Full-Time
Associate Global Product Manager
Consumables and Accessories
Posted on 8/13/2025
Cricut
501-1,000 employees
Smart cutting hardware with design software
No salary listed
South Jordan, UT, USA
Hybrid
The role requires you to work in the office 3-5 days a week (T, W & Th are required) and live in or relocate to the Salt Lake City Metro Area.
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- Must be in (or relocate to) the Salt Lake City Metro Area and willing to work in the office 3-5 days a week (T, W & Th are required).
- We will not relocate individuals internationally.
- Bachelor’s degree.
- Three (3) or more years of Consumer Product Management and/or Consumer Brand Management experience.
- Strategic thinking—must be proficient and comfortable with developing solid product strategies in non-structured environment.
- Passion for innovation – a strong track record of delivering innovation from idea through launch.
- Entrepreneurial spirit – ability to work efficiently in a fast-paced, start-up environment and do what it takes to get the job done.
- Excellent communication skills – demonstrated use of written, presentation and verbal skills. Must be able to communicate business and product stories in concise compelling way to drive alignment and buy-in across the organization.
- Working at all levels – proven ability to drive strategic thinking about product direction as well as diving into the details to fully deliver successful product launch.
- Team player – build strong relationships with the cross‑functional team while serving as the team lead to drive results.
- Data-driven decisions – know how to get and analyze data to make business decisions, with a mix of sales data, consumer research, social listening, and market reports.
- Lead the portfolio lifecycle for Consumables & Accessories products, from inception to end of life.
- Create global product business plans, including product value proposition, positioning, forecasting, P&L management, etc.
- Develop product requirements in partnership with engineering and operations teams, and gain cross‑functional alignment.
- Develop robust go to market strategy including product introduction timelines, merchandising, marketing, end of life execution strategies.
- Continuously monitor and drive adjustments to product portfolio based on key performance indicators.
- Build internal presentations to effectively communicate our portfolio to key stakeholders.
- Identify key research questions, assist in developing consumer learning plan, and participate in User Experience testing.
- Maintain project status and data within Product Management system.
- Lead development of product packaging in conjunction with marketing and creative teams.
- Partner with key channels for assortments/marketing/pricing.
- Drive cost savings initiatives.
- Keep a pulse on competitive activity and business tracking.
- Partnering closely with product management teams for our machines, heat presses and digital content.
- Develop and launch materials for product ecosystems.
- Create and bring to market a portfolio of innovation for existing consumers.
- Drive net sales and profitability for materials & accessories.
- MBA
- Experience in CPG highly desired
Cricut provides a connected crafting ecosystem that includes smart cutting machines, the cloud-based Design Space software, and a catalog of materials and accessories. Users create personalized projects by designing in Design Space and letting Cricut machines cut or score the chosen materials. The platform also includes Cricut Access, a subscription service that unlocks fonts, images, and projects, and a steady stream of consumables sold separately. Unlike standalone cutters, Cricut combines hardware, software, and a broad range of materials into one ecosystem, with a focus on enabling hobbyists and small businesses to produce customized cards, apparel, home decor, and gifts at home. The company’s goal is to empower people to make personalized goods easily by providing an end-to-end, user-friendly platform for DIY crafting.
Company Size
501-1,000
Company Stage
IPO
Headquarters
South Jordan, Utah
Founded
1962
Simplify's Take
What believers are saying
- Platform revenue grew 6% to $84.8M in Q1 2026, offsetting hardware decline.
- Paid subscribers increased 3% to 3M, with international revenue up 16% YoY.
- DTF service generates recurring fulfillment revenue without manufacturing capital requirements.
What critics are saying
- Hardware sales declined 9.6% in Q1 2026; platform growth insufficient to offset.
- CEO Arora sold 680,934 shares with zero purchases in past six months.
- Open-source AI tools like Canva Magic Studio cannibalize Cricut Access subscriptions.
What makes Cricut unique
- Integrated DTF transfer service eliminates need for separate printers, capturing multi-color apparel demand.
- AI-powered Design Space with Guided Flows simplifies onboarding for hobbyists and small businesses.
- Ecosystem approach bundles hardware, software, materials, and services into cohesive platform.
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Benefits
Hybrid Work Options
Company News
3D printing financials: Velo3D sees rising demand and defense growth, but losses persist. Velo3D (Nasdaq: VELO) is moving further into production-focused 3D printing, with growing demand from defense and aerospace customers shaping its strategy. The company is shifting beyond selling machines toward producing parts at scale, backed by new contracts, stronger partnerships, and a clearer long-term plan to expand capacity. At the same time, it is working to stabilize its finances, improve margins, and support growth as more programs move into production. In 2025, Velo3D reported full-year revenue of $46 million, up from $41 million in 2024. The company ended the year with a backlog of $31 million, pointing to some strong demand heading into 2026. For the fourth quarter, revenue came in at $9.4 million, down from $12.6 million in the same period the year before. "In the fourth quarter, we achieved record bookings and built a backlog of approximately $31 million, which we believe is clear evidence that demand is not only strong but accelerating. This momentum gives us high confidence as we look ahead to 2026 and beyond. We believe that what's driving this growth is not just adoption, it's reliance. Our technology has become mission-critical," Velo3D CEO Arun Jeldi told investors during an earnings call. But despite growth, profitability remains a challenge. Velo3D posted a full-year net loss of $71.4 million, a bit larger than the $69.9 million loss in 2024. Gross margins were negative for both the quarter and the year, due to a $7 million inventory write-down and production delays during a government shutdown. That performance was not well received by the market. The day after the earnings release, Velo3D's stock dropped more than 20% despite gains in the broader market, as investors reacted to the results and the company's outlook for 2026. Still, even with the decline, the stock remains higher than a year ago, roughly 330%. At the same time, the company is making progress on its cost structure. Operating expenses dropped to $47.5 million in 2025, down from $76.8 million the year before. On an adjusted basis, losses improved, showing that Velo3D is becoming more efficient while still investing in growth. At the same time, Velo3D is making changes to its leadership team as it gets ready for the next phase. The company announced the appointment of James Suva as Chief Financial Officer, effective April 6, 2026. He will replace Bernard Chung, who has been serving as acting CFO and will remain with the company as Controller. Suva most recently served as Senior Vice President and Treasurer at Cricut, and will oversee finance, accounting, treasury, and investor relations. Velo3D team at MILAM 2026: Eric Cohen (Sales Director), Michelle Sidwell (CRO), Brice Cooper (VP of Defense). Image courtesy of 3DPrint.com. One of the biggest changes is in how the company makes money. While machine sales still drive most revenue today, Velo3D is pushing its Rapid Production Solutions (RPS) business, which focuses on producing parts directly for customers. In 2025, RPS accounted for roughly 10% to 15% of revenue, but the company expects that share to grow quickly and eventually become the main part of the business. More importantly, that shift is tied to what's happening in the market. According to Jeldi, customers, especially in defense and aerospace, are no longer just testing additive manufacturing; they are adopting it. They are starting to rely on it. Programs are moving into production, and once they scale, demand can grow fast, sometimes requiring multiple systems within months. This is already showing up in new contracts. In 2025, Velo3D secured a $32.6 million agreement tied to Project FORGE and an $11.5 million multi-year production contract with a defense contractor. It also became the first additive manufacturing company qualified under the U.S. Army's Ground Vehicle Systems Center initiative, a step that could open the door to broader adoption in military programs. "Across defense and aerospace, we are seeing a structural shift. Customers are demanding faster, more localized, and more resilient supply chains. Programs are no longer staying in development. They're scaling into production. They're doing so rapidly. We believe this creates a compounding demand effect. Programs that begin with a single system are quickly expanding to multiple systems, sometimes within months. As volumes increase and new programs come online, demand just doesn't grow; it accelerates," Jeldi told investors. At the same time, the company strengthened its balance sheet. Velo3D raised $30 million through a private placement and converted $15 million of debt into equity, reducing its total debt by about 60%. Cash rose to $39 million at the end of the year, up from $1.2 million a year earlier. Looking ahead, Velo3D expects revenue of $60 million to $70 million in 2026 and aims to achieve positive EBITDA in the second half of the year. Management also expects margins to improve as production scales, with gross margins projected to exceed 30% later in the year. The longer-term plan is more ambitious. Velo3D plans to build up to 400 production systems over the next decade as demand grows. As customers move into production, they need more machines, which in turn drives further growth, the CEO explained. Further detailing that "The investments we are making in 2026 in manufacturing infrastructure, supply chain optimization, and workforce represent the critical first phase of that build out. We expect to provide periodic updates on capacity milestones as we execute against this plan." Beyond hardware and parts, the company is also looking at data as a future business. As more systems are used, Velo3D expects to collect manufacturing data that can help improve designs, optimize production, and support new revenue over time. In fact, Jeldi told investors the company wants to build a data and analytics platform that customers rely on, similar to Amazon's cloud-based model, Amazon Web Services (AWS). "We have a strong focus on the business for the next five years, where Velo will be the AWS of data and analytics company and a product-based company at a defense level, which is what you see as the base of start. What you see in the next seven years is the vision of Velo, where Velo will make sure that we are ready for the next generation manufacturing and digital platforms, which are very siloed at this point and do not have access to all the things I'm talking about," Jeldi said, outlining the company's long-term vision. Stay up-to-date on all the latest news from the 3D printing industry and receive information and offers from third party vendors.
Cricut reported fourth-quarter 2025 revenue of $203.6 million, down 3% year-over-year, with full-year revenue of $708.8 million declining less than 1%. CEO Ashish Arora said the company was pleased with profitability and subscriber growth but disappointed by stagnant sales. Platform revenue rose 6% to $83.9 million in the quarter, whilst paid subscribers increased 4% to 3.09 million. Full-year platform revenue and average revenue per user each grew 5%, reaching $55.77 per user. The company is prioritising user acquisition, engagement, subscriptions and accessories sales for 2026. New AI-driven features, including Create AI for design generation, are being rolled out to support subscriber growth, though management cautioned that gains may remain limited until machine sales accelerate.
Cricut, a creative technology company, reported net income of $76.7 million for 2025, up 22% from the previous year, marking its ninth consecutive year of profitability. However, revenue declined less than 1% to $708.8 million compared to 2024. The company generated $200 million in cash from operations and increased paid subscribers by over 4% to 3.09 million. Platform revenue grew 5% to $327.4 million, whilst products revenue fell 5% to $381.4 million. International revenue increased 8% to $169.7 million. CEO Ashish Arora expressed disappointment with the lack of sales growth but highlighted improvements including simplified user experience, new cutting machines and heat presses launched in 2026. The company remains debt-free with approximately $276 million in cash and expects profitability throughout 2026.
Cricut debuts Joy 2, Explore 5 cutting bundles in ANZ. Mon, 2nd Mar 2026 (Today) Cricut has unveiled two new smart cutting machines for the consumer craft market in Australia and New Zealand, alongside updated hardware and changes to its Design Space software platform. The new models are the Cricut Joy 2 and Cricut Explore 5. Both will be sold as Essential Bundles, which include tools, accessories and consumable materials. In Australia, the machines will be sold through Spotlight, Officeworks, Harvey Norman and BIG W, depending on the model. In New Zealand, Spotlight and Harvey Norman will stock the range, with channel exclusivity for the Joy 2. Joy 2 update The Cricut Joy 2 is a compact cutting machine in a two-toned blue finish, aimed at smaller projects such as custom cards, labels and simple decals. It adds a Print Then Cut sensor designed to recognise and cut around images printed on an inkjet printer, bringing full-colour stickers to the Joy line for the first time. Joy 2 can cut more than 75 materials, including vinyl, iron-on, cardstock and printable materials. It can also write, draw, foil and score with compatible pens, markers and the scoring tool. The device weighs 1.2kg and can make projects up to 10.6cm x 29.7cm on a machine mat, or up to 1.2m long when used with Smart Materials. Explore 5 refresh The Cricut Explore 5 is the newest model in the Explore range. It comes in a neutral taupe finish and uses a 12-inch cutting format. Explore 5 has a new compact design that is 30% smaller and lighter than the previous Explore model. It is positioned for projects including vinyl decals, custom clothing, full-colour stickers, cards, wedding and party décor, and magnets. Like the Joy 2, it includes a Print Then Cut sensor for cutting around inkjet-printed images. It can cut more than 100 materials, including thicker materials for magnets, although a deep cutting tool is sold separately. Explore 5 is compatible with six tools and includes a snap-in pen loading system for writing and drawing, along with a streamlined interface. It can make projects up to 30.5cm x 30.5cm on a machine mat, or up to 3.6m long when used with Smart Materials. Software changes Alongside the hardware releases, Cricut is rolling out updates to Design Space. The changes include a reworked guided experience with step-by-step prompts for different project types. Design Space now includes "Guided Flows" designed to identify what a user wants to make. The flows show only the options needed at each stage and specify required materials, blanks and tools. The software also automatically sizes the Canvas based on the selected project type. A Project Preview feature shows designs on a selected blank, such as a T-shirt, mug or phone case. Cricut has also introduced Create AI within Design Space. The feature is available only to paid subscribers and generates "custom, cut-ready, single-layer AI designs". Bundles and materials Both products will be sold as Essential Bundles. The Joy 2 Essential Bundle includes enough materials for up to 35 projects, based on an average 4in x 6in size. It includes cardstock, Smart Vinyl, transfer tape, Smart Iron-On, insert card sets and printable vinyl sheets, plus a cutting tool, scoring tool, mats and hand tools. The Explore 5 Essential Bundle includes materials for up to 65 projects, using the same calculation. It adds wider Smart Vinyl and transfer tape, plus mats and a trimmer suited to the 12-inch cutting format. Pricing and retail In Australia, the Cricut Joy 2 Essential Bundle has an RRP of AUD $249 and will be sold through Spotlight, Officeworks and BIG W. In New Zealand, it has an RRP of NZD $349 and will be a Spotlight exclusive. The Cricut Explore 5 Essential Bundle has an Australian RRP of AUD $449 and will be stocked by Spotlight, Harvey Norman and Officeworks. In New Zealand, it has an RRP of NZD $599 and will be available from Spotlight and Harvey Norman. Ashish Arora, CEO of Cricut, said the launch focuses on ease of use and affordability. "Our users have consistently told us they want products that are easier to use and more affordable. We listened and simplified the entire experience end-to-end," said Ashish Arora, CEO at Cricut. "From the moment they open the box, everything required to be successful is included. We guide them through a reimagined onboarding and design experience with intuitive, guided flows that take the guesswork out of making and make it easier than ever to go from idea to finished project with confidence." The new machines will be sold in Australia and New Zealand through the listed retailers as Cricut expands its latest generation of cutting machines across both markets.
Cricut introduces Cricut Explore 5 and Cricut Joy 2. Cricut, Inc. is making personalisation easier than ever with the introduction of two new cutting machines: Cricut Explore 5 and Cricut Joy 2. These machines represent the start of a new era for Cricut users, including a sleeker modern machine design, a dramatically simplified, guided software experience and all the tools and materials needed to get making right out of the box. Cricut Joy 2 and Cricut Explore 5, announced in Australia and New Zealand to align with global launch date, will be available from 6th of March in leading retailers. Cricut Joy 2 - available in a two-toned blue colourway - is Cricut's most compact cutting machine. Perfect for fast, fun, everyday creations like custom cards, labels, simple decals and now, for the first time, full-colour stickers thanks to its all-new Print Then Cut sensor. Cricut Joy 2 offers portability without compromise, enabling creativity in any space in your home. From organising your home to making last-minute personalised gifts, Cricut Joy 2 is your DIY best friend. Cricut Explore 5 - available in neutral taupe colourway - is the newest evolution of one of Cricut's most popular cutting machines, redesigned to be 30 per-cent more compact than the previous generation so it fits more naturally into modern homes - without sacrificing performance or capability. Ideal for cutting vinyl decals, making custom clothing, full-colour stickers, cards, wedding and party decor, and specialty projects like magnets, Cricut Explore 5 is compatible with six tools and features an improved writing and drawing experience with snap-in pen loading and a streamlined interface. Both Cricut Joy 2 and Cricut Explore 5 will be sold as an Essential Bundle, which includes must-have tools and accessories as well as an assortment of popular materials, perfect for those looking to make a wide variety of creations right out of the box. The Essential Bundles allow users to start making straight away, they've been thoughtfully curated to make the creative journey easy and enjoyable from the outset. "Our users have consistently told us they want products that are easier to use and more affordable. We listened and simplified the entire experience end-to-end," said Ashish Arora, CEO at Cricut. "From the moment they open the box, everything required to be successful is included. We guide them through a reimagined onboarding and design experience with intuitive, guided flows that take the guesswork out of making and make it easier than ever to go from idea to finished project with confidence." At the heart of this launch is a significantly enhanced Design Space platform, purpose-built to assist creators and make them feel confident from the moment inspiration strikes. New Guided Flows are designed to understand a user's project intent - what they want to make - and provide step-by-step guidance to move from idea to finished project with ease. Intuitive and contextual, the guided flows surface only what's needed at each stage of the design process and help users understand exactly what materials, blanks, and tools are required for a successful outcome. Within guided flows, the Canvas is now automatically sized to reflect a user's selected project type, while Project Preview allows users to see their design on the intended blank (e.g., T-shirt, mug, phone case). These updates help give users confidence that their projects will turn out as desired. Cricut also introduced Create AI, a new feature in Design Space available only to paid subscribers that generates custom, cut-ready, single-layer AI designs. This allows users to turn their wildest ideas, like "a dinosaur with a unicorn horn riding a skateboard," into project-ready artwork in seconds. Together, these updates reinforce Cricut's commitment to being the go-to creative platform where software and hardware work in harmony to support creators at every stage of their journey while keeping the focus where it belongs: Creativity. Cricut Joy 2 Essential Bundle will be available in New Zealand for NZ$349 as a Spotlight exclusive. Cricut Explore 5 Essential Bundle will be availablein New Zealand for NZ$599 at Spotlight and Harvey Norman.