VP of Brand Development & Product Innovation

About GentlyGently is a fast-growing personal care brand for babies and kids, focused on gentle formulas, meaningful efficacy, and healthier family lifestyles. Rooted in science and modern parenting needs, Gently creates products that are safe, effective, and trusted by young parents in Indonesia.

Role OverviewWe are seeking a VP of Brand Development & Product Innovation to build and scale a multi-brand and multi-category portfolio. This role owns the end-to-end innovation pipeline—from consumer insight to R&D, formulation, packaging, brand positioning, and commercialization—ensuring each product delivers strong market fit, profitability, and brand equity—responsible for building, scaling, and differentiating multiple brands across skincare, makeup, and nutrition categories.

What We’re Looking For10–15+ years in beauty / FMCG / consumer brandsStrong track record in:1.Skincare & beauty product development (mandatory)2.Brand building (mandatory)3.Innovation leadership (mandatory)4.Consumer & Market Insight (is a plus)5.R&D formulation (is a plus)6.Nutrition, foods & supplements product development (is a plus)Experience launching successful & scalable products and brands

What You Will DoInnovation Strategy & Portfolio LeadershipDefine innovation strategy across skincare, makeup, and nutrition categoriesBuild and manage a robust innovation pipeline (0–36 months horizon)Identify white spaces and future growth platformsBuild a balanced innovation portfolio:Core (defend hero products)Renovation (improvements)Adjacent (expand categories)Breakthrough innovation (new growth engines from new products/categories expansion)Build roadmap for next 1–2 hero products (that can contribute at least 20–30% each to the total company’s revenue)2. End-to-End Product Innovation OwnershipOwn full lifecycle:Insight → ideation → concept → validation → development → testing → launch → post launch optimizationKey responsibilities:Define winning product conceptsOversee R&D, formulation, claims development, and regulatory complianceEnsure strong product-market fit before launch, through consumer validation loopsDrive launch readiness (≥80% score)Continuously optimize post-launch performanceDrive speed-to-market without compromising quality

• R&D & Product Manufacturing ExcellenceLead internal R&D, external labs and manufacturersTranslate consumer insights into concept & formulation briefsDefine ingredients & technology direction, ensuring product efficacy, safety, and differentiation (clinical, sensorial, or ingredient-based)Lead claims strategy (e.g., dermatologist-tested, clinically proven)Align formulations with cost targets and scalabilityEnsure:High product performance (rating ≥4.5)Repeat purchase ≥30%Claims credibility & compliances with BPOM regulation Balance:EfficacyCost (COGS)Scalability4. Packaging & Value EngineeringLead packaging innovation (e.g. primary & secondary pack, master box, plastic shrink, etc):End to end development processFunctionality (features, hygiene, usability) & quality compliances Aesthetics (align with brand direction)Cost optimization: Optimize packaging vs COGS cost ratioCollaborate with R&D and suppliers to innovate materials & formatsDrive COGS reduction initiatives5. Brand Development & PositioningDefine and evolve brand architecture across multiple brands, lead the end-to-end research & development for:Brand identityPositioningTarget audiencePricing strategyBuild distinct, memorable brands with strong:AwarenessPerceived valuePricing powerEnsure consistency across:ProductPackagingMarketing communication6. Brand Equity OwnershipOwn Brand Equity Index (BEI):Awareness (unaided & aided)NPSRepeat purchase ratePrice premium ability 7. Innovation Pipeline ManagementBuild and manage a high-quality innovation pipeline:Maintain innovation pipeline effectiveness to create exponential business growthEnsure strong stage-gate discipline & overall projects management Improve time-to-market (6–9 months standard)
• Cross-Functional LeadershipPartner closely with:Marketing (for launch & scale) & Sales Team, ensuring smooth commercialization from concept to shelfSupply chain (for production readiness)Finance (for margin targets)Quality & Regulatory
• Financial Ownership (Product-Level)Own total innovation & product-level P&L:Gross margin (target ≥65–75%)COGS optimizationPricing Strategy Ensure all launches meet:Revenue targetsMargin thresholdsPayback period expectation (