Director, Paid Media Strategy

Job Summary

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.

Key Responsibilities

Brand & Portfolio Strategy

• 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

Product Innovation & New Product Development

• 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

Go-to-Market & Global Execution

• 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

Leadership & Team Development

• 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

Qualifications

• 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

The Details

The expected base salary range for this position is $160,000 to $175,000. The exact base pay is determined by various factors including experience, skills, education, geographic location, and budget.

This position is also eligible for participation in the company discretionary bonus plan based on personal performance and company results. Tatcha offers a competitive benefits package to eligible employees, including medical insurance, dental insurance, vision insurance, life insurance, accident insurance, critical illness insurance, disability insurance, retirement savings plans and company match, paid family leave, education-related programs, paid time off, and paid holidays. #LI-BH1

Provides Japanese-inspired luxury skincare and beauty products.