Product Marketing Manager, Audience & Messaging

Therabody is a wellness tech leader dedicated to inspiring and enabling individuals to feel and perform their best. They are seeking a Product Marketing Manager to develop audience intelligence and messaging architecture that enhances product launches and maintains narrative coherence across their diverse portfolio.

Responsibilities:

• Build and maintain a centralized messaging system that serves as the source of truth for launch messaging, campaign language, packaging copy, and sales enablement materials across the product portfolio
• Develop actionable buyer and user personas that go beyond demographics, incorporating need state, wellness goals, category fluency, lifestyle context, and purchase journey — across both DTC and retail
• Integrate competitive, category, and consumer intelligence into everything we produce, ensuring marketing and sales teams are always working from current, validated context
• Partner with product & brand marketing to maintain narrative coherence across product pillars — wellness, performance & beauty — without slowing down their execution
• Translate audience and messaging strategy into the language brand, digital, media, retail, and sales need to hit their goals, with a real understanding of the volume and constraints they face
• Establish and run the cross-functional rhythms (with Marketing, Digital, Media) that keep audience and messaging context flowing across teams
• Leverage AI tools to accelerate research, build scalable workflows, and prototype frameworks faster — because they make you better, not because someone asked you to

Requirements:

• 5+ years in product marketing, with significant time in multi-product or multi-segment consumer brands (wellness, beauty, health tech, or consumer electronics a plus)
• Deep experience with persona development rooted in qualitative research and behavioral insight, not just demographics
• Strong cross-functional skills: you can align stakeholders, influence without authority, and adapt your communication to anyone in the org
• Experience messaging products that are actively defining or redefining their category — comfortable working without a ready-made frame and skilled at building one the market can follow
• Genuine empathy for cross-functional workflows — you meet collaborators in their language, their context, and their constraints, and do the translation so they don't have to
• Comfort leveraging AI as a core part of your workflow when the problem calls for it
• Experience marketing across both DTC and retail/wholesale environments
• Experience marketing both physical & digital products
• A track record of scaling an emerging product line or segment program from 0 to 1
• A background in building or contributing to a company's brand narrative and category positioning
• Comfort working with consumer usage data, sales, or pipeline analytics to validate messaging effectiveness