Job Description

We are seeking a proven product and brand marketing leader to accelerate Bask & Lather’s 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 .

You’ll 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 2–3 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.

Job Type: Full-time

Pay: $100,000 - $110,000 per year

Benefits:

• 401(k)
• Dental insurance
• Health insurance
• Paid time off
• Vision insurance

Ability to Commute:

• Yonkers, NY 10701 (Preferred)

Work Location: Hybrid remote in Yonkers, NY 10701

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