DIME Beauty Co LLC
Product Marketing Manager
DIME Beauty Co LLC, Manhattan Beach, California, United States, 90266
Product Marketing Manager - California Area
DIME Beauty's mission is to create luxurious skincare and beauty products that are clean, effective, and affordable. It is DIME's goal that customers will feel confident in who they are and embrace their skin in all its unique and beautiful stages.
Position Description The Product Marketing Manager (or Senior Manager) is responsible for building the product story from concept through launch. This role develops positioning, messaging, claims, education and go‑to‑market toolkits that drive awareness, conversion and long‑term product performance. This role will work closely with Product Development, Creative, Retail/Trade and Integrated Marketing (360) to ensure alignment across all channels.
Duties/Responsibilities Positioning, Messaging & Claims
Build the messaging hierarchy, key benefits, differentiators and storytelling for each product.
Partner with PD to define claims, testing needs and substantiation strategy.
Write (or source) product copy for PDP, retail, marketing and internal training.
Serve as the main contact for Creative on product marketing needs (briefs, feedback, tools).
Go‑to‑Market Strategy & Toolkits
Partner with Integrated Marketing teams (360) to create go‑to‑market strategy for new launches, outlining target audience, competitive context, insights and product pillars.
Build and brief full toolkit as related to product, including but not limited to: key messages, product education, before & afters, ingredient visuals, social messaging, email/SMS/paid media talking points, etc.
Ensure cross‑channel consistency for product messaging across DTC, paid media, influencer, retail and social.
B&A Testing & Product Proof
Build internal library of B&A assets and claims proof.
Ensure consistency and accuracy across all product proof including: claims, key benefits, ingredient stories and B&A imagery.
Translate raw test results and technical data into consumer‑facing messaging, claims language, PDP content, retail copy and GTM toolkits.
Own the full B&A and testing roadmap, determining which launches require clinical studies, consumer perception studies, instrumental testing or visual B&A’s.
Develop testing briefs outlining key benefits to prove, testing methodology, usage protocols, timelines and desired marketing claims.
Partner with PD and Regulatory to confirm feasibility, compliance and substantiation of all claims and test protocols.
Build and manage a centralized Product Proof Library containing approved claims, B&A assets, testing documentation, protocols and ingredient efficacy proof points.
Competitive & Category Analysis
Conduct ongoing category/competitor audits and identify whitespace.
Provide actionable insights for product pipeline and creative strategy, partnering with both Trade/Retail and Product Development.
Lifecycle & Hero Strategy
Own post‑launch product performance tracking in partnership with CRM/Retention, identifying early indicators, messaging opportunities and optimisation levers to drive sustained growth.
Develop and execute hero product growth strategies including core messaging refreshes, seasonal storytelling updates, sampling strategies and evergreen content optimisation.
Partner with Trade/Retail and Digital teams to drive cohesive and holistic sampling strategies cross‑channel.
Identify franchise extension opportunities, formula optimisations and packaging updates based on consumer feedback, performance trends and category whitespace.
Partner with CRM, Paid and Social teams to evolve messaging based on retention insights, reviews, UGC patterns and funnel performance.
Analyse category trends and competitive performance to recommend when products need re‑positioning, re‑support or strategic sunsetting.
Qualifications Manager level
3–5 years product marketing experience in beauty or consumer products.
Strong writing and storytelling skills.
Detail‑oriented with solid cross‑functional organisation.
Senior Manager level
5–7+ years beauty product marketing experience.
Strong strategic capabilities; ability to lead cross‑functional alignment.
Capable of mentoring junior talent and owning full category strategies.
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Position Description The Product Marketing Manager (or Senior Manager) is responsible for building the product story from concept through launch. This role develops positioning, messaging, claims, education and go‑to‑market toolkits that drive awareness, conversion and long‑term product performance. This role will work closely with Product Development, Creative, Retail/Trade and Integrated Marketing (360) to ensure alignment across all channels.
Duties/Responsibilities Positioning, Messaging & Claims
Build the messaging hierarchy, key benefits, differentiators and storytelling for each product.
Partner with PD to define claims, testing needs and substantiation strategy.
Write (or source) product copy for PDP, retail, marketing and internal training.
Serve as the main contact for Creative on product marketing needs (briefs, feedback, tools).
Go‑to‑Market Strategy & Toolkits
Partner with Integrated Marketing teams (360) to create go‑to‑market strategy for new launches, outlining target audience, competitive context, insights and product pillars.
Build and brief full toolkit as related to product, including but not limited to: key messages, product education, before & afters, ingredient visuals, social messaging, email/SMS/paid media talking points, etc.
Ensure cross‑channel consistency for product messaging across DTC, paid media, influencer, retail and social.
B&A Testing & Product Proof
Build internal library of B&A assets and claims proof.
Ensure consistency and accuracy across all product proof including: claims, key benefits, ingredient stories and B&A imagery.
Translate raw test results and technical data into consumer‑facing messaging, claims language, PDP content, retail copy and GTM toolkits.
Own the full B&A and testing roadmap, determining which launches require clinical studies, consumer perception studies, instrumental testing or visual B&A’s.
Develop testing briefs outlining key benefits to prove, testing methodology, usage protocols, timelines and desired marketing claims.
Partner with PD and Regulatory to confirm feasibility, compliance and substantiation of all claims and test protocols.
Build and manage a centralized Product Proof Library containing approved claims, B&A assets, testing documentation, protocols and ingredient efficacy proof points.
Competitive & Category Analysis
Conduct ongoing category/competitor audits and identify whitespace.
Provide actionable insights for product pipeline and creative strategy, partnering with both Trade/Retail and Product Development.
Lifecycle & Hero Strategy
Own post‑launch product performance tracking in partnership with CRM/Retention, identifying early indicators, messaging opportunities and optimisation levers to drive sustained growth.
Develop and execute hero product growth strategies including core messaging refreshes, seasonal storytelling updates, sampling strategies and evergreen content optimisation.
Partner with Trade/Retail and Digital teams to drive cohesive and holistic sampling strategies cross‑channel.
Identify franchise extension opportunities, formula optimisations and packaging updates based on consumer feedback, performance trends and category whitespace.
Partner with CRM, Paid and Social teams to evolve messaging based on retention insights, reviews, UGC patterns and funnel performance.
Analyse category trends and competitive performance to recommend when products need re‑positioning, re‑support or strategic sunsetting.
Qualifications Manager level
3–5 years product marketing experience in beauty or consumer products.
Strong writing and storytelling skills.
Detail‑oriented with solid cross‑functional organisation.
Senior Manager level
5–7+ years beauty product marketing experience.
Strong strategic capabilities; ability to lead cross‑functional alignment.
Capable of mentoring junior talent and owning full category strategies.
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