Role Overview
This Product Line Manager is a key operator in scaling our RAW Protein Bar portfolio. This role owns the execution and evolution of a key building block in our company, turning category strategy into winning products, clear consumer narratives, and disciplined go-to-market execution. You will operate with urgency, commercial rigor, and a challenger mindset in this hyper-competitive category. Experience scaling a brand in the protein bars or similar category is a must.
This is not a passive coordination role. We are looking for a builder who can manage complexity, create clarity, and push products from concept to shelf with speed and precision.
Key Responsibilities
Strategy, Insight & Innovation
- Translate category strategy into a focused, long-term product roadmap that prioritizes growth, margin, and consumer relevance.
- Define clear target consumer segments and use cases for innovation, grounding new product development in unmet needs, performance benefits, and commercial opportunity.
- Help lead product ideation and concept generation, translating consumer insight, brand strategy, and business objectives into viable innovation pipelines.
- Actively monitor market trends, competitive launches, and consumer behavior to identify whitespace opportunities, portfolio gaps, and emerging marketing shifts.
Product Storytelling & Go-to-Market
- Build sharp, consumer-facing product stories that clearly articulate functional benefits and product benefits to cut through crowded protein bar shelves.
- Partner with the GM to design and execute go-to-market strategies for new product launches, ensuring speed, alignment, and commercial readiness.
- Evaluate and size business opportunities to prioritize innovation and renovation launches based on revenue potential, margin accretion, and strategic fit.
- Set channel priorities by consumer segment, ensuring the right flavors, pack configurations, ingredient mix, pricing, and messaging are deployed across channels to maximize velocity and profitability.
Portfolio Performance & Margin Management
- Continuously track and report on portfolio performance using market and internal data, flagging issues early and translating insight into corrective action.
- Help build promotional calendars and develop channel-specific plans that balance brand impact, velocity, and margin.
- Work cross-functionally with Innovation, Finance, Ops, Commercial and Supply Chain to improve CM1, and drive contribution margin growth.
- Actively manage portfolio complexity by identifying underperforming or redundant SKUs and leading rationalization efforts to improve focus, efficiency, and profitability.
- Improve category and product line margins by shaping assortments toward margin-accretive SKUs and disciplined pricing, trade, and mix decisions.
Execution & Cross-Functional Leadership
- Serve as the project management backbone for protein bars, driving timelines, decision-making, and accountability across teams.
Qualifications
- 5+ years of experience in product management, brand management, or category management within CPG or high-velocity consumer brands.
- Proven strength in project management, with a track record of delivering complex initiatives on time and at pace.
- Strong commercial instincts with the ability to connect consumer insight to P&L impact.
- Experience supporting or leading multi-channel product launches.
- Comfortable operating in fast-moving, ambiguous environments where priorities evolve quickly.
- Operates with a growth mindset: tests, learns, iterates quickly, and uses wins and failures to drive better personal and commercial outcomes.
- Highly analytical; cuts through noise, pressure-tests assumptions, and turns insight into decisive action.
- Required: Experience in sports nutrition, protein bars, snacks, functional nutrition, or performance-driven categories.
What Success Looks Like
- Product roadmaps that are decisive, prioritized, and aligned to company goals and growth objectives.
- Launches that move fast, hit the mark, drive velocity and grow share.
- Tangible margin improvement driven by smarter portfolio, pricing and promotional decisions.
