General Manager - Business Leader ( marketing, NPD, full P&L leadership focused ) REMOTE

As GM, you’ll lead our wellness products—owning the brand’s P&L, growth roadmap, innovation pipeline, and team. You’ll set the strategy and roll up your sleeves to make it real. From revitalizing our retail presence to breaking new ground in DTC, you’ll chart the course and bring it to life.

Position is REMOTE

What You’ll Do:

Business Leadership & Strategy

• Own and drive the brand’s strategic plan, long-range growth vision, and financial performance.
• Foster strategic retailer partnerships to build joint business plans that drive mutual growth and long-term brand equity.
• Drive delivery of near-term goals for market share, sales, and brand contribution to fuel both topline growth and long-term brand equity.
• Develop and execute business plans to meet or exceed revenue, margin, and profitability goals.
• Identify and pursue new growth opportunities, including channel expansion, product and marketing innovation, and partnerships.

Cross-Functional Management

• Promote seamless integration across Sales, Marketing, Supply Chain, and Product teams to ensure unified execution of brand strategies.
• Lead and align Marketing, Sales, Supply Chain, Finance, and Product Development around brand objectives.
• Coordinate with Operations and R&D to ensure delivery of ongoing innovation backed by industry leading high-quality products and services.
• Manage cross-functional project timelines, budgets, and KPIs.

Brand Stewardship

• Drive innovative growth marketing strategies across digital, retail, and omnichannel platforms to accelerate brand awareness and revenue.
• Guide brand positioning, identity, and communication across all customer touchpoints.
• Ensure consistency of brand messaging in digital, retail, and direct-to-consumer channels.
• Monitor and respond to market, consumer, and competitive trends. Leverage real-time data sources, including sales analytics, social listening, and Voice of Consumer (VOC) insights to inform decisions and identify competitive opportunities

New Product Development

• Identifying consumer needs/trends and translating into a product pipeline that drives profitable growth.
• New product forms/categories will be critical and seeking someone who can both set the strategy and execute the plan will be critical.

Team Leadership

• Lead, mentor, and develop a high-performing team that operates as one across all departments. Create the North Star, inspire the team, and go with gusto as one to reach the goal.
• Foster a culture of accountability, agility, and performance.
• Champion a culture of continuous experimentation and change agility, encouraging the team to adapt and innovate in response to dynamic market shifts.
• Collaborate with HR to recruit and retain top talent.

Financial & Operational Oversight

• Partner with the CFO to identify and execute Revenue Growth Management (RGM) strategies to drive profitable growth and operational efficiency.
• Partner with Supply Chain to champion initiatives that improve customer service levels and ensure excellence across the full brand portfolio.
• Own brand P&L, manage budgets, and make data-driven decisions to optimize ROI.
• Track performance against goals, flag risks, and proactively develop mitigation plans.
• Oversee forecasting, demand planning, and supply coordination in partnership with Operations.

What We’re Looking For:

• Bachelor’s degree required, MBA or advanced degree preferred.
• Enjoys the work and can spread the love of products to all they meet
• 8-10+ years of progressive experience in brand management, general management, or commercial leadership OR you’ve grown a brand and ridden this rocket before.
• Proven success managing a brand or business unit with full P&L responsibility.
• Strong strategic thinking, analytical, and problem-solving skills.
• Demonstrated ability to lead cross-functional teams and drive results in a fast-paced environment.
• Experience in omnichannel environments (e.g., retail, DTC, Amazon, foodservice, etc.).
• Excellent communication, leadership, and stakeholder management skills.
• CPG, health & wellness, beauty, or food/beverage industry experience.
• Experience navigating and influencing within a matrixed organizational environment to align cross-functional teams and remove executional roadblocks.
• Private equity or entrepreneurial business background a plus.
• Hands-on experience with innovation pipelines, go-to-market strategy, and commercialization