Job DescriptionJOB SCOPE:The Product Marketing Manager is responsible for product content, creative direction, customer reviews, live events, and kenmore.com content integrity across the Kenmore and DieHard portfolio. The role writes product feature copy and messaging, directs photography and Computer-Generated Imagery (CGI)/video production, and coordinates with internal product managers, licensees, and Original Equipment Manufacturer (OEM) partners to source product images, specifications, and launch materials.
JOB SUMMARY:The Product Marketing Manager owns the product content system for Kenmore and DieHard. The role writes feature copy and messaging, directs photography and Computer-Generated Imagery (CGI)/video production, manages customer reviews, plans and executes product-led live events, and ensures kenmore.com content integrity across the portfolio. As the primary liaison between product teams (internal product managers, licensees, Original Equipment Manufacturer partners) and the Marketing team, the role translates product capability into the content, assets, and visuals that drive conversion at the digital shelf and impact on site at events. The Product Marketing Manager works closely with the Marketing team and in support of brand and category strategy set by the Director of Marketing.
REPORTS TO:Director, Marketing
Responsibilities/Skills/Experience RequirementsJOB DUTIES/RESPONSIBILITIES:- Writes product feature copy and messaging for the Kenmore and DieHard portfolio across product detail pages (PDPs), retailer touchpoints, and digital merchandising
- Directs photography, Computer-Generated Imagery (CGI), and video production for product assets, partnering with internal creative, agencies, and production vendors to deliver conversion-ready visuals
- Coordinates with product managers, licensees, and Original Equipment Manufacturer (OEM) partners to source product images, specifications, manuals, and launch materials
- Serves as primary liaison between product teams (internal product managers, licensees, OEMs) and the Marketing team
- Manages ongoing kenmore.com content integrity, product page updates, OEM/licensee product integration, specs and manuals, retailer links, and warranty information
- Manages customer review management across Amazon, retail.com, and other platforms, monitoring sentiment, responding where appropriate, and synthesizing insights to inform product and content decisions
- Plans and executes product-led live events including trade shows, product selection, on-site content, product-facing messaging, and post-event evaluation
- Ensures consistency of product information and messaging across all online and offline channels
- Evaluates product content performance against conversion, engagement, and Key Performance Indicators (KPIs); iterates copy, imagery, and content based on performance data
- Maintains content calendars, asset libraries, and production schedules that support product launches, category updates, and campaign windows
JOB REQUIREMENTS:- Bachelors Degree
- 5-10 years of related experience
- Up to 25% travel
- 18 years of age or older
REQUIRED SKILLS:
- Bachelor's degree in Marketing, Communications, Journalism, Business, or related field
- 5+ years of product content, copywriting, brand content, or digital merchandising experience in consumer durables, appliances, consumer electronics, or related categories
- Strong product copywriting skills, ability to translate feature specifications into compelling, benefit-driven consumer-facing copy
- Proven experience directing photography, Computer-Generated Imagery (CGI), and video production for product content at scale
- Experience coordinating with Original Equipment Manufacturer (OEM) partners, licensees, or external vendors to source product images, specifications, and launch materials
- Experience planning and executing live events or trade shows with a product or content focus
- Working knowledge of customer review platforms (Amazon, retail.com) and review response/moderation best practices
- Hands-on experience with content management systems, Google Analytics 4 (GA4), Tableau, and product detail page (PDP) optimization
- Strong project management and organizational skills; ability to manage concurrent content production across multiple categories
- Excellent written and verbal communication skills; comfortable presenting to product, marketing, licensee, and partner audiences
PREFERRED SKILLS:- Bachelor of Business Administration (BBA)
- Experience in major appliances (laundry, refrigeration, cooking, dish), automotive batteries, tools, or home improvement
- Familiarity with Computer-Generated Imagery (CGI), 3D rendering, or motion production workflows
- Experience working within a licensee-driven or matrix brand model
- Familiarity with agile, sprint-based, or stage-gate product development processes
- Experience with major industry trade shows such as Consumer Electronics Show (CES), Kitchen & Bath Industry Show (KBIS), International Builders Show, or Specialty Equipment Market Association (SEMA)
- Passion for consumer durables, digital retail innovation, and the intersection of brand and commerce
