Flagship Brand Development Manager

JOB SUMMARY

The Flagship Brand Development Manager is responsible for leading the development, positioning, and growth of the exclusive flagship brands. Unlike traditional private label products, flagship brands are proprietary concepts developed uniquely to create differentiation, strengthen brand identity, and drive store traffic.

This role oversees the entire lifecycle of flagship brand projects—from product ideation and research & development to brand creation, packaging development, and marketing execution. The role works closely with the merchandising team for category alignment while focusing primarily on brand strategy, product storytelling, and customer engagement.

The manager will also supervise a Graphic Artist to ensure strong visual identity and cohesive brand communication across all customer touchpoints.

Key Responsibilities

Brand Development & Strategy

• Lead the creation and development of proprietary flagship brands.
• Conceptualize unique product lines that align with wellness positioning and brand philosophy.
• Identify opportunities for exclusive product offerings that differentiate from competitors.
• Develop clear brand positioning, identity, and storytelling for each flagship brand.

Product Innovation & Development

• Coordinate with suppliers, product developers, and commissary partners to oversee product R&D.
• Work with the merchandising team to ensure flagship products align with category strategies.
• Monitor product quality, innovation trends, and customer feedback to continuously improve offerings.
• Lead product testing, sampling, and refinement prior to launch.

Brand Identity & Creative Direction

• Develop brand guidelines including packaging, visual identity, and brand voice.
• Oversee the Graphic Artist in the execution of visual materials including packaging, signage, and promotional assets.
• Ensure brand consistency across in-store displays, marketing materials, and digital platforms.

Launch & Promotion

• Plan and execute product launches in collaboration with Marketing and Store Operations.
• Develop promotional strategies to drive awareness and trial of flagship brands.
• Coordinate with stores to ensure effective in-store presentation and storytelling.

Cross-Functional Collaboration

• Collaborate closely with the Merchandising team for buying coordination and product sourcing.
• Work with Marketing on campaigns, promotions, and brand storytelling.
• Coordinate with Store Operations to ensure successful product rollouts and customer engagement.

Qualifications

• Bachelor's degree in Marketing, Business, Product Development, Design, or related field.
• Minimum 4–6 years of experience in brand development, product development, retail brand management, or private label development.
• Experience in FMCG, retail, wellness, or food innovation is highly preferred.
• Strong understanding of brand building, packaging development, and consumer positioning.
• Experience managing creative teams or working closely with designers is an advantage.