According to a recent LinkedIn post from Once Upon a Farm, the company is recruiting a Category Manager to lead category strategy and insights across the baby category, focused on its rapidly growing retail channels. The role is U.S.-based and remote, and targets candidates with a bachelor’s degree and significant consumer packaged goods experience.
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The post outlines requirements including 6–8 or more years in CPG or FMCG, at least 3 years of retailer-facing sales category management in food or beverage, and expertise with syndicated and panel data tools such as SPINS, Circana, and Nielsen. Familiarity with Numerator, Stratum/M6, and retailer portals is described as a plus, indicating a data-driven commercial focus.
For investors, this hiring effort suggests Once Upon a Farm is investing in advanced category management capabilities to support expansion in brick-and-mortar and other retail channels. Building in-house expertise in analytics and retailer collaboration could improve shelf placement, assortment decisions, and promotional efficiency, potentially supporting revenue growth and stronger retailer relationships.
The emphasis on senior-level experience and specialized data tools also implies a move toward more sophisticated revenue management and category leadership within the baby food segment. If executed effectively, this talent investment may enhance the company’s competitive position against larger CPG incumbents and support margin improvement through better-informed, insight-based commercial strategies.