CPG Product Marketing Manager, Portfolio & Commercialization

Fort Lauderdale, FL | In-office | Full-time

About SynergyLabs

SynergyLabs is a pet product manufacturer and brand portfolio company creating accessible, effective solutions for everyday pet health, grooming, wellness, and care needs. Our products are sold through major retailers, ecommerce marketplaces, distributors, and emerging digital channels.

We are entering a new stage of growth: expanding from strong value-driven hero products into more differentiated product architectures, higher-repeat wellness categories, upgraded formulas, kits, systems, supplements, treats, and channel-specific offers.

The Role

SynergyLabs is looking for a Product Marketing Manager, Portfolio & Commercialization to help manage the product portfolio from idea through launch and lifecycle.

This role sits upstream of launch. You will help evaluate which product ideas should move forward, how they fit within the portfolio, where they belong by class of trade and channel, and how they should be positioned, launched, measured, optimized, or rationalized.

This is not only a GTM execution role. We need someone who can think before the product gets made:

What should we build? Why does it matter? Where does it fit? Is it viable? What role does it play? What should we stop supporting?

The right person can connect product, category, consumer, retailer, channel, margin, and operational input, and turn that into clear recommendations.

What You Will Own

• Manage the product portfolio across new, existing, and legacy items.
• Evaluate product opportunities for consumer need, category fit, competitive differentiation, pricing, margin potential, channel fit, class-of-trade role, and operational feasibility.
• Help maintain a product roadmap that connects brand, category, offer tier, class of trade, channel, lifecycle stage, strategic role, and next decision.
• Conduct category, competitive, claims, pricing, and assortment analysis to identify white space, saturation, portfolio risks, and rationalization opportunities.
• Partner with Product Development, Sales, Ecommerce, Finance, Operations, Creative, and Supply Chain to validate ideas before they move into development.
• Define product positioning, benefit hierarchy, claims hierarchy, consumer problem, shopper-facing value story, and retailer/channel rationale.
• Build commercialization briefs for priority product initiatives.
• Support lifecycle management for legacy SKUs, including optimization, repositioning, channel reassignment, or rationalization.
• Partner with Sales and Ecommerce to translate product strategy into retailer, marketplace, DTC, and class-of-trade requirements.
• Partner with Creative to ensure packaging, PDP content, sales materials, and launch assets are grounded in the right product story.
• Track launch readiness, early performance, and post-launch learnings.
• Build repeatable tools for portfolio reviews, product evaluation, commercialization gates, and launch briefs.

What Success Looks Like

• Product ideas are evaluated earlier and more consistently.
• The roadmap becomes a portfolio decision system, not a wish list.
• Every product has a clear role: protect scale, differentiate, drive margin, create trial, build routine, support retention, or simplify the portfolio.
• Legacy SKUs are actively reviewed for viability, not just carried forward by default.
• Product positioning is clear before creative, sales, ecommerce, or packaging work begins.
• Sales, Ecommerce, Creative, Product Development, Finance, Operations, and Supply Chain have clearer handoffs and fewer late-stage surprises.
• Launches are stronger because market viability, portfolio fit, positioning, claims, and channel role are clear before execution begins.
• The business makes better decisions about what to launch, test, optimize, pause, or rationalize.

What We Are Looking For

• Strong portfolio and product judgment.
• Commercially curious and able to connect product, consumer, category, retailer, channel, margin, and operational needs.
• Strong analytical instincts; comfortable using sales, marketplace, category, competitive, pricing, and margin data to form recommendations.
• A strong writer and product storyteller who can simplify complexity.
• Able to turn product features into consumer benefits, claims hierarchy, value propositions, and shopper-facing messaging.
• Resourceful, proactive, and comfortable building structure where it does not yet exist.
• Comfortable working across Product Development, Sales, Ecommerce, Creative, Finance, Operations, Supply Chain, and Leadership.
• Practical but inventive: brings ideas and knows how to turn them into execution.
• Comfortable in a fast-moving manufacturer/brand environment where not every process is fully built.

Ideal Experience

• 4–8+ years in product marketing, brand management, category management, product portfolio management, product line management, commercialization, innovation, CPG marketing, retail marketing, or ecommerce-adjacent product strategy.
• Experience with physical products, ideally in pet, beauty, wellness, household, consumer goods, supplements, treats, food, OTC, personal care, or retail-driven categories.
• Experience evaluating product opportunities, managing product lines, supporting innovation pipelines, or making SKU lifecycle decisions.
• Experience with category analysis, competitive analysis, pricing, claims, assortment review, retail sell-in strategy, or product positioning.
• Experience supporting launches across retail and ecommerce.
• Comfortable partnering with creative teams and translating strategy into clear asset requirements.
• Bonus: experience with Amazon, Walmart, Chewy, DTC, TikTok Shop, pet, supplements, treats, regulated claims, or value-driven consumer brands.

This Role Is Not For Someone Who Wants

• A purely downstream launch coordination role.
• A purely theoretical brand strategy role with no portfolio accountability.
• To only manage campaigns, social content, or creative requests.
• A fully built machine with every process already defined.
• To work in a silo.
• To make recommendations without helping operationalize them.

Why Join SynergyLabs

This is a high-impact role at a pivotal growth stage. You will help shape how SynergyLabs manages its product portfolio, evaluates new ideas, builds category stories, supports retail partners, differentiates by channel, and scales into higher-repeat growth areas.

You will help decide not only how products launch, but which products deserve focus and how they should evolve over time.

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Employee assistance program
• Employee discount
• Flexible spending account
• Health insurance
• Health savings account
• Life insurance
• Paid parental leave
• Paid time off
• Professional development assistance
• Tuition reimbursement
• Vision insurance

Work Location: In person