Product Marketing Manager

Mira; Lisboa; Remote; EUR 107,000 - 161,000; Full time

Benefits offered by this job

Fully remote

Job summary

Mira is seeking a Senior Product Marketing Manager to own the go-to-market for new product launches—from branding and positioning to commercial rollout. You will build the GTM motion and scale products across DTC and retail, using customer research to validate product-market fit and strong commercial judgment.

The role is fully remote with a 40-hour workweek and occasional overlap with the US team. You will collaborate across branding, product, and sales to drive portfolio growth and retail

Qualifications

• 5+ years experience in product marketing, brand, or GTM roles across retail and omnichannel.
• Proven track record owning end-to-end launches—from positioning and branding to GTM and commercial rollout.
• Proven experience leading retail GTM for new products—from defining channel positioning and building the buyer narrative to developing trade marketing and in-store assets—and scaling across retailers, marketplaces, and DTC.
• Proven ability to shape pricing, margin, and unit economics, and to build, validate, and confidently present a strong commercial case.
• Working with regulatory / health claims; femtech or health knowledge is a plus.

Responsibilities

• Go-to-market strategy: Build and own the GTM strategy for each new product, including target audiences, positioning, messaging, channel strategy, launch sequencing, and activation across DTC and retail.
• Customer and market insights: Identify customer needs, purchase drivers, barriers, category trends, and competitive whitespace through interviews, surveys, market research, and data analysis.
• Positioning and value proposition: Define the product’s role within the Mira portfolio and develop a compelling value proposition, message hierarchy, reasons to believe, and differentiation strategy that supports portfolio growth.
• Brand and product identity: Lead product naming, brand architecture, claims development, and packaging messaging in collaboration with the team.
• Launch ownership: Lead each launch from strategy through execution, creating the launch plan, aligning stakeholders, managing dependencies, and ensuring all deliverables are ready on time.
• Retail and omnichannel strategy: Develop the product marketing approach for DTC and retail, including channel positioning, retail assortment, buyer narratives, partner readiness, and trade, and in-store assets.
• Pricing and commercial strategy: Define pricing, unit economics, promotional architecture, and the overall commercial case for each launch.
• Performance and optimization: Define launch KPIs, monitor product and channel performance, gather customer feedback, and translate insights into improvements across channels.
• Cross-functional leadership: Drive aligned decisions and coordinated execution across teams to drive aligned decisions and coordinated execution.

Skills

GTM strategy

Brand management

Data-driven decisions

Cross-functional leadership

Retail & DTC

Education

Bachelor's degree in Marketing, Business

Advanced degree a plus

Tools

Market research

CRM

Analytics

Job description

About Mira

Mira is a San Francisco-based hormonal health company providing integrative care and hormonal testing for over 300,000 customers. In 2023, we were recognized by Inc. 5000 as America's fastest-growing femtech company. Mira’s breakthrough innovation was creating the market’s only FDA-compliant at-home hormone monitor with quantitative testing technology. From the beginning, our mission has been to make hormone data accessible and meaningful - so women can understand their bodies and make confident health decisions at every stage of life, from cycle health and family planning to hormonal imbalances and the menopause transition. We are committed to improving real health outcomes through personalized insights, cutting-edge technology, and science-backed data—turning hormone information into practical guidance for everyday wellbeing.

About The Position

We are looking for a Senior Product Marketing Manager to create and own the go-to-market for our new product launches — taking each product from scratch through branding, positioning, GTM, commercial strategy, and retail expansion. This is a launch-owner role: you'll build the full go-to-market motion for new products and scale them across DTC and retail. The ideal candidate has experience building GTM strategies from the ground up, defining product positioning, conducting customer research, validating product-market fit, and scaling products through retail and omni-channel channels, supported by strong commercial judgment.

Details

The role is a remote position, with a 40-hour workweek, flexible working hours and occasional overlap with the US team.

Responsibilities

• Go-to-market strategy: Build and own the GTM strategy for each new product, including target audiences, positioning, messaging, channel strategy, launch sequencing, and activation across DTC and retail.
• Customer and market insights: Identify customer needs, purchase drivers, barriers, category trends, and competitive whitespace through interviews, surveys, market research, and data analysis.
• Positioning and value proposition: Define the product’s role within the Mira portfolio and develop a compelling value proposition, message hierarchy, reasons to believe, and differentiation strategy that supports portfolio growth.
• Brand and product identity: Lead product naming, brand architecture, claims development, and packaging messaging in collaboration with the team.
• Launch ownership: Lead each launch from strategy through execution, creating the launch plan, aligning stakeholders, managing dependencies, and ensuring all deliverables are ready on time.
• Retail and omnichannel strategy: Develop the product marketing approach for DTC and retail, including channel positioning, retail assortment, buyer narratives, partner readiness, and trade, and in-store assets.
• Pricing and commercial strategy: Define pricing, unit economics, promotional architecture, and the overall commercial case for each launch.
• Performance and optimization: Define launch KPIs, monitor product and channel performance, gather customer feedback, and translate insights into improvements across channels.
• Cross-functional leadership: Drive aligned decisions and coordinated execution across teams to drive aligned decisions and coordinated execution.

Requirements

• Bachelor's degree in Marketing, Business, or a related field; an advanced degree is a plus.
• 5+ years experience in product marketing, brand, or GTM roles, ideally across retail and D2C / omnichannel; CPG, healthcare or femtech a strong plus.
• Proven track record owning end-to-end launches — from positioning and branding to GTM and commercial rollout.
• Proven experience leading retail GTM for new products—from defining channel positioning and building the buyer narrative to developing trade marketing and in-store assets—and successfully scaling products across retailers, marketplaces, and DTC.
• Proven ability to shape pricing, margin, and unit economics, and to build, validate, and confidently present a strong commercial case.
• Able to interpret data, question assumptions, and make well-reasoned, data-driven decisions.
• Knows how to drive cross-functional teams and projects, with excellent written and verbal communication.
• Working with regulatory / health claims; femtech or health knowledge (nice to have)

What We Offer

• Join one of the fastest-growing femtech companies in the U.S., driven by a strong mission to advance women’s health and expand access to care
• Be part of a passionate, highly motivated, and international team dedicated to making a real difference in people’s lives
• Thrive in a fast-paced startup environment where your work directly impacts company growth, strategy, and key decisions
• Enjoy real opportunities for career growth, with the ability to shape, build, and develop teams as we scale
• Work in a flexible, fully remote environment that supports autonomy, ownership, and independence
• Receive a competitive salary along with a performance-based bonus system tied to OKRs

Recruiting process

1. HR call - 2. Test Task - 3. Interview with Product Marketing Lead - 4. Interview with Head of Brand and Communication