Senior Product Manager - Montreal (administrative region) - Earth Rated

Description

Position Overview

The Senior Product Manager at Earth Rated is a pivotal role with overall ownership of an assigned product category, accountable for the category's strategic direction, portfolio performance, and multi-year product roadmap. Reporting to the VP of Marketing, this role leads the category across the full product lifecycle and ensures the roadmap spans renovations, line extensions, and step-change ("bigger bet") innovations. Through a deep understanding of consumer needs, market dynamics, and business goals, the Senior Product Manager translates insights into clear category choices (what to build, improve, prioritize, or exit). In close partnership with the Innovation Manager, this role evaluates and aligns on bigger-bet innovation opportunities and determines how and when they should be incorporated into the category roadmap to drive sustainable growth and differentiation.

Key Responsibilities

• Strategic Category Leadership
  
  - Develop a deep understanding of the market, competitive landscape, and consumer behaviors to identify opportunities and challenges (by priority market/region).
  
  - Own the category strategy and multi-year roadmap, including the strategic evaluation of innovations and the end-to-end delivery of renovations and line extensions, based on consumer insights, market dynamics, and business goals.
  
  - Partner with the Innovation Manager to evaluate bigger-bet innovation opportunities and determine how they fit into the category roadmap, including timing, sequencing, and portfolio fit, while maintaining ownership of near-term priorities such as renovations and line extensions.
  
  - Translate approved innovation opportunities into category roadmap plans and product briefs in partnership with Innovation, Insights, Sales/eComm, and Operations.
  
  - Own the product lifecycle from ideation through development, launch readiness, iteration, and ongoing management, ensuring alignment with business goals.
  
  - Validate product concepts through consumer testing and feedback loops with the Insights and CX teams to ensure market readiness.
  
  - Define and refine product USPs to ensure differentiation and alignment with Earth Rated's brand values.
  
  - Align category objectives with omni-channel strategies to drive meaningful impact across all touchpoints.
  
  - Foster effective partnerships across diverse teams by promoting open communication, shared accountability, and trust, leading cross-functional teams and creating an inclusive environment where ideas flow freely and team members feel empowered to contribute to organizational success.

Commercialization Strategy & Commercial Partnership (Launch Inputs + Forecast Alignment)

• Define product and launch strategy inputs for new product launches (target consumer, positioning, key benefits/RTBs, claims/requirements, assortment/SKU architecture as applicable).
• Provide Sales/eComm and the Marketing Manager and channel teams with the strategic inputs needed to build GTM plans and launch messaging frameworks.
• Partner with Sales and eCommerce KAMs to support forecast development by providing category/context inputs; review and align bottom-up forecasts owned by Sales/eComm to ensure they reflect product strategy, assortment, and expected performance.
• Provide category insights to support retailer/JBP conversations, pitches, and channel planning in partnership with Sales/eComm.

Integrated Data-driven decision making

• Use consumer insights, market trends, and performance metrics to shape product strategies and roadmaps.
• Analyze key performance indicators (e.g., velocity, distribution, market share, GM) to guide decision-making.
• Collaborate with the Insights team to ensure strategies are grounded in actionable data.

Performance & Reporting

• Establish and monitor category KPIs (in partnership with channel owners), identifying risks and opportunities.
• Provide regular updates to leadership and lead regular category business reviews.

KPIs for Success

• Market Share Growth: Increase market share in the assigned category.
• Category Revenue and Profitability: Achieve YoY growth in revenue and profitability (GM/CM) for the category.
• Innovation Success: meet or exceed year 1 targets for new innovation launches (revenue, GM, velocity, distribution, repeat), and total innovation contribution vs plan.
• Velocity / SKU Productivity & Portfolio Health: Drive improved category productivity by increasing velocity and strengthening portfolio health by increasing the % of SKUs meeting productivity thresholds and reducing underperforming SKUs through mix optimization and rationalization actions.
• Roadmap Delivery: Delivery of roadmap initiatives (renovations, line extensions, step-change innovations) to agreed milestones/timelines in partnership with Innovation/Ops/Marketing.

Our ideal candidate has

• Bachelor's degree in Marketing, Business, or related field; MBA is a plus.
• 5+ years of product management experience, preferably in CPG, pet care or manufacturing environments.
• Proven track record of leading product innovation and category growth.
• Strong analytical and strategic thinking skills.
• Exceptional communication and project management abilities.
• Passion for the pet care industry and a deep understanding of consumer behavior.

Some pack perks

• Health & Dental Insurance funded 100% by Earth Rated
• Virtual health care & consulting services through Consult+
• Every‑day catered gourmet lunches, snacks, and hot beverages
• Hybrid work model with in‑office collaboration days on Tuesdays, Wednesdays and Thursdays
• A collaborative work environment
• Paid vacation time off including an office closure from December 24 to January 1 inclusively
• Access to a massage therapist
• The ability to bring your dog to work

Earth Rated is committed to diversity, equity, inclusion, & belonging

Earth Rated is committed to diversity, equity, inclusion, & belonging. We value all of our team members and candidates as unique individuals, and we welcome the variety of experiences they bring to our company. We believe that every person should be treated equally regardless of race, sex, gender identification, sexual orientation, national origin, native language, religion, age, disability, marital status, citizenship, genetic information, pregnancy, or any other characteristic protected by law.

Earth Rated s'engage à favoriser la diversité, l'équité, le inclusion et l'appartenance. Nous considérons tous les membres de notre équipe et les candidats comme des personnes uniques, et nous nous réjouissons de la diversité des expériences qu'ils apportent à notre entreprise. Nous pensons que chaque personne doit être traitée de manière égale, indépendamment de sa race, de son sexe, du genre auquel elle s'identifie, de son orientation sexuelle, de son origine nationale, de sa langue maternelle, de son religion, de son âge, de son handicap, de son état civil, de sa citoyenneté, de ses informations génétiques, de son grossesse ou de toute autre caractéristique protégée par la loi.

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