Senior PMM — Launch & GTM Leader for DTC & Retail

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

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