Responsibilities

• Build positioning and messaging from scratch for products, features, or categories that don't have one yet, with minimal guidance.
• Set clear tradeoffs and differentiation so Marketing, Content, Support, and other core functions are all telling the same story.
• Translate what the product does into value members actually care about, and know when that story needs to change.
• Own GTM strategy and execution for complex, multi-surface launches, not just individual campaigns, with the goal of increasing retention and member growth.
• Set the learning agenda for each launch, and build playbooks the team can reuse so the process gets better over time.
• Manage cross-functional stakeholders and timelines from kickoff through retro.
• Make sure market, competitive, and member insight actually shape product and GTM decisions.
• Bring a point of view to research, working closely with UXR.
• Define and own the success metrics for your GTM initiatives, and connect them clearly to business outcomes (member growth, retention, winback, etc).
• Set metrics before launch, not after, and hold yourself accountable to them.

Requirements

• 5+ years in product marketing or similar function, with extensive experience in DTC and real ownership of GTM strategy for at least one major product area.
• Experience building positioning and launch strategy from zero, ideally for a new product, category, or major relaunch.
• Partnership or co-marketing experience: you've represented your company externally, not just internally.
• Strong measurement instincts: you define success metrics before launch and hold yourself to them after.
• Direct, clear communicator who drives cross-functional alignment at the PM/Brand/VP level without formal authority.
• AI-native mindset: you use AI tools (Claude, ChatGPT, or equivalent) as a genuine force multiplier in all that you do.
• Experience in health, wellness, or another high-trust consumer category is a plus.

Benefits

• Base: Up to $186,000 (F lexible depending on location and interview performance)
• Stock options
• Comprehensive health, dental, and vision plans for you and your family
• Flexible work environment
• Team off-sites and wellness initiatives
• Competitive vacation policy
• A culture that emphasizes continuous learning and personal growth