Product Marketing Manager, Audience & Messaging

Therabody is a wellness technology company creating products, software, and digital content across wellness, performance, and beauty. The Product Marketing Manager will own audience intelligence and messaging architecture, developing personas, centralized messaging systems, and cross-functional processes that make launches and marketing efforts more coherent, targeted, and effective.

Responsibilities:

• Build and maintain a centralized messaging system that serves as the source of truth for launch messaging, campaign language, packaging copy, and sales enablement materials across the product portfolio
• Develop actionable buyer and user personas that go beyond demographics, incorporating need state, wellness goals, category fluency, lifestyle context, and purchase journey — across both DTC and retail
• Integrate competitive, category, and consumer intelligence into everything we produce, ensuring marketing and sales teams are always working from current, validated context
• Partner with product & brand marketing to maintain narrative coherence across product pillars — wellness, performance & beauty — without slowing down their execution
• Translate audience and messaging strategy into the language brand, digital, media, retail, and sales need to hit their goals, with a real understanding of the volume and constraints they face
• Establish and run the cross-functional rhythms (with Marketing, Digital, Media) that keep audience and messaging context flowing across teams
• Leverage AI tools to accelerate research, build scalable workflows, and prototype frameworks faster — because they make you better, not because someone asked you to

Requirements:

• 5+ years in product marketing, with significant time in multi-product or multi-segment consumer brands (wellness, beauty, health tech, or consumer electronics a plus)
• Deep experience with persona development rooted in qualitative research and behavioral insight, not just demographics
• Strong cross-functional skills: you can align stakeholders, influence without authority, and adapt your communication to anyone in the org
• Experience messaging products that are actively defining or redefining their category — comfortable working without a ready-made frame and skilled at building one the market can follow
• Genuine empathy for cross-functional workflows — you meet collaborators in their language, their context, and their constraints, and do the translation so they don't have to
• Comfort leveraging AI as a core part of your workflow when the problem calls for it
• Experience marketing across both DTC and retail/wholesale environments
• Experience marketing both physical & digital products
• A track record of scaling an emerging product line or segment program from 0 to 1
• A background in building or contributing to a company's brand narrative and category positioning
• Comfort working with consumer usage data, sales, or pipeline analytics to validate messaging effectiveness