Product Marketing Director
Apres Nail, California, MO, United States
OVERVIEW
TheProductMarketingDirector 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 CORE RESPONSIBILITIES (continued)
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
TheProductMarketingDirector 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 CORE RESPONSIBILITIES (continued)
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