Responsibilities

• Lead end-to-end go-to-market planning for every new product launch, including positioning, messaging, pricing, naming, packaging direction, and launch calendar.
• Develop a repeatable launch playbook that the organization can run consistently across Costco, Walmart, Amazon, Shopify, and emerging channels.
• Define launch KPIs (sell-in, sell-through, conversion, ROAS, share of voice) and conduct formal post-launch reviews to drive continuous improvement.
• Translate engineering specifications (RO stages, UV-C sterilization, NSF certifications, energy-efficiency ratings) into clear, differentiated consumer benefits.
• Develop the master positioning and message hierarchy for each product line, adapting it appropriately for each channel's audience and shelf format.
• Own product naming, claims architecture, and on-pack messaging in coordination with Quality, Compliance, and Engineering teams.
• Build channel-specific go-to-market plans for Costco, Walmart, Amazon, Shopify, and trade, tailoring story, assets, and promotional cadence to each.
• Partner with Sales to create best-in-class buyer presentations, line review materials, and roadshow content.
• Own Amazon and Shopify product detail pages, including titles, bullets, A+ / Premium A+ content, lifestyle imagery briefs, video assets, and reviews strategy.
• Lead an always-on competitive program covering category leaders and emerging entrants, synthesizing findings into pricing, feature, and positioning recommendations.

Requirements

• 8+ years of experience in product marketing, go-to-market, or brand marketing, with at least 3 years in a director-level or function-leading role.
• Proven success launching physical consumer products in CPG, consumer durables, appliances, or DTC, ideally sold through both retail and e-commerce.
• Direct experience with at least two of: Costco, Walmart, Amazon (Vendor Central or Seller Central), and Shopify, including channel-specific content and merchandising requirements.
• Demonstrated ability to translate technical or engineering-heavy products into clear, persuasive consumer narratives.
• Strong analytical skills with a data-driven approach to marketing decisions, including familiarity with sell-through, conversion, ROAS, share, and review-based KPIs.
• Excellent written and verbal communication skills, with the ability to develop product pages, brief creative teams, and present launch plans to senior leadership.
• Strategic mindset paired with a hands-on, operator orientation; comfortable owning the work end-to-end and building from first principles.
• Track record of leading cross-functional initiatives and influencing without authority across product, sales, and operations stakeholders.

Benefits

• Medical, Dental, Vision, Life Insurance
• 401K Retirement Plan
• Paid Vacation Time
• Paid Holidays
• and More!