You

As a Director, Product Marketing at Seed, you will play a pivotal role in owning the marketing, audience strategy, positioning and messaging of a product end-to-end. 

You will develop core foundational narratives that articulate USPs, benefits, claims, and key differentiators, which can evolve alongside our science and clinical research. As the nucleic storyteller of a product, you will construct and reconstruct the narratives that achieve the goals of any channel or marketing initiative, creating novel ideas that continue to reiterate the innovation and differentiation of our products. To do this, you incessantly track the market, competitive landscape, new emerging science, clinician insights, consumer trends and the nooks and crannies of /reddit to inform your work. You collate these inputs and ideas into briefs that inspire creative, copy, growth and design teams to bring your ideas to life. You know you are good at your job when competitors start scaling copycat messaging you spun up 8 weeks ago. 

You are a domain expert. You deeply understand the world of (and care deeply about) consumer health, especially (VMS) supplementation and nutrition—major bonus points for gut health, probiotics, prebiotics, postbiotics, and microbiome. You have scaled hero products to over $50MM P+Ls with high-growth. You also have extensive multi-channel experience, working across DTC, Retail, Wholesale, regulatory, compliance and healthcare providers. In the areas you aren’t a domain expert, you have a clear methodology to get up to speed both commercially and scientifically. Once you immerse, your best work emerges from deep synthesis of all inputs and results in world-class, and if applicable, scroll-stopping, marketing.

Most importantly, these are not just numbers in a spreadsheet to you. These are products that can change peoples lives and reflect the work of scientists that have committed their lives to our field of work, so our words, the intention behind them, our accountability, integrity, and how we show up in the world matters deeply to you—from thorough QC to unique storytelling. 

Who you are

• 9+ years of experience in product marketing with a proven track record of successfully launching, marketing and scaling hero health and wellness products across DTC, Retail and Wholesale distribution channels
• Human-centered thinker who succeeds at taking audience insights and turning them into winning product messages and experiences
• Deep expertise in regulatory, compliance, USP engineering, multi-channel / multi-geography marketing, and science / health communications.
• Strategic thinker with the ability to translate insights, science, health and product-related information into differentiated strategies and compelling marketing that align with core business objectives and our brand. 
• Experience building data-driven audience segmentation frameworks and consumer personas in collaboration with Consumer Insights 
• Proven ability to develop go-to-market strategies mapped to applicable audience segments, USPs, claims and benefits. 
• You take ownership of projects from start-to-finish, your reporting is impeccable and inspires others to action and you know how to provide the perfectly timed dopamine hits of data to ensure your briefs always hit the mark. 
• Strong market research and competitive analysis skills
• Galaxy-class communicator with excellent verbal, presentation, and written communication skills

What you’ll do: 

• Own product marketing strategy and execution from end-to-end, ensuring strategies, decisions, and prioritization are data-driven and aligned to business goals. Be the steward of the humans we impact. 
• Source of truth for the product and understand all nuances around key USPs, benefits, claims, supply chain, and the entire ecology around a product—especially the details many other companies don’t consider. 
• Strategic Product Positioning: Develop and execute product positioning, differentiating value props, and customer journey maps.
• Develop and push the development of new claims, messaging and opportunities. This unto itself is a center of innovation. . 
• Inform research roadmaps and partner with Consumer Insights and Analytics to understand consumer needs, pain points, and behaviors. Use this data in all facets of product marketing including strategy, positioning, and campaign tactics.
• Define and refine buyer personas and target customer segments based on market research, ensuring effective and targeted marketing campaigns. How do you unearth the most interesting, untapped communities? Note: You are generally known for leaving no stone unturned. 
• Work closely with key growth (paid media, CRM, product) channels to inform messaging strategies and positioning at different touch points in the funnel.
• Work closely with digital product as you believe that the optimal product experience spans the physical product and all of its supporting digital touchpoints
• Campaign Development: Ideate and oversee integrated marketing campaigns across multiple channels, collaborating with marketing to drive product awareness, customer engagement and conversions. 
• Cross-Functional Collaboration: Partner across the organization, including leadership, to move projects forward, drive stakeholder engagement, and manage reviews / approvals

CompensationThe estimated annual pay range for this full-time position is $170-200K with equity and benefits across all US locations. This position is US-based and 100% remote. Our pay ranges are guided by discipline, level and experience required. Within the range, individual pay may vary based on additional factors, including: your specific location, desired skills/ technical competency, relevant experience. and advanced education and training.

Benefits include: Medical, Dental, Vision, Life, AD&D, LTD, Mental Wellness, EAP, Wellness Stipend + 401(k) match.