Brand Strategy
& Growth
Lead .

A leading vertically integrated nutritional supplement manufacturer and distributor, operating both third-party production and a portfolio of three internal brands, is seeking to appoint a Brand Strategy & Growth Lead.

The business is focused on accelerating brand performance through deep consumer insight, product innovation, data-led marketing, and scalable commercial execution across DTC, retail, and hybrid channels.

The successful candidate will take end-to-end ownership of the internal brand portfolio, driving market fit, brand growth, and profitability while aligning manufacturing capability with evolving consumer demand.

Key Responsibilities:

Market Identification & Definition:

• Conduct in-depth research to identify underserved and high-growth segments within the supplement industry
• Develop clear Ideal Customer Profiles (ICPs) for each internal brand
• Analyse competitor positioning to identify opportunities for legacy brand revitalisation and new brand disruption
• Translate market insights into actionable brand and product strategies

Product-Market Fit & Innovation:

• Collaborate with R&D and manufacturing teams to define product pipelines based on validated consumer demand
• Identify and prioritise high-potential “hero products” while eliminating low-performing SKUs
• Translate ingredient formulations into clear, compelling consumer benefits and value propositions
• Ensure ongoing alignment between product development and market needs

Messaging & Narrative Development:

• Develop distinct brand positioning and “Voice of Brand” frameworks for each portfolio brand
• Identify key emotional and functional drivers within target audiences
• Create high-performing messaging for digital, retail, packaging, and campaign use
• Ensure consistent brand storytelling across all customer touchpoints

Iterative Testing & Data Validation:

• Design and execute lean testing frameworks using digital channels (Meta, Google, TikTok) to validate messaging and product concepts
• Leverage customer databases for surveys, feedback loops, and concept testing
• Analyse campaign and product performance data to refine positioning and optimise performance
• Scale or pivot strategies based on validated insights

Multi-Channel Marketing Strategy:

• Define the strategic role of each brand across DTC, retail, and hybrid models
• Develop and oversee integrated marketing strategies across e-commerce, social media, and retail channels
• Manage internal teams and external agencies to ensure execution alignment and brand consistency
• Drive performance across acquisition, conversion, and retention channels

P&L Ownership & Commercial Performance:

• Take accountability for revenue growth, profitability, and overall brand portfolio performance
• Optimise CAC, LTV, and return on marketing investment
• Work closely with leadership to set and achieve commercial targets
• Balance brand building with short-term performance marketing efficiency

Opportunity Development & Go-To-Market Strategy:

• Develop frameworks to assess and validate new product and category opportunities
• Design structured testing and validation protocols before full-scale investment
• Build repeatable go-to-market (GTM) playbooks for product launches and brand expansion
• Identify emerging market trends aligned with manufacturing capabilities

Minimum Requirements:

• 5+ years’ experience in Brand Management, Product Marketing, or Growth Marketing (CPG or supplement industry experience preferred)
• Strong analytical capability with experience using digital marketing and analytics platforms (e.g. Meta Ads Manager, Google Analytics, Shopify)
• Strong strategic thinking with ability to translate insight into execution
• Experience working across multiple brands or product lines in a fast-paced environment
• Excellent copywriting, communication, and stakeholder management skills
• Comfortable working in a hybrid role combining strategy, marketing execution, and commercial ownership