Director of Product Marketing

About the role

The Director of Product Marketing leads the development and execution of go-to-market strategies for Brio's full product portfolio, with a primary focus on launching new products successfully across retail, e-commerce, and direct-to-consumer channels. This individual will own positioning, messaging, launch planning, and channel-specific marketing strategy, ensuring every new product reaches the market with a clear story, the right assets, and a measurable impact on the business.

As a key cross-functional leader, this role partners closely with Product Development, Engineering, Sales, Operations, and Creative to translate engineering capabilities into compelling consumer benefits. The position is initially structured as an individual contributor with the opportunity to build and lead the Product Marketing function as the business scales.

What you'll do

Go-to-Market Strategy & New Product Launches:

• Lead end-to-end go-to-market planning for every new product launch, including positioning, messaging, pricing, naming, packaging direction, and launch calendar.
• Develop a repeatable launch playbook that the organization can run consistently across Costco, Walmart, Amazon, Shopify, and emerging channels.
• Define launch KPIs (sell-in, sell-through, conversion, ROAS, share of voice) and conduct formal post-launch reviews to drive continuous improvement.

Positioning, Messaging & Product Narrative:

• Translate engineering specifications (RO stages, UV-C sterilization, NSF certifications, energy-efficiency ratings) into clear, differentiated consumer benefits.
• Develop the master positioning and message hierarchy for each product line, adapting it appropriately for each channel's audience and shelf format.
• Own product naming, claims architecture, and on-pack messaging in coordination with Quality, Compliance, and Engineering teams.

Channel & Customer Marketing:

• Build channel-specific go-to-market plans for Costco, Walmart, Amazon, Shopify, and trade, tailoring story, assets, and promotional cadence to each.
• Partner with Sales to create best-in-class buyer presentations, line review materials, and roadshow content.
• Own Amazon and Shopify product detail pages, including titles, bullets, A+ / Premium A+ content, lifestyle imagery briefs, video assets, and reviews strategy.

Market & Competitive Intelligence:

• Lead an always-on competitive program covering category leaders and emerging entrants, synthesizing findings into pricing, feature, and positioning recommendations.
• Run voice-of-customer initiatives including reviews mining, post-purchase surveys, and retailer feedback, feeding insights back into the product roadmap.
• Build the business case for new categories and adjacent product opportunities with sized markets, customer profiles, and a clear point of view.

Cross-Functional Leadership:

• Serve as the connective tissue between Product Development, Engineering, Sales, Operations, and Creative, ensuring alignment on every launch.
• Brief and direct internal and external creative resources (photo, video, copy, design) to produce on-brand, channel-ready assets on time and on budget.
• Build the Product Marketing function over time, defining team structure, hiring as workload requires, and codifying playbooks for scale.

Qualifications

• 8+ years of experience in product marketing, go-to-market, or brand marketing, with at least 3 years in a director-level or function-leading role.
• Proven success launching physical consumer products in CPG, consumer durables, appliances, or DTC, ideally sold through both retail and e-commerce.
• Direct experience with at least two of: Costco, Walmart, Amazon (Vendor Central or Seller Central), and Shopify, including channel-specific content and merchandising requirements.
• Demonstrated ability to translate technical or engineering-heavy products into clear, persuasive consumer narratives.
• Strong analytical skills with a data-driven approach to marketing decisions, including familiarity with sell-through, conversion, ROAS, share, and review-based KPIs.
• Excellent written and verbal communication skills, with the ability to develop product pages, brief creative teams, and present launch plans to senior leadership.
• Strategic mindset paired with a hands-on, operator orientation; comfortable owning the work end-to-end and building from first principles.
• Track record of leading cross-functional initiatives and influencing without authority across product, sales, and operations stakeholders.

Benefits / Perks

We believe in recognizing and rewarding our employees for a job well done. We offer growth potential for motivated individuals, competitive compensation, and a comprehensive benefits package, including:

• Medical, Dental, Vision, Life Insurance
• 401K Retirement Plan
• Paid Vacation Time
• Paid Holidays
• and More!