Responsibilities

• Own the brand end to end — strategy, positioning, product roadmap, and P&L — and be accountable for its growth and profitability.
• Lead product development , from identifying opportunities and developing formulations and fragrances to working with manufacturers, managing the SKU lineup, and overseeing quality and testing.
• Manage the supply chain , sourcing manufacturers and packaging, negotiating cost and terms, and coordinating with fulfillment to keep the brand in stock.
• Define brand identity and go-to-market , including naming, packaging and design, pricing, and channel strategy across TikTok Shop, Amazon, and marketplaces.
• Direct marketing and growth by briefing and partnering with our content, affiliate, livestream, and paid media teams to drive demand and sales.
• Build for the men''s category specifically — understanding how men discover, buy, and stay loyal to grooming products, and tailoring product, messaging, and bundles accordingly.
• Own compliance , ensuring formulations, labels, and claims meet FDA cosmetic and FTC requirements, and coordinating with regulatory/legal resources as needed.
• Manage the numbers — margins, COGS, pricing, inventory, and contribution — and make decisions that grow the brand profitably.
• Read the market , tracking competitors, trends, and customer feedback to guide the roadmap and positioning.

Requirements

• 3+ years in brand management, product development, or marketing — ideally in grooming, personal care, beauty, or CPG.
• Hands-on experience bringing a physical product to market, from concept through launch.
• A strong product and aesthetic sense — you understand formulation, fragrance, and packaging, and what makes a grooming product feel premium and repeatable.
• Working knowledge of personal care manufacturing and regulatory basics (FDA cosmetics labeling, FTC claims).
• Commercial fluency — comfortable owning a P&L, modeling margins, and making pricing and inventory decisions.
• Strong marketing instincts and the ability to brief creative, affiliate, and paid teams effectively.
• Entrepreneurial, self-directed, and comfortable owning ambiguity and outcomes.

Preferred

• Experience launching or scaling a DTC or social commerce brand.
• Familiarity with TikTok Shop and the creator-driven men''s grooming and personal care landscape.
• Relationships with personal care manufacturers, co-packers, or fragrance houses.
• Insight into the men''s grooming consumer and how the category is evolving.

Benefits

• Own a brand outright — not a slice of one — with the full Platinum Commerce growth engine behind you.
• Build in a fast-growing, content-driven category where TikTok Shop is reshaping how men discover products.
• Real P&L ownership and the autonomy to make it succeed.