Product Marketing Manager

Role Summary

The Product Marketing Manager (PMM) is the central owner of TYR’s go-to-market and in market engine — the single point of accountability for launch readiness, sequencing, GTM discipline, and commercial storytelling across footwear, apparel, swim, and accessories.

This is a decision-making role, not a coordination role.

The PMM owns the GTM Calendar as the Single Source of Truth and ensures the entire organization — Brand, Creative, Paid, Ecomm, Retail, Wholesale, International — is aligned to a unified launch plan that drives traffic, conversion, and sell-through.

This role is deeply hands-on: shaping narrative frameworks, messaging ladders, PDP storytelling, launch toolkits, TikTok Shop product priorities, and in-market campaign arcs.

The PMM must think like a general manager of the category: moving quickly, making tradeoffs, and adapting GTM intensity to inventory depth, margin, and business needs.

Footwear — especially CXT-3, Maverick, and Lifter lines — is a priority category requiring elevated technical-to-consumer translation and exceptional GTM precision.

Core Responsibilities

1. GTM Leadership & Decision Rights

• Own the GTM Calendar (SSOT) and enforce launch sequencing, category prioritization, and calendar lock.
• Hold decision rights on launch readiness, sequencing, messaging freeze, and cross-channel alignment.
• Lead pre-brief alignment and ensure all verticals operate off one unified GTM plan.
• Approve all product storylines, messaging ladders, and campaign-layer narratives.
• Govern GTM discipline: deadlines, asset lists, cross-functional requirements, and readiness checklists.

2. Product Storytelling & Messaging

• Write and own messaging ladders: Brand → Campaign → Product → Channel.
• Develop PDP storytelling frameworks, including tech copy, benefit ladders, positioning, and customer insights.
• Build narrative frameworks for footwear launches (technical, training-specific, athlete-validated).
• Partner with Creative Manager on concepting and campaign articulation.

3. Revenue & Inventory Alignment

• Tie GTM intensity to inventory depth, forecast, sell-through, and margin.
• Prioritize hero SKUs and categories (footwear and key apparel lines).
• Partner with Ecomm to ensure PDP conversion readiness and launch-week optimization.
• Partner with Performance to shape paid messaging, ad creative needs, and audience strategy.
• Own product prioritization for TikTok Shop (bundles, offers, creator kits).

4. Cross-Channel Execution & Readiness

• Ensure all channels go live together: ecommerce, paid, social, influencers, CRM, wholesale, EU.
• Own the GTM Toolkit for each launch: Narrative Framework, Messaging Ladder, PDP Story Guide, Channel Requirements, Creator/Influencer Notes, Asset List + Timing, Competitive POV
• Partner with Ops to run launch checkpoints and enforce calendar discipline.

5. Seasonal & In-Market Campaign Ownership

• Own quarterly in-market campaigns tied to the 2026 Seasonal POVs.
• Ensure footwear (CXT-3 + Maverick) has year-round narrative presence.
• Build category messaging frameworks for training, running, swim, and apparel.

Key KPIs

Revenue & Demand

• Revenue vs. forecast (first 4–6 weeks)
• Sell-through velocity by SKU/category
• PDP conversion improvements (↑ early-cycle CVR)

GTM Excellence

• Launch on-time % (≥95%)
• GTM Toolkit completion rate
• Reduction in soft launches / asset gaps
• % of launches hitting full readiness checklist

Operational Quality

• Cross-channel alignment score
• EU + Wholesale readiness compliance
• Post-mortem completion + improvement delta

Required Skills & Experience

• 5–8 years in product marketing, brand marketing, or GTM leadership (footwear/apparel required).
• Demonstrated ability to own a GTM calendar and move a cross-functional team.
• Deep experience translating technical product into consumer-centered benefits.
• Hands-on writer with strong narrative instinct — not reliant on creative to generate the story.
• Strong analytical skills: inventory, demand signals, sell-through, PDP analytics, CAC/LTV.
• Experience with paid media inputs, PDP optimization, and ecommerce fundamentals.
• Ability to operate with urgency and clarity in a high-growth environment.