Brand & Business Development Lead
Platinum Naturals is seeking an entrepreneurial Brand & Business Development Lead to take ownership of the growth and development of EasyIron in the Canadian market.
EasyIron is designed to address two important challenges associated with conventional oral iron supplementation: effective iron delivery and gastrointestinal tolerability, particularly constipation.
The objective of this role is to establish EasyIron as a leading Canadian iron supplement by building strong consumer awareness, expanding retail distribution, and developing relationships with healthcare professionals who influence iron supplementation decisions.
This is a hands-on, commercially accountable role. The successful candidate will develop the strategy, execute it, measure results, and continually refine the program based on what is working in the marketplace.
Key ResponsibilitiesBrand Strategy & Consumer Marketing
· Develop and execute the overall growth strategy for EasyIron, including positioning, target consumers, messaging, pricing, and promotional strategy.
· Identify and prioritize the highest-potential consumer groups, including individuals diagnosed with or at risk of iron deficiency, menstruating women, women with heavy menstrual bleeding, athletes, vegetarians/vegans, and other appropriate populations.
· Develop clear consumer communication around EasyIron's key differentiators, including effective iron supplementation, absorption, gastrointestinal tolerability, and reduced constipation were supported by evidence and approved claims.
· Build consumer understanding that iron status can be objectively monitored through appropriate blood testing, while ensuring consumers are directed to healthcare professionals for diagnosis and medical advice.
· Work with the Marketing team to develop advertising, digital campaigns, social media, educational materials, retail programs, and other consumer-facing initiatives.
· Develop a strong EasyIron digital education platform or landing page providing credible information about iron deficiency, symptoms, testing, and supplementation, while appropriately directing consumers toward EasyIron.
Healthcare Professional Development
· Develop EasyIron's professional recommendation channel as a major component of the brand growth strategy.
· Identify and build relationships with family physicians, pharmacists, hematologists, obstetricians/gynecologists, naturopathic doctors, dietitians, women's health clinics, and other healthcare professionals involved in identifying and managing iron deficiency.
· Develop professional educational materials explaining EasyIron's formulation, evidence, tolerability, and appropriate use.
· Identify and develop relationships with respected Canadian healthcare professionals and key opinion leaders who can provide scientific and clinical insight into iron deficiency and oral iron supplementation.
· Develop programs that encourage healthcare professionals to become familiar with EasyIron and, where appropriate, recommend it to suitable patients.
Scientific & Clinical Evidence
· Work with Regulatory Affairs and external scientific and medical experts to develop a strong evidence-based EasyIron story.
· Develop a working understanding of iron deficiency and iron-deficiency anemia, ferritin and hemoglobin, iron absorption, hepcidin and iron metabolism, oral iron dosing, gastrointestinal side effects, constipation, and treatment adherence.
· Identify gaps in EasyIron's existing evidence and recommend opportunities for additional clinical research, consumer studies or other evidence generation.
· Ensure that all consumer and healthcare-professional communications comply with Health Canada Natural Health Product regulations and the product's approved NPN claims.
Business Development & Distribution
· Identify opportunities to expand EasyIron distribution and recommendation through pharmacies, natural health retailers, grocery and mass-market retailers, e-commerce, healthcare clinics, professional channels, and strategic partnerships.
· Work closely with the Sales team to develop retailer presentations and programs that demonstrate the EasyIron market opportunity and differentiation.
· Identify potential partnerships with organizations involved in women's health, blood donation, athletics, nutrition, and iron-deficiency education, where appropriate.
Competitive & Market Intelligence
· Develop a detailed understanding of the Canadian iron supplement market and the consumer journey that leads to an iron purchase.
· Continuously monitor key competitors, including FeraMAX, Palafer, Jamieson, Webber Naturals, CanPrev, AOR and emerging iron products.
· Track competitor formulations, pricing, claims, promotions, professional recommendations, retail distribution, consumer reviews and marketing activity.
Financial & Commercial Accountability
· Develop an annual EasyIron business plan linking sales targets, marketing investment, customer acquisition, distribution, repeat purchase, and profitability.
· Prepare and manage the annual EasyIron marketing and business-development budget.
· Establish measurable KPIs and report regularly on performance, opportunities, and corrective actions.
· Treat EasyIron as a business within the business, with clear accountability for profitability and sustainability growth.
Qualifications & Experience
· Approximately 5+ years of experience in brand management, account development, healthcare marketing, consumer health, pharmaceuticals, natural health products or a related field.
· Experience in consumer healthcare, OTC pharmaceuticals, natural health products, women's health, pharmacy, healthcare-professional marketing, medical/pharmaceutical sales or CPG brand management is particularly valuable.
· University degree in business, marketing, science, nutrition or a healthcare-related discipline preferred.
· Ability to understand scientific and clinical information and translate it into simple, credible and compelling consumer and professional communication.
· Excellent communication skills with strong commercial judgment skills
· Excellent project-management skills and comfortable working with internal partners, Marketing, Sales, and Regulatory as well as external partners.
Characteristics We Are Looking For
Entrepreneurial: Treats EasyIron as though it were their own business.
Commercially minded: Understands that brand building needs to translate into profitable sales.
Evidence driven: Comfortable working with clinical research, regulatory requirements, and healthcare professionals.
Hands-on: Willing to personally develop relationships, investigate opportunities and execute programs rather than simply managing agencies.
Curious: Constantly asks why consumers buy, why they do not buy, what healthcare professionals recommend and what competitors are doing.
Accountable: Comfortable being measured against clear sales, growth, and ROI objectives.
What Success Looks Like
The successful candidate will build a repeatable growth engine for EasyIron: increasing consumer awareness and trial, strengthening healthcare-professional recommendations, expanding distribution, generating repeat purchase, and demonstrating that marketing investment is producing profitable long-term brand growth.
Benefits:
- Company car
- Dental care
- Disability insurance
- Extended health care
- Mileage reimbursement
- On-site parking
Work Location: In person
