We're launching a new A new ecosystem at the intersection of wellness and technology, with a connected product, hardware and software, built to help people take an active role in their own health rather than simply measure it. The Senior Product Marketing Manager owns the positioning, messaging, and product narrative behind that launch.
Your job is to define who we're for, what matters to them, how we're different, and why we're credible, then turn that into messaging that can be executed against. You'll work cross-functionally to translate insight into product messaging, and with commercial, growth and Marketing to keep the story consistent from first impression through membership. It's a hands-on role.
What you will do at VeSync:
Own Positioning & the Value Proposition: Define and maintain the value proposition and positioning for a new brand and connected wellness ecosystem, covering who it's for, what it solves, why it's different, and why it's credible, in support of the category thesis set by leadership rather than defining it.
Ground It in Evidence: Run market, competitive, and customer research to pressure-test positioning, and keep claims tied to real evidence rather than over-promising.
Be the Voice of the Market: Represent the customer, competitor, and category perspective in commercial decisions, and keep the value proposition sharp as the market responds.
Own the Messaging Architecture: Develop the core messaging spine: the value proposition, message hierarchy, approved terminology, and competitive comparisons.
Build the Proof System: Create the evidence structure that makes a bold brand claim credible, covering how the product works, what backs it up, and how to answer questions on accuracy, privacy, and comparisons.
Equip Partner Teams: Package positioning into reusable language and guardrails partner teams execute against: narrative foundations for Content and PR, audience guidance for GTM, and post-purchase language for CX.
Own Launch Messaging: Own product and feature launch messaging, including release narrative, naming inputs, and launch copy foundations, while GTM Marketing owns launch strategy, channels, and performance.
Translate Research into the Product Story: Work with UX Research and Behavioral Science to turn user insight into product messaging, benefit framing, and onboarding language; product and science ownership stays with those teams.
Support the Membership Value Story: Help articulate how subscription value lands across onboarding, activation, and membership, supplying the language partner teams use while GTM and Growth own segmentation, targeting, and lifecycle execution.
Positioning & Value Proposition
Messaging Spine & Proof System
Product & Launch Marketing
What you bring to the role:
Education: Bachelor's degree required. Masters/MBA or advanced degrees nice to have.
Experience: 6+ years in product marketing, positioning, or lifecycle messaging for consumer (B2C) brands, with hands-on direct-to-consumer (DTC) experience. DTC, health & wellness, and SaaS or subscription backgrounds are strongly preferred.
New Brand & Product Launch: Proven track record defining a differentiated value proposition and taking a new brand or product to market. Experience building a consumer brand from the ground up, including identity, positioning, and voice, is highly preferred.
Systems, Not Decks: Demonstrated expertise defining differentiated positioning and evidence-based expectation framing, and building the messaging systems and proof frameworks behind them, not one-off campaign briefs or positioning decks.
Subscription & Membership Fluency: Understanding of DTC, subscription, and membership models, including segmentation, cohort thinking, and lifecycle messaging.
Analytical: Comfortable with funnel and cohort data, and with using it to back positioning decisions with evidence.
Cross-Functional Collaboration: Ability to align partners across product, marketing, CX, and growth functions without direct authority.
Location:
- This is an on-site, office-based role in Tustin, CA.
Salary:
- Starting at $160K
Perks and Benefits:
- 100% covered Medical/Dental/Vision insurances for employee AND spouse + dependents!
- 401K with 4% employer match (eligible after 90 days of employment) and immediate 100% vesting
- Generous PTO policy + paid holidays
- Life Insurance
- Voluntary Life Insurance
- Disability Insurance
- Critical Illness Coverage
- Accident Insurance
- Healthcare FSA
- Dependent Care FSA
- Travel Assistance Program
- Employee Assistance Program (EAP)
- Fully stocked kitchen
Skills Required
- Bachelor's degree
- Master's degree or MBA
- 6+ years in product marketing, positioning, or lifecycle messaging for consumer (B2C) brands
- Hands-on direct-to-consumer (DTC) experience
- Health & wellness or SaaS/subscription background
- Proven track record defining differentiated value propositions and taking new products to market
- Experience building a consumer brand from the ground up (identity, positioning, voice)
- Demonstrated expertise building messaging systems and evidence-based proof frameworks
- Subscription and membership model fluency (segmentation, cohort thinking, lifecycle messaging)
- Comfortable analyzing funnel and cohort data to inform positioning
- Ability to align cross-functional partners (product, marketing, CX, growth) without direct authority
- On-site work in Tustin, CA
What We Do
Founded in 2011, Etekcity was established with the goal of enriching the lives of customers across the globe by providing thoughtfully engineered consumer products designed with convenience, simplicity, practicality and value in mind. Today, Etekcity is now an international brand owner, serving a diverse e-commerce customer base in home improvement, consumer electronics, and outdoor equipment. By offering innovative, feature-rich products infused with the latest cutting edge technology and user-friendly designs, we have made tremendous strides in the e-commerce marketplace since our inception. Innovative thinking, thoughtful practicality and technological sophistication have been paramount to our continued success as a leading e-commerce brand in an extensive range of product categories. Our team is composed of bright, ambitious and creative-minded individuals with an unwavering passion for enriching the lives of those around us in new and exciting ways. While we’re an incredibly industrious bunch, we inspire our team members to be as happy and productive as possible by offering ample opportunities for growth, flexible work schedules and a casual, start-up like work environment where work and fun are not mutually exclusive. With multiple international branches and plans to expand our product outreach to physical storefront retail centers, we’re committed to becoming the world’s premier retailer of home goods and outdoor equipment. Building on better living isn’t just our slogan—it’s our promise to our valued team members too. #BuildingonBetterLiving.
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