Sr. Director, Product Development

SuperATV wasn’t born in a boardroom. It started with one mission: build parts that riders can trust. The same hands-on, do-it-yourself mindset still drives everything we do. Our fast-paced and casual work environment is highly focused on “Working to Wow” our customers and our community. SuperATV is a premier provider of ATV and UTV accessories, dedicated to enhancing off-road experiences for enthusiasts worldwide. In 2022, SuperATV joined the Dorman team, which is publicly traded under the stock ticker DORM. With more than 3,800 employees across 29 locations and a family of brands including Dorman, Dayton Parts, and Eagle Suspension, Dorman reached a revenue of $2.13 billion in 2025.

About the Role

The Senior Director of Product is a critical leadership position on the SuperATV Leadership team. This role will lead the product strategy, roadmap, and execution across multiple product lines. It requires a visionary leader who can align cross-functional teams, drive innovation, and deliver products that meet market needs and business objectives. The ideal candidate will have deep experience in product lifecycle management, customer-centric design, and brand management.

Responsibilities

• Strategic Leadership
  • Define and communicate a clear product vision and strategy aligned with company objectives.
  • Lead the development and execution of product roadmaps across multiple product lines.
  • Identify market opportunities through research, customer feedback, and competitive analysis.
• Portfolio Management
  • Oversee the entire product lifecycle from ideation to end-of-life.
  • Optimize product mix and pricing strategies to maximize revenue and margin.
  • Monitor progress and adjust plans to ensure timely delivery of high-quality products.
  • Implement best practices and continuous improvement in product management.
• Market & Customer Insight
  • Conduct market research, competitive analysis, and voice-of-customer initiatives.
  • Identify emerging trends and technologies in the off-road and automotive aftermarkets.
  • Stay current with industry trends, emerging technologies, and customer needs.
  • Drive innovation by proposing new product ideas and enhancements.
  • Evaluate product performance and implement improvements based on data and feedback.
• Brand Management
  • Define and lead the overall brand strategy, including positioning, voice, and visual identity.
  • Lead cross-functional teams to ensure brand consistency across product, marketing, sales, and customer experience.
  • Collaborate with executive leadership to align brand initiatives with business objectives.
  • Monitor brand performance metrics and adjust strategies to optimize impact.
  • Champion innovation and continuous improvement in brand storytelling and engagement.
• Team Management
  • Build, mentor, and manage a high-performing product development team.
  • Foster a culture of innovation, accountability, and continuous improvement.
  • Conduct performance evaluations and support professional growth of team members.
• Cross-Functional Collaboration
  • Partner with engineering, marketing, sales, finance, and customer support to ensure successful product delivery.
  • Align product initiatives with broader business strategies and stakeholder expectations.
  • Facilitate communication between internal teams and external partners.

Requirements

• Bachelor’s degree in engineering, Business, or related field (Master’s preferred).
• 15+ years of experience in product development, with at least 10 years in a leadership role.
• Understanding of the powersports and/or automotive aftermarket industry.
• Proven track record of successful product launches and strategic impact.
• Strong understanding of product lifecycle management and development methodologies.
• Excellent leadership, strategic thinking, communication, and analytical skills.
• Experience with agile frameworks and product management tools.
• Passion for innovation and customer-centric design.

Benefits

• Medical, dental, and vision coverage.
• Basic life insurance.
• Paid time off (sick/vacation) and Paid Parental Leave.
• Paid holidays, floating holidays, and paid time off starting in the first year of employment depending on hire date.
• 401k retirement plan with company match and profit-sharing.
• Discounted Employee Stock Purchase Plan.