Refyne are recruiting on behalf of a visionary haircare brand committed to delivering inclusive, results-driven products supported by strong consumer insights, innovation, and impactful execution. Our client is seeking a dynamic Senior Product Marketing Manager to own commercialization and strategic growth initiatives within their haircare portfolio. This opportunity suits someone experienced in prestige haircare who can translate category trends and insight into powerful product innovations for both professional and consumer markets.
Key Responsibilities:
Own and manage all facets of product and portfolio execution, including pricing recommendations, SKU management, sample strategy, and line edits.
Contribute to and execute the three‑year product category strategy and innovation pipeline—from concept through launch—for new products, reformulations, limited editions, promotional kits, holiday programs, and commercial moments.
Lead end-to-end New Product Launch (NPL) processes by partnering with cross-functional teams; play a pivotal role in monthly Stage-Gate reviews to ensure timely leadership approvals.
Develop and present kickoff documentation and decks for new formula development (PDRs) and packaging briefs—clearly articulating rationale, objectives, and timelines.
Manage critical launch workstreams, including pricing, packaging and artwork development, claims, benefits, copy, creative assets, and legal/regulatory coordination.
Craft engaging launch presentations covering positioning, reasons-to-buy (RTBs), financial analysis, and go-to-market (GTM) strategy recommendations.
Track and manage annual product testing and claims budgets aligned with brand marketing plans, including invoicing and budget monitoring.
Serve as guardian of product claims, positioning, and messaging hierarchy during GTM development to ensure brand alignment across touchpoints.
Analyze product launch opportunities—including total addressable market, audience fit, pricing strategy, and competitive mapping—to inform business cases and forecasting inputs.
Collaborate with Product Development to identify white space opportunities and concept new products that meet consumer needs, fill assortment gaps, or drive growth.
Business Analysis / Competitive Research:
Analyze and synthesize category data, competitor intelligence, internal sales, CRM data, and syndicated research (e.g. NPD, Kline, Mintel) to inform product strategy and storytelling.
Conduct competitive audits across categories and channels to surface actionable insights on pricing, claims, innovation formats, and packaging trends.
Stay immersed in emerging beauty, wellness, and lifestyle trends to ensure that the innovation pipeline remains culturally relevant and consumer-forward.
Leverage portfolio reporting to assess performance of core and recent launches, recommending discontinuations, hero SKUs, or reactivation opportunities.
Candidate Profile:
6–8 years of experience in product marketing, brand management, or innovation within beauty, personal care, or haircare brands.
Minimum of 1 year of people management or supervisory experience.
Proven track record of leading multiple complex product launches from ideation to market.
Deep understanding of innovation processes, including concept development, pricing strategy, positioning, claims, and GTM execution.
Exceptional analytical skills with experience interpreting sales performance, consumer insights, and market data.
Excellent project management and cross-functional communication capabilities.
Proficiency with tools such as Excel, PowerPoint, Asana, and data platforms like NPD or Mintel.
Collaborative mindset with a strong balance of creativity and business acumen.
Comfortable with fast-paced, agile environments where ownership and adaptability are essential.
Nice to Haves:
Experience within professional beauty channels (e.g., salon or stylist-focused brands) is a plus.
What’s on Offer:
A strategic, hands-on role shaping product growth and portfolio innovation in an inclusive, high-performance haircare brand.
Competitive compensation: $110,000–$125,000 + bonus.
Remote-based role (U.S. work authorization required).