Our client, a company specializing in designing and manufacturing foot health and movement optimization products, is seeking a Growth and Product Marketing Manager to join their team! In this role, you will be responsible for planning, executing, and optimizing all revenue-generating marketing initiatives. This includes driving direct-to-consumer (D2C) growth, supporting B2B and distributor channels, managing Amazon performance, and ensuring brand consistency across all touchpoints. You will collaborate with internal stakeholders and external agencies to deliver strategic campaigns, actionable insights, and measurable results. This role requires a strategic thinker with hands-on expertise in digital platforms, performance analytics, and cross-functional coordination. You will report directly to senior leadership and play a pivotal role in shaping the company’s growth trajectory. Responsibilities Product Launch and Go-To-Market • Develop and maintain a rolling 12-month marketing calendar covering product launches, promotions, and cultural moments. • Create audience insights, positioning decks, and integrated launch plans for execution by internal teams and external agencies. • Align marketing initiatives with company goals, product roadmap, and seasonal opportunities. D2C E-commerce Growth (Shopify) • Coordinate paid media, email/SMS, on-site CRO, and content to hit sales, AOV, and conversion targets. • Design, launch, and analyze offer tests (price, bundle, creative angle, etc.). • Identify conversion boosts, then launch tests directly or steer agencies to implement them. • Oversee SEO strategy for the Shopify site, including keyword targeting, content optimization, and technical improvements. • Optimize website structure and content for AI-powered search engines ensuring product pages, FAQs, and blog content are semantically rich, conversationally formatted, and aligned with emerging AI search behaviors. • Implement schema markup, structured data, and natural language content to improve visibility in AI-generated answers and featured snippets. Customer Insights & Testing • Conduct quarterly customer research (e.g., post-purchase surveys, interviews) and produce actionable insight decks. • Maintain a feedback loop with customer support and product teams to inform messaging and positioning. B2B & Distributor Marketing Support • Translate customer insights into positioning decks, feature/benefit lists, and marketing toolkits for global distributors and reseller partners. • Support sales enablement with collateral, training materials, and co-branded campaigns. Cross-Channel Orchestration & Calendar • Ensure alignment across Shopify, paid media, email/SMS, PR, and Amazon listings for each campaign or product launch. • Facilitate coordination between internal stakeholders and external agencies to maintain consistency and accountability. Performance Analytics & Reporting • Maintain a centralized dashboard (GA4, Shopify, ad platforms) tracking MER, CAC, LTV, and repeat rate. • Lead weekly growth meetings to review performance, identify opportunities, and adjust strategies. • Utilize AI tools for marketing automation, content generation, and predictive analytics. Budget & Agency Management • Co-manage the marketing budget and oversee day-to-day relationships with Email/CRM, Paid Media/Creative, and PR/Community agencies. • Evaluate agency performance using scorecards and recommend scope changes or transitions as needed. Influencer & Community Engagement • Collaborate with PR/community agencies to identify and activate influencers, ambassadors, and UGC creators. • Track ROI and engagement from community-driven initiatives. Qualifications ● 4–7 years leading growth or product marketing in a DTC or consumer-CPG environment. ● Proven ownership of a marketing calendar and ≥ $5 million revenue target. ● Proficiency in GA4, Shopify, Klaviyo, Meta & Google Ads and Amazon Seller Central/PPC. ● Experience managing multiple external agencies. ● Familiarity with AI tools for marketing automation and data analysis. ● Confident communicator capable of presenting data-driven decisions to founders and board members. Preferred ● Experience in health, fitness, or human-performance sectors. ● Familiarity with omni-channel models (D2C, Amazon, B2B, INTL Distribution). ● Basic SQL or Looker Studio skills for deeper data analysis