About The Company Bobbie is dedicated to producing European-style organic infant formula that is manufactured entirely in the United States. Our mission is rooted in providing parents with the confidence to feed their babies with clean, thoughtfully made formula, free from mystery ingredients and shortcuts.
We believe that every parent deserves transparency and trust in what they feed their children. Beyond our core product, Bobbie is committed to advocacy and systemic change through our initiative, Bobbie for Change, which fights for parental leave, feeding equity, and legislation to prevent future shortages. Our response to the 2022 national infant formula shortage exemplifies our dedication to families; by closing our storefront to new customers and opening a manufacturing facility in Ohio, we ensured no family was left without access to safe, reliable formula.
Our company culture emphasizes activism, community support, and making a tangible difference in the lives of families.
About The Role The Brand Manager, Innovation at Bobbie will play a pivotal role in shaping the future of our product offerings beyond infant formula. Reporting to the Director of Innovation & Product Success on the New Ventures team, this role involves leading the development of new products and growth platforms from initial opportunity identification through to commercialization and market launch.
Sitting at the intersection of brand management, consumer insights, product innovation, and go-to-market strategy, the successful candidate will translate unmet consumer needs and market opportunities into differentiated products that deepen Bobbie’s relationship with families across various formats, occasions, and life stages. This position requires a strategic thinker with a consumer-obsessed mindset, capable of navigating ambiguity and driving projects from concept to market success. The role includes developing business cases, partnering cross-functionally with teams such as Product Development, Regulatory, Supply Chain, and Marketing, and ensuring that new products meet consumer expectations while aligning with business objectives.
Qualifications
4–5+ years of experience in Brand Management, Innovation, New Product Development, or related CPG roles, with classical brand management training preferred
Proven track record in developing and launching new products from concept to commercialization, ideally within food, nutrition, wellness, or consumer products
Strong consumer insights, analytical, and commercial instincts with the ability to translate data into compelling product concepts and business recommendations
Experience leading complex cross-functional initiatives and influencing stakeholders in fast-paced, ambiguous environments
Strategic thinking, creativity, curiosity, and a bias toward action; a builder mindset
Excellent communication and collaboration skills, with the ability to manage multiple priorities and projects effectively
Responsibilities
Shape Bobbie’s new formats innovation pipeline by identifying opportunities for growth across categories, occasions, and life stages
Translate consumer tensions, emerging behaviors, and market trends into clear innovation strategies and product concepts
Lead early-stage product development, from ideation through commercialization, ensuring alignment with consumer needs and business goals
Develop strong consumer propositions, positioning, claims, and reasons to believe for new products
Partner with cross-functional teams to bring concepts to life, balancing consumer desirability, technical feasibility, and commercial viability
Build and present compelling business cases for innovation opportunities, including market sizing, pricing, margins, and investment needs
Manage innovation projects through Bobbie’s Stage Gate process, making data-driven decisions on progression, pivoting, or stopping projects
Collaborate with Marketing, Sales, Supply Chain, and other teams to develop integrated go-to-market strategies and launch plans
Monitor product performance post-launch, gather consumer feedback, and optimize offerings based on learnings
Stay informed about emerging consumer behaviors, competitive innovation, and broader industry trends to inform strategic planning
Design and implement research initiatives to reduce uncertainty and validate product concepts
Benefits
Competitive salary based on geographic location and experience
Stock options and equity opportunities
401(k) plan with employer matching
Comprehensive medical, dental, and vision insurance fully covered by Bobbie, with options for dependents
Remote work flexibility within the US
Flexible Time Off Policy, including summer Fridays and paid holidays
Paid parental leave of 16 weeks, with an option for additional unpaid leave
Annual subscription to Bobbie products
Monthly internet stipend of $75
Inclusive and diverse company culture committed to belonging and authentic self-expression
Equal Opportunity
Bobbie is an equal opportunity employer. We do not discriminate based on race, religion, color, national origin, gender, gender identity, sexual orientation, age, marital status, veteran status, disability, or genetic information. We are committed to creating an inclusive environment where everyone can thrive and bring their authentic selves to work. We believe that diversity enhances our innovation and strengthens our community.