Responsibilities

• The Senior Product Marketing Manager owns the positioning, messaging, and product narrative behind that launch.
• Define and maintain the value proposition and positioning for a new brand and connected wellness ecosystem, covering who it's for, what it solves, why it's different, and why it's credible, in support of the category thesis set by leadership rather than defining it.
• Run market, competitive, and customer research to pressure-test positioning, and keep claims tied to real evidence rather than over-promising.
• Represent the customer, competitor, and category perspective in commercial decisions, and keep the value proposition sharp as the market responds.
• Develop the core messaging spine: the value proposition, message hierarchy, approved terminology, and competitive comparisons.
• Create the evidence structure that makes a bold brand claim credible, covering how the product works, what backs it up, and how to answer questions on accuracy, privacy, and comparisons.
• Package positioning into reusable language and guardrails partner teams execute against: narrative foundations for Content and PR, audience guidance for GTM, and post-purchase language for CX.
• Own product and feature launch messaging, including release narrative, naming inputs, and launch copy foundations, while GTM Marketing owns launch strategy, channels, and performance.
• Work with UX Research and Behavioral Science to turn user insight into product messaging, benefit framing, and onboarding language; product and science ownership stays with those teams.
• Help articulate how subscription value lands across onboarding, activation, and membership, supplying the language partner teams use while GTM and Growth own segmentation, targeting, and lifecycle execution.

Requirements

• Bachelor's degree required
• 6+ years in product marketing, positioning, or lifecycle messaging for consumer (B2C) brands, with hands-on direct-to-consumer (DTC) experience
• Subscription & Membership Fluency: Understanding of DTC, subscription, and membership models, including segmentation, cohort thinking, and lifecycle messaging
• Analytical: Comfortable with funnel and cohort data, and with using it to back positioning decisions with evidence
• Cross-Functional Collaboration: Ability to align partners across product, marketing, CX, and growth functions without direct authority

Preferred

• Masters/MBA or advanced degrees nice to have
• DTC, health & wellness, and SaaS or subscription backgrounds are strongly preferred
• Experience building a consumer brand from the ground up, including identity, positioning, and voice, is highly preferred
• experience defining a differentiated value proposition and taking a new brand or product to market
• cohort thinking, and lifecycle messaging

Benefits

• 100% covered Medical/Dental/Vision insurances for employee AND spouse + dependents!
• 401K with 4% employer match (eligible after 90 days of employment) and immediate 100% vesting
• Generous PTO policy + paid holidays
• Life Insurance
• Voluntary Life Insurance
• Disability Insurance
• Critical Illness Coverage
• Accident Insurance
• Healthcare FSA
• Dependent Care FSA