Senior Brand Manager

📌 Core Information

🔹 Job Title: Senior Brand Manager

🔹 Company: Primal Pet Group

🔹 Location: Chicago, IL (Remote OK)

🔹 Job Type: Full-Time

🔹 Category: Brand Management, Product Development

🔹 Date Posted: June 26, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: Remote OK (with option to work on-site)

🚀 Job Overview

Key aspects of this role include:

• Leading innovation and product renovation for Primal Pet Foods
• Developing and executing brand strategy, consumer insights, and product development
• Collaborating cross-functionally to manage projects and optimize the product portfolio
• Analyzing market trends, consumer preferences, and competitor activities to identify opportunities
• Working closely with R&D, Nutrition, and other teams to ensure product quality and success

ASSUMPTION: This role requires a strategic mindset with a strong blend of analytical and data-driven thinking, as well as excellent communication and project management skills.

📋 Key Responsibilities

✅ Lead the creation and continuous development of a 3-year product pipeline for domestic and international markets

✅ Develop and manage the ideation process, including identifying, researching, sizing, and validating ideas

✅ Lead innovation projects from concept to launch within the Primal StageGate process

✅ Analyze market trends, consumer preferences, and competitor activities to identify innovation/renovation opportunities

✅ Collaborate with cross-functional teams to support innovation projects and ensure alignment with business objectives

✅ Manage detailed deliverables related to the creative execution of new products, including timelines, technical documents, and packaging proofing

✅ Monitor project progress, identify risks and issues, and implement mitigation strategies as needed

✅ Develop compelling, insight-backed presentations to support product sell-in, marketing hand-off, and training

✅ Identify opportunities for innovation process optimization and help develop changes to improve effectiveness and streamline speed to market

ASSUMPTION: This role involves a high level of detail and organization, as well as the ability to manage multiple projects simultaneously and meet deadlines in a fast-paced environment.

🎯 Required Qualifications

Education: Bachelor's Degree in Marketing or related field required, MBA is a plus

Experience: 5+ years of prior brand innovation and product development experience in the consumer packaged goods (CPG) industry, with a strong preference for pet food industry experience

Required Skills:

• Proven track record of leading successful new product initiatives from concept development to commercialization
• Strong blend of strategic mindset and analytical/data-driven thinking
• Strong communication and relationship-building skills
• Excellent project management skills
• Proficient in Microsoft Excel, PowerPoint, and Word
• Experience using data sources such as Nielsen, Stackline, and trend reports

Preferred Skills:

• Experience with the Primal StageGate process
• Familiarity with the pet food industry and its trends

ASSUMPTION: Candidates should have a strong entrepreneurial mindset, delivering big picture thinking while executing with a detail-oriented focus.

💰 Compensation & Benefits

Salary Range: $140,000 - $180,000 (dependent on experience level, qualifications, location, and other factors)

Benefits:

• Health, dental, and vision insurance
• 401(k) plan with company match
• Paid time off (vacation, sick, and holidays)
• Employee discounts on Primal Pet Group products

Working Hours: Full-time (40 hours per week), with the option to work on-site in Evanston, IL

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Senior Brand Manager role in the consumer packaged goods industry, with consideration for the candidate's experience level and location.

📌 Applicant Insights

🔍 Company Context

Industry: Primal Pet Group is a leading manufacturer of raw and gently prepared foods, treats, chews, and supplements for pets. They operate state-of-the-art manufacturing facilities in California, Colorado, Texas, and Washington.

Company Size: Primal Pet Group has 501-1,000 employees, providing a mid-sized company environment with opportunities for collaboration and growth.

Founded: 2021, with a rich history in the pet food industry through its various brands

Company Description:

• Primal Pet Group is committed to giving dogs and cats the life they deserve by rethinking what they eat and offering innovative solutions
• The company operates under a portfolio of brands, including Primal Pet Foods, Himalayan Pet Supply, Prairie Dog Pet Products, Primal Pets Health Supplements, and EcoKind Treats & Chews
• Primal Pet Group focuses on using production processes that best retain the natural nutrition of quality ingredients

Company Specialties:

• Raw and gently prepared pet food
• Pet treats and chews
• Pet supplements
• Pet food manufacturing

Company Website: PrimalPetGroup.com

ASSUMPTION: Primal Pet Group's focus on innovation and quality makes it an attractive employer for candidates seeking to make an impact in the pet food industry.

📊 Role Analysis

Career Level: This role is at the senior management level, requiring significant experience and expertise in brand management and product development

Reporting Structure: The Senior Brand Manager reports directly to the Primal Pet Group Chief Marketing Officer

Work Arrangement: This role is mostly remote, with the option to work on-site in Evanston, IL, and requires up to 25% travel to other Primal locations and necessary business locations

Growth Opportunities:

• Potential to grow into a leadership role within the marketing or product development teams
• Opportunities to work on cross-functional projects and gain exposure to various aspects of the business
• Chance to make a significant impact on the company's product portfolio and market position

ASSUMPTION: This role offers a high degree of autonomy and responsibility, providing ample opportunities for professional growth and development.

🌍 Location & Work Environment

Office Type: Primal Pet Group's headquarters are in Fairfield, CA, with additional offices in Abilene, TX, and Arlington, WA. This role is mostly remote, with the option to work on-site in Evanston, IL

Office Location(s): Evanston, IL (with the option to work remotely)

Geographic Context:

• Chicago, IL, offers a diverse and vibrant urban environment with numerous cultural, recreational, and dining options
• The city is home to a thriving pet industry, providing ample opportunities for networking and professional growth
• Chicago has a humid continental climate, with warm summers and cold, snowy winters

Work Schedule: Full-time (40 hours per week), with flexible hours and the option to work remotely

ASSUMPTION: The mostly remote work arrangement provides candidates with a high degree of flexibility and work-life balance, while still offering the opportunity to collaborate and connect with team members in-person.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the HR department
• In-depth interview with the hiring manager and/or other team members
• Final interview with the Chief Marketing Officer
• Background check and reference check (if applicable)

Key Assessment Areas:

• Brand management and product development experience
• Strategic mindset and analytical thinking
• Communication and relationship-building skills
• Project management skills
• Cultural fit and alignment with Primal Pet Group's values and mission

Application Tips:

• Tailor your resume and cover letter to highlight relevant experience and skills for this role
• Demonstrate your understanding of the pet food industry and Primal Pet Group's products
• Prepare for behavioral interview questions that focus on your experience with brand management, product development, and project management
• Showcase your ability to work collaboratively and manage multiple projects simultaneously

ATS Keywords: Brand strategy, innovation, product development, consumer insights, project management, market analysis, cross-functional collaboration, data analysis, communication, relationship building, entrepreneurial mindset, detail-oriented, presentation skills, financial analysis, product testing, trend analysis

ASSUMPTION: Primal Pet Group uses an Applicant Tracking System (ATS) to manage job applications, so including relevant keywords in your resume and cover letter can help your application stand out.

🛠️ Tools & Technologies

• Microsoft Office Suite (Excel, PowerPoint, Word)
• Data analysis tools (e.g., Nielsen, Stackline)
• Project management tools (e.g., Asana, JIRA)
• Presentation software (e.g., PowerPoint, Google Slides)

ASSUMPTION: Proficiency in Microsoft Office Suite and data analysis tools is required for this role, while experience with project management and presentation software is preferred.

👔 Cultural Fit Considerations

Company Values:

• Quality: Primal Pet Group is committed to providing high-quality, natural, and nutritious pet food products
• Innovation: The company encourages creativity, continuous learning, and improvement in all aspects of its business
• Collaboration: Primal Pet Group fosters a culture of teamwork, open communication, and mutual respect

Work Style:

• Entrepreneurial: The company encourages a proactive, innovative, and results-driven approach to work
• Data-driven: Primal Pet Group uses data and analytics to inform decision-making and drive business growth
• Collaborative: The company values teamwork, open communication, and cross-functional collaboration

Self-Assessment Questions:

• Do you have a proven track record of leading successful new product initiatives from concept development to commercialization?
• Are you comfortable working in a fast-paced, dynamic environment with multiple projects and tight deadlines?
• Do you possess strong communication and relationship-building skills, with the ability to influence key stakeholders?

ASSUMPTION: Candidates who align with Primal Pet Group's values and work style, and who can demonstrate a strong track record of success in brand management and product development, will be well-suited for this role.

⚠️ Potential Challenges

• Managing multiple projects simultaneously and meeting tight deadlines in a fast-paced environment
• Working remotely and maintaining effective communication and collaboration with team members
• Navigating a complex and evolving product portfolio, with a focus on innovation and renovation
• Adapting to changes in market trends, consumer preferences, and competitor activities

ASSUMPTION: These challenges can be mitigated by strong project management skills, effective communication, and a proactive, entrepreneurial mindset.

📈 Similar Roles Comparison

• This role is similar to other Senior Brand Manager positions in the consumer packaged goods industry, but with a focus on the pet food sector
• Compared to other roles in the pet food industry, this position offers a high degree of responsibility and autonomy, with the potential for significant impact on the company's product portfolio and market position
• Career path comparison: This role can serve as a stepping stone to leadership positions within the marketing or product development teams, or as a pathway to other senior roles within the pet food industry

ASSUMPTION: Candidates should consider their long-term career goals and the potential for growth and development within the pet food industry when evaluating this role.

📝 Sample Projects

• Developing and launching a new line of raw, gently prepared pet food products to capitalize on growing consumer demand for natural and minimally processed pet food options
• Conducting market research and consumer testing to identify opportunities for product renovation and optimization within the existing Primal Pet Foods product portfolio
• Managing the product development lifecycle for a new line of functional pet supplements, from concept development to commercialization, to address emerging consumer needs and preferences

ASSUMPTION: These sample projects demonstrate the breadth and depth of responsibilities for the Senior Brand Manager role, as well as the opportunity to make a significant impact on the company's product portfolio and market position.

❓ Key Questions to Ask During Interview

• Can you describe the current product pipeline and how this role will contribute to its development and success?
• How does Primal Pet Group support the growth and development of its employees, particularly in senior roles like this one?
• What are the key priorities for this role in the first 30, 60, and 90 days?
• How does Primal Pet Group measure the success of its brand managers, and what are the key performance indicators (KPIs) for this role?
• What are the biggest challenges facing the pet food industry, and how does Primal Pet Group plan to address them?

ASSUMPTION: Asking thoughtful, insightful questions demonstrates your interest in the role and your understanding of the pet food industry and Primal Pet Group's business.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the Primal Pet Foods job portal
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare for behavioral interview questions that focus on your experience with brand management, product development, and project management
• Showcase your ability to work collaboratively and manage multiple projects simultaneously
• Follow up with the hiring manager one week after your initial application to express your interest in the role and inquire about the status of your application

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.