Product Marketing Manager (Bioderma Brand)

ROLE PURPOSE
The Product Manager (PM) is the end-to-end owner of Bioderma's product portfolio strategy and brand positioning across all franchises, ensuring strong scientific credibility, clear brand and product structure, and long-term category growth.
In the new organization structure, the PM focuses on what the brand stands for and what the portfolio delivers: product strategy, portfolio priorities, campaign architecture, and consumer proposition. The PM defines the strategic direction that is later translated into online strategy and execution by OPM and offline execution by relevant channel teams.
The PM acts as the strategic anchor of the brand, safeguarding Bioderma's positioning, Ecobiology DNA, and portfolio coherence across all touchpoints.
KEY RESPONSIBILITIES
A. Brand & Product Strategy Ownership
• Own total brand positioning and long-term brand strategy in line with NAOS / Bioderma global direction.
• Define clear brand and product structure across franchises (Sensibio, Sébium, Photoderm, Atoderm, Cicabio).
• Lead portfolio strategy, including the role of each franchise, sub-franchise, and key SKUs.
• Translate global strategy into a locally relevant brand and product roadmap.
B. Portfolio & Innovation Management
• Own the product portfolio lifecycle: launch, growth, maintenance, repush, and delist.
• Lead NPD strategy, including SKU selection, launch prioritization, and cannibalization management.
• Build strong product rationale grounded in science, dermatology, and consumer insight.
• Define pricing logic, pack architecture, and value ladder by franchise.
C. Campaign Strategy & Brand Narrative Framework
• Define total campaign strategy and annual campaign architecture at a strategic level, including campaign objectives, portfolio focus, and success criteria, excluding channel, media, and execution planning.
• Define campaign strategic narrative framework, core message hierarchy, and scientific proof points at brand level, without specifying channel formats or content execution.
• Ensure all campaigns consistently reinforce Bioderma's medical credibility and Ecobiology DNA.
• Align with OPM and channel teams on campaign strategic intent, objectives, and success criteria.
D. Consumer & Market Intelligence
• Lead consumer insight definition and interpretation to identify unmet needs, category opportunities, and usage occasions across offline and online markets.
• Leverage online consumer behavior learnings provided by OPM and Digital teams to inform brand, portfolio, and future campaign decisions.
• Analyze market, competitive landscape, and category trends to inform portfolio and campaign direction.
• Partner with ME resources to translate data into strategic implications.
E. Cross-Functional Strategic Leadership
• Act as the primary strategic partner to OPM, ensuring clear handover of campaign and brand strategy for online translation.
• Work closely with Medical, Retail, E-commerce, and Trade teams to ensure strategic alignment across online and offline channels.
• Provide strategic direction for offline brand execution, including in-store visibility priorities, activation logic, and investment focus, while execution remains with channel teams.
• Align with Trade and Retail teams on key in-store initiatives (e.g. POSM priorities, activation themes, campaign phasing) to ensure consistency with brand and campaign strategy.
• Partner with PR team to define brand narratives, scientific angles, and spokesperson strategy for PR-led brand exposure (including press content, awards, and social outreach), ensuring alignment with product positioning and campaign intent, regardless of paid or unpaid PR booking models.
• Partner with Digital team to share campaign strategic context and leverage digital performance learnings for future brand and portfolio decisions; translation of campaigns into online strategy, formats, and execution is owned by OPM, while platform operations remain with Digital.
• Provide strategic input to promotion framework, sampling logic, and go-to-market choices, without owning channel execution.
F. Governance & Brand Consistency
• Safeguard compliance with Bioderma brand guidelines and global standards across all activities.
• Validate and approve offline brand assets (e.g. POSM, in-store materials, activation concepts) from a brand and product perspective.
• Ensure consistency of claims, messaging, and product education across online and offline channels.
• Act as final brand authority on product-related decisions.