Product Marketing Manager

Product Marketing Manager - California Area

The 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 & Claims

• Build the messaging hierarchy, key benefits, differentiators, and storytelling for each product.
• Partner with PD to define claims, testing needs, and substantiation strategy.
• Write (or source) product copy for PDP, retail, marketing, and internal training.
• Serve as the main contact for Creative on product marketing needs (briefs, feedback, tools).

Go-to-Market Strategy & Toolkits

• Partner with Integrated Marketing teams (360) to create go-to-market strategy for new launches, outlining target audience, competitive context, insights, and product pillars.
• Build 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, etc.
• Ensure cross-channel consistency for product messaging across DTC, paid media, influencer, retail, and social.

B&A Testing & Product Proof

• Build internal library of B&A assets and claims proof.
• Ensure consistency and accuracy across all product proof including: claims, key benefits, ingredient stories, and B&A imagery.
• Translate raw test results and technical data into consumer-facing messaging, claims language, PDP content, retail copy, and GTM toolkits.
• Own the full B&A and testing roadmap, determining which launches require clinical studies, consumer perception studies, instrumental testing, or visual B&As.
• Develop testing briefs outlining key benefits to prove, testing methodology, usage protocols, timelines, and desired marketing claims.
• Partner with PD and Regulatory to confirm feasibility, compliance, and substantiation of all claims and test protocols.
• Build and manage a centralized Product Proof Library containing approved claims, B&A assets, testing documentation, protocols, and ingredient efficacy proof points.

Competitive & Category Analysis

• Conduct ongoing category/competitor audits and identify whitespace.
• Provide actionable insights for product pipeline and creative strategy, partnering with both Trade/Retail and Product Development.

Lifecycle & Hero Strategy

• Own post-launch product performance tracking in partnership with CRM/Retention, identifying early indicators, messaging opportunities, and optimization levers to drive sustained growth.
• Develop and execute hero product growth strategies including core messaging refreshes, seasonal storytelling updates, sampling strategies, and evergreen content optimization.
• Partner with Trade/Retail and Digital teams to drive cohesive and holistic sampling strategies cross-channel.
• Identify franchise extension opportunities, formula optimizations, and packaging updates based on consumer feedback, performance trends, and category whitespace.
• Partner with CRM, Paid, and Social teams to evolve messaging based on retention insights, reviews, UGC patterns, and funnel performance.
• Analyze category trends and competitive performance to recommend when products need re-positioning, re-support, or strategic sunsetting.

Qualifications

Manager level:

• 3–5 years product marketing experience in beauty or consumer products.
• Strong writing and storytelling skills.
• Detail-oriented with solid cross-functional organization.

Senior Manager level:

• 5–7+ years beauty product marketing experience.
• Strong strategic capabilities; ability to lead cross-functional alignment.
• Capable of mentoring junior talent and owning full category strategies.

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