Manager, Brand Marketing (TNF)

Product Marketing Manager

About the Role

We are seeking a strategic Product Marketing Manager to join our Brand Marketing team. This role serves as the critical bridge between Brand Marketing and Merchandising, responsible for translating product and category strategies into compelling consumer-facing narratives that drive brand equity and commercial success.

You will own the full product marketing lifecycle—from product positioning and go-to-market strategy to hero product incubation and annual roadmap planning. This is a high-impact role for a marketer who thrives at the intersection of brand storytelling, product strategy, and cross-functional collaboration.

Key Responsibilities

1. Brand-Merchandising Bridge & Product Positioning

Serve as the connective tissue between Brand Marketing, Merchandising, Product Development, and Creative teams, ensuring every product launches with clarity, consistency, and brand integrity

Translate merchandising intent, product features, and consumer insights into elevated, differentiated product positioning and messaging frameworks

Develop product messaging architectures aligned with overall brand positioning, ensuring consistency across all product variants, bundles, and formats

Partner with Brand and Creative teams to guide asset development and campaign creative that supports the intended product narrative

Act as the central product marketing hub, confirming claims, assets, and product education materials are aligned with positioning frameworks prior to launch

2. Hero Franchises/Product Strategy & Incubation

Identify, develop, and lead hero franchises/product / hero SKU strategies—defining which products have the highest growth potential and driving focused marketing investment behind them

Own the end-to-end hero product launch strategy: from concept and positioning to 360° campaign execution, ensuring maximum market penetration and consumer desirability

Conduct portfolio analysis to identify hero opportunities, whitespace, and underleveraged products; make data-driven recommendations on SKU prioritization, bundling, and portfolio mix

Lead cross-functional launch teams (Merchandising, Creative, E-commerce, Sales, Retail) to ensure hero products receive coordinated, high-impact market moments

Continuously monitor hero product performance post-launch and optimize messaging, PDP content, and channel strategies to maximize conversion and retention

3. Annual Product Marketing Roadmap

Develop and own the annual product marketing roadmap, outlining product launch cadence, seasonal priorities, campaign timelines, and commercial objectives

Partner with Merchandising, Product, and Brand teams to align the product roadmap with market trends, consumer insights, and business goals

Lead seasonal GTM planning and execution—defining product briefs, line narratives, trend POVs, hero strategies, and channel-specific selling stories

Build and manage the seasonal GTM calendar, aligning all cross-functional teams (Marketing, Creative, E-commerce, Retail, Wholesale, Communications) to deliver fully integrated product launches

Conduct quarterly and half-yearly roadmap reviews to assess what's working, course-correct, and identify new opportunities for growth

Translate the product roadmap into compelling internal and external narratives that build anticipation and drive engagement across stakeholders

4. Cross-Functional Leadership & Insights

Partner closely with Merchandising, Sales, E-commerce, and Retail teams to ensure product stories adapt seamlessly across all channels—campaign, site, email, social, retail windows, and wholesale accounts

Leverage consumer insights, competitive analysis, and performance data to inform product positioning, seasonal priorities, and roadmap decisions

Own the "voice of the consumer" in collaboration with E-commerce, Retail, and Brand Marketing teams

Support retail marketing initiatives by developing merchandising support materials, product training tools, sales collateral, and dealer education resources

Identify whitespace, category opportunities, and product storytelling gaps based on consumer behavior and industry trends

Qualifications

Education & Experience

Bachelor's degree in Marketing, Business, Communications, or a related field

4+ years of experience in product marketing, brand marketing, or go-to-market roles

Proven experience in cross-functional collaboration—working with Brand, Merchandising, Creative, Sales, and Product teams

Experience developing and executing product positioning, messaging frameworks, hero franchise building strategies and go-to-market strategies

Experience in omnichannel product marketing (DTC, retail, e-commerce) strongly preferred

Skills & Competencies

Strategic thinking with the ability to translate complex product information into clear, compelling consumer-facing narratives

Strong cross-functional collaboration and influence skills—comfortable working across brand, merchandising, creative, and sales teams

Project management excellence with the ability to manage multiple product launches and complex timelines simultaneously

Data-driven mindset with experience analyzing product performance, consumer insights, and market trends to inform strategy

Excellent written and verbal communication skills; strong product copywriting ability

Highly organized, detail-oriented, and comfortable operating in a fast-paced environment

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