Senior Product Marketing & Growth Manager for a U.S. Oral Care E-commerce

Paired is a global staffing and recruiting agency, and they are seeking a Senior Product Marketing & Growth Manager for a direct-to-consumer oral care brand. This role is responsible for driving product performance, shaping innovation strategy, and leading go-to-market execution for new and existing products.

Responsibilities:

• Own the product marketing roadmap, identifying opportunities for innovation, renovation, and expansion within oral care categories
• Translate consumer insights, behavioral data, and market trends into actionable product opportunities
• Develop product briefs, business cases, and financial models to support new launches and portfolio decisions
• Partner with R&D to guide concept validation, including voice-of-customer research, testing, and iteration
• Ensure all innovation aligns with Larineco's brand positioning, subscription model, and long-term growth strategy
• Define clear, differentiated product positioning, claims, and value propositions
• Own the development of messaging frameworks, naming, and storytelling across the product portfolio
• Create and maintain a centralized library of product assets (copy sheets, FAQs, claims, sales materials)
• Ensure consistency and adaptability of product narratives across all channels (site, email, paid, social, PR)
• Partner with Brand and Creative teams to bring product stories to life in a compelling, customer-centric way
• Lead end-to-end GTM strategy and execution for new product launches, category expansions, and seasonal campaigns
• Develop integrated, cross-channel launch plans spanning eCommerce, lifecycle, paid media, organic, influencer, and PR
• Build seasonal GTM toolkits, including: Product briefs, Line narratives, Trend POVs, Hero product strategies, Channel-specific messaging
• Own and manage the GTM calendar, ensuring alignment across Marketing, Creative, and Commercial teams
• Monitor launch performance and optimize based on data and insights
• Lead customer research initiatives to uncover needs, motivations, and barriers
• Conduct ongoing competitive analysis and category tracking
• Synthesize qualitative and quantitative data into clear, actionable insights
• Act as the voice of the customer across product, marketing, and leadership teams
• Partner with Content and Creative teams to develop educational and conversion-driven content for: Landing pages, Product detail pages, Email and lifecycle campaigns, Blog and SEO content
• Ensure all content is aligned with product messaging and brand voice
• Help translate complex oral care science into clear, engaging, and accessible narratives
• Develop strategies to increase customer engagement, loyalty, and advocacy
• Collaborate with Customer Experience teams to gather feedback and improve products
• Support influencer, community, and ambassador programs to amplify product storytelling
• Define and track KPIs across product launches and product lifecycle performance
• Build regular reporting on: Product performance, Campaign effectiveness, ROI and revenue impact
• Use insights to continuously refine product strategy, messaging, and GTM execution
• Analyze product-level performance, identifying opportunities to optimize pricing, bundling, merchandising, and lifecycle strategies
• Partner with eCommerce and Growth teams to improve: Conversion rates, Average order value (AOV), Subscription retention and LTV
• Support merchandising strategy across digital storefronts and subscription flows
• Act as the central connector across Product, R&D, Brand, Growth, and Operations
• Lead cross-functional initiatives to ensure seamless execution and alignment
• Present product strategies, insights, and performance updates to leadership
• Build strong relationships with internal teams and external partners

Requirements:

• 5-8+ years of experience in product marketing, brand marketing, or category management, ideally in DTC, subscription, or CPG
• Strong experience with product launches, positioning, and lifecycle management
• Deep understanding of consumer behavior, retention, and subscription models
• Analytical mindset with experience using data to drive decisions
• Exceptional storytelling and communication skills
• Experience collaborating cross-functionally with R&D, creative, and growth teams
• Ability to operate both strategically and tactically in a fast-paced environment
• Experience in oral care, personal care, wellness, or health brands
• Familiarity with regulated claims and science-backed products
• Background in subscription or membership-based businesses