Director of Product Marketing

Cricut® empowers people to make and personalize almost anything—from custom cards and apparel to everyday items and home décor. Our smart cutting machines, design apps, and materials make creativity easy and accessible for everyone. We believe everyone is born creative, and our mission is to put the power of handmade into the hands of all. With a passionate community of Makers around the world, Cricut helps turn inspiration into real, tangible creations—one project at a time.

Let’s make.

As Director of Product Marketing at Cricut, you will lead the marketing strategy, positioning, and global go-to-market execution for our portfolio of products and services. You will manage and develop a team of Product Marketing Managers while partnering closely with Product, Channel, International, and Creative teams to bring compelling launches to market and drive sustained product performance and marketing excellence throughout the product lifecycle.

You are responsible for defining how our products are positioned, messaged, and activated — ensuring every launch clearly communicates value, drives demand, and supports revenue growth across DTC and retail channels.

This role blends strategic thinking with hands-on execution and plays a critical part in how Cricut products show up and win in the market.

Responsibilities

Leading and developing a product marketing team; Owning global launch strategy and execution; Product naming, positioning, and core messaging; Visual packaging, website (PDP), product ratings and reviews, and sales support; Campaign and asset development in partnership with Creative; Managing cross-functional alignment and launch readiness; Measuring performance and optimizing post-launch results; Monitoring and driving continual high product performance (not launch and forget)

Requirements

Strong at influencing across the organization; Excellent at cross-functional leadership; Super organized and great at developing and maintaining process; Strong people manager developing strong relationships while also driving accountability; Skilled marketer with strong education and experience in tech or CPG marketing; Extensive experience in launching products to market globally; Excellent at development marketing strategy; Extensive experience developing product positioning and messaging; Out-of-the box thinker with drive to deliver higher than expected outcomes; Decisive decision maker with sound judgment; Excellent internal communicator; Proven ability to give clear, concise direction to creative teams for best outcomes; Acts like an owner and requires team to do the same for the products they manage