Bobbie makes European-style organic infant formula manufactured end-to-end in the U.S., because we believe every parent deserves to feed their baby with confidence, without judgment and without compromise. No mystery ingredients. No shortcuts. Just clean, thoughtfully made formula that parents can trust.
But Bobbie has never been just a formula company. When the 2022 national infant formula shortage left parents across the country unable to feed their babies, we closed our storefront to new customers rather than leave a single existing family without formula. We went to Washington. We got loud. And we opened our Heath, Ohio manufacturing facility to make sure something like that could never happen again.
That's who we are, and that's what you'd be joining.
Bobbie for ChangeOur advocacy arm, Bobbie for Change, exists because making great formula isn't enough if the systems around parenthood are still broken. We fight for paid federal parental leave, push for legislation to prevent future formula shortages, advocate for feeding equity, and support families navigating impossible situations, including donating formula to parents impacted by breast and gynecologic cancers through the Bobbie Breasties program.
We're a company that genuinely believes becoming a parent makes you an activist. The people who work here feel that too.
The Role
The Brand Manager, Formula Lead is responsible for driving the growth, performance, and evolution of Bobbie's infant formula portfolio across DTC, retail, and emerging channels. Reporting to the Director of Product Success & GTM, this role serves as a business owner for key areas of the infant formula portfolio, partnering cross-functionally to identify opportunities, develop innovation, execute commercialization plans, and optimize in-market performance.
This role sits at the intersection of brand management, product innovation, commercialization, and business strategy. The Brand Manager will help translate consumer insights, market opportunities, and business objectives into actionable plans that drive growth and strengthen Bobbie's position within the category.
The ideal candidate combines classical brand management training with strong analytical skills, commercial acumen, and a passion for building consumer-centric products and brands.
What you will accomplish:
Business Ownership
- Support management of the infant formula portfolio, helping drive growth, profitability, and long-term brand health.
- Monitor category, competitive, consumer, and business performance trends to identify opportunities and risks.
- Develop recommendations to improve product performance, strengthen positioning, and support portfolio growth.
- Partner with Finance, Insights, Sales, and Brand teams to evaluate business performance and inform strategic decisions.
- Support development of annual business plans, portfolio strategies, and growth initiatives.
Innovation & Product Development
- Support development of new products, renovations, and line extensions from concept through commercialization.
- Translate consumer insights and market opportunities into product concepts and business recommendations.
- Partner with cross-functional teams including Product Development, Regulatory, Operations, and Supply Chain throughout the innovation process.
- Contribute to opportunity sizing, business case development, and stage gate preparation.
- Help identify whitespace opportunities and emerging consumer trends that can inform future innovation.
Commercialization & Launch Execution
- Lead cross-functional execution of product launches, renovations, and commercialization initiatives.
- Partner with Marketing, Sales, Operations, Customer Experience, and Supply Chain teams to ensure launch readiness.
- Manage timelines, key milestones, dependencies, and risks throughout the commercialization process.
- Support development of launch plans, positioning, claims, messaging, and go-to-market recommendations.
- Help ensure successful execution across retail, DTC, and emerging channels.
Product Performance & Portfolio Optimization
- Monitor post-launch product performance and identify opportunities for optimization.
- Analyze key business metrics including velocity, repeat rates, subscription performance, distribution, ratings and reviews, and consumer feedback.
- Develop recommendations to improve product performance, consumer experience, and commercial outcomes.
- Support lifecycle management initiatives including product updates, assortment changes, pricing evaluations, and portfolio transitions.
Consumer & Market Insights
- Maintain a strong understanding of consumer needs, category trends, and competitive dynamics.
- Partner with Insights teams to support consumer research, concept testing, claims testing, and market assessments.
- Synthesize consumer, retailer, and performance data into actionable recommendations.
- Help ensure business decisions remain grounded in consumer understanding and market realities.
What we would like you to have:
- 7+ years of experience in Brand Management, Innovation, Product Marketing, or related CPG roles.
- Classical brand management training strongly preferred. Emerging brand experience
- Strong analytical and problem-solving skills with the ability to translate data into action.
- Experience leading complex cross-functional initiatives.
- Understanding of CPG commercialization, innovation, and retail environments.
- Excellent project management and organizational skills.
- Strong written, verbal, and presentation communication skills.
- Ability to influence stakeholders and build alignment across teams.
Leadership Traits
- Strategic thinker with strong business acumen.
- Consumer-first mindset with curiosity and learning agility.
- Collaborative and low ego team player.
- Strong ownership mentality and bias toward action.
- Comfortable operating in ambiguity and fast-growing environments.
- Balances attention to detail with big-picture thinking.
Success in This Role Looks Like
- The infant formula portfolio continues to grow through strong business and consumer-focused recommendations.
- Cross-functional teams operate with alignment, accountability, and clear communication.
- Consumer insights and business data are translated into meaningful action.
- Bobbie continues building a differentiated, high-performing infant formula portfolio that drives growth and strengthens brand equity.
You’re inspired by our core values:
- Be Radical - We are change makers, rule breakers and stigma shakers. We are unapologetically bold and use our megaphone for good.
- Nurture the Tension - Parenthood is full of healthy tension, and so is building a company. We embrace the unknowns, practice humility and are a culture of learners.
- Deliver Ounce by Ounce - Our customers have entrusted us to feed their babies. We lose sleep over the details, so they don’t have to.
- Don’t Assume - We embrace our unique perspectives, withhold judgment, and find beauty in the paths that brought us all to Bobbie. Our strength is celebrating each other and our collective voice.
Compensation and Benefits:
Compensation
Our salaries are based on paying competitively for our size and industry. For fully remote roles, we have a single salary target per role that is differentiated based on geographic location (Group A, B, or C).
Coming week of 6/8/26
Benefits
- Competitive stock options
- 401k with employer match
- Employee medical, dental, and vision insurance 100% covered by Bobbie, with options to add dependents through a subsidized pre-tax deduction
- US-based remote work model
- Flexible Time Off Policy (including Summer Fridays; half days on Fridays Memorial Day through Labor Day)
- 16 paid company holidays, plus an end of year holiday shut down
- 16 weeks of paid parental leave with the option to take an additional 8 months unpaid
- One year subscription to Bobbie or Baby's Only
- $75 monthly internet stipend
- Co-working space reimbursement
At Bobbie, we are committed to building a diverse and inclusive company. We seek to create a culture where everyone can belong because we believe that people do their best work when they can show up every day as their authentic selves. We welcome people of different backgrounds, experiences, abilities, and perspectives.
Bobbie is an equal opportunity employer. We do not make hiring or employment decisions on the basis of race, religion, color, national origin, gender, gender identity, sexual orientation, age, marital status, veteran status, disability status or genetic information, in compliance with applicable federal, state and local law.
Bobbie Personnel Privacy Policy and Notice at Collection
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