Who Are We?

At Good Natured Brand, our mission is to revolutionize clean living with natural, innovative solutions that put the health of families and pets first, delivering powerful results, safe ingredients, and irresistible freshness. Born in the pine-scented air of Maine and inspired by a mother’s love, we craft plant-based products that keep homes fresh, clean, and safe for kids, pets, and the planet.

From our best-selling Carpet Deodorizer to a growing line of pet- and family-safe home care essentials, Good Natured Brand has reached millions of households and built a loyal community of good natured customers. With over 100K followers and 200M+ social media impressions, we continue to redefine what “clean” really means.

Backed by over $9M in funding from leading Silicon Valley investors including Lux Capital, Correlation Ventures, and Gokul Rajaram, our parent company Flora has assembled a world-class team from Goldman Sachs, Google, L’Oréal, Amazon, and Walmart, combining deep operational expertise with AI-powered innovation.

At Good Natured Brand, we believe in creating a cleaner, healthier world. Join us as we bring nature back into every home, one product at a time.

Role Description

We’re seeking a New Product Innovation Manager to identify, validate, and launch the next wave of pet- and family-safe cleaning products for Good Natured Brand. This is a highly entrepreneurial, 0→1 role for someone who wants direct ownership of turning ideas and insight into real products in customers' home and measurable performance. You will own the end-to-end new product lifecycle—from market and competitor analysis, product and brand strategy, advertising alignment, formulation, and material sourcing, through launch and early revenue validation.

Using a combination of market, competitor, and advertising data, financial analysis, customer insights, and AI tools to determine which opportunities to pursue (new categories, scents, sizes, and formats). You’ll then bring these products to life in close collaboration with marketing, supply chain and design. Success is defined by launching products that achieve meaningful early traction and a clear path to scale, with ownership transitioning once products are proven.

Key Responsibilities

• Market & Competitor Analysis – Analyze market trends, customer needs, and competitive landscapes to identify high-potential new product opportunities across categories, scents, sizes, and formats, leveraging data and AI-enabled research.
• Opportunity Sizing & Prioritization – Build business cases, estimate market size and unit economics, and prioritize product opportunities based on strategic fit, feasibility, and expected impact.
• Product Concept Development – Define product concepts, positioning, and value propositions in partnership with brand and design, translating insights into clear product briefs.
• Formulation & Supply Chain Coordination – Partner with supply chain team, raw material suppliers and manufacturing partners to assess feasibility, costs, timelines, and trade-offs, and move concepts toward production.
• Product Launch & GTM – Own initial go-to-market execution in collaboration with marketing and growth teams, aligning messaging, channels, and launch plans to test real customer demand.
• Performance Tracking & Iteration – Track early KPIs (revenue, margin, customer feedback), synthesize learnings, and iterate quickly on product, pricing, or positioning to drive traction.
• Validation – Drive products to meaningful early traction and a clear path to scale, then transition ownership to the Brand Management team with documented insights and recommendations.

Preferred Qualifications

• Pet Lover & Mission-Driven – Genuine passion for pets, families, and creating healthier homes with safe, natural, and sustainable products.
• Analytical & Data-Driven – Strong quantitative and analytical skills; comfortable synthesizing market, competitor, customer, and performance data into clear, actionable decisions under uncertainty.
• Structured Problem Solver – Experience breaking down ambiguous problems, forming hypotheses, and driving decisions with imperfect information in fast-moving environments.
• Strong Project Management & Execution – Proven ability to own complex, cross-functional workstreams end to end, manage timelines and dependencies, and push initiatives to completion.
• Cross-Functional Leadership – Experience working closely with marketing, supply chain, operations, and design to align stakeholders and move products from concept to launch.
• Commercial & Financial Acumen – Comfortable assessing market size, unit economics, pricing, and trade-offs to evaluate and prioritize product opportunities.
• AI-Enabled Operator – Experience using AI tools to accelerate research, synthesize insights, test assumptions, and improve speed and decision quality.
• Entrepreneurial & Ownership-Oriented – Thrives in 0→1 environments; motivated by accountability, tangible outcomes, and seeing ideas turn into real products and revenue.
• Familiarity with the U.S. Market – Knowledge of U.S. consumer trends and e-commerce/retail landscape is a plus.
• Organized & Detail-Oriented – Comfortable managing multiple campaigns and priorities while meeting deadlines.
• Strong Communicator – Clear, concise writing and presentation skills to share insights and support cross-functional initiatives.
• Professional Experience – 3+ years of experience in a highly analytical, entrepreneurial, or execution-focused role, such as product or channel launches, management consulting, or investment banking.

Why Good Natured Brand?

• Build a National Leader – Help create the #1 brand in family and pet-safe cleaning, shaping a fast-growing industry.
• Explosive Growth – 10x growth in just three years, millions of households reached, and 200M+ social media impressions.
• Learn Fast, Grow Fast – Work at the pace of a U.S.-based startup backed by Silicon Valley investors while gaining exposure to top-performing e-commerce and retail strategies.
• AI-Powered Advantage – Use cutting-edge AI technologies to test, optimize, and scale campaigns faster than traditional teams.
• Backed by Top Investors – Supported by $9M+ in funding and a US & UK-based leadership team with global experience.
• Global Talent, Shared Mission – Collaborate with a diverse, international team united by the mission of making homes healthier and safer for families and pets.
• Compensation & Perks – Competitive salary, equity options, and hybrid flexibility to support your best work.