Sr Brand Manager, New Brands and Innovation at SAMYANG AMERICA INC – Brea, California

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 looking for a Senior Manager New Brands and Innovation who will lead the commercialization and development of Samyang’s Newest Better for you Brands and the short-term innovation for Tangle, Samyang and New Brands.

Key Responsibilities:

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 for Tangle, Samyang and New Brands.

Strategic Product Management

• Develop and lead annual strategic plan to deliver against brand/s objectives and 4P (product, positioning, price, placement) planning & execution for Samyang’s New Better for you Brands

• Lead brand and market launch 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.

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 the integrated marketing team and Global HQ 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 for Samyang New Better for you brands.

• 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:

• 6-8+ 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, Monster etc) .

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

• Existing senior brand manager or experienced brand manager with 2+ years of experience as a brand manager

• High level expertise in Microsoft Excel and PowerPoint.

• Must have people management experience.

• 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.

• Experience partnering with global organizations

• Led packaging and brand design projects.

The base salary for this position is between $100,000.00 and $150,000.00 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.