Cape Town: Brand Strategy and Product Lead – Wellness (Cape Town OR JHB) posted by DataFin Recruitment

ENVIRONMENT:

A premier Distributor of Healthcare Products seeks a dynamic Brand Strategy and Product Lead to revitalize its legacy assets and accelerate new brands toward market leadership and profitability. This is a high-impact, entrepreneurial role where you will be responsible for the end-to-end success of the internal brand portfolio. You arent just managing a brand; you are “CEO” of the brand’s market fit. Your mission is to bridge the gap between manufacturing capabilities and the actual needs of the modern consumer. The ideal candidate will require 5+ years in Brand Management, Product Marketing, or Growth Marketing (CPG or Supplement experience is a significant plus). You also need to be comfortable using data to drive decisions; proficiency with Shopify Analytics, Google Analytics, and Ad Managers. You will also need experience with social media and paid media (Meta, Google, TikTok).

DUTIES:

Market Identification & Definition

Conduct deep-dive research to identify underserved segments within the supplement industry.

Develop detailed “Ideal Customer Profiles” (ICPs) for each of the three internal brands.

Analyse competitor landscapes to find opportunities for the legacy brand (rejuvenation) and newer brands (disruption).

Product-Market Fit & Innovation –

Collaborate with R&D and Manufacturing teams to define product pipelines based on consumer demand.

Identify “Hero Products” that the target market wants, while ruthlessly cutting products that don’t resonate.

Translate complex ingredient profiles into consumer-friendly benefits.

Messaging & Narrative Construction –

Develop a distinct “Voice of Brand” for each entity.

Identify the specific emotional and functional triggers that resonate with each target demographic.

Create high-converting copy and messaging frameworks for web, social, and packaging.

Iterative Testing & Data Validation –

Run “lean startup” experiments using social media and paid media (Meta, Google, TikTok) to test messaging before full-scale launches.

Utilize existing customer base for surveys, focus groups, and beta-testing new concepts.

Analyse performance data to pivot or double down on specific marketing angles.

Multi-Channel Marketing Strategy –

Define the strategic purpose of the online presence for each brand: Determine whether digital channels serve primarily to drive physical retail sales (informational/awareness), function as a standalone profitable e-commerce engine (contingent on a winning product/market mix), or operate as a hybrid model.

Develop and execute comprehensive marketing plans across e-commerce (DTC), social media, and retail channels.

Manage and coordinate external marketing agencies and internal marketing resources to ensure execution excellence and brand consistency.

P&L Management & Profitability –

Take full accountability for the growth and profitability of the internal brand portfolio.

Optimize Customer Acquisition Cost (CAC) and Lifetime Value (LTV) ratios.

Work with the executive team to set and achieve revenue and margin targets.

New Opportunity Development & GTM Playbook

Build the “Recipe” for Opportunity Assessment: Develop a standardized framework to investigate and qualify new product categories or brand extensions.

Market & Product Validation: Design and lead a testing protocol to validate market demand and product efficacy before heavy capital investment.

Scalable Roll-Out Strategy: Create a repeatable Go-To-Market (GTM) playbook for launching new initiatives, ensuring a seamless transition from “pilot test” to “full-scale retail and digital distribution.”

Portfolio Expansion: Continuously scout for high-growth trends that align with our manufacturing strengths to keep the internal brand portfolio ahead of market shifts.

REQUIREMENTS:

5+ Years in Brand Management, Product Marketing, or Growth Marketing (CPG or Supplement experience is a significant plus).

Analytical Mindset: Comfortable using data to drive decisions; proficiency with Shopify Analytics, Google Analytics, and Ad Managers.

Experience with social media and paid media (Meta, Google, TikTok).

Strategic Thinking: Ability to see the “big picture” while being willing to roll up your sleeves for execution.

Agility: Experience working in a fast-paced environment where you must manage multiple brands with different lifecycles.

Communication: Exceptional copywriting and presentation skills to align internal stakeholders and external consumers.