Director, Product Marketing

The Director, Product Marketing is a strategic, customer-obsessed leader responsible for defining go-to-market strategy, crafting compelling product narratives, and driving adoption and engagement across US and UK DTC sites, as well as select global markets. This role partners closely with Marketing and Merchandising to ensure launch excellence and cohesive storytelling that strengthens the digital brand experience and drives measurable business impact.

Responsibilities:

• Partner with Digital Product lead to shape the end-to-end guest experience strategy
• Lead cross-functional launch planning, ensuring cohesive storytelling across digital platforms
• Partner with Marketing to translate brand strategy into high-impact digital execution
• Own go-to-market decisions, including launch planning, messaging priorities, and tradeoffs
• Drive fast, iterative execution; balancing speed with rigor in high-visibility moments
• Synthesize performance data into clear, actionable narratives that drive prioritization and decisions
• Drive operational excellence by establishing repeatable processes, playbooks, and best practices

Required Qualifications:

• 8+ years of relevant experience or equivalent experience gained in high-scale, high-complexity environments
• Bachelor’s degree
• Expert in digital merchandising and eCommerce best practices
• Expert in product launch and go-to-market strategy
• Expert in brand and product storytelling
• Skilled in customer journey and funnel design
• Skilled in performance analytics to assess CVR, AOV, and engagement metrics

Preferred Qualifications:

• MBA or equivalent
• Demonstrated experience influencing and educating cross-functional partners
• Strong background in A/B testing and experimentation
• Outcome-oriented leader, comfortable with commercial accountability
• Highly effective cross-functional partner with strong ability to collaborate and influence
• Experience operating in fast-paced, high-scale digital environments

Behavioral Traits for Success:

• Acts quickly when opportunities or issues surface, applying sound judgment to decisions.
• Uses energy and enthusiasm to spark action, helping teams accelerate progress.
• Communicates persuasively and keeps conversations focused so decisions don’t stall.
• Forms relationships quickly, enabling smoother collaboration and quicker execution across teams.
• Spots openings early and takes initiative to move ideas forward before others ask.
• Stays flexible and upbeat during change, helping others maintain pace and clarity.
• Brings resilience and optimism that keep initiatives moving even when challenges arise.
• Ensures commitments are met by pairing urgency with clear communication and reliable

Working Environment:

• Typical office environment with climate control and sufficient lighting, ergonomic desk/chairs
• Corporate office is in St. Louis, MO
• Hybrid work schedule when within 45 miles of office
• Remote > 45 miles of office; 30% domestic travel to office

Your Performance Will Be Measured On:

Your performance will be measured by your ability to achieve annual department objectives and corporate goals which include but are not limited to the following.

• DTC Commercial Performance: Contribution to US and UK eCommerce revenue targets, including measurable improvement in key funnel metrics (CVR, AOV, upsell performance)
• Launch Performance: Engagement, and revenue impact of major launches and enhancements
• Operational Excellence: On-time, cross-functionally aligned execution of high-impact initiatives
• Leadership & Influence: Strength of partnerships and stakeholder alignment across the organization

This description is not intended to be construed as an exhaustive list of all functions, responsibilities, skills, and abilities. Additional functions and requirements may be assigned by supervisors as deemed appropriate. This document does not represent an expressed or implied contract of employment, nor does it alter your at-will employment, and Build-A-Bear Inc. reserves the right to change this job description and/or assign tasks for the employee to perform, as may be deemed appropriate