Bask and Lather Co
We are seeking a proven product and brand marketing leader to accelerate Bask & Lather’s next phase of growth. This role blends
product innovation, category expansion, and go-to-market excellence
with strong ownership of
digital product strategy and omnichannel launch execution
.
The Product Marketing & Innovation Manager will define the product vision and roadmap, oversee packaging and label development, and lead end-to-end launch strategies — ensuring innovations (from braid gel to vitamins) succeed across
DTC, retail, and digital marketplaces
.
You’ll collaborate cross-functionally with R&D, regulatory, creative, operations, e-commerce, and the
retention marketing team
to deliver culturally resonant, consumer-validated products that fuel both loyalty and acquisition.
Product Innovation & Category Strategy
Lead the product innovation pipeline and define 2–3 year category growth roadmaps.
Translate consumer insights, cultural trends, and competitive research into actionable product strategy.
Drive label and packaging development, ensuring compliance, brand alignment, and premium execution.
Partner with R&D and regulatory for claims testing, substantiation, and compliance.
Digital Product Strategy & Omnichannel Launches
Serve as the
digital marketing product strategy lead
, ensuring new products are positioned effectively across DTC, Amazon, TikTok Shop, and retail channels.
Build and own the
omnichannel go-to-market strategy
for all new launches, ensuring consistent messaging and seamless execution across online and offline touchpoints.
Collaborate with the
retention marketing team
to align product storytelling with CRM, loyalty, email/SMS, and customer lifecycle campaigns.
Own the annual product marketing calendar and lead launch readiness across functions.
Build training materials, education toolkits, and partner-facing assets to support sales, stylists, retailers, and influencers.
Support the CEO and Head of Growth in evaluating and executing retail expansion strategies.
Develop retail marketing programs and sell-in tools to ensure successful market entry and retailer support.
Align innovation and packaging strategy with retailer requirements and consumer expectations.
Monitor cultural, consumer, and competitor trends to inform product and marketing strategy.
Act as the connector across operations, R&D, creative, regulatory, and marketing. Mentor emerging team members in product marketing and innovation.
Establish SOPs for product lifecycle management, launch execution, and claims processes.
10+ years in product marketing, brand management, or innovation within beauty, wellness, or CPG.
~ Experience with label and packaging development, claims testing, and consumer insights.
~ Strong expertise in digital product marketing strategy and omnichannel campaign execution.
~ Data-driven yet creative; able to balance storytelling with performance analytics.
~ Exceptional leadership, project management, and cross-functional communication skills.
~ MBA or advanced degree a plus, but not required.
Job *****
Full-time
Dental insurance
~ Health insurance
~ Work *****
Hybrid remote in Yonkers, NY 10701
product innovation, category expansion, and go-to-market excellence
with strong ownership of
digital product strategy and omnichannel launch execution
.
The Product Marketing & Innovation Manager will define the product vision and roadmap, oversee packaging and label development, and lead end-to-end launch strategies — ensuring innovations (from braid gel to vitamins) succeed across
DTC, retail, and digital marketplaces
.
You’ll collaborate cross-functionally with R&D, regulatory, creative, operations, e-commerce, and the
retention marketing team
to deliver culturally resonant, consumer-validated products that fuel both loyalty and acquisition.
Product Innovation & Category Strategy
Lead the product innovation pipeline and define 2–3 year category growth roadmaps.
Translate consumer insights, cultural trends, and competitive research into actionable product strategy.
Drive label and packaging development, ensuring compliance, brand alignment, and premium execution.
Partner with R&D and regulatory for claims testing, substantiation, and compliance.
Digital Product Strategy & Omnichannel Launches
Serve as the
digital marketing product strategy lead
, ensuring new products are positioned effectively across DTC, Amazon, TikTok Shop, and retail channels.
Build and own the
omnichannel go-to-market strategy
for all new launches, ensuring consistent messaging and seamless execution across online and offline touchpoints.
Collaborate with the
retention marketing team
to align product storytelling with CRM, loyalty, email/SMS, and customer lifecycle campaigns.
Own the annual product marketing calendar and lead launch readiness across functions.
Build training materials, education toolkits, and partner-facing assets to support sales, stylists, retailers, and influencers.
Support the CEO and Head of Growth in evaluating and executing retail expansion strategies.
Develop retail marketing programs and sell-in tools to ensure successful market entry and retailer support.
Align innovation and packaging strategy with retailer requirements and consumer expectations.
Monitor cultural, consumer, and competitor trends to inform product and marketing strategy.
Act as the connector across operations, R&D, creative, regulatory, and marketing. Mentor emerging team members in product marketing and innovation.
Establish SOPs for product lifecycle management, launch execution, and claims processes.
10+ years in product marketing, brand management, or innovation within beauty, wellness, or CPG.
~ Experience with label and packaging development, claims testing, and consumer insights.
~ Strong expertise in digital product marketing strategy and omnichannel campaign execution.
~ Data-driven yet creative; able to balance storytelling with performance analytics.
~ Exceptional leadership, project management, and cross-functional communication skills.
~ MBA or advanced degree a plus, but not required.
Job *****
Full-time
Dental insurance
~ Health insurance
~ Work *****
Hybrid remote in Yonkers, NY 10701