Manager, Brand Strategy

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 :

The Manager, Brand Strategy will lead brand management and innovation function for Samyang America New Venture brand / s.

Key Responsibilities :

Strategic Product Management

Develop and lead an annual strategic plan to deliver against brand / s objectives.

Lead brand and market expansion efforts for a brand / s in the better-for-you food space.

Develop and execute the product strategy and roadmap, ensuring alignment with Samyang’s overall business goals.

Own the P&L for assigned product lines, balancing profitability with competitive positioning.

Innovation and Development

Identify market opportunities and gaps to drive innovation and differentiation in instant meals, sauces, and complementary products.

Oversee the product development lifecycle, ensuring adherence to quality, cost, and timeline objectives.

Build Innovation roadmap and Collaborate with HQ team, operations, and supply chain teams to deliver innovative and scalable products.

Consumer and Market Insights

Conduct deep dives into market data, consumer trends, and competitive intelligence to inform product decisions.

Utilize tools like Nielsen, IRI (Circana), and consumer research to effectively manage the business, provide recommendations and uncover opportunities.

Act as a voice of the customer, advocating for consumer needs and preferences in product development.

Team and Cross-Functional Leadership

Lead, manage and develop a brand marketing team (1-2 head count)

Partner with marketing to develop go-to-market strategies, packaging, and messaging that resonate with target consumers.

Work closely with sales teams to align product strategies with customer needs and retail requirements.

Lead cross-functional teams in managing complex projects, ensuring all stakeholders meet their deliverables.

Performance Optimization

Monitor product performance metrics, including sales, margin, market share, and customer satisfaction.

Lead initiatives to optimize underperforming products or leverage successful launches for broader market penetration.

Develop and present post-launch evaluations and recommendations to senior leadership.

Requirements :

5-10 years 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 - managed a minimum of 1 person

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

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

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

Bilingual in Korean and English

The base salary for this position is between $100,000.00 and $130,000.00 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.