Director of Product Marketing

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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.