Product Manager

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 different locations and a family of brands that also includes Dorman, Dayton Parts and Eagle Suspension, Dorman reached a revenue of $2.13 billion in 2025.

Everyone who works at Dorman contributes to our success. That means everyone has a unique ability to make an impact on the business, regardless of role and experience. We encourage everyone to bring their authentic selves to work. The freedom to pursue new ideas, offer different perspectives, and grow in your career is fundamental to working at Dorman.

Job Summary

We are seeking a passionate, strategic Product Manager to join our team full-time and onsite at our Madison, Indiana facility. In this role, you will own the development and execution of our category and item group strategies. You will act as the champion for our users, driving business growth and profitability while continuously finding ways to delight our customers in an exciting, collaborative, in-person environment.

Primary Duties

Product Portfolio Strategy

• Develop and execute category/item group strategies, including roadmaps and new product development (NPD).
• Work with sales team to gather voice of customer (VOC) and complete market analysis.
  • Research and analyze competitive product offerings to understand competitive strengths and weaknesses.
  • Research and organize competitive market pricing with an understanding of product characteristics and value.
• Work with brand managers to align product and brand strategies, including portfolio offering, product performance requirements and market/category positioning.
• Work with strategic planning to maintain, develop and set competitive pricing using market research data, product and sales costs, volumes, etc.
• Lead/coordinate the ideation process in alignment with engineering.
• Owns sales and profitability performance for category and item groups, reports on trends and makes recommendations to address over or under performance.
• Continuously screens the existing portfolio of products with the intention of reducing complexity.
• Identify opportunities to enhace SATV’s Intellectual Property portfolio and integrate that portfolio into the product strategy.

New Part Research & Part Number Introduction

• Lead/coordinate NPD activity within multifunctional team.
• Lead development and differentiation of product offerings, including business cases.
• Review new applications for carry-up coverage and new part number opportunities.
• Work closely with fitment team to map new/existing application coverage.

Product Life Cycle Management

• Manage products throughout all stages of product life cycle, from NPD development and release to post-release activities, including inventory category changes and deletions.
• Actively participates in the monthly SIOP process, provides forecast information for NPD.
• Has awareness of daily sales trends, promotions, customer pipeline events, etc.
• First line of contact with sales team, customer service, technical services and other internal departments regarding product attributes, specifications, etc

Qualifications

• Bachelor’s Degree preferred with 3-5 years of experience in automotive, with a strong understanding of the ATV and UTV markets.
• Understanding of automotive aftermarket product lifecycle management.
• Strong Excel/quantitative analysis skills, PowerPoint presentation experience and PowerBI Analysis preferred.
• Project management experience a plus.
• Ability to respond to and meet critical deadlines.
• Effective communication skills to convey key concepts/strategies across multifunctional teams.
• Travel is required up to 10% of the time.
  
  

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The US base salary range for this full-time position is $69,000.00 to $85,100.00. This role is also eligible for a bonus. The actual base pay offered to the successful candidate will depend on multiple factors, including but not limited to job-related knowledge and skills, experience, business needs, geographical location, and internal pay equity. Compensation decisions are made based on the specific facts and circumstances of each role and candidate.

As a Dorman US contributor, you (and eligible dependents, as applicable) will have access to medical, dental, vision, basic life insurance, paid time off (sick/vacation), and Paid Parental Leave. U.S. employees are entitled to paid holidays, floating holidays, and paid time off starting in their first year of employment depending on hire date. You are also able to participate in our 401k retirement plan (with company match and profit-sharing) and Discounted Employee Stock Purchase Plan.

Dorman Products is an equal opportunity employer; we value a combination of ideas, perspectives, and cultures at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sex, gender identity, sexual orientation, age, marital status, veteran status, or disability status. EEO/AA Employer M/F/D/V.