ByHeart is an infant nutrition company built from the ground up to deliver real innovation on behalf of babies and parents. Our mission is simple: make the best formula in the world. That’s why we studied the latest breast milk science, worked directly with suppliers we know and trust, set uncompromising quality standards, developed our own small batch blending process, built our own manufacturing facilities, and conducted a groundbreaking clinical trial. Our goal is to create a future where all parents feel amazing about feeding their baby—no matter how they do it.
When we launched our Whole Nutrition Infant Formula in March 2022, we were the first new U.S infant formula manufacturer in 15 years. Since then, we’ve been leading the way in a lot of ways.
We’re…
- The only U.S.-made infant formula to use organic, grass-fed whole milk
- The first and only U.S. infant formula company to add the two most abundant proteins found in breast milk—alpha-lac and lactoferrin—to our ingredients list
- The first infant formula company to receive Clean Label Project’s Purity Award (and we test for 700 contaminants vs the required 400)
- We ran the largest clinical trial by a new infant formula brand in 25 years—clinically proving our benefits vs a leading infant formula like:
- Less spit up
- Softer poops
- Easier digestion
- More efficient weight gain
- Enhanced nutrient absorption
- Longer stretches between nighttime feeds*
With >$250M in funding, we’re shifting the industry forward—and this is just the beginning. Help us build a future where all parents can feel amazing about feeding, by joining our growing team of >275 people that stretches across the country.
We're proud to offer competitive, family-first benefits, including but not limited to:
- Health insurance for the whole family: medical, dental, & vision insurance covered 100%, with 90% coverage for your family.
- Flexible paid time off: plus 12+ company holidays, and 2 floating holidays to use at your discretion!
- 16-weeks of fully-paid parental leave and new parent support: free 1-year supply of formula, cozy feeding suites, and paid pumping time.
- Up to 6% 401(k) Match to help you plan for your future.
- Company equity for every employee: because when we succeed, we succeed together!
Visit our site to learn more, and check out some recent press on ByHeart:
- White House Roundtable: President Biden Meets with Infant Formula Manufacturers
- Business Insider: ByHeart Announces Published Data in a Scholarly Journal on Benefits of The Novel High Quality Protein Blend in Their Groundbreaking Next-Generation Easy to Digest Infant Formula
- Governor Wolf Press Conference: Gov. Wolf highlights state investment in ByHeart, first new formula manufacturer in 15 years
- CBS News: As parents scramble to find baby formula, a new manufacturer is seeing soaring demand
- Forbes: A Startup Wanted To Make A Better Baby Formula. It Took Five Long Years.
*based on data from infants at approximately 4 months of age
Role Description
As the Product & Innovation Marketing Director, you will be a part of the core team responsible for shaping and growing the ByHeart brand in its early years. This role requires a strategic blend of left-brain analytical thinking and right-brain creativity to lead product marketing efforts and spearhead new product innovations. The ideal candidate has a passion for uncovering consumer insights, crafting compelling product claims, and identifying white space opportunities to drive growth.
The role will split time between enhancing our current product offerings (60%) and leading new product innovations (40%), with a strong emphasis on collaboration across various departments.
The position reports to the VP of Brand & Product Marketing and collaborates closely with multiple teams, including Brand Marketing, Creative, R&D, DTC, Retail, Etail, and Operations.
Candidates with CPG challenger brand experience are highly preferred for this role, as it demands an entrepreneurial mindset and the ability to drive product distinction in a competitive market.
What you will accomplish:
Product Marketing
- Lead go-to-market strategies for current products, leveraging consumer insights, product performance data, and cross-functional team input.
- Partner with performance marketing teams to craft messaging that emphasizes product differentiation and communicates a clear claims hierarchy.
- Collaborate with Brand Marketing, Creative, and R&D teams to develop product messaging that resonates with consumers and aligns with brand strategy.
- Craft compelling product sell-in stories for internal stakeholders and retail partners, focusing on competitive advantages and consumer demand.
- Utilize market and consumer data to refine product claims and improve messaging for better consumer engagement.
Innovation & New Product Development
- Lead efforts to identify white space opportunities and drive new product innovations through collaboration with R&D, Brand Marketing, and other teams.
- Develop business cases for new product concepts, assessing the potential size of the opportunity, market demand, and competitive positioning.
- Work closely with the creative team to develop prototypes and early-stage products that align with brand positioning and meet consumer needs.
- Ensure that innovations are backed by compelling product claims and messaging, working with performance marketing to develop differentiation strategies.
- Refine product innovations and assess feasibility and market readiness through cross-departmental collaboration.
This should describe you:
- Balanced Thinking: Combines left-brain analytical skills with right-brain creativity to drive both product performance and innovation.
- Collaborative Partner: Experience working with multiple cross-functional teams to ensure product success and drive brand initiatives.
- Consumer Insight Mastery: Passion for consumer insights and turning them into powerful marketing strategies.
- Creative Problem Solver: Ability to develop innovative product ideas and market them effectively to internal and external stakeholders.
- Entrepreneurial Spirit: Experience working in CPG challenger brands, with a proven ability to thrive in fast-paced, competitive markets.
Who you will work with:
- Reporting to VP of Brand & Product Marketing
- Work closely with the Creative, Brand Marketing, R&D, Parent Experience, Retail, and DTC Marketing teams
- Collaborate with Legal, Medical, and Regulatory
How You’ll Spend Your Time:
60% – Current Product Marketing:
- (25%) Product Positioning—managing existing and introducing new product claims; ensuring alignment with Brand, Creative, Retail, and Performance Marketing teams.
- (15%) Competitive Messaging—crafting claims & messaging hierarchy and differentiation.
- (10%) Insights & Market Analysis—analyzing consumer and market insights to refine existing products and claims.
- (10%) Sell-in Stories & Retail Support—creating compelling product stories for Retail / Etail partner meetings, pitches, and joint business planning.
40% – Innovation & New Product Development:
- (20%) Ideation & White Space—identifing market opportunities and collaborating with R&D and Commercial/Marketing on new product ideas.
- (10%) Business Case Development—building and presenting business cases, assessing market potential and opportunity size.
- (10%) Product Development—collaboration with R&D and Creative on developing new products aligned with consumer needs.
Qualifications:
- Bachelor’s degree in Marketing, Business, or a related field; MBA preferred.
- 8+ years of experience in product marketing, consumer insights, or innovation roles, with a preference for CPG challenger brand experience.
- Proven track record in both insights-driven product development and creative innovation.
- Experience working cross-functionally with Brand Marketing, Creative, R&D, DTC, Retail, and other departments.
- Strong analytical skills combined with a creative mindset, able to translate data into actionable strategies and innovative product concepts.
- Expertise in crafting product sell-in stories for internal stakeholders and external retail partners.
- Ability to develop business cases that evaluate the potential size of market opportunities and forecast long-term growth.
- Exceptional communication and storytelling skills with a talent for translating complex product features into clear, consumer-facing messaging.
The minimum annual salary for this position is $175,000 and the maximum is $190,000. The salary range for performing this role outside of New York City will differ. Additionally, you will be eligible for a discretionary performance based annual cash bonus and to participate in our company’s equity program, plus our robust medical, dental, vision, retirement, and other benefits.
We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.
What We Do
Founded in 2016, ByHeart is a fully integrated baby nutrition company dedicated to empowering parents with choice: we want ‘best nutrition for baby’ to be possible for every parent out there.
We build each product from ground up: a team of pediatricians, breastmilk researchers and nutrition experts at the forefront of immune, cognitive, digestive and microbiome health informs our next-to-nature approach; we hand-pick the most wholesome ingredients from partners and farms that we consider family; we take pride in what we put in and in what we keep out of each recipe. On track to become only the 4th fully-integrated, FDA-registered baby nutrition company in the US, we blend in our own facility in Reading, PA with a proprietary small batch process to retain highest ingredient quality. Innovation isn’t easy, but we believe babies – and their parents – deserve a better feeding future.
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