Manager, New Product Initiatives - Asian CPG & Food

Position Title: Manager, New Product Initiatives - Asian CPG & FoodLocation: Los Angeles, CA (Hybrid) Hours: 9:00am - 6:00pm Employment Type: Full-Time, Direct Hire, ExemptReports to: VP Overview: The Manager, New Product Initiatives - Asian CPG & Food is a strategic individual contributor responsible for identifying, developing, and launching new Asian CPG and food products for the U.S. market. Reporting closely to senior leadership, this role leads new product initiatives from market research and opportunity assessment through commercialization, supporting successful entry into both mainstream and Asian-focused grocery retailers across the U.S. This position drives consumer and market insights, category and competitive analysis, pricing and promotional evaluation, and the development of clear go-to-market roadmaps. The role works cross-functionally with U.S. teams and partners closely with manufacturing, R&D, and headquarters teams in Asia to coordinate product development, import readiness, and launch execution. In addition, the role supports retail presentation and brand-building activities, including packaging and creative asset development. This is a hands-on specialist role with no direct people management responsibility, within an established company with over 50 years of history that is actively expanding its presence in the U.S. market. Key Responsibilities: Plan and manage consumer research initiatives such as focus groups, product evaluations, interviews, and surveys to inform new product development and refinement. Analyze syndicated and retailer-provided data sources to identify category and market opportunities; synthesize findings into clear, actionable insights for cross-functional teams and leadership. Conduct qualitative and quantitative research on the U.S. Asian CPG and food categories, including consumer behavior, competitive landscape, pricing structures, and product trends. Monitor competitive activity across relevant retail channels, including pricing, promotional activity, and in-store execution, to support informed commercial decision-making. Develop pricing and promotional strategy recommendations, including suggested retail pricing, trade promotion frameworks, and performance tracking to support annual and long-range planning. Collaborate closely with internal teams to understand end-to-end product flow from overseas manufacturing through U.S. market launch, ensuring alignment with development timelines and commercial requirements. Support brand and creative development initiatives, including packaging, visual identity, and marketing assets; coordinate with external creative and production partners as needed. Develop high-impact sales and retail presentation materials, partnering with Sales to support new item introductions, line reviews, trade events, and customer meetings. Qualifications: 5+ years of experience in consumer packaged goods (CPG), food, or retail-related roles, with exposure to brand strategy, marketing, category insights, or product commercialization within Asian food segments. Advanced proficiency in presentation development and business storytelling, with strong working knowledge of common productivity and data analysis tools. Strong analytical and critical thinking skills, with the ability to translate data and research findings into clear business and go-to-market recommendations. Experience leading or supporting creative and design-related initiatives, such as packaging, branding, or marketing asset development. Proven ability to manage multiple initiatives simultaneously, prioritize effectively, and drive projects forward in a fast-paced environment. Excellent written and verbal communication skills, with the ability to collaborate across functions and present insights to senior stakeholders. Familiarity with syndicated market, consumer, or retail data sources commonly used in the CPG and food industries. Benefits: Medical, Dental, Vision, 401K, Holidays, Vacation, and Sick Leave

Created: 2026-03-04