Brand Manager

Samyang America, Inc.; Brea (CA); On-site; USD 100,000 - 130,000; Full time

Benefits offered by this job

Annual incentive bonus

Medical/dental/vision insurance

Life insurance

PTO/FTO

401(k) plan with company match

Job summary

Samyang America is seeking a Brand Manager to lead brand management and innovation for Samyang & MEP brands in the U.S. You will own the product strategy, roadmap, and P&L, driving growth in better-for-you offerings and coordinating with HQ, operations, and sales to deliver scalable products.

The role requires 5–10 years of marketing experience in top-tier CPGs with hands-on NPD, retail launches, and people management.

Qualifications

• 5-10 years combined marketing experience in top tier CPG companies and entrepreneurial environments.
• CPG Food & beverage experience preferred, especially in better-for-you products.
• New product development, commercialization and launch experience in retail is mandatory.
• Must have people management experience - managed a minimum of 1 person.

Responsibilities

• Strategic Product Management: Develop and lead annual strategic plan and product roadmaps; own P&L for assigned lines.
• Innovation and Development: Identify market opportunities and oversee product development lifecycle with quality, cost, and timeline objectives.
• Consumer and Market Insights: Leverage Nielsen/IRI data to inform product decisions and strategy.
• Team and Cross-Functional Leadership: Lead brand marketing team and collaborate with sales on go-to-market and packaging.
• Performance Optimization: Monitor sales, margin, market share, and customer satisfaction; optimize underperforming products.

Skills

Brand management

P&L ownership

New product development

Retail marketing

Analytical decision making

Tools

Nielsen data analysis

Circana/IRI data

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.

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.

Position Summary

The Brand Manager will lead brand management and innovation function for the Samyang & MEP brands.

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

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.