Stryv (pronounced Strive) is one of the fastest-growing consumer brands in Southeast Asia. We've received multiple platform awards from major retailers such as Shopee, Watsons, Guardian, and 7-Eleven. Founded by former Grab executives who helped build Grab Financial Group, Stryv is committed to making personal care accessible and aspirational.
Our Vision
We aim to become the Uniqlo of Personal Care—offering well-designed, high-quality personal care electronics like hairdryers, shavers, and electric toothbrushes. Our products are built in tier-1 global factories that manufacture for some of the world's biggest brands. By selling directly to consumers at accessible prices, we ensure that personal care is inclusive across all income levels.
Backed by Leading Investors
We're proud to be backed by billion-dollar venture capital funds including East Ventures and GSR. Our supporters also include founders and leaders from some of the region's most iconic brands: Razer, Carousell, ShopBack, Carro, PRISM+, Grab, Atome, and many more.
This role will own product positioning, go-to-market strategy, new product launches, portfolio performance, and product lifecycle initiatives. The Product Marketing Manager will work closely with Brand, Performance Marketing, E-commerce, Sales, Product Development, Creative, and Operations to ensure STRYV launches the right products, communicates them effectively, and continuously improves their commercial performance.
The role will also lead and develop the Product Marketing team and establish strong product marketing capabilities within the organisation.
Key Responsibilities
1. Product & Portfolio Strategy
- Develop and own the product marketing strategy across STRYV's product portfolio.
- Define target consumers, product positioning, value propositions, key benefits, reasons-to-believe, and competitive differentiation.
- Identify opportunities to grow existing products through new propositions, bundles, promotions, channels, or consumer segments.
- Evaluate portfolio performance and recommend where STRYV should invest, optimise, reposition, or rationalise.
- Partner with management and Product Development on future product opportunities based on consumer and market insights.
2. New Product Development & Go-to-Market
- Lead the commercial and marketing workstream for new product launches from concept through post-launch optimisation.
- Assess consumer needs, market opportunities, competitive landscape, pricing, and commercial potential for new products.
- Develop comprehensive go-to-market strategies covering:
- Target consumer and use cases
- Product positioning and messaging
- Pricing and promotional strategy
- Launch offers and bundles
- Channel strategy
- Content and creative requirements
- Media and acquisition strategy
- Sales and customer education
- Establish launch KPIs and ensure cross-functional readiness before launch.
- Conduct post-launch reviews and recommend actions based on actual consumer and commercial performance.
3. DTC & E-commerce Growth
- Partner closely with E-commerce and Performance Marketing teams to improve product discovery, consideration, conversion, and repeat purchase.
- Develop strong product propositions for product pages, landing pages, advertisements, bundles, and campaigns.
- Analyse the customer journey and identify opportunities to improve conversion.
- Use consumer behaviour and performance data to continuously optimise product messaging and offers.
- Support strategies for cross-selling, upselling, bundling, and increasing average order value.
- Identify opportunities to strengthen retention and repeat purchase across relevant product categories.
4. Consumer & Market Insights
- Build a deep understanding of STRYV's consumers, including their needs, behaviours, motivations, pain points, and purchase drivers.
- Analyse customer reviews, social feedback, customer service insights, sales data, digital behaviour, and other consumer signals.
- Monitor category trends, competitor launches, pricing, promotions, claims, messaging, and channel strategies.
- Translate consumer and market insights into clear commercial recommendations.
- Establish mechanisms for continuously bringing the voice of the consumer into product and marketing decisions.
5. Product Positioning & Messaging
- Own the positioning and messaging architecture for STRYV's products.
- Translate product features into compelling consumer benefits and reasons to buy.
- Develop clear messaging hierarchies that can be adapted across DTC, marketplaces, retail, social media, paid media, and other channels.
- Partner with Brand and Creative teams to translate product strategy into high-performing consumer communication.
- Ensure product claims, specifications, benefits, and communication remain accurate and consistent.
6. Commercial Performance & Optimisation
- Take ownership of understanding the commercial performance of the product portfolio.
- Monitor key indicators including revenue, units sold, conversion rate, average order value, repeat purchase, promotional performance, and product-level profitability where applicable.
- Identify underperforming products and develop corrective action plans.
- Evaluate the effectiveness of launches, promotions, bundles, and product marketing initiatives.
- Develop regular product performance reviews and recommendations for management.
- Balance consumer appeal, brand positioning, growth objectives, and commercial returns when making recommendations.
7. Pricing, Promotions & Offers
- Partner with Commercial, E-commerce, and Finance teams on product pricing and promotional strategies.
- Develop compelling product bundles, launch offers, seasonal promotions, and cross-sell opportunities.
- Evaluate promotional performance and recommend improvements based on conversion, revenue, margin, and consumer behaviour.
- Monitor competitor pricing and promotional activity to maintain STRYV's competitiveness without unnecessarily eroding brand value.
8. Cross-Functional Leadership
- Act as the central point connecting Product, Brand, Creative, Performance Marketing, E-commerce, Sales, Operations, and Finance around product initiatives.
- Establish clear product launch plans, owners, timelines, and success metrics.
- Ensure teams have the product information, messaging, assets, and commercial context required for effective execution.
- Influence stakeholders and drive alignment even where there is no direct reporting relationship.
- Manage multiple launches and product initiatives simultaneously in a fast-moving environment.
9. Team Leadership
- Lead, coach, and develop the Product Marketing team.
- Establish clear priorities, responsibilities, KPIs, and performance expectations.
- Build strong capabilities in consumer insight, commercial analysis, product positioning, and go-to-market execution.
- Develop scalable product marketing processes, templates, and ways of working.
- Build a culture of ownership, experimentation, speed, and data-driven decision-making.
Requirements
- Bachelor's Degree in Marketing, Business, Commerce, or a related discipline.
- 5–8 years of experience in product marketing, brand management, category management, growth marketing, or commercial marketing.
- Strong experience within FMCG, consumer brands, DTC, e-commerce, beauty, personal care, lifestyle, or other fast-moving consumer categories.
- Prior experience managing or developing a team.
- Demonstrated experience successfully launching and growing consumer products.
- Strong understanding of DTC and e-commerce business models.
- Strong commercial acumen and ability to understand product-level performance.
- Comfortable working with data and translating insights into actions.
- Strong understanding of consumer behaviour, positioning, pricing, promotions, and product propositions.
- Excellent project management and cross-functional stakeholder management skills.
- Able to operate effectively in a fast-paced, entrepreneurial environment with changing priorities.
