project teams
- Executive Liaison: Act as the primary liaison between Product and executive leadership, presenting innovation/renovation strategies and performance metrics
- Champion Product Partnerships: Cultivate & own relationships with external product partners to ensure efficient and effective progress towards shared KPIs
- Performance Metrics: Define KPIs for product innovation/renovation, performance, adoption rates, and revenue impact
Our take
Bobbie is a flexible, subscription-based, direct-to-consumer organic baby formula company. It’s estimated that as many as 5% of Western women are unable to breastfeed, while around 60% of mothers in the US do not breastfeed for as long as they intend to.
Not only is the US lagging behind the EU in terms of quality, but the recent prolonged formula shortage has also created a significant barrier for parents trying to feed their infants.
Bobbie has developed a grass-fed cow milk-based “European standard” formula that’s also FDA-approved, the company has also launched “Bobbie Labs” a virtual laboratory that will fund infant feeding research and development.
The future will no doubt see more competition enter the domestic market, but Bobbie’s has a pricing and logistical advantage over more expensive European brands and has focused on company growth and quality assurance.
Freddie
Company Specialist at Welcome to the Jungle
Insights
92% employee growth in 12 months
Company
Funding (last 2 of 5 rounds)
Jul 2023
$70m
SERIES C
Mar 2022
$50m
SERIES B
Total funding: $141.5m
Company benefits
- GENEROUS TIME OFF - We work hard to shake the stigma. So really, take the time you need to recharge with family and friends so we can continue to take charge on this mission together
- BALANCE COORDINATOR - We have an in-house Balance Coordinator who is there to help alleviate the invisible mental load of our team members. The Balance Coordinator can help you with finding a tent for your wedding, arranging a grocery delivery, finding swim lessons, or planning your kid’s birthday party
- PARENTAL LEAVE AND RETURN TO WORK - We offer one year of parental leave. To help with the transition back to work, we offer flexible/part-time hours for parents returning back to work
- SUMMER FRIDAYS - From Memorial Day to Labor Day, every employee unplugs at 1pm on Fridays to soak up a few extra ounces of the weekend
- BREAST MILK AND BOBBIE - Traveling for work and breastfeeding? We'll cover 100% shipping on your breast milk. All employees are offered a one year subscription for their Bobbie babies. Have friends and family that love Bobbie? You'll be given a discount code to share for 20% off
Company HQ
Panhandle, San Francisco, CA
Leadership
Laura Hughes
(Co-Founder & CEO)They worked in Product Operations at Google before becoming Head of Hospitality at Airbnb. They are a Board Member at both Eat Real and TaskRabbit.
Sarah Hardy
(Co-Founder & Chief People / Experience Officer)They were a Senior Project Manager at Corcoran Sunshine Marketing Group, and then a freelance consultant. They worked in Airbnb's Strategic Planning and Operations division.
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