Product Marketing Director

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

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