Who We Are
For over 20 years, SPINS has been a leader in recognizing the transformative power of data in retail. We offer our clients cutting-edge tools to attract attention from a fast-growing segment within the Health & Wellness industry, the values-based consumer. Nearly half of shoppers prioritize products that emphasize wellness, social responsibility, and sustainable practices. SPINS retail consumer insights, analytics, and consulting services give our clients a competitive advantage to increase their share of this growing market. Our data is the most comprehensive and accurate in the industry, allowing clients to power AI models and machine learning algorithms that help them better understand and meet their customers' needs. At SPINS, behind all of our impressive data is our real differentiator, our people. We pride ourselves on our collaborative, flexible, and communicative culture that puts people at the center of everything we do.
Sr. Director, Product Marketing
Who We Are
Commerce is changing fast: AI agents are starting to shape which products get discovered, recommended, and bought, and the brands and retailers who adapt quickest will have the advantage. SPINS brings deep category and retail intelligence to this shift: attribute data, retail measurement across hundreds of retailers, and 30 years of insight into the values-based consumer, the growing group of shoppers who prioritize wellness, social responsibility, and sustainability. Through recent acquisitions and product investment, we’ve grown from a data and insights company into a broader CPG growth and innovation platform spanning commerce enablement, media, measurement, and AI-powered discovery, connecting insight to action across the path to purchase.
The Opportunity
We’re looking for a Sr. Director of Product Marketing to lead marketing for the products shaping our next chapter, and to help define the categories they compete in.
This isn’t a caretaker role. Our newest platforms (AI-powered product discovery, agentic commerce readiness, connected commerce enablement) are creating markets that didn’t exist two years ago, and well-funded AI-native competitors are moving fast. We’re looking for a leader who has built a category story before and can do it at the pace the AI era demands, while keeping our established products differentiated and growing.
Leading the Product Marketing team, the Sr. Director sits at the intersection of product, marketing, and sales: turning product capability into customer value, shaping strategy through market insight, and equipping go-to-market teams to build pipeline and win, across a portfolio that spans established leaders and zero-to-one launches.
What You’ll Do
Define Categories, Not Just Products
- Lead the market narrative for how AI and agentic commerce are reshaping how brands get discovered, chosen, and bought.
- Craft positioning that works on two fronts: differentiating our emerging AI products from fast-moving startups, and our established platforms from legacy incumbents.
- Shape how products come together into a customer-centric portfolio story, with messaging tailored to the segments and industries we serve.
Lead the Product Marketing Team
- Lead, inspire, and develop the PMM team as SPINS scales into new markets, modeling AI-native ways of working and using AI to accelerate what the team delivers.
- Build a culture of strategic thinking and high performance; recruit, mentor, and grow talent whose influence extends across the company.
Drive GTM Strategy and Market Intelligence
- Own product marketing strategy across the portfolio, balancing investment between scaling new platforms and extending established leaders.
- Build a GTM engine suited to our pace: fast, repeatable launches, product-led growth alongside enterprise sales, and narratives that scale with the portfolio.
- Bring customer and market insight back into product strategy, pressure-testing new ideas and spotting the next category opportunity.
- Become the internal expert on our buyers, including the new ones our AI products are creating, and track the competitive landscape through win/loss analysis and buyer research.
Enable Pipeline and Revenue Growth
- Arm Sales and Customer Experience with the insights, messaging, and assets, including ROI narratives, needed to build pipeline and close deals.
- Deliver enablement that works: playbooks, battlecards, competitive intelligence, demo scripts, and persona guides.
- Partner with Growth and RevOps to improve win rates and build expansion plays for upsell and cross-sell.
Connect Product, Marketing, and Sales
- Serve as the link between Product, Sales, Marketing, and Customer Experience, keeping launches running smoothly as our pace accelerates.
- Position PMM as a strategic partner, showing impact through both revenue results and softer measures of influence.
What You’ll Need
Minimum Qualifications
- 10+ years of product marketing experience, including senior leadership roles, ideally in B2B SaaS.
- Experience marketing a product into a still-forming category, with a track record of what that did for the business.
- A track record of leading and scaling product marketing teams, and a passion for developing talent.
- Strong grounding in B2B go-to-market strategy, positioning, and messaging, including competing against both startups and incumbents.
- Experience marketing data-driven and analytics products, translating complex technology into customer value.
- A well-formed point of view on where agentic commerce is heading and what it means for how brands and retailers go to market. You should be able to teach us something in the interview.
- Strong cross-functional partnership skills, with a track record of driving sales enablement and measurable revenue impact.
- Strong communication and storytelling skills, with executive presence.
Preferred Qualifications
- Experience launching AI-native products, or leading an AI narrative shift for an established platform.
- Experience with product-led growth motions (free trials, self-serve funnels) alongside enterprise sales.
- Experience in commerce enablement, media, retail media, CPG, retail, or health & wellness.
Salary Range: $190,000-$210,000k/yr
#LI-AO1 #LI-Remote
What SPINS Offers
We have enjoyed tremendous growth over the years and, as a leader in a fast-growing industry, we have no plans to slow down! While all that growth brings excitement, it is also an opportunity for SPINS to show it values the health and wellness of its team members.
- We embrace hybrid work options so that you have the flexibility to create a work/life balance that actually works!
- Each employee is allotted paid time to use to volunteer with an organization of their choice and charitable donations are matched.
- Semi-annual company-wide employee survey that is used to shape company programs, perks, and culture.
The SPINS Way
- Direct – We communicate with clarity, honesty and respect in all situations and embrace opportunities to provide solution-oriented feedback.
- Determined – We are committed to overcoming all obstacles to achieve results. We adapt to change, seek opportunities to learn and rapidly translate that learning into action.
- Passionate – We go above and beyond to help our partners achieve their goals. We challenge assumptions and are comfortable forging new paths.
- Collaborative – We leave our egos at the door, believing that working together we will produce an outcome that’s greater than each individual contribution.
For details about the information SPINS’s collects about our applicants and how we use it, please see the SPINS Privacy Policy here.
Skills Required
- 10+ years of product marketing experience, including senior leadership roles, ideally in B2B SaaS
- Experience marketing a product into a still-forming category, with a demonstrated business impact
- Experience leading and scaling product marketing teams
- Strong B2B go-to-market strategy, positioning, and messaging experience, including competition against startups and incumbents
- Experience marketing data-driven and analytics products and translating complex technology into customer value
- A well-formed perspective on agentic commerce and its implications for brands and retailers
- Strong cross-functional partnership skills and a track record of driving sales enablement and measurable revenue impact
- Strong communication, storytelling skills, and executive presence
- Experience launching AI-native products or leading an AI narrative shift for an established platform
- Experience with product-led growth motions, including free trials and self-serve funnels, alongside enterprise sales
- Experience in commerce enablement, media, retail media, CPG, retail, or health and wellness
What We Do
SPINS is a wellness-focused data company and advocate for the Natural Products Industry. Over the past two decades, SPINS’ investments have led to a common language used across the industry as well as laid the foundation for the next generation of innovation, while providing dynamic data, actionable insights, and digital activation solutions that drive growth for our clients & partners and contribute to a healthier and more vibrant America. Learn more at www.spins.com.
Why Work With Us
SPINS is a diverse group of positive professionals with a commitment to advancing the Natural, Organic, and Specialty Product Industries. We pride ourselves on building meaningful relationships with each member of our team and fostering professional development.
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