Head of Growth & Product Marketing

The Role

This is not a traditional marketing management role.

You will work closely with the CEO, engineers, designers, sales team, and external partners to identify customer opportunities and turn them into products, positioning, campaigns, and revenue.

You will lead market research and develop a deep understanding of our customers, competitors, categories, pricing, and distribution channels.

You will help answer questions like:

• Who is the ideal customer for this product?
• What problem are we solving for them?
• Which features matter most to that customer?
• What should the product cost?
• Should we sell it DTC, through Amazon, retail, dealers, builders, commercial partners, or another channel?
• What messaging will make the customer care?
• What creative will make them stop and pay attention?
• What acquisition channels can scale profitably?

You will then work with our product, design, and engineering teams to translate those insights into product requirements.

Once a product reaches market, you will be responsible for helping drive its commercial success.

This is a hands-on role. You should be comfortable developing strategy one day and reviewing Meta campaigns, landing pages, creative concepts, pricing tests, or customer research the next.
What You'll Own
Market Research & Customer Strategy

• Lead market research across existing and new product categories
• Identify attractive customer segments across DTC, B2B, retail, commercial, and other channels
• Conduct customer interviews, surveys, competitive research, pricing research, and market analysis
• Develop clear customer personas and jobs-to-be-done
• Identify customer pain points that can translate into new products or features
• Analyze competing products, positioning, pricing, reviews, and customer feedback
• Validate new product concepts before significant engineering resources are committed

Product Positioning & Product Strategy

• Define the target customer, value proposition, positioning, and messaging for each product
• Work directly with engineering and design to help establish product requirements based on customer and market needs
• Influence product roadmaps using customer research, commercial opportunity, and competitive analysis
• Develop pricing and packaging strategies
• Determine which features should be included, removed, bundled, or prioritized
• Develop go-to-market plans for new product launches
• Ensure the product experience and marketing promise are aligned

Channel Strategy

• Develop strategies for selling through DTC, Amazon, retail, B2B, dealers, affiliates, and other channels
• Evaluate the economics and opportunity of different distribution models
• Develop channel-specific pricing, positioning, offers, and messaging
• Identify new partnerships and distribution opportunities
• Work with sales and business development teams to bring products into new customer segments

Growth & Customer Acquisition

• Own customer acquisition strategy across paid and organic channels
• Develop and manage campaigns across Meta, Google, YouTube, TikTok, and other relevant platforms
• Build and scale affiliate and creator marketing programs
• Develop offers, bundles, promotions, and pricing strategies to improve conversion
• Understand CAC, ROAS, contribution margin, LTV, conversion rates, and payback periods
• Allocate marketing budgets based on performance and commercial opportunity
• Build attribution and reporting systems that make it clear where growth is coming from

Creative, Messaging & Conversion

• Develop messaging that translates technical product features into clear customer benefits
• Lead creative strategy across paid advertising, product pages, landing pages, email, video, and other channels
• Write or direct the development of hooks, headlines, offers, scripts, and campaign concepts
• Work with designers, creators, agencies, and internal teams to produce advertising creative
• Build a structured creative testing process
• Continuously test messaging, offers, landing pages, pricing, and funnels
• Improve conversion across our DTC customer journey

What We're Looking For

You understand both why customers buy products and how to acquire those customers profitably.

You can move between customer research, product strategy, creative development, pricing, analytics, and paid acquisition without treating them as separate disciplines.

You should have:

• Strong experience in growth marketing, product marketing, eCommerce, or consumer technology
• Experience conducting customer and market research
• Strong understanding of product positioning and messaging
• Experience working directly with product managers, engineers, or designers
• Strong understanding of DTC economics and customer acquisition
• Hands-on experience with paid social and paid search
• Experience developing creative and messaging for performance advertising
• Strong understanding of pricing, promotions, offers, and conversion optimization
• Experience with affiliate, creator, or partnership marketing
• Strong analytical skills and comfort working with marketing and financial data
• Experience with Shopify or similar eCommerce platforms
• Ability to operate with limited resources and move quickly from analysis to execution

Experience with hardware, consumer electronics, smart home products, Amazon, retail, or B2B channels is a strong advantage.
How You'll Work

RYSE is a startup, so this role requires someone who wants ownership rather than a narrow job description.

You may spend one week researching whether we should enter a new product category and the next working with an engineer on product requirements, reviewing customer interviews, launching a Meta campaign, testing new pricing, and briefing a creator on an advertising concept.

You should be comfortable making decisions with imperfect information, testing ideas quickly, measuring results, and changing direction when the data says something is not working.

We care much more about outcomes than activity.
What Success Looks Like

Success in this role means:

• We understand exactly who each product is for and why they should buy it
• Customer research directly influences our product roadmap
• New products launch with clear positioning and go-to-market strategies
• We identify attractive new customer segments and channels
• Our messaging and creative consistently improve
• Customer acquisition scales while maintaining healthy economics
• Marketing, product, engineering, design, and sales operate around the same customer strategy
• Marketing investment translates into measurable revenue and contribution margin

Requirements

• 5-10+ years of experience in growth marketing, product marketing, eCommerce, or consumer technology
• Proven experience launching, positioning, and scaling products
• Strong background in market research, customer segmentation, pricing, and go-to-market strategy
• Experience working cross-functionally with product, engineering, design, and sales teams
• Hands-on experience with DTC customer acquisition, paid social, paid search, and conversion optimization
• Strong understanding of CAC, ROAS, LTV, contribution margin, and channel economics
• Experience developing messaging, creative strategy, and performance advertising
• Experience with affiliate, creator, retail, Amazon, or B2B channels
• Strong analytical skills with a performance and revenue-driven mindset
• Startup experience and willingness to stay hands-on
• Experience in hardware, consumer electronics, smart home, or connected devices is a strong advantage.

Benefits

• Full health and dental benefits
• Remote & in-office work (minimum 2x per week), and flexible hours
• Large degree of autonomy over schedule
• Potential for Stock Options
• Growth in a start-up, with the potential to develop to a senior leadership role