Product Marketing Manager

About the Role

The Product Marketing Manager owns how Festool products and systems are positioned, understood, and desired in North America. This role translates product capabilities into differentiated customer benefits and compelling stories, expressed consistently through the Festool brand voice and designed to move customers from awareness through consideration, conversion, and continued system adoption.

Responsibilities

• Product Positioning
  • Develop and own product, system, and workflow positioning and messaging for the existing portfolio and new launches, translating technical features into clear, benefit-led value propositions for key audiences, including professional woodworkers, remodelers, and painters.
  • Partner with Product Management and HQ teams to build deep product expertise and translate specifications into a compelling consumer-facing launch story. Product Management owns the product, technical requirements, and portfolio; Product Marketing owns the customer-facing value proposition, positioning, messaging, and commercialization.
  • Develop messaging appropriate to each stage of the customer journey, from creating desire and communicating differentiated value through overcoming purchase objections, conversion, system expansion, and repeat purchase.
• New Product & Campaign Launch Process
  • Lead in-market launch plans for new products in North America from start to finish, directing a cross-functional marketing project team to develop in-store materials, digital assets, video content, and events.
  • Communicate launch plans to internal partners (Sales and Operations) and external partners (Agencies, Dealers) and support internal product training.
  • Develop and evolve simple system-level messaging that connects products into complete workflow solutions and translates technical features into clear, benefit-led customer messaging.
  • Track and report on campaign and launch performance, using data to sharpen future positioning and messaging decisions.
• Product Content
  • Own the North American product information management (PIM) process. Ensure accurate, consistent product specifications, assets, pricing, benefits, and system compatibility information across all North American consumer, dealer, retail, and digital channels.
  • Serve as the final marketing quality control checkpoint, ensuring all dealer-facing and end-customer-facing materials are accurate, consistent, legally compliant, and aligned with brand standards.
  • Partner with the Product Marketing Content Specialist and the digital and creative teams to determine content needs and produce benefit-led content for new and existing products across digital, in-store, social, and other channels.
• Customer & Market Insights
  • Participate in customer visits, dealer events, trade shows, training events, and field research to continuously improve understanding of customer needs and applications.
  • Conduct competitive analysis and customer research to develop competitive positioning and proof points that clearly articulate Festool’s differentiated customer value, including why the performance, system, and ownership experience justify its premium positioning.
• Perform other duties as assigned.

Requirements

• Basic Requirements
  • Bachelor's degree in business, marketing, communications, or a related field.
  • 5+ years of experience in a product marketing or brand marketing role.
  • Exceptional written communication and brand storytelling skills, with a demonstrated ability to translate complex technical information into clear, compelling benefit-led positioning.
  • Proven experience building competitive positioning strategies that identify and articulate meaningful points of differentiation.
  • Strong understanding of the consumer journey and how this role drives conversion at key stages.
  • Strong cross-functional collaboration skills and project management experience, working alongside sales, creative, and product management teams.
  • Track record of managing commercial product launches end-to-end, coordinating cross-functional teams to hit milestones and drive business results.
  • Must be based in or within a reasonable commuting distance of Lebanon, IN, and available to work onsite a minimum of two days per week to support collaboration, communication, and alignment with the Marketing team.
• Preferred Qualifications
  • Experience marketing technical products to woodworking, remodeling, or painting professionals.
  • Hands-on experience with power tools or woodworking, and a genuine enthusiasm for learning the trade.
  • MBA or advanced marketing certification.

Travel

25% - regular domestic and occasional international travel for training/market research.

Benefits

• Culture
  • 2024 Best Places to Work recipient and award-winning reputation for equality, diversity, inclusion, flexibility, work-life balance, and more.
• Wellbeing
  • Comprehensive benefits package including:
    • Paid holidays following statutory and provincial laws.
    • Generous Vacation/PTO package.
    • Continuing educational reimbursement benefits upon eligibility.
    • Health insurance: medical, dental, vision, short/long-term disability, optional life insurance available.
    • 401k with company match up to 6%.
    • Company-arranged paid corporate volunteer day.
    • Competitive wages.
    • Parental paid leave policy.
• Learning & Development
  • Continuing educational reimbursement benefits (upon eligibility), leadership training programs, and wellness initiatives to support personal and professional growth.
• Social Impact
  • Employee-led resource groups including Leadership Advisory Council, Festool Fun Committee, and Ladies of Festool Team.
  • Annual paid volunteer day and several charitable initiatives across the U.S. and globally (e.g., Blankets for Animal Shelters in the Lebanon facility).