Product Marketing Manager

Product Marketing Manager - California AreaThe Company:DIME Beauty's mission is to create luxurious skincare and beauty products that are clean, effective, and affordable. It is DIME's goal that customers will feel confident in who they are and embrace their skin in all its unique and beautiful stages.Position Description:The Product Marketing Manager (or Senior Manager) is responsible for building the product story from concept through launch. This role develops positioning, messaging, claims, education, and go-to-market toolkits that drive awareness, conversion, and long-term product performance. This role will work closely with Product Development, Creative, Retail/Trade, and Integrated Marketing (360) to ensure alignment across all channels.Duties/Responsibilities:Positioning, Messaging & ClaimsBuild the messaging hierarchy, key benefits, differentiators, and storytelling for each productPartner with PD to define claims, testing needs, and substantiation strategyWrite (or source) product copy for PDP, retail, marketing, and internal trainingServe as the main contact for Creative on product marketing needs (briefs, feedback, tools)Go-to-Market Strategy & ToolkitsPartner with Integrated Marketing teams (360) to create go-to-market strategy for new launches, outlining target audience, competitive context, insights, and product pillarsBuild and brief full toolkit as related to product, including but not limited to: key messages, product education, before & afters, ingredient visuals, social messaging, email/SMS/paid media talking points, etcEnsure cross-channel consistency for product messaging across DTC, paid media, influencer, retail, and socialB&A Testing & Product ProofBuild internal library of B&A assets and claims proofEnsure consistency and accuracy across all product proof including: claims, key benefits, ingredient stories, and B&A imageryTranslate raw test results and technical data into consumer-facing messaging, claims language, PDP content, retail copy, and GTM toolkitsOwn the full B&A and testing roadmap, determining which launches require clinical studies, consumer perception studies, instrumental testing, or visual B&AsDevelop testing briefs outlining key benefits to prove, testing methodology, usage protocols, timelines, and desired marketing claimsPartner with PD and Regulatory to confirm feasibility, compliance, and substantiation of all claims and test protocolsBuild and manage a centralized Product Proof Library containing approved claims, B&A assets, testing documentation, protocols, and ingredient efficacy proof points. Competitive & Category AnalysisConduct ongoing category/competitor audits and identify whitespaceProvide actionable insights for product pipeline and creative strategy, partnering with both Trade/Retail and Product Development. Lifecycle & Hero StrategyOwn post-launch product performance tracking in partnership with CRM/Retention, identifying early indicators, messaging opportunities, and optimization levers to drive sustained growthDevelop and execute hero product growth strategies including core messaging refreshes, seasonal storytelling updates, sampling strategies, and evergreen content optimizationPartner with Trade/Retail and Digital teams to drive cohesive and holistic sampling strategies cross-channelIdentify franchise extension opportunities, formula optimizations, and packaging updates based on consumer feedback, performance trends, and category whitespacePartner with CRM, Paid, and Social teams to evolve messaging based on retention insights, reviews, UGC patterns, and funnel performanceAnalyze category trends and competitive performance to recommend when products need re-positioning, re-support, or strategic sunsettingQualificationsManager level:3–5 years product marketing experience in beauty or consumer productsStrong writing and storytelling skillsDetail-oriented with solid cross-functional organization. Senior Manager level:5–7+ years beauty product marketing experienceStrong strategic capabilities; ability to lead cross-functional alignmentCapable of mentoring junior talent and owning full category strategiesPowered by JazzHRpQcRYgoOBw