[Hiring] Senior Product Marketing & Growth Manager @Paired

Role Description

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

• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.

Qualifications

• 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.