Apres Nail
OVERVIEW
Après Nail has innovated the nail market as the creator of Gel X. Our mission is to improve nail industry standards and the lives of nail artists by providing innovative products that help both them and their services thrive. Our nails are seen everywhere, from the Met Gala to the Oscars to your local nail salon. The Gel X revolution is real, and we're looking for our next great team member!
The ProductMarketingDirector will own the fullproductcommercialization lifecycle—from strategy and positioning to go-to-market execution and post-launch optimization. This senior leader will shape how the brand shows up across all channels , including eCommerce, Wholesale, and Marketplace (Amazon and others). This role is responsible for developing compelling sales points, driving cross-channel performance, and ensuringproductinitiatives meet both revenue and brand objectives. The ideal candidate brings deep beauty CPG expertise, excellent cross-functional leadership, and experience navigating complex multi-channel environments, including at least 4–5 years managing or collaborating closely with marketplace channels.
CORE RESPONSIBILITIES Product & Brand Strategy
Lead
productpositioning and messaging frameworks
for every SKU andproductline, ensuring consistency and effectiveness across DTC, wholesale retail partners, and marketplace channels.
Own the
productportfolio strategy
, including line architecture, segmentation, innovation/renovation planning, and competitive whitespace identification.
Collaborate with Product & Project team on
competitive analysis and ongoing market research
to guide long-termproductand category strategy.
Go-to-Market (GTM) Leadership
Develop and oversee comprehensive
GTM strategies
for new launches across all channels, tailoring messaging, promotional structure, and activation tactics by channel.
Partner with Creative, Brand, and Sales teams to deliver impactful launch assets, toolkits, andproductstorytelling.
Lead
cross-functional launch planning
, aligning timelines, forecasts, inventory planning, merchandising, and promotional cadence.
Omnichannel Channel Strategy
Build and optimize
channel-specific strategies
(DTC, Wholesale, Marketplace) in partnership with the relevant channel owners.
Oversee
merchandising andproductstrategy
for each channel, ensuring consistent yet channel-optimized representation.
Develop the unified
pricing and promotional strategy
and ensure channel governance to protect brand equity and profitability.
Drive
productbundling strategies
, core merchandising principles, and evergreen vs. seasonal assortment planning across all channels.
Develop
sales enablement tools
includingproductsales decks, competitive comparisons, and retailer presentations.
Lead
trademarketing
strategy and execution, including seasonal assortments, promotional calendars,andmerchandising assets.
Performance Management & Optimization
Own
SKU performance analysis
, including cross-channel velocity, contribution margin, and merchandising effectiveness.
Lead
productlifecycle management
, from launch ramp and growth acceleration to rationalization and end-of-life decisions.
Deliver
performance reporting
and actionable insights on launch success,productmix, and channel health.
Provide
forecasting guidance
and demand planning inputs based on consumer insights, historical performance, and channel behaviors.
Leadership & Cross-Functional Collaboration
Manage and mentorproductmarketingmanagers/specialists, providing strategic guidance and fostering high performance.
Act as the central cross-functional hub between
ProductDevelopment, Brand, Sales, Operations, and Finance
.
Presentproductand channel strategies, insights, and recommendations to executive leadership.
KEY METRICS & KPIs Revenue & Profitability
Product revenue growth and profitability/margin
Average Order Value (AOV)
Sell-through and velocity by SKU and by channel (DTC, Wholesale, Marketplace)
Channel-specific KPIs such as digital shelf metrics, content health, and retailer scorecards
Launch Success
Performance against forecast in the first 30/60/90 days
Retail velocity, DTC conversion, and marketplace ranking trajectory
SKU rationalization outcomes
CAC efficiency byproductor campaign
Trade promotion ROI
REQUIRED EXPERIENCE & QUALIFICATIONS
7–10+ years inproductmarketing, brandmarketing, or category management within
beauty or CPG
.
At least
4–5 years of direct experience in marketplace or retail.com channels
, plus familiarity with DTC and wholesale environments.
Proven success leading cross-channelproductlaunches with measurable business impact.
Strong analytical skills and ability to translate performance data into actionable strategies.
Strong cross-functional leadership experience, especially acrossProductDevelopment, Brand, Sales, Finance, and Operations.
Exceptional communication, storytelling, and executive presentation skills.
Comfortable operating both strategically and hands-on in a fast-paced, high-growth environment.
PREFERRED EXPERIENCE
Experience using digital shelf and marketplace analytics tools (Profitero, Stackline, Helium10, etc.)
Familiarity with paid media and channel attribution dynamics
Background in beauty accessories, color cosmetics, or skincare
Experience supporting globalproductmarketingor multi-region assortments
#J-18808-Ljbffr
The ProductMarketingDirector will own the fullproductcommercialization lifecycle—from strategy and positioning to go-to-market execution and post-launch optimization. This senior leader will shape how the brand shows up across all channels , including eCommerce, Wholesale, and Marketplace (Amazon and others). This role is responsible for developing compelling sales points, driving cross-channel performance, and ensuringproductinitiatives meet both revenue and brand objectives. The ideal candidate brings deep beauty CPG expertise, excellent cross-functional leadership, and experience navigating complex multi-channel environments, including at least 4–5 years managing or collaborating closely with marketplace channels.
CORE RESPONSIBILITIES Product & Brand Strategy
Lead
productpositioning and messaging frameworks
for every SKU andproductline, ensuring consistency and effectiveness across DTC, wholesale retail partners, and marketplace channels.
Own the
productportfolio strategy
, including line architecture, segmentation, innovation/renovation planning, and competitive whitespace identification.
Collaborate with Product & Project team on
competitive analysis and ongoing market research
to guide long-termproductand category strategy.
Go-to-Market (GTM) Leadership
Develop and oversee comprehensive
GTM strategies
for new launches across all channels, tailoring messaging, promotional structure, and activation tactics by channel.
Partner with Creative, Brand, and Sales teams to deliver impactful launch assets, toolkits, andproductstorytelling.
Lead
cross-functional launch planning
, aligning timelines, forecasts, inventory planning, merchandising, and promotional cadence.
Omnichannel Channel Strategy
Build and optimize
channel-specific strategies
(DTC, Wholesale, Marketplace) in partnership with the relevant channel owners.
Oversee
merchandising andproductstrategy
for each channel, ensuring consistent yet channel-optimized representation.
Develop the unified
pricing and promotional strategy
and ensure channel governance to protect brand equity and profitability.
Drive
productbundling strategies
, core merchandising principles, and evergreen vs. seasonal assortment planning across all channels.
Develop
sales enablement tools
includingproductsales decks, competitive comparisons, and retailer presentations.
Lead
trademarketing
strategy and execution, including seasonal assortments, promotional calendars,andmerchandising assets.
Performance Management & Optimization
Own
SKU performance analysis
, including cross-channel velocity, contribution margin, and merchandising effectiveness.
Lead
productlifecycle management
, from launch ramp and growth acceleration to rationalization and end-of-life decisions.
Deliver
performance reporting
and actionable insights on launch success,productmix, and channel health.
Provide
forecasting guidance
and demand planning inputs based on consumer insights, historical performance, and channel behaviors.
Leadership & Cross-Functional Collaboration
Manage and mentorproductmarketingmanagers/specialists, providing strategic guidance and fostering high performance.
Act as the central cross-functional hub between
ProductDevelopment, Brand, Sales, Operations, and Finance
.
Presentproductand channel strategies, insights, and recommendations to executive leadership.
KEY METRICS & KPIs Revenue & Profitability
Product revenue growth and profitability/margin
Average Order Value (AOV)
Sell-through and velocity by SKU and by channel (DTC, Wholesale, Marketplace)
Channel-specific KPIs such as digital shelf metrics, content health, and retailer scorecards
Launch Success
Performance against forecast in the first 30/60/90 days
Retail velocity, DTC conversion, and marketplace ranking trajectory
SKU rationalization outcomes
CAC efficiency byproductor campaign
Trade promotion ROI
REQUIRED EXPERIENCE & QUALIFICATIONS
7–10+ years inproductmarketing, brandmarketing, or category management within
beauty or CPG
.
At least
4–5 years of direct experience in marketplace or retail.com channels
, plus familiarity with DTC and wholesale environments.
Proven success leading cross-channelproductlaunches with measurable business impact.
Strong analytical skills and ability to translate performance data into actionable strategies.
Strong cross-functional leadership experience, especially acrossProductDevelopment, Brand, Sales, Finance, and Operations.
Exceptional communication, storytelling, and executive presentation skills.
Comfortable operating both strategically and hands-on in a fast-paced, high-growth environment.
PREFERRED EXPERIENCE
Experience using digital shelf and marketplace analytics tools (Profitero, Stackline, Helium10, etc.)
Familiarity with paid media and channel attribution dynamics
Background in beauty accessories, color cosmetics, or skincare
Experience supporting globalproductmarketingor multi-region assortments
#J-18808-Ljbffr