Position Summary
The Product Line Manager plays a pivotal role in driving growth, profitability, and brand differentiation within Convivial Brands’ product portfolio. As a strategic leader, this role manages product line strategies, oversees product lifecycle management, and collaborates across functions to deliver compelling, profitable products to market. The Product Line Manager partners with Creative, Sales, Marketing, Supply Chain, and vendor partners to ensure successful execution of product development—from concept to commercialization—while maintaining the highest standards of quality, brand alignment, and financial performance.
This is a full-time, on-site position based at our corporate headquarters in Grand Rapids, MI.
Principal Duties and Responsibilities:
Product Strategy & Development
- Develop and implement product strategies that drive growth, profitability, and long-term brand differentiation.
- Own and deliver product roadmaps for assigned categories, including new product development, line extensions, and lifecycle management.
- Conduct ongoing trend, artist, competitor, and consumer research to identify opportunities for innovation.
- Collaborate with the Creative team on product briefs and ensure product designs align with brand strategy.
- Build and maintain product line lists and catalog line lists to support launches and ongoing product management.
- Define and align product segmentation with overall brand positioning and customer needs.
Financial & Performance Management
- Create and maintain pricing sheets, margin analyses, and business proformas for new products, programs, and promotions.
- Monitor SKU productivity, profitability, and lifecycle; recommend item staging, rationalization, and optimization.
- Own profit and margin goals for assigned categories, ensuring financial targets are met or exceeded.
- Partner with Sales to review sales briefs, forecasts, and channel-specific needs to incorporate into planning.
Vendor & Partner Collaboration
- Manage vendor communication, quoting, and cost negotiations to achieve financial and quality targets.
- Collaborate with Supply Chain and Sourcing to identify viable suppliers and build strong vendor partnerships.
- Review artwork with Creative prior to production, and evaluate pre-production samples (PPS) for accuracy and quality, with final approval granted by Creative.
- Partner with Marketing and Creative on packaging development and execution.
Cross-Functional Leadership
- Lead cross-departmental product development meetings, ensuring alignment on timelines, budgets, and deliverables.
- Provide product knowledge and support for sales presentations, catalogs, tradeshows, and marketing initiatives.
- Support long-range portfolio planning, strategic initiatives, and new business opportunities.
- Champion the product proofing process and systemize workflows to ensure accuracy and efficiency.
Research, Insights, and Continuous Improvement
- Stay informed of market dynamics, competitive activity, and consumer insights to guide product strategy.
- Collaborate with Sales and Marketing to strengthen customer/consumer adoption and brand relevance.
- Continuously identify opportunities to streamline processes and increase organizational efficiency.
Other
- Performs other duties as assigned.
Convivial Brands Expectations of all Employees:
- Adheres to all Convivial Brands Policies and Procedures.
- Always conducts self in a manner consistent with Convivial Brands’ Core Values.
- Maintains a positive and respectful attitude with all contacts.
- Consistently reports to work on time and prepared to perform the duties of the position.
- Meets productivity standards and performs duties as workload necessitates.
- Maintains the privacy of all company proprietary information.
- Treat visitors, vendors, customers, and team members with respect and dignity.
- Able to safely perform the essential functions of the job with or without reasonable accommodation.
- Must maintain a score of Y on the GWC rating scale.
Supervisory Responsibilities: Supports, encourages, coaches, and maintains accountability through their influence to ensure success for the team members and for the organization.