Product Marketing & Innovation Manager

Job Description

Job Description

Salary : $100,000- $110,000

Location : Yonkers, NY (Hybrid)

Job Type : Full-time

Pay :

$100,000 - $110,000 per year

Job description

We are seeking a proven product and brand marketing leader to accelerate Bask & Lathers next phase of growth. This role blends product innovation, category expansion, and go-to-market excellence

with strong ownership of digital product strategy and omnichannel launch execution.

The Product Marketing & Innovation Manager will define the product vision and roadmap, oversee packaging and label development, and lead end-to-end launch strategies ensuring innovations (from braid gel to vitamins) succeed across DTC, retail, and digital marketplaces.Youll collaborate cross-functionally with R&D, regulatory, creative, operations, e-commerce, and the retention marketing team to deliver culturally resonant, consumer-validated products that fuel both loyalty and acquisition.

Key Responsibilities

Product Innovation & Category Strategy

• Lead the product innovation pipeline and define 23 year category growth roadmaps.
• Translate consumer insights, cultural trends, and competitive research into actionable product strategy.
• Drive label and packaging development, ensuring compliance, brand alignment, and premium execution.
• Partner with R&D and regulatory for claims testing, substantiation, and compliance.

Digital Product Strategy & Omnichannel Launches

Serve as the

digital marketing product strategy lead, ensuring new products are positioned effectively across DTC, Amazon, TikTok Shop, and retail channels.

Build and own the

omnichannel go-to-market strategy

for all new launches, ensuring consistent messaging and seamless execution across online and offline touchpoints.

Collaborate with the

retention marketing team

to align product storytelling with CRM, loyalty, email / SMS, and customer lifecycle campaigns.

Go-to-Market Leadership

Own the annual product marketing calendar and lead launch readiness across functions.

Build training materials, education toolkits, and partner-facing assets to support sales, stylists, retailers, and influencers.

Partner with the e-commerce and growth teams to optimize merchandising, conversion, and retention for new launches.

Retail Expansion & Strategy

Support the CEO and Head of Growth in evaluating and executing retail expansion strategies.

Develop retail marketing programs and sell-in tools to ensure successful market entry and retailer support.

Align innovation and packaging strategy with retailer requirements and consumer expectations.

Market Leadership & Insights

Monitor cultural, consumer, and competitor trends to inform product and marketing strategy.

Continuously optimize positioning, pricing, and portfolio architecture for growth.

Cross-Functional Leadership

Act as the connector across operations, R&D, creative, regulatory, and marketing. Mentor emerging team members in product marketing and innovation.

Establish SOPs for product lifecycle management, launch execution, and claims processes.

Experience & Qualifications

10+ years in product marketing, brand management, or innovation within beauty, wellness, or CPG.

Proven success leading end-to-end product launches with measurable growth impact.

Experience with label and packaging development, claims testing, and consumer insights.

Strong expertise in digital product marketing strategy and omnichannel campaign execution.

Familiarity with retail expansion and sell-in strategies.

Data-driven yet creative; able to balance storytelling with performance analytics.

Exceptional leadership, project management, and cross-functional communication skills.

MBA or advanced degree a plus, but not required.

Benefits :

401(k)

Dental insurance

Health insurance

Paid time off

Vision insurance