Senior Product Marketing Manager (CPG Experience Required)

Cricut® makes smart cutting machines that work with an easy-to-use app, an ever-growing collection of materials, and crafting essentials to help you design and personalize almost anything — custom cards, unique apparel, everyday items, and so much more.

We believe everyone is born creative. We’re a diverse tapestry of thinkers, dreamers, givers, DIYers, handi-workers, artisans, and forever and always architects of things.

At Cricut, we place the power of handmade into the hands of all. We give you beautiful, easy-to-master tools so you can make something unique, remarkable, perfect. We surround you with ideas, community, inspiration, and encouragement to take your creativity further than you ever imagined. And as a community, we celebrate the exhilarating act of making every single day.

So, make that handcrafted card that feels like a hug. Design a shirt for fun, for family, or for a full-blown business. Craft with a passion or for a purpose. Make something big and bold, itsy-bitsy, amazingly ambitious, or just plain silly. Whatever you make, just make your heart out. Because here’s the remarkable truth: When we all make together, we make all things possible.

Let’s make.

We are seeking a highly motivated and results-driven Senior Product Marketing Manager to join our dynamic Corporate Marketing Team. This individual will play a key role in driving the strategic development and execution of marketing programs supporting one of Cricut’s product categories. This role will collaborate closely with product management, creative, retail channel marketing, social media, influencer, and direct-to-consumer marketing teams on a wide array of marketing programs. Specific areas of focus include ownership of product positioning and messaging, global product launch initiatives, online content strategy for new products, and partnering with cross-functional teams to develop full-funnel digital marketing programs. The ideal candidate will have strong project management and critical thinking skills, a passion for deeply understanding consumer needs and the ability to translate insights into programs that can be measured.  

Key Responsibilities:

• Develop key marketing strategies and plans including the definition of program objectives, target audiences, strategies/tactics, deliverables, timeline, and KPIs 
• Work closely with Global Product Management to develop product positioning documents and go-to-market strategic briefs.
• Lead cross-functional teams including Creative, Digital, Corporate Marketing, Channel Marketing, Sales, and external agencies to implement and execute cross-functional marketing programs 
• Effectively communicate at and align all levels in the organization, including high-level executives 
• Drive development of marketing briefs and partner with creative team to execute against goals 
• Analyze consumer insights to develop a strong understanding of key audiences, consumer journeys, and purchase barriers and proactively leverage insights to build marketing plans
• Analyze program performance to improve opportunities, performance, and partnerships 
• Stay on top of the latest marketing trends, tools, and best practices to continually innovate and implement cutting-edge strategies
• Strategic plans for content supporting Product Detail Pages (PDP) for cricut.com, and retail partner sites.
• Develop project timelines, align stakeholders, and ensure on-time delivery of marketing assets.
• Partner with Site Optimization Manager to develop and implement content for A/B and multivariate testing strategies that align with business objectives.
• Monitor competitors' product and marketing strategies to inform product marketing messaging and content strategy
• Ability to manage multiple projects, manage workload and meet deadlines.

Who You Are:

• You’re highly strategic and an idea generator but can also live in the details when developing and executing against a plan. 
• You’ll need to effectively manage both direct/indirect resources, communicate strategies and plans to the broader organization, and keep stakeholders in alignment
• A self-directed, problem-solver.
• An excellent project manager with the ability to juggle multiple priorities in a fast-paced environment.
• A strategic thinker with strong execution skills, able to manage multiple projects and priorities effectively.
• Highly organized with a keen eye for detail, ensuring nothing falls through the cracks.
• A strong communicator and collaborator who can work cross-functionally with internal teams and external partners. Ability to influence group efforts.
• A problem-solver who thrives in a fast-paced, evolving environment.
• Demonstrates the ability to be fast, innovative, passionate, persuasive, growth-minded, resourceful, and proactive.
• Demonstrates ability to manage complex marketing projects, showing insight in enhancing brand presence and product visibility.​
• Ecommerce marketing experience
• Passion for handmade crafts and DIY a bonus!

• Bachelor's degree in a relevant field of study or equivalent experience, MBA a plus 
• 5+ years of experience in B2C marketing and end-to-end campaign management 
• Ability to manage and prioritize multiple projects simultaneously and lead a cross-functional team to deliver strong results 
• Strong analytical and problem-solving orientation with clear examples of using data for target setting, measurement, ROI analysis and optimizations 
• Experience serving as primary stakeholder to creative teams to translate strategic briefs into flawless assets for marketing campaigns 
• Lead and influence cross-functional teams effectively and build strong relationships to deliver outstanding results in a collaborative fashion 
• Demonstrated track record of operating independently and efficiently to manage multiple priorities and projects simultaneously, and to manage milestones and deadlines in a fast-paced environment 
• Ability to prioritize and make strategic choices, identifying high impact near term opportunities while keeping an eye on long-term priorities 
• Innovative and growth mindset, ability to lead the organization to learn fast, and embrace ambiguity 
• Effective communicator at all levels in the organization, including high-level executives and both technical and non-technical teams 
• Curiosity for the consumer, developing a core understanding of their needs and translating into business requirements and experiences
• Bonus: running and hosting events that incorporate livestream productions and other marketing tactics that expand reach and impact on a global level.  

A Quick Note Before You Apply…

Cricut is in a powerful chapter of transformation. We’re evolving fast—refining our strategy, growing our teams, and raising the bar across the board. This is an incredible opportunity for the right kind of person—but it’s not for everyone.

We’re looking for A-players—people who don’t just meet expectations, but consistently exceed them. If you thrive in dynamic environments and find joy in turning challenges into momentum, keep reading.

Here’s what makes someone a great fit for this role (and for this moment at Cricut):

You have a bias for urgency.
You don’t wait for perfect clarity to take action—you start, learn, and adjust. You believe that speed matters, especially when paired with thoughtfulness. You ask: “What can move forward today?” and push past inertia.

You set high standards—especially for yourself.
You’re proud of your work and protective of your reputation. You take ownership, deliver quality, and don’t cut corners. You hold yourself accountable without waiting to be asked.

You stay focused when things are moving fast.
You can identify what really matters and don’t get distracted by noise. You prioritize well, and manage your time wisely.

You collaborate like a pro.
You elevate the people around you, communicate clearly, and give thoughtful feedback. You’re low ego, high output—and your team loves working with you.

What to Do Next: 

Please attach your resume including links to your portfolio where applicable. If you want to show your super powers in other ways – include that information too. You can be sure that Cricut® is an employer who values individuality, equality and diversity, so tell us what you’re all about. If you are a Maker or a DIY enthusiast, whether you think you are a good one or not, we would love to hear about it when you send us your information!

At Cricut®, we celebrate inclusion and diversity. Cricut is an equal opportunity employer and makes employment decisions based on merit. Cricut prohibits discrimination based on race, color, religion, sex, sexual identity, gender identity, marital status, veteran status, nationality, citizenship, age, disability, medical condition, pregnancy, or any other unlawful consideration. All your information will be kept confidential according to EEO guidelines. Cricut participates in E-Verify.