Director of Brand Management and Innovation

Job Description

Job Description

About Samyang America

Samyang America stands as the #1 Gen Z brand, boldly shaping the future of food culture with innovative flavors, viral trends, and unforgettable brand experiences. We don’t just create food - we craft moments that spark excitement, inspire connection, and celebrate bold individuality.

Our mission is to bring daring, delicious products to the market that resonate deeply with the next generation of food lovers. From iconic spicy noodles to creative new launches, we are driven by passion, creativity, and a commitment to pushing the boundaries of taste and culture.

At Samyang America, you’ll join a dynamic team that thrives on innovation, collaboration, and a shared love for bold flavor experiences. We value fresh ideas, energetic spirit, and the courage to lead trends rather than follow them.

If you’re ready to be part of a brand that’s more than just food - a brand that moves culture and creates unforgettable moments - join our team today!

Position Summary :

We are seeking an experienced and strategic Director, Brand Innovation to lead end-to-end marketing and commercial success for the Samyang’s New Ventures product categories in the U.S. market and provide strategic marketing direction and support to the rest of the America’s business.

Key Responsibilities :

Lead brand management and innovation function for Samyang America New Ventures business.

Lead, manage and develop the New Ventures product marketing & design team (4+ head count)

Develop and lead an annual strategic plan to deliver against business objectives for portfolio.

Lead brand and market expansion efforts for a portfolio of products in the better-for-you food space.

Build portfolio strategy and portfolio innovation roadmap

Develop and execute U.S. marketing strategies aligned with global brand guidelines and local consumer needs

Serve as the key liaison between U.S. marketing and Korean HQ to ensure alignment of brand direction, product messaging, and launch plans.

Lead end-to-end go-to-market strategy for new product launches, including packaging adaptation, pricing strategy, promotional planning, and channel-specific activation. Lead product positioning and consumer messaging across key touchpoints such as in-store, e-commerce, digital, and social platforms.

Partner cross-functionally with Sales, Product Development, Supply Chain, and HQ to ensure timely and successful execution of marketing plans.

Own the category P&L : manage pricing, cost, and marketing budget to ensure profitability targets are met.

Develop and execute brand communication strategies across ATL, digital, in-store, social media, and e-commerce platforms to drive awareness and engagement.

Monitor consumer behavior, competitive dynamics, and market trends to inform strategic decisions and identify growth opportunities.

Lead and mentor the marketing team, agency partners, and external vendors to deliver high-impact campaigns.

Track and report marketing KPIs, ROI, and consumer engagement metrics to U.S. leadership and HQ stakeholders.

Requirements :

10+ yrs combined marketing experience in top tier CPG companies, AND small / entrepreneurial organizations.

CPG Food & beverage experience is highly preferred, especially in better for you products, but not required if the candidate has experience in top-CPG non-food firms (P&G, Unilever, Colgate, Clorox etc) .

New product development, commercialization and launch experience in retail is mandatory.

Must have people management experience, managing a minimum of 2-3 people at the same time.

Portfolio management (multi-product) experience

Highly analytical with proficiency analyzing, and making recommendations based on consumption (IRI and Nielsen) and shipment data.

Experience managing integrated marketing campaigns including paid, organic, shopper, influencers

Experience driving demand and expansion for products and partnering with sales in retail (mass, grocery, club, convenience) and DTC.

Experience partnering with global organizations

Led packaging and brand design projects.

Bachelor’s degree. MBA preferred.

The base salary for this position is between $140,000.00 and $170,000.00 per year. Actual compensation will depend on a variety of factors, including qualifications, experience, and location. This position may also be eligible for additional compensation and benefits, including an annual incentive bonus, medical / dental / vision insurance, life insurance, PTO / FTO, and a 401(k) plan with company match.

Equal Employment Opportunity Employer :

Samyang America is committed to providing equal employment opportunities to all individuals. We do not discriminate in employment decisions on the basis of race, color, religion, sex, national origin, age, disability, genetic information, or any other status protected by applicable federal, state, or local laws.