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

Job Description

Paired is a global staffing and recruiting agency that pairs remote work with top-tier talent. We admire the importance of innovative social media strategies and are committed to connecting talented individuals with great companies that need their unique skills. Our mission is to provide great jobs to gifted people, regardless of location.

About the Client

Our client is a direct-to-consumer oral care brand that sells products like remineralizing gum, toothpaste, and other dental wellness items. The company positions itself as a “natural, science-backed” alternative to traditional oral care, using ingredients like hydroxyapatite and xylitol to support enamel strength, whitening, and overall dental health.

They focus on:

• Clean, non-toxic formulations (no fluoride, parabens, etc.)
• Dentist-informed product development
• E-commerce sales with subscription and global shipping
• Sustainability initiatives (e.g., eco-friendly packaging, tree planting)

About the Role

We’re looking for a Sr. Product Marketing & Growth Manager to own the intersection of product, customer, and growth. This role is responsible for driving category and product performance, shaping innovation and renovation strategy, and leading go-to-market execution for new and existing products.

You will partner cross-functionally with R&D, Brand, Growth, eCommerce, and Operations to bring products to life—from early concept through launch and lifecycle optimization. This is a highly strategic and hands-on role that blends consumer insights, storytelling, analytics, and execution.

Responsibilities

1. Product & Innovation Strategy

• 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.

2. Product Positioning & Messaging

• 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.

3. Go-to-Market (GTM) Leadership

• 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.

4. Customer Insights & Market Intelligence

• 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.

5. Content & Education Strategy

• 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.

6. Customer Engagement & Advocacy

• 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.

7. Performance Analysis & Reporting

• 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.

8. Cross-Functional Leadership

• 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.

Bonus Qualifications

• 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