Brand Manager, Bobbie
Formula Lead
+ Stock options
European-style organic infant formula
Be an early applicant
European-style organic infant formula
201-500 employees
Be an early applicant
+ 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
- The ideal candidate combines classical brand management training with strong analytical skills, commercial acumen, and a passion for building consumer-centric products and brands
- 7+ years of experience in Brand Management, Innovation, Product Marketing, or related CPG roles
- Classical brand management training strongly preferred. Emerging brand experience
- Strong analytical and problem-solving skills with the ability to translate data into action
- Experience leading complex cross-functional initiatives
- Understanding of CPG commercialization, innovation, and retail environments
- Excellent project management and organizational skills
- Strong written, verbal, and presentation communication skills
- Ability to influence stakeholders and build alignment across teams
- Strategic thinker with strong business acumen
- Consumer-first mindset with curiosity and learning agility
- Collaborative and low ego team player
- Strong ownership mentality and bias toward action
- Comfortable operating in ambiguity and fast-growing environments
- Balances attention to detail with big-picture thinking
What the job involves
- The Brand Manager, Formula Lead is responsible for driving the growth, performance, and evolution of Bobbie's infant formula portfolio across DTC, retail, and emerging channels
- Reporting to the Director of Product Success & GTM, this role serves as a business owner for key areas of the infant formula portfolio, partnering cross-functionally to identify opportunities, develop innovation, execute commercialization plans, and optimize in-market performance
- This role sits at the intersection of brand management, product innovation, commercialization, and business strategy
- The Brand Manager will help translate consumer insights, market opportunities, and business objectives into actionable plans that drive growth and strengthen Bobbie's position within the category
- Business Ownership:
- Support management of the infant formula portfolio, helping drive growth, profitability, and long-term brand health
- Monitor category, competitive, consumer, and business performance trends to identify opportunities and risks
- Develop recommendations to improve product performance, strengthen positioning, and support portfolio growth
- Partner with Finance, Insights, Sales, and Brand teams to evaluate business performance and inform strategic decisions
- Support development of annual business plans, portfolio strategies, and growth initiatives
- Innovation & Product Development:
- Support development of new products, renovations, and line extensions from concept through commercialization
- Translate consumer insights and market opportunities into product concepts and business recommendations
- Partner with cross-functional teams including Product Development, Regulatory, Operations, and Supply Chain throughout the innovation process
- Contribute to opportunity sizing, business case development, and stage gate preparation
- Help identify whitespace opportunities and emerging consumer trends that can inform future innovation
- Commercialization & Launch Execution:
- Lead cross-functional execution of product launches, renovations, and commercialization initiatives
- Partner with Marketing, Sales, Operations, Customer Experience, and Supply Chain teams to ensure launch readiness
- Manage timelines, key milestones, dependencies, and risks throughout the commercialization process
- Support development of launch plans, positioning, claims, messaging, and go-to-market recommendations
- Help ensure successful execution across retail, DTC, and emerging channels
- Product Performance & Portfolio Optimization:
- Monitor post-launch product performance and identify opportunities for optimization
- Analyze key business metrics including velocity, repeat rates, subscription performance, distribution, ratings and reviews, and consumer feedback
- Develop recommendations to improve product performance, consumer experience, and commercial outcomes
- Support lifecycle management initiatives including product updates, assortment changes, pricing evaluations, and portfolio transitions
- Consumer & Market Insights:
- Maintain a strong understanding of consumer needs, category trends, and competitive dynamics
- Partner with Insights teams to support consumer research, concept testing, claims testing, and market assessments
- Synthesize consumer, retailer, and performance data into actionable recommendations
- Help ensure business decisions remain grounded in consumer understanding and market realities
- Success in This Role Looks Like:
- The infant formula portfolio continues to grow through strong business and consumer-focused recommendations
- Cross-functional teams operate with alignment, accountability, and clear communication
- Consumer insights and business data are translated into meaningful action
- Bobbie continues building a differentiated, high-performing infant formula portfolio that drives growth and strengthens brand equity
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 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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