Director, Paid Media Strategy

Tatcha•San Francisco, CA

11h•Hybrid

About The Position

The Director, Global Product Marketing will be a key senior leader on the marketing team, working cross-functionally to define and drive the global product marketing strategy and execution for the brand. This role owns the long-term vision for Tatcha's product portfolio, leading innovation marketing strategy and ensuring cohesive global execution across all markets and channels.

Requirements

10+ years of experience in Product Marketing and/or Global Marketing within prestige beauty; a focus on skincare is preferred
Bachelor's degree in Marketing or related field; MBA a plus
Proven experience leading the product marketing process end-to-end, including global markets
Strong global marketing expertise with experience managing multiple markets and regional needs
Solid knowledge of packaging and formula development, manufacturing processes (basic and promotional), claims, and global regulatory requirements
Experience managing and developing teams
Strong analytical, strategic thinking, and problem-solving skills
Advanced Excel and presentation skills
Must be based in the San Francisco Bay Area and willing to work from our San Francisco HQ a minimum of two days per week

Responsibilities

Define and drive the 3-5 year global product marketing strategy, aligned with brand positioning, equity, and company growth objectives
Analyze the brand's business to identify growth opportunities, need gaps, and areas for SKU rationalization and pricing optimization
Lead global competitive analysis, consumer insights, and market trend identification to inform strategy and portfolio decisions
Develop and execute the global marketing and promotional calendars, with input from regions and retailers
Lead positioning and pricing mapping of Tatcha and key competition by segment and collection
Champion strategies to nurture and grow the core business
Present to senior leadership regularly, including Executive Leadership Team, on portfolio strategy and performance
Manage regulatory reformulations & repackaging initiatives in partnership with Product Development, Project Management, and Operations
Lead annual sampling plan strategy with input from retail marketing to drive recruitment and innovation
Develop and brief promotional product programming (sets, GWPs, etc.) to support the needs of sales channels globally
Lead annual collateral review including shippers, shopping bags, boxes, and other materials
Lead the global innovation pipeline, ensuring it is relevant, robust, and aligned with the company's growth objectives, brand DNA, and consumer insights
Lead new product development process in partnership with Product Development, Packaging, Creative, and Operations
Work with consumer insights team to develop research studies to identify consumer need states, category insights and test innovation concepts as needed
Identify whitespace opportunities and concept new product ideas and positioning by segment and collection
Drive all product naming, packaging development, claims, and messaging with proper lead times, taking into consideration technical elements, regulatory requirements, and brand storytelling
Ensure consistent messaging across all internal and external documents (bulletins, marketing decks, retailer presentations, sell sheets)
Drive new product messaging, claims development and educational support (sell sheets, etc)
Analyze and manage product COGs to ensure favorable profitability to the brand
Anticipate, identify, and resolve developmental and operational issues throughout the product launch process
Partner with internal 360 teams to develop best in class go-to-market strategy
Partner with US and international markets to meet local needs and support regions in achieving short- and long-term business goals
Develop synergistic global strategies and programs while ensuring consistency of message across all consumer touchpoints and best-in-class launch execution
Work with Sales and Demand Planning to prepare volume opportunity estimates and drive global forecasts (saleable and samples)
Ensure accurate and timely issuance of marketing briefs for new products and sampling
Lead rollup of collection/segment launch cadence and new/basic/promo volume
Lead, mentor, and develop the Product Marketing team, setting goals, development plans, and fostering a high-performance culture
Nurture and build cross-functional relationships across the organization and with regional affiliates
Support the development of key presentations for internal and external product marketing meetings, including monthly and quarterly leadership alignment