VP of Product Management, eCommerce, & Brand Marketing

Scope of Position

Our Client is seeking a strategic and customer-focused Vice President of Product Management, eCommerce & Brand Marketing to lead the development and execution of their global marketing strategy. This executive will drive the vision for product innovation, brand leadership, and digital growth, while strengthening the company’s market position.

The VP will oversee end-to-end product development and commercialization, brand and product marketing, eCommerce, digital marketing, and customer insight programs. This role plays a critical part in accelerating profitable growth and ensuring a consistent, customer-centric experience across all channels.

As a member of the executive leadership team, the VP will collaborate closely with Sales, Engineering, Operations, and Asia-based Product Development teams to deliver market-leading products and integrated go-to-market strategies.

Responsibilities

Strategic Leadership

• Develop and execute the company’s comprehensive marketing strategy aligned with business growth objectives.
• Provide leadership and direction to the marketing organization, establishing clear priorities and driving high team performance.
• Serve as a key member of the executive leadership team, contributing to long-term business planning and strategy.

Product Management & Commercialization

• Lead the development and execution of go-to-market strategies for new and existing products.
• Oversee product commercialization, launch frameworks, packaging strategy, and lifecycle management.
• Partner cross-functionally to ensure on-time launches that meet financial targets and customer expectations.
• Conduct market sizing, segmentation, competitive analysis, and pricing strategy.

Brand Strategy & Marketing

• Lead brand positioning, messaging, and overall brand strategy to support the company vision and product roadmap.
• Manage integrated marketing campaigns, product promotions, and channel marketing initiatives.
• Ensure brand consistency across all customer touchpoints, including content, packaging, and visual identity.
• Collaborate with Sales on customer programs, merchandising strategies, and retail initiatives.

Digital Marketing & eCommerce

• Direct the company’s digital marketing strategy across SEO/SEM, digital advertising, CRM, email, and social channels.
• Expand and optimize eCommerce performance across key retail partners and direct-to-consumer platforms.
• Oversee digital content strategy, product detail page (PDP) optimization, and digital asset management.
• Use analytics and insights to improve campaign performance and optimize the customer journey.

Customer Insights & Voice of Customer (VOC)

• Lead structured Voice of Customer programs to capture insights from end users, channel partners, and professional tradespeople.
• Analyze customer needs, behaviors, and product usage to inform product and marketing strategies.
• Integrate VOC insights into key business processes, including product development, innovation, and brand positioning.
• Monitor competitive intelligence and industry trends to guide strategic decisions.

Key Performance Indicators

Success in this role will be measured through

• On-time product launch performance
• New product revenue contribution (Year 1 & Year 3)
• Portfolio margin performance and product profitability
• Customer satisfaction and post-launch quality feedback
• Brand awareness and brand health metrics
• Marketing campaign ROI and engagement rates
• Channel adoption of marketing programs and assets
• eCommerce revenue growth (retail and DTC)
• Digital conversion rates, CTR, and engagement metrics
• Organic traffic growth and SEO performance
• Return on Ad Spend (ROAS)
• Customer satisfaction (CSAT) and Net Promoter Score (NPS)
• Speed of insight-to-action and VOC-driven improvements

Qualifications

Education

• Bachelor’s degree in Marketing, Business, or a related field
• MBA strongly preferred

Experience

• 10–15+ years of progressive marketing leadership experience
• Experience within hardware, hand tools, consumer durables, or related categories preferred
• Proven expertise leading multiple marketing functions, including product management, commercialization, brand marketing, eCommerce, and digital marketing
• Demonstrated experience building and leveraging Voice of Customer (VOC) programs
• Strong analytical mindset with a track record of data-driven decision making
• Exceptional leadership, communication, and cross-functional collaboration skills
• Ability to operate both strategically and tactically in a fast-paced environment
• Passion for tools and strong understanding of professional and DIY customer segments

Leadership Competencies

• Strategic thinking
• Customer focus
• Data-driven decision making
• Talent development and team leadership
• Influence and cross-functional partnership
• Accountability and execution excellence