Description:
Gaia Herbs is seeking an experienced and product-savvy Senior Brand Manager to activate brand strategy, support product portfolio marketing management, and innovation for both the Gaia Herbs consumer brand and the Gaia Herbs Pro our practitioner-facing line. This pivotal role drives top-line growth, portfolio optimization, and new product development while bringing the brand’s plant-powered mission to life across channels.
The Senior Brand Manager will support brand and product strategy end-to-end: from spotting emerging ingredient trends to translating scientific and regulatory language into compelling consumer and practitioner messaging. They will guide complex product launches, oversee lifecycle management, and ensure every activation aligns to the broader brand vision and category growth goals. This person will be a team player guiding cross-functional projects, omni-channel marketing, and collaborating very closely with R&D, Operations, and Education teams. This role requires CPG or VMS industry experience and the ability to bridge consumer and healthcare practitioner audiences.

EDUCATION & EXPERIENCE

• Bachelor’s degree in Marketing, Business, or related field required;
• 7–10 years of progressive Brand, Product, or Marketing Management experience, including 2+ years in a senior-level role.
• Experience in CPG, natural health, or VMS categories, with exposure to practitioner or healthcare channels preferred.

SKILLS & COMPETENCIES

• Proven ability to translate scientific language and regulatory guidelines into consumer-friendly marketing.
• Deep knowledge of product lifecycle management, portfolio optimization, and new product development.
• Keen trend-spotting ability in ingredients, categories, and consumer behavior to drive innovation.
• Experience speaking to and working with healthcare practitioners, including understanding their unique decision-making process.
• Strong leadership skills with experience managing small teams and influencing cross-functional partners.
• Proficiency with market analytics tools (SPINS, Nielsen, IRI, Mintel) and digital performance metrics.
• Exceptional communication, presentation, and project management skills.
• Proven success developing omnichannel brand strategies and delivering measurable results.
• Strong grasp of P&L management, pricing, and product portfolio optimization.
• Insight-driven decision-making using consumer and practitioner data.
• Leadership experience with cross-functional teams and agency/vendor management.