Product Development & Marketing Manager
Nutrafol · United States · $120,000–$130,000 (stated in the posting)
Keep Growing with Nutrafol
We’re a growing company. Everything we do, we do to help people grow into the best version of themselves. As the pioneers of hair wellness, we create clinically tested products for hair growth and provide support for people at every step of their hair journey.
Our multi-factorial approach targets key root causes of hair thinning using a patented blend of standardized vitamins, minerals and natural ingredients -- and is recommended by over 7,500 physicians and hair professionals for trusted, reliable results. We never settle, and are continuously challenging existing treatments and methodologies to advance the frontier of hair science. As we help our customers grow, we grow too -- by embracing individuality and differences, leading by example, and empowering ourselves and others with our passion for wellness and innovation.
Keep growing. It’s our mantra. Our commitment to helping anybody and everybody committed to realizing their own potential to grow.
About You:
The Product Development & Marketing Manager is a hands-on product innovation marketer who will help shape what we launch next. Sitting within the Product Development & Marketing team, this role turns consumer insights, clinical science and market trends into new products and line extensions across our dietary supplement and topical hair care portfolios, and guides them from early concept through stage-gate development to launch and beyond.
Reporting into the Sr. Manager of Product Development & Marketing, this role works across a dynamic portfolio of projects rather than a single fixed category, moving between dietary supplements and topical cosmetic innovation as business priorities evolve. You will partner closely with Brand Marketing, Consumer Insights, Education, Growth, Retention, Retail, Professional, Creative, Copy, Formulation, Packaging, Operations, Supply Chain, Regulatory, Legal, Quality and Clinical & Medical Affairs, serving as the day-to-day contact who keeps each project on strategy, on time and on budget across our multi-channel business, including direct to consumer, Amazon, healthcare professionals, salons and prestige retail.
Responsibilities:
Competitive Landscape & Innovation Strategy:
- Own the competitive landscape from the product perspective, tracking competitor launches, formulations, ingredients, claims, clinical results, pricing and packaging across supplement and topical hair care.
- Build and maintain a centralized competitive intelligence hub, including product benchmarks, claims and ingredient matrices and pricing architecture, that serves as the single source of truth for the team and cross-functional partners.
- Support the Sr. Manager and Consumer Insights team to bring consumer research together with competitive and product intelligence, organizing the combined view into clear opportunity assessments and product recommendations.
- Deliver regular competitive readouts that flag threats and whitespace, and use them to inform the innovation pipeline and roadmap.
- Build compelling business cases for new concepts, including market sizing, consumer rationale, pricing, volume forecasts and margin targets, to secure stage-gate approval.
Product Development & Stage-Gate:
- Execute the stage-gate process and all deliverables for assigned projects across supplements and topicals, from ideation and concept through development, commercialization and launch.
- Write product, creative and copy briefs, defining the target consumer, benefits, claims ambition, format and cost targets, grounded in competitive benchmarks and product differentiation as approved by leadership.
- Develop product claims in partnership with Formulation and Clinical & Medical Affairs, grounded in how ingredients and studies support efficacy. Own them through Regulatory and Legal review to final approval for packaging, marketing and launch materials.
- Drive feasibility reviews with Packaging, Operations and Supply Chain for each concept. Confirm it can be manufactured, scaled and hit target cost of goods (COGS) and margin before each stage gate, and resolve any issues that would affect launch timing, raising risks to leadership as needed.
Positioning, Claims & Go-to-Market:
- Develop product positioning, value propositions, naming direction and core messaging that set new launches apart from the competition, aligning with senior Product and Brand leadership.
- Shape claims strategy in partnership with Clinical & Medical Affairs and Regulatory, ensuring structure/function and cosmetic claims are compelling, substantiated and compliant with FDA, FTC and NAD guidelines.
- Support development of new product assets that communicate efficacy and results (clinical before/afters, certification content, testing content, etc.).
- Build integrated go-to-market plans with Brand Marketing, Growth, Retention, Retail and Professional teams, tailoring launch strategies by channel and audience.
- Brief Creative, Copy and Packaging teams on launch assets that communicate efficacy, including clinical before-and-afters and testing content.
- Partner with Education to create sell-in materials, product training and FAQs for retail partners, healthcare professionals, stylists and Customer Experience teams.
- Collaborate with Medical Affairs to ensure clinical and scientific validation is reflected accurately in marketing communications.
Launch Performance & Lifecycle Management:
- Track post-launch performance against defined KPIs and competitive response, sharing learnings and recommending adjustments to positioning, claims or assortment.
- In partnership with the Sr. Manager, identify opportunities to strengthen the existing portfolio through reformulations, line extensions, new formats and updated claims.
Regulatory & Quality Partnership:
- Partner with Regulatory Affairs and Quality Assurance on compliance and product certifications for both dietary supplements and topical/cosmetic products.
- Proof packaging artwork and copy for accuracy, regulatory compliance and brand alignment.
Requirements:
- 5+ years in product development, innovation and/or product marketing within supplements, OTC, beauty or personal care; hair care or skincare preferred
- Proven track record of taking products from concept to launch through a cross-functional stage-gate process, ideally across omnichannel businesses
- Demonstrated experience conducting competitive analysis and product benchmarking, with the ability to organize complex market and consumer information into clear, actionable recommendations
- Strong business acumen, including building business cases, forecasts and pricing recommendations
- Working knowledge of claims substantiation and regulatory considerations for structure/function and/or cosmetic claims (FDA, FTC & NAD), including taking claims through Regulatory and Legal review
- Experience writing product, creative and copy briefs that drive clear, on-strategy work
- Ability to translate complex scientific and technical information into clear, compelling, consumer-friendly language
- Highly organized and detail-oriented; thrives managing multiple projects and shifting priorities in a fast-paced environment
- Advanced Excel and PowerPoint skills; SPINS, Circana or Amazon data experience a plus
- Excellent written and verbal communication and cross-functional collaboration skills