Responsibilities

• Lead the end-to-end commercial brand and go-to-market strategy for priority initiatives including Wayfair Verified, Wayfair Rewards, AI-powered tools, delivery and service programs, and emerging platform innovations.
• Partner with the Brand Strategy team to define clear positioning, differentiated value propositions, and cohesive messaging frameworks, informing a scalable toolkit that translates complex capabilities into compelling, customer-facing benefits.
• Build integrated GTM plans spanning launch strategy, channel mix, campaign orchestration, and lifecycle integration.
• Develop evergreen exposure strategies that sustain visibility and adoption beyond launch, embedding programs into always-on paid, owned, earned, and onsite experiences.
• Create scalable playbooks to standardize how commercial initiatives are introduced, amplified, and sustained across touchpoints.
• Drive cross-functional alignment across Marketing, Product, Service, Merchandising, Creative, Media, and Analytics to maintain a unified commercial brand roadmap.
• Serve as the strategic voice of the customer in planning forums, aligning stakeholders around shared priorities, investment levels, and performance targets.
• Design end-to-end customer journey strategies that increase awareness, understanding, adoption, and repeat engagement across the funnel.
• Partner with Insights and Analytics to translate research and behavioral data into actionable messaging and CX improvements.
• Establish structured testing roadmaps and performance frameworks; iterate positioning and exposure strategies based on data and customer feedback to continuously improve impact.

Requirements

• 6+ years of experience in product marketing, brand strategy, or go-to-market leadership, preferably in retail, ecommerce, marketplace, loyalty, or consumer tech environments.
• Proven track record leading end-to-end GTM strategies, including launches and always-on/evergreen exposure programs.
• Strong experience defining positioning, value propositions, and messaging frameworks for complex products or services.
• Demonstrated ability to align cross-functional teams and build scalable roadmaps and playbooks across Marketing, Product, Creative, Media, and Analytics.
• Deep understanding of customer journey strategy across acquisition, conversion, retention, and lifecycle engagement.
• Experience designing structured testing plans and using experimentation and performance data to optimize adoption and engagement.
• Strong analytical and insights-driven mindset, translating research and behavioral data into actionable strategy.
• Exceptional communication and influencing skills; comfortable operating in ambiguity while balancing strategic vision with execution.

Preferred

• Experience in a platform business or large-scale retail environment.
• Background in both brand and performance marketing contexts.
• Familiarity with customer segmentation, brand architecture, or loyalty programs.
• This position is a hybrid in-office role that works out of our Boston HQ (Monday-Thursday will be working in office and Friday is work from home). This is not a virtual / remote position.

Benefits

• Full health benefits available (Medical, Dental, Vision, HSA/FSA) on day one for eligible employees.
• No-cost access to 2nd.MD, a virtual expert medical consultation and navigation service.
• Global Traveler Health Insurance through GeoBlue.
• 24/7 access to mental, financial, physical and emotional wellbeing support, plus an enhanced offering of therapy and coaching.
• Automatic enrollment into Basic Life and Accidental Death & Disability Insurance.
• 401(k) matching with immediate vesting.
• Paid Parental Leave, Surrogacy & Adoption Reimbursement and Caregiver Services.
• Tuition Reimbursement.
• Wayfair Employee Discount.
• Gym/Fitness Discounts (Wellhub and varying regional memberships).
• Exclusive access to thousands of perks & discounts through BenefitHub.
• Yearly match up to $500 for personal donations made by employees to registered 501(c)(3) nonprofits.