Senior Product Marketing Manager, GTM Lead, Fashion & Fitness Marketing

Job :  |  Services LLC

This role is responsible for developing and leading the category marketing strategy for an assigned F2 business area, including Fashion, Sports & Outdoors, or Licensed Sports. Serving as the single-threaded marketing partner to category leadership, this leader translates business priorities, customer insights, assortment strategies, and commercial goals into annual and seasonal go-to-market plans that drive traffic, engagement, and growth.

The Go-to-Market Lead owns the category's integrated marketing roadmap, including campaign calendaring, investment prioritization, Tier B targeted activations, Tier C foundational programs, and category contributions to Tier A tentpole moments. They develop a clear point of view on where marketing can most effectively support category growth, align cross-functional teams around prioritized customer moments, and ensure plans are grounded in measurable category objectives.

This role partners closely with Business, Creative, Product, BI, and Traffic & Targeting teams. The Go-to-Market Lead provides the category inputs required to inform NASM and channel planning, including assortment priorities, deal calendars, customer audiences, launch milestones, and business goals.

Category Marketing Strategy & Planning

• Develop the annual and quarterly marketing strategy for an assigned category, translating business goals into clear customer, campaign, and investment priorities.
• Establish the category's marketing narrative, strategic pillars, target audiences, and role within the broader F2 Integrated Marketing portfolio.
• Identify the customer missions, seasonal shifts, cultural moments, launches, and category-specific opportunities where marketing can generate incremental business impact.
• Build integrated plans that connect category priorities across campaigns, customer experiences, content, creative, and traffic-driving channels.
• Identify emerging category trends, customer shifts, and growth opportunities that inform marketing strategy and investment recommendations.

GTM Ownership & Campaign Prioritization

• Own the category's annual and seasonal GTM calendar, balancing business priorities, customer relevance, operational readiness, and available marketing capacity.
• Lead Tier B targeted and Tier C foundational GTM activations from initial business intake through strategy, executional alignment, launch, and performance review.
• Represent the category's priorities and customer needs within Tier A tentpole planning, including major shopping events, seasonal campaigns, and cross-F2 initiatives.
• Develop clear GTM briefs that define the customer problem, business opportunity, audience, value proposition, success metrics, dependencies, and activation approach.
• Establish prioritization recommendations when category requests exceed available marketing, creative, or channel capacity.
• Ensure campaigns have clear launch criteria, accountable owners, measurable objectives, and documented decisions.

Category Partnership & Business Leadership

• Serve as the primary marketing partner to category leadership and maintain a comprehensive understanding of the category's financial goals, assortment strategy, deal calendar, customer dynamics, and operational roadmap.
• Translate category inputs into actionable marketing recommendations rather than functioning solely as an intake or execution partner.
• Partner with category leaders to identify where marketing can meaningfully accelerate growth and flag areas where business, selection, pricing, or operational readiness may impact campaign effectiveness.
• Lead annual and quarterly planning discussions that align category stakeholders around the highest-impact marketing priorities.
• Provide category leadership and Directors with visibility into upcoming campaigns, investment recommendations, dependencies, risks, and expected outcomes.

Cross-Functional GTM Leadership

• Partner with Creative and Stores teams to ensure customer experiences and traffic-driving assets reflect a consistent category strategy and value proposition.
• Work with Product and Technology teams to identify customer experience requirements, launch dependencies, merchandising needs, automation opportunities, and readiness risks.
• Partner with Finance and category teams to recommend category marketing budget allocation across campaigns, programs, and customer moments.
• Provide the Traffic &…