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