Brand Manager - Planetary® Herbals

Summary of Job Duties

Lead, develop and implement the annual brand marketing plan for Planetary Herbals®. Design strategies, tactics, and spending proposals to achieve strategic brand positioning and sales goals. Manage brand analysis, competitive analysis, budget development; positioning, packaging, promotions, website content, consumer and retail marketing materials. Participate in new product ideation and launch; PR and research.

Specific Job Duties

  1. Develop and implement brand strategies and integrated marketing programs to enhance brand differentiation and achieve sales and market share goals. Play a pivotal role in further refining brand positioning.

  2. Develop marketing communications goals and messaging, in alignment with Planetary Herbals vision and positioning. Collaborate with the creative team to develop marketing copy that engages our consumer and retailer audiences.  Includes sell sheets, articles, web content, educational pieces, promotions and alliances.    Ensure a unified brand image and message across all advertising, packaging; and promotional efforts.

  3. Partner with sales and production teams to ensure programs are implemented on time and on budget. 

  4. Lead evolutionary packaging project.

  5. Lead website upgrade project.

  6. Conduct brand reviews:  Analyze and track product line performance to identify product line improvement, distribution and new product opportunities.

  7. Provide project management leadership for all marketing projects from concept development to execution. Co-ordinate promotional activities with the sales and education teams to maximize messaging impact, strengthen our channel and consumer relationships and increase sales. 

  8. Track and report on monthly brand sales and project performance vs. objectives.

  9. Develop new product forecasts, working with the sales team. 

  10. Participate in Marketing group activities to improve efficiency and processes. 

  11. Perform all tasks as assigned by Threshold management.


Minimum Qualifications Required

  1. A BA/BS degree is required. An MBA degree is preferred.

  2. 3 years of consumer brand marketing/product management experience with revenue responsibility. Consumer packaged goods experience and herbal product knowledge are a plus.  

  3. Demonstrated success developing and implementing brand positioning and annual marketing plans that build brand equity and achieve results. Includes development of consumer promotions, trade collateral, sell sheets, and educational pieces.  Web marketing experience is desirable.

  4. Cross functional leadership skills and experience.

  5. Demonstrated ability to define campaign objectives and key selling messages.

  6. Strong project management, communications and organization skills.

  7. A track record of generating strategic and creative ideas for brand building, along with analytic marketing skills. 

  8. An interest in providing hands on leadership in a fast paced entrepreneurial environment

  9. The ability to work independently and as part of a team. 

  10. A strong consumer and market orientation.

  11. Proficient in MS Word, Excel, PowerPoint and Outlook.


To Apply For This Position

Send your resume to:


Threshold Enterprises, Ltd.
Attention Human Resources
23 Janis Way
Scotts Valley CA 95066


fax (831) 461-1288


Applications are available in building 19 Janis Way in Scotts Valley.


Threshold Enterprises is an Equal Opportunity Employer.


Established in 1978, Threshold Enterprises is a well known national nutritional supplements distributor and manufacturer of award winning Source Naturals® and Planetary Herbals™ brands. The company's brands are sold through more than 7,000 store Health Food Store and internet channels. The company has grown significantly through exceptional channel relationships, product innovation and the reputation of its brands for potency, quality and value. Threshold Enterprises is one of Santa Cruz County's larger employers, with over 850 employees.

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