About the position
The Senior GTM Marketing Manager at Caraway will play a pivotal role in shaping how our products show up in the world-from refining product positioning to leading the launch and go-to-market strategy. Reporting to the Director of Integrated Marketing, this person will help craft the story behind each new product, lead cross-functional GTM efforts that drive awareness, adoption, and conversion across our product pipeline, and execute those launches across DTC and retail channels-ensuring consistency and impact at every customer touchpoint. This role is both strategic and executional-responsible for defining the value proposition and messaging that connects with our target customer while managing the end-to-end GTM process for new products and colorways. You will collaborate closely across Product, Creative, Growth, and Retail to ensure every launch is insight-led, cross-functionally aligned, and delivered on time. The ideal candidate is an experienced product marketer who thrives on building clear, differentiated positioning-and seeing that positioning carried through a thoughtful, high-performing launch plan.
Responsibilities
- Develop and refine compelling, consumer-first product positioning and messaging frameworks that differentiate Caraway in the market
- Support the development of the value proposition and go-to-market messaging for new and existing products, grounded in insights and aligned to business goals.
- Partner with Product and Insights teams to validate product-market fit, inform messaging strategy, and ensure messaging reflects consumer needs.
- Translate technical product details and features into customer-facing benefits across PDPs, packaging, email, paid, and retail marketing channels
- Support the development of go-to-market strategies for new product and colorway launches in partnership with Product, Creative, and Growth teams
- Collaborate with the Associate Director of Program Management and Creative Project Manager to ensure alignment on timelines, dependencies, and deliverables
- Drive the development of key launch materials-including product descriptions, messaging briefs, PDP content, and creative inputs
- Maintain awareness of GTM launch timelines and ensure strategic marketing inputs are delivered on time
- Act as the strategic marketing lead across launch planning.
- Ensure input from Product, Creative, Retail, and Growth is synthesized and actioned
- Partner with the Director of Integrated Marketing and Program Management to optimize GTM processes, documentation, and cross-team communication
- Help build repeatable frameworks for integrated launch marketing that scale across new categories and moments
- Partner with Analytics and Growth teams to evaluate campaign and product performance; recommend positioning refinements based on data and learnings
- Develop post-launch recaps to capture key insights, wins, and areas for improvement across messaging, timing, and GTM execution
Requirements
- 5-7+ years of experience in product marketing, GTM strategy, or integrated marketing for physical consumer products (DTC or omnichannel)
- Proven success in developing and applying value propositions, messaging strategies, and product positioning across marketing channels
- Experience managing go-to-market timelines and cross-functional collaboration across Product, Creative, and Growth
- Demonstrated ability to turn insights into strategy-consumer behavior, competitive landscape, and product performance
- Strong writing, editing, and communication skills. You can distill complex information into simple, compelling messaging
- Detail-oriented and highly organized with strong project management skills and the ability to meet tight deadlines
- Experience working closely with creative teams to bring campaigns and PDP content to life
- Passion for home, design, sustainability, and Caraway's non-toxic mission
Nice-to-haves
- Experience managing or mentoring junior team members
Benefits
- Equity: We believe in our product and that the sky's the limit for where our business is going.
- 401k: A 3% company match to help you plan for your future
- Comprehensive medical, dental + vision coverage options with generous employer contributions + access to FSA/HSA/Dependent Care FSA's
- Up to 12 weeks of fully paid parental leave, depending on tenure, and access to additional fertility care services via KindBody
- Annual reimbursements for you to elevate your workspace, from standing desks to desktop succulents
- Flexibility when you need it most.
- Monthly reimbursements for you to get out of the house and work from anywhere.
- Monthly virtual events, company wide offsites, and many opportunities for new Caraway swag!
- Annual reimbursements to all full-time employees to support their professional development aspirations!
- Unlimited PTO in addition to our 11+ paid annual holidays and quarterly wellness days.
- Monthly reimbursements for you to stay well. From meal services to gym memberships to monthly massages.
- Employee discount on all Caraway Home products.
- Complimentary product as a new hire + continuous to expand your Caraway Home collection.
