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About the Role
Direct the marketing strategy, branding, positioning, and global growth of a USANA nutritional supplement product line, turning scientific credibility into demand across international markets. Manage strategy implementation, agency engagement, and internal collaboration. Own the marketing roadmap from launch through post-launch sustainment, influencing executive leadership and cross-functional partners.
Responsibilities
- Set and direct the global marketing strategy, branding, positioning, and long-term plans for assigned supplement product line, including new product development, promotional campaigns, and go-to-market strategy.
- Define success metrics and analyze post-launch performance.
- Build product positioning and value proposition, including problem solved, promise made, proof, and price-to-value narrative.
- Sustain products post-launch with an ongoing campaign calendar, including refreshed creative, creator and affiliate activity, seasonal angles, customer proof, and re-engagement.
- Report awareness, trial, and repeat performance at 30, 90, and 180 days, and decide on reinvestment, repositioning, or retirement.
- Direct marketing managers in executing product launch and upgrade timelines.
- Own the marketing asset system for each launch, including campaign concept, scripts, briefs, retail and distributor materials, selling decks, product detail pages, and campaign landing pages.
- Adapt marketing assets across markets, including hands-on layout and design work using design and AI tooling.
- Apply AI to compress research, validation, and creative iteration while verifying outputs.
- Lead naming, tagline, and packaging decisions, including trademark screening, cross-cultural checks, shelf and unboxing impact, and multi-language, multi-region label compliance.
- Oversee the marketing budget and ROI of marketing initiatives, ensuring objectives are met within budget.
- Recommend actions to improve margins and value proposition.
- Partner with portfolio, sales, creative services, project management, R&D, and global marketing teams to align campaigns, launches, and regional strategy.
- Lead cross-functional meetings.
- Evaluate consumer feedback, market research, competitive activity, and category and ingredient trends to guide messaging, positioning, and category strategy.
- Adjust strategy for changing market and competitive conditions.
- Develop messaging and communications for new products, upgrades, discontinuations, and label/claims updates.
- Ensure stakeholders have necessary information and all claims are substantiated before shipping.
- Provide internal training on products, programs, and marketing initiatives.
- Represent USANA at events, speaking about product offerings, features, benefits, and the brand.
- Build and maintain relationships with industry influencers, key partners, and sales representatives.
- Communicate territory and product changes affecting sales.
- Establish sales, participation, and profit/loss goals for the product line globally.
- Grow the business through increased customer acquisition, higher average transaction value, and greater purchase frequency.
Requirements
- Bachelor's degree in business, marketing, or a related field required.
- 8+ years of experience in marketing consumer goods.
- At least one full product launch owned end-to-end from go-to-market plan through post-launch performance.
- Experience managing or coaching direct reports.
- Category background in nutritional supplements, functional food and beverage, or an adjacent regulated consumer health category.
- Excellent written and verbal communication skills, including copywriting range from long-form product storytelling to a six-word tagline.
- Ability to adapt style to different audiences and influence executive leadership.
- Proven success developing marketing communications, promotions, positioning, and long-term strategy.
- Experience defending a product's price or raising its perceived value.
- Working design ability — hands-on proficiency with Adobe Creative Cloud, Figma or equivalent, and AI image/design tools.
- Visual judgment to know when a layout is working and why.
- Multi-market or international experience making a message land in more than one culture.
- Regulated-claims literacy and the habit of confirming substantiation before a claim ships.
- Strong project management skills, with the ability to prioritize and coordinate multiple initiatives simultaneously while meeting deadlines.
- Ability to work well in diverse, cross-functional teams to accomplish common goals.
Skills
- Marketing Strategy
- Branding
- Positioning
- Global Growth
- Demand Generation
- Marketing Roadmap Development
- Agency Management
- Cross-functional Collaboration
- Product Launch
- Post-launch Sustainment
- Executive Influence
- Value Proposition Development
- Campaign Management
- Performance Reporting
- Budget Management
- ROI Analysis
- Market Research
- Competitive Analysis
- Messaging Development
- Internal Training
- Public Speaking
- Relationship Building
- Sales Goal Setting
- Profit/Loss Management
- Adobe Creative Cloud
- Figma
- AI Design Tools
- Project Management
- AI Workflow Fluency
- Direct Sales Experience
- Retail Media
- Creator-Affiliate Programs
- Video Direction
- Motion Direction
- Brand Asset System Development
Location
- Salt Lake City
Work Type
- Hybrid
- On-site (3 days/week)
Experience Level
- 8+ years of marketing experience
- Management/Coaching experience
Education Level
- Bachelor's degree in business, marketing, or related field
- Advanced degree or specialized training preferred
Benefits
- Health, Dental, Vision, Life and Disability Insurance
- On-site medical and mental health clinic for employee and dependents
- Flexible paid time off (sick time, vacation, holidays, family hours, floating holidays)
- Paid parental leave for primary and secondary caregivers
- 401k match and profit-sharing bonus
- Chiropractor visits, massages, fitness classes, and full-service gym
- Free and discounted USANA products
- Tuition reimbursement
- Mentorship opportunities
- Learning and development licenses
About the Company
- USANA has put science first since 1992 with in-house research and manufacturing in Salt Lake City, Utah, to create supplements that help bodies thrive.
- Millions globally choose USANA for their nutritional needs.
- USANA is a billion-dollar company with over 1,700 employees worldwide.
- Core values include Excellence, Health, Integrity, and Community.
- Commitment to open-minded listening, accountability, respect, and celebrating collaboration.
- Company culture fosters inclusion and belonging, making employees feel cared for, included, and valued.
- Recognized as one of Utah’s Best Companies to Work For, America’s Best Companies to Work For, Best Places to Work for in the Direct Selling Industry, and a top employer by Best of State.