Product Marketing Manager, Audience & Messaging

This is a fully remote position, open to applicants in California.

📋 Description

• Develop and oversee a centralized messaging framework that acts as the authoritative source for launch messaging, campaign language, packaging copy, and sales enablement materials across the entire product range.

• Create actionable buyer and user personas for both DTC and retail channels, taking into account need states, wellness objectives, category knowledge, lifestyle context, and purchasing journeys.

• Incorporate competitive, category, and consumer insights into marketing deliverables.

• Collaborate with product and brand marketing teams to ensure a consistent narrative across wellness, performance, and beauty product categories.

• Convert audience and messaging strategies into language that can be utilized by brand, digital, media, retail, and sales teams.

• Establish and facilitate cross-functional processes with the Marketing, Digital, and Media teams.

• Utilize AI tools to enhance research capabilities, develop scalable workflows, and prototype frameworks.

⛳️ Requirements

• A minimum of 5 years in product marketing.

• Extensive experience with multi-product or multi-segment consumer brands; background in wellness, beauty, health tech, or consumer electronics is advantageous.

• Profound experience in persona development grounded in qualitative research and behavioral insights.

• Strong cross-functional abilities, including stakeholder alignment and the capacity to influence without direct authority.

• Proven experience in messaging products that define or redefine their respective categories.

• Authentic empathy for cross-functional workflows and the ability to bridge communication across teams.

• Proficient in incorporating AI as an essential element of the workflow.

• Experience in marketing within both DTC and retail/wholesale settings is beneficial.

• Experience in marketing both physical and digital products is a plus.

• Demonstrated success in scaling an emerging product line or segment from inception to launch is a plus.

• Background in developing or contributing to a company’s brand narrative and category positioning is a plus.

• Comfort in working with consumer usage data, sales, or pipeline analytics to assess messaging effectiveness is a plus.

🏝️ Benefits

• Comprehensive health and wellness benefits.

• Opportunities for professional development and career advancement.

• Flexible working arrangements and a supportive work environment.