Director of Product Marketing

About Lovepop
Lovepop is on a mission to create one billion magical moments.  We combine art x engineering to create the most magical paper art cards & gifts.  Featured on Shark Tank in 2015, Lovepop has become one of the top 10 Shark Tank investments in lifetime revenue.  Lovepop consistently ranks in the top Google results for cards online, enjoys 18% national brand awareness, and has helped its customers create over 50 million magical moments.  Our vision is to be the #1 online card destination for cards and we are building the team of A+ talent that will take us there.
About the Role The Director of Product Marketing will establish and lead the product marketing function at Lovepop to enable scalable, strategic, and storytelling-driven go-to-market processes. This role will be pivotal in setting and relentlessly upholding the 'Awesome Bar' for all product creative — a Lovepop-specific standard that ensures every visual, word, and interaction delivers a feeling of magic, surprise, and emotional resonance. Other responsibilities include owning the end-to-end launch process, shaping positioning and messaging, and driving alignment across design, creative, and marketing.
This is a high-impact role designed for someone who thrives in a fast-moving environment and knows how to scale themselves through systems, tools, and smart resourcing. That includes leveraging internal creative teams, freelancers, AI tools, and lightweight processes to drive output and quality, without needing a large team of direct reports. The right candidate will be both strategic and execution-focused: defining what good looks like, building the systems to support it, and holding teams accountable to deliver. Success means creating a consistent, compelling customer experience across Lovepop’s channels and campaigns.

Accountabilities

• Lead the go-to-market process Develop and operationalize a cross-functional go-to-market process that brings clarity, structure, and accountability to product launches. This includes defining launch tiers, setting timelines, and ensuring handoffs between departments such as design, creative, merchandising, and marketing are smooth and well-documented. The Director of Product Marketing will be responsible for keeping teams aligned around the product launch calendar and ensuring that every product is launched with clear objectives and a compelling story on time.
Lovepop already has project management infrastructure in place, including tools and support from our Vietnam-based team. The person in this role will be expected to lead and optimize this system, leveraging existing resources while bringing new structure and discipline to the process.
• Set and uphold the Awesome Bar for world-class product creative Set the Awesome Bar standard for what excellent creative looks like across Lovepop’s product storytelling. This includes developing a creative strategy that aligns product design with compelling visuals, messaging (problem/solution), and narrative, such as product photography, videos, packaging, naming, and copywriting. The Director of Product Marketing will be responsible for ensuring that every product's presentation is consistent with the Lovepop brand and elevates the customer experience – whether viewed on a retail shelf, website page, email campaign, or social ad.
• Own messaging strategy and product value propositions Establish clear and differentiated product names,  messaging, and value propositions that resonate with customers, partnering with product teams and aligning with Lovepop’s leadership team where relevant. The Director of Product Marketing will work closely with analytics, customer service, and creative teams to uncover key insights and articulate what makes a product special. These messages will inform all downstream content, including website descriptions, advertising copy, and in-store materials.
• Deliver omni-channel campaigns Partner with the Chief Marketing Officer to bring seasonal and evergreen campaign strategies to life by translating high-level themes and narratives into clear briefs and coordinated execution. The Director of Product Marketing will lead production across all major touch points including ads, catalog, web, and retail signage, ensuring brand consistency, storytelling alignment, and high-quality delivery. This role plays a key part in building a memorable, emotionally resonant brand that creates real connection with customers.
• Lead digital merchandising & site experience The Director of Product Marketing will own the long-term strategy and execution for how products are presented and discovered on Lovepop.com. This includes leading product taxonomy, collection architecture, and customer navigation to ensure a compelling, intuitive, and conv