Product Marketing Manager

Who We Are Looking For
We are looking for a strategic and results-driven marketing leader to join our team as a product marketing manager. In this role, you will direct the marketing strategy, branding, positioning, and global growth of one of USANA's nutritional supplement product lines, turning scientific credibility into demand across international markets. You will manage the implementation of that strategy, including engaging outside agencies and collaborating with internal departments, and you will own the marketing roadmap from launch through post-launch sustainment, influencing executive leadership and cross-functional partners along the way.
What You Will Do as a USANA Product Marketing Manager
Set and direct the global marketing strategy, branding, positioning, and long-term plans for your assigned supplement product line — including new product development, promotional campaigns, and go-to-market strategy for each launch, and define what success looks like, running the post-launch read on results
Build the positioning and value proposition for your products — the problem solved, the promise made, the proof behind it, and the price-to-value narrative that defends premium pricing as the category commoditizes
Sustain products after launch with an ongoing campaign calendar — refreshed creative, always-on creator and affiliate activity, seasonal angles, customer proof, and re-engagement — and report awareness, trial, and repeat performance at 30, 90, and 180 days, deciding when to reinvest, reposition, or retire
Direct marketing managers in executing product launch and upgrade timelines, tracking project details from inception through launch
Own the marketing asset system for each launch, including campaign concept, video and social scripts, email/SMS sequences, creator and affiliate briefs, retail and distributor materials, selling decks, product detail pages, and campaign landing pages — and their localized adaptations across markets, including hands-on layout and design work using design and AI tooling before handing off to a designer for finish, applying AI throughout to compress research, validation, and creative iteration while verifying outputs before use
Lead naming, tagline, and packaging decisions for the product line, including trademark screening, cross-cultural checks, shelf and unboxing impact, and multi-language, multi-region label compliance
Oversee the marketing budget and the ROI of marketing initiatives, ensuring objectives are met within budget, and recommend actions to improve margins and value proposition
Partner with portfolio, general sales managers, creative services, project management, R&D, and global marketing teams to align campaigns, launches, and regional strategy, and lead cross-functional meetings
Evaluate consumer feedback, market research, competitive activity, and category and ingredient trends to guide messaging, positioning, and category strategy, adjusting for changing market and competitive conditions
Develop messaging and communications for new products, upgrades, discontinuations, and label/claims updates, ensuring stakeholders have the information they need and that all claims are substantiated before they ship
Provide internal training on products, programs, and marketing initiatives, and represent USANA at events, speaking fluently to product offerings, features, benefits, and the brand
Build and maintain relationships with industry influencers, key partners, and sales representatives, and communicate territory and product changes affecting sales
Establish sales, participation, and profit/loss goals for the product line globally, in coordination with finance and general managers, and grow the business on three explicit levers: more customers, higher average transaction value, and greater purchase frequency
Background and Skills You Will Need
Bachelor's degree in business, marketing, or a related field required; advanced degree or specialized training preferred
8+ years of experience in marketing consumer goods, including at least one full product launch owned end-to-end from go-to-market plan through post-launch performance, and experience managing or coaching direct reports
Category background in nutritional supplements, functional food and beverage, or an adjacent regulated consumer health category
Excellent written and verbal communication skills, including copywriting range from long-form product storytelling to a six-word tagline, with the ability to adapt style to different audiences and influence executive leadership
Proven success developing marketing communications, promotions, positioning, and long-term strategy, including work defending a product's price or raising its perceived value
Working design ability — hands-on proficiency with Adobe Creative Cloud, Figma or equivalent, and AI image/design tools — and the visual judgment to know when a layout is working and why
Multi-market or international experience making a message land in more than one culture, not just translating it, along with regulated-claims literacy and the habit of confirming substantiation before a claim ships
Strong proj