Product Marketing Director

Location: California

Join to apply for the Product Marketing Director role at Apres Nail
.

Apres 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!

Overview

The Product Marketing Director will own the full product commercialization 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). The role is responsible for developing compelling sales points, driving cross‑channel performance, and ensuring product initiatives 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 product positioning and messaging frameworks for every SKU and product line, ensuring consistency and effectiveness across DTC, wholesale retail partners, and marketplace channels.
• Own the product portfolio 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‑term product and 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, and product storytelling.
• 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 and product strategy 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 product bundling strategies, core merchandising principles, and evergreen vs. seasonal assortment planning across all channels.
• Develop sales enablement tools including product sales decks, competitive comparisons, and retailer presentations.
• Lead trade marketing strategy and execution, including seasonal assortments, promotional calendars, and merchandising assets.

Performance Management & Optimization

• Own SKU performance analysis, including cross‑channel velocity, contribution margin, and merchandising effectiveness.
• Lead product lifecycle management, from launch ramp and growth acceleration to rationalization and end‑of‑life decisions.
• Deliver performance reporting and actionable insights on launch success, product mix, 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 mentor product marketing managers/specialists, providing strategic guidance and fostering high performance.
• Act as the central cross‑functional hub between Product Development, Brand, Sales, Operations, and Finance.
• Present product and channel strategies, insights, and recommendations to executive leadership.

Key Metrics & KPIs Revenue & Profitability

• Product revenue growth and profitability/margin
• Average Order Value (AOV)

Launch Success

• Performance against forecast in the first 30/60/90 days
• Retail velocity, DTC conversion, and marketplace ranking trajectory
• Consumer engagement metrics (reviews, UGC, CRM response)

Portfolio & Efficiency

• Product mix optimization
• SKU…