Senior Product Marketing – Growth Manager
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Job Description
Senior Product Marketing & Growth Manager overseeing product strategies for a U.S. direct-to-consumer oral care brand. Driving performance and market execution in innovative oral care products.
Responsibilities:
- Own the product marketing roadmap, identifying opportunities for innovation, renovation, and expansion within oral care categories.
- Translate consumer insights, behavioral data, and market trends into actionable product opportunities.
- Develop product briefs, business cases, and financial models to support new launches and portfolio decisions.
- Partner with R&D to guide concept validation, including voice-of-customer research, testing, and iteration.
- Ensure all innovation aligns with Larineco’s brand positioning, subscription model, and long-term growth strategy.
- Define clear, differentiated product positioning, claims, and value propositions.
- Own the development of messaging frameworks, naming, and storytelling across the product portfolio.
- Create and maintain a centralized library of product assets (copy sheets, FAQs, claims, sales materials).
- Ensure consistency and adaptability of product narratives across all channels (site, email, paid, social, PR).
- Partner with Brand and Creative teams to bring product stories to life in a compelling, customer-centric way.
- Lead end-to-end GTM strategy and execution for new product launches, category expansions, and seasonal campaigns.
- Develop integrated, cross-channel launch plans spanning eCommerce, lifecycle, paid media, organic, influencer, and PR.
- Build seasonal GTM toolkits, including: Product briefs, Line narratives, Trend POVs, Hero product strategies, Channel-specific messaging.
- Own and manage the GTM calendar, ensuring alignment across Marketing, Creative, and Commercial teams.
- Monitor launch performance and optimize based on data and insights.
- Lead customer research initiatives to uncover needs, motivations, and barriers.
- Conduct ongoing competitive analysis and category tracking.
- Synthesize qualitative and quantitative data into clear, actionable insights.
- Act as the voice of the customer across product, marketing, and leadership teams.
- Partner with Content and Creative teams to develop educational and conversion-driven content for: Landing pages, Product detail pages, Email and lifecycle campaigns, Blog and SEO content.
- Ensure all content is aligned with product messaging and brand voice.
- Help translate complex oral care science into clear, engaging, and accessible narratives.
- Develop strategies to increase customer engagement, loyalty, and advocacy.
- Collaborate with Customer Experience teams to gather feedback and improve products.
- Support influencer, community, and ambassador programs to amplify product storytelling.
- Define and track KPIs across product launches and product lifecycle performance.
- Build regular reporting on: Product performance, Campaign effectiveness, ROI and revenue impact.
- Use insights to continuously refine product strategy, messaging, and GTM execution.
- Analyze product-level performance, identifying opportunities to optimize pricing, bundling, merchandising, and lifecycle strategies.
- Partner with eCommerce and Growth teams to improve: Conversion rates, Average order value (AOV), Subscription retention and LTV.
- Support merchandising strategy across digital storefronts and subscription flows.
- Act as the central connector across Product, R&D, Brand, Growth, and Operations.
- Lead cross-functional initiatives to ensure seamless execution and alignment.
- Present product strategies, insights, and performance updates to leadership.
- Build strong relationships with internal teams and external partners.
Requirements:
- 5–8+ years of experience in product marketing, brand marketing, or category management, ideally in DTC, subscription, or CPG.
- Strong experience with product launches, positioning, and lifecycle management.
- Deep understanding of consumer behavior, retention, and subscription models.
- Analytical mindset with experience using data to drive decisions.
- Exceptional storytelling and communication skills.
- Experience collaborating cross-functionally with R&D, creative, and growth teams.
- Ability to operate both strategically and tactically in a fast-paced environment.
- Bonus Qualifications
- Experience in oral care, personal care, wellness, or health brands
- Familiarity with regulated claims and science-backed products
- Background in subscription or membership-based businesses**
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