Manager, Brand Marketing (TNF)
VF Corporation · China
Product Marketing Manager
About the Role
We are seeking a strategic Product Marketing Manager to join our Brand Marketing team. This role serves as the critical bridge between Brand Marketing and Merchandising, responsible for translating product and category strategies into compelling consumer-facing narratives that drive brand equity and commercial success.
You will own the full product marketing lifecycle—from product positioning and go-to-market strategy to hero product incubation and annual roadmap planning. This is a high-impact role for a marketer who thrives at the intersection of brand storytelling, product strategy, and cross-functional collaboration.
Key Responsibilities
1. Brand-Merchandising Bridge & Product Positioning
- Serve as the connective tissue between Brand Marketing, Merchandising, Product Development, and Creative teams, ensuring every product launches with clarity, consistency, and brand integrity
- Translate merchandising intent, product features, and consumer insights into elevated, differentiated product positioning and messaging frameworks
- Develop product messaging architectures aligned with overall brand positioning, ensuring consistency across all product variants, bundles, and formats
- Partner with Brand and Creative teams to guide asset development and campaign creative that supports the intended product narrative
- Act as the central product marketing hub, confirming claims, assets, and product education materials are aligned with positioning frameworks prior to launch
2. Hero Franchises/Product Strategy & Incubation
- Identify, develop, and lead hero franchises/product / hero SKU strategies—defining which products have the highest growth potential and driving focused marketing investment behind them
- Own the end-to-end hero product launch strategy: from concept and positioning to 360° campaign execution, ensuring maximum market penetration and consumer desirability
- Conduct portfolio analysis to identify hero opportunities, whitespace, and underleveraged products; make data-driven recommendations on SKU prioritization, bundling, and portfolio mix
- Lead cross-functional launch teams (Merchandising, Creative, E-commerce, Sales, Retail) to ensure hero products receive coordinated, high-impact market moments
- Continuously monitor hero product performance post-launch and optimize messaging, PDP content, and channel strategies to maximize conversion and retention
3. Annual Product Marketing Roadmap
- Develop and own the annual product marketing roadmap, outlining product launch cadence, seasonal priorities, campaign timelines, and commercial objectives
- Partner with Merchandising, Product, and Brand teams to align the product roadmap with market trends, consumer insights, and business goals
- Lead seasonal GTM planning and execution—defining product briefs, line narratives, trend POVs, hero strategies, and channel-specific selling stories
- Build and manage the seasonal GTM calendar, aligning all cross-functional teams (Marketing, Creative, E-commerce, Retail, Wholesale, Communications) to deliver fully integrated product launches
- Conduct quarterly and half-yearly roadmap reviews to assess what's working, course-correct, and identify new opportunities for growth
- Translate the product roadmap into compelling internal and external narratives that build anticipation and drive engagement across stakeholders
4. Cross-Functional Leadership & Insights
- Partner closely with Merchandising, Sales, E-commerce, and Retail teams to ensure product stories adapt seamlessly across all channels—campaign, site, email, social, retail windows, and wholesale accounts
- Leverage consumer insights, competitive analysis, and performance data to inform product positioning, seasonal priorities, and roadmap decisions
- Own the "voice of the consumer" in collaboration with E-commerce, Retail, and Brand Marketing teams
- Support retail marketing initiatives by developing merchandising support materials, product training tools, sales collateral, and dealer education resources
- Identify whitespace, category opportunities, and product storytelling gaps based on consumer behavior and industry trends
Qualifications
Education & Experience
- Bachelor's degree in Marketing, Business, Communications, or a related field
- 4+ years of experience in product marketing, brand marketing, or go-to-market roles
- Proven experience in cross-functional collaboration—working with Brand, Merchandising, Creative, Sales, and Product teams
- Experience developing and executing product positioning, messaging frameworks, hero franchise building strategies and go-to-market strategies
- Experience in omnichannel product marketing (DTC, retail, e-commerce) strongly preferred
Skills & Competencies
- Strategic thinking with the ability to translate complex product information into clear, compelling consumer-facing narratives
- Strong cross-functional collaboration and influence skills—comfortable working across brand, merchandising, creative, and sales teams
- Project management excellence with the ability to manage multiple product launches and complex timelines simultaneously
- Data-driven mindset with experience analyzing product performance, consumer insights, and market trends to inform strategy
- Excellent written and verbal communication skills; strong product copywriting ability
- Highly organized, detail-oriented, and comfortable operating in a fast-paced environment
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