Assistant Brand Manager (Buldak) 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:

Samyang America is seeking a motivated and detail-oriented individual to join our growing team as an Assistant Brand Manager. In this role, you will play a key part in supporting the development and execution of go-to-market strategies for new product launches - driving awareness, demand, and adoption across the U.S. market.

Key Responsibilities:

Brand Positioning & Messaging

• Develop clear, differentiated positioning and messaging for each product and category.

• Translate technical product features into compelling consumer benefits and brand stories.

• Own product design, naming, claims framing, and core launch narratives.

New Product Development & Innovation

• Build both short term and long-term innovation pipeline across flavor line extensions, new benefits, and new formats to ensure profitable and incremental growth for the brand

• Assist end-to-end commercialization of the products from ideation to launching through owning the NPD process

• Provide ongoing forward-looking business outlook and category insights as part business planning activities and lead post launch review to track performance of the new products.

Go-To-Market & Launch Strategy

• Assists go-to-market strategy for all product launches across digital, retail, and wholesale.

• Support integrated launch plans in partnership with Brand, PR, Influencer, Retail, and E-commerce.

• Own launch briefs, timelines, and cross-functional alignment.

Consumer Insights & Marketing Analysis

• Leverage consumer insights, testing, and market intelligence to build compelling selling story of the responsible category & products

• Competitive analysis using data tools including Circana, Nielson Panel and Mintel.

Product Lifecycle Management

• Product lifecycle management including the product specs & design

• Successful item management through SAP

Sales Enablement & Training

• Develop product education, training materials, and selling tools for internal teams and retail partners.

• Support product knowledge sessions and launch readiness training.

Cross-Functional Partnership

• Partner closely with HQ for Product Development, Packaging, Regulatory, Brand, Creative, and Commercial teams.

• Ensure product readiness across training, tools, content, and selling materials.

Requirements:

• 4-7 years of experience in Brand / Marketing Management

• Strong FMCG / CPG industry experience

• Proven experience managing the category / products across major U.S. retail accounts (Walmart, Target, Kroger)

• Marketing analytics & consumer insight experience

• Strong understanding of cull commercialization and NPD process

• Proven experience working within cross-functional & HQ matrix structures

The base salary for this position is between $76,000.00 and $95,000.00 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.