Product Marketing Lead, Brand & Commercial Strategy

Product Marketing Lead, Brand & Commercial Strategy

Wayfair is seeking a strategic, customer-obsessed Product Marketing Lead to drive the commercial brand strategy for our most critical growth initiatives, including Wayfair Verified, Wayfair Rewards, next-generation AI tools, and other high-impact programs and services that differentiate Wayfair in the home category. This highly cross-functional role sits at the intersection of brand, product, and commercial strategy, translating complex business priorities into integrated go-to-market and exposure plans. As an embedded Product Marketing Lead, you will own the end-to-end GTM and evergreen exposure strategy for a portfolio of priority initiatives, ensuring they are consistently represented across launch moments and always-on customer touchpoints. Serving as the connective tissue across Product, Marketing, Merchandising, Creative, Media, and Analytics, you will align teams around a unified commercial roadmap, embed programs seamlessly across the customer journey, and lead ongoing testing and optimization to maximize adoption, engagement, and long-term impact.

What You'll Do:

• Lead the end-to-end commercial brand and go-to-market strategy for priority initiatives including Wayfair Verified, Wayfair Rewards, AI-powered tools, delivery and service programs, and emerging platform innovations.
• Partner with the Brand Strategy team to define clear positioning, differentiated value propositions, and cohesive messaging frameworks, informing a scalable toolkit that translates complex capabilities into compelling, customer-facing benefits.
• Build integrated GTM plans spanning launch strategy, channel mix, campaign orchestration, and lifecycle integration.
• Develop evergreen exposure strategies that sustain visibility and adoption beyond launch, embedding programs into always-on paid, owned, earned, and onsite experiences.
• Create scalable playbooks to standardize how commercial initiatives are introduced, amplified, and sustained across touchpoints.
• Drive cross-functional alignment across Marketing, Product, Service, Merchandising, Creative, Media, and Analytics to maintain a unified commercial brand roadmap.
• Serve as the strategic voice of the customer in planning forums, aligning stakeholders around shared priorities, investment levels, and performance targets.
• Design end-to-end customer journey strategies that increase awareness, understanding, adoption, and repeat engagement across the funnel.
• Partner with Insights and Analytics to translate research and behavioral data into actionable messaging and CX improvements.
• Establish structured testing roadmaps and performance frameworks; iterate positioning and exposure strategies based on data and customer feedback to continuously improve impact.

Who You'll Need:

• 6+ years of experience in product marketing, brand strategy, or go-to-market leadership, preferably in retail, ecommerce, marketplace, loyalty, or consumer tech environments.
• Proven track record leading end-to-end GTM strategies, including launches and always-on/evergreen exposure programs.
• Strong experience defining positioning, value propositions, and messaging frameworks for complex products or services.
• Demonstrated ability to align cross-functional teams and build scalable roadmaps and playbooks across Marketing, Product, Creative, Media, and Analytics.
• Deep understanding of customer journey strategy across acquisition, conversion, retention, and lifecycle engagement.
• Experience designing structured testing plans and using experimentation and performance data to optimize adoption and engagement.
• Strong analytical and insights-driven mindset, translating research and behavioral data into actionable strategy.
• Exceptional communication and influencing skills; comfortable operating in ambiguity while balancing strategic vision with execution.

Bonus if you have:

• Experience in a platform business or large-scale retail environment.
• Background in both brand and performance marketing contexts.
• Familiarity with customer segmentation, brand architecture, or loyalty programs.

This position is a hybrid in-office role that works out of our Boston HQ (Monday-Thursday will be working in office and Friday is work from home). This is not a virtual / remote position.

Benefits & Perks - US

• Full health benefits available (Medical, Dental, Vision, HSA/FSA) on day one for eligible employees.
• No-cost access to 2nd.MD, a virtual expert medical consultation and navigation service.
• Global Traveler Health Insurance through GeoBlue.
• 24/7 access to mental, financial, physical and emotional wellbeing support, plus an enhanced offering of therapy and coaching.
• Automatic enrollment into Basic Life and Accidental Death & Disability Insurance.
• 401(k) matching with immediate vesting.
• Paid Parental Leave, Surrogacy & Adoption Reimbursement and Caregiver Services.
• Tuition Reimbursement.
• Wayfair Employee Discount.
• Gym/Fitness Discounts (Wellhub and varying regional memberships).
• Exclusive access to thousands of perks & discounts through BenefitHub.
• Yearly match up to $500 for personal donations made by employees to registered 501(c)(3) nonprofits.

Assistance for Individuals with Disabilities

Wayfair is fully committed to providing equal opportunities for all individuals, including individuals with disabilities. As part of this commitment, Wayfair will make reasonable accommodations to the known physical or mental limitations of qualified individuals with disabilities, unless doing so would impose an undue hardship on business operations. If you require a reasonable accommodation to participate in the job application or interview process, please let us know by completing our Accommodations for Applicants form.

About Wayfair Inc.

Wayfair is one of the world's largest online destinations for the home. Whether you work in our global headquarters in Boston, or in our warehouses or offices throughout the world, we're reinventing the way people shop for their homes. Through our commitment to industry-leading technology and creative problem-solving, we are confident that Wayfair will be home to the most rewarding work of your career. If you're looking for rapid growth, constant learning, and dynamic challenges, then you'll find that amazing career opportunities are knocking.

No matter who you are, Wayfair is a place you can call home. We're a community of innovators, risk-takers, and trailblazers who celebrate our differences, and know that our unique perspectives make us stronger, smarter, and well-positioned for success. We value and rely on the collective voices of our employees, customers, community, and suppliers to help guide us as we build a better Wayfair – and world – for all. Every voice, every perspective matters. That's why we're proud to be an equal opportunity employer. We do not discriminate on the basis of race, color, ethnicity, ancestry, religion, sex, national origin, sexual orientation, age, citizenship status, marital status, disability, gender identity, gender expression, veteran status, genetic information, or any other legally protected characteristic.

Your personal data is processed in accordance with our Candidate Privacy Notice. If you have any questions or wish to exercise your rights under applicable privacy and data protection laws, please contact us at View email address on click.appcast.io.