Product Marketing Director

Responsibilities

• 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.
• 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.
• 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.
• 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.
• 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.

• 7–10+ years in product marketing, brand marketing, or category management within beauty or CPG.
• At least 4–5 years of direct experience in marketplace or  channels, plus familiarity with DTC and wholesale environments.
• Proven success leading cross-channel product launches with measurable business impact.
• Strong analytical skills and ability to translate performance data into actionable strategies.
• Strong cross-functional leadership experience, especially across Product Development, 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.

• Experience using digital shelf and marketplace analytics tools (Profitero, Stackline, Helium
  10, etc.)
• Familiarity with paid media and channel attribution dynamics
• Background in beauty accessories, color cosmetics, or skincare
• Experience supporting global product marketing or multi-region assortments