Product & Brand Manager

Location of workplace: Tweed Heads warehouse / office Role: Full time (Monday – Friday, 8.00am – 4.30pm)

About the role:

The Product & Brand Manager is responsible for shaping the future of Ela & Earth through strategic product development, category expansion and brand stewardship.

This role sits at the intersection of customer insight, product innovation and commercial strategy. You will be responsible for identifying opportunities, developing new products and collections, guiding the product roadmap and ensuring all products align with the long-term vision of the brand.

You will work closely with the Founder, Marketing Team, Operations Team and external suppliers to bring innovative products to market and drive sustainable growth.

Required skills and experience:

• 5+ years experience in Product Development, Product Management, Category Management or Brand Management
• Experience within consumer products, retail or e-commerce
• Strong commercial and analytical capability
• Proven ability to manage multiple product development projects simultaneously
• Excellent stakeholder management and communication skills
• Strong understanding of customer behaviour and market trends
• Experience working with suppliers and manufacturers

Key responsibilities: Product Strategy & Roadmap

• Develop and maintain a 12–24 month product roadmap
• Identify new product opportunities and category expansion initiatives
• Conduct market, competitor and trend analysis
• Evaluate customer needs and emerging market opportunities
• Present strategic recommendations for future product development
• Ensure product decisions align with business objectives and profitability targets

Product Development

Lead the end-to-end product development process from concept to launch

• Develop detailed product briefs and specifications
• Manage product sampling, testing and approvals
• Collaborate with suppliers and manufacturers throughout development
• Refine product features, materials, colours and finishes
• Ensure products meet quality, functionality and brand standards
• Manage packaging and product presentation requirements

Brand Leadership

• Act as the guardian of the Ela & Earth brand
• Ensure all products align with the brand’s positioning and customer promise
• Guide collection architecture, colour strategy and product storytelling
• Collaborate with Marketing and Creative teams to maintain brand consistency
• Support the development of product launch strategies and messaging

Customer & Market Insights

• Analyse customer feedback, reviews and survey data
• Monitor market trends and competitor activity
• Identify customer pain points and opportunities for innovation
• Translate customer insights into product improvements and future product opportunities

Commercial & Category Management

• Monitor product performance and category profitability
• Recommend pricing strategies and product positioning
• Evaluate product lifecycle performance
• Identify opportunities to improve gross margin and product mix
• Support range optimisation and SKU rationalisation initiatives

Cross-Functional Collaboration

• Work closely with Marketing to support product launches
• Collaborate with Buying & Inventory Planning to ensure alignment between product strategy and inventory requirements
• Partner with internal teams to ensure successful product launches and ongoing supply continuity
• Build strong relationships with suppliers and manufacturing partners

Personal Attributes

We are looking for someone who is:

• Commercially minded and strategically driven
• Naturally curious and customer obsessed
• Creative yet highly organised
• Confident making recommendations and challenging ideas
• Passionate about product innovation
• Collaborative and solutions focused
• Comfortable operating in a fast-paced, entrepreneurial environment