VP Product Management, eCommerce, & Brand Marketing

Position: VP Product Management, eCommerce, & Brand Marketing

Company: Arrow Tool Group

Supervisor: CEO, Arrow Tool Group

Position Location: Saddle Brook, N.J.

THE COMPANY: Hangzhou GreatStar Industrial Co., Ltd. is one of the largest manufacturers of hand tools in the world, specializing in R&D, and manufacturing high quality products for the DIY, professional and industrial channels. Our brands include Arrow Fastener Co., LLC, Goldblatt, Pony & Jorgensen, Shop – Vac, EverBrite, WorkPro, SK Tools, as well as many others.

Arrow Tool Group is a trusted leader in the hand tools and hardware industry, known for delivering high-quality, innovative solutions to both professional tradespeople and DIY enthusiasts. Arrow Fastener, a household name for over 90 years, is renowned for its iconic T50® staple gun and a wide range of fastening tools built for durability and precision. Building on the success of the heavy duty T50® staple gun, Arrow now markets a full line of pneumatic, electric and manual staplers and brad nailers as well as rivet tools, glue guns, and hammer tackers and a full line of consumables to match.

Arrow Fastener Co., LLC is a wholly owned subsidiary of GreatStar Tools USA, Inc. whose other operating companies include Shop-Vac USA, SK Professional Tools, GreatStar Industrial US & Prime-Line Products. Together, these companies form a powerhouse in the CPG space, committed to craftsmanship, customer satisfaction, and continuous innovation across eCommerce and retail channels.

REPORTING RELATIONSHIP: The VP Product Management, eCommerce, & Brand Marketing, will lead the Product Management, and eCommerce & Marketing content teams based in NJ. This position reports to the CEO Arrow Tool Group and will serve as strategic leader as a member of the executive team.

POSITION SUMMARY: The VP Product Management, eCommerce, & Brand Marketing is responsible for developing and executing the strategic marketing direction for Arrow Fastener. This role oversees all end-to-end product development and commercialization, brand and product marketing, eCommerce and digital marketing initiatives, and customer insight programs. This VP will strengthen Arrow’s market position, drive profitable growth, and champion a customer-centric approach across the organization. This executive will collaborate closely with Sales, Engineering, and Operations along with the Asia-based Product Development teams to ensure strategic alignment and execution excellence.

Key Duties and Responsibilities

• Develop and implement the comprehensive marketing strategy aligned with company growth objectives.
• Provide leadership and direction to the marketing organization, ensuring clarity of priorities, strong team performance, and effective resource allocation.
• Serve as a key member of the executive leadership team and contribute to long-term business planning.
• Lead the development and execution of the go-to-market strategy for new and existing products.
• Oversee commercialization plans, launch frameworks, packaging strategy, and lifecycle management.
• Partner cross-functionally to ensure on-time, successful launches that meet financial and customer expectations.
• Conduct market sizing, segmentation, competitive analysis, and pricing assessments.
• Lead brand strategy, positioning, and messaging to support the company’s vision and product roadmap.
• Manage development of integrated marketing programs, product campaigns, and channel marketing initiatives.
• Uphold brand consistency across all customer touchpoints, content, and visual identity guidelines.
• Partner with Sales to support customer programs and merchandising initiatives.
• Direct the digital marketing strategy across SEO/SEM, digital advertising, CRM, email, and social channels.
• Expand and optimize eCommerce performance across key retail partners and direct-to-consumer platforms.
• Oversee digital content strategy, product detail page (PDP) quality, and digital asset standards.
• Utilize analytics to track performance, optimize spend, and improve customer journey across digital channels.
• Lead structured VOC programs to capture insights from end users, channel partners, and professional tradespeople.
• Analyze customer needs, behaviors, and product usage to inform product strategy and marketing direction.
• Integrate VOC into key business processes, including product development and brand positioning.
• Oversee competitive intelligence and marketplace trend monitoring

Key Performance Indicators (KPIs)

• On-time launch performance
• New product revenue contribution (Year 1 and Year 3)
• Portfolio margins and product profitability
• Post-launch customer satisfaction and quality feedback
• Brand awareness and brand health metrics
• Marketing campaign ROI
• Lead generation and engagement rates
• Channel adoption of marketing assets
• eCommerce revenue growth (retail and DTC)
• Digital conversion rate, CTR, and engagement
• Organic traffic growth and SEO ranking performance
• Digital ROAS (Return on Ad Spend)
• VOC insights implemented into product or marketing strategies
• Customer satisfaction (CSAT) and Net Promoter Score (NPS)
• Insight-to-action cycle time
• Number of product or program enhancements attributed to VOC feedback

Experience and Qualifications

• Bachelor’s degree in Marketing, Business, or related field; MBA strongly preferred.
• Minimum 10–15 years of progressive marketing leadership experience, ideally within the hardware & hand tools space, consumer durables, or related categories.
• Demonstrated expertise in managing a breadth of marketing functions including product management and commercialization, brand management, eCommerce, and digital marketing.
• Proven experience building and leading VOC programs and applying insights to strategy.
• Strong analytical capability with demonstrated experience using data to drive decision-making.
• Exceptional leadership, communication, and cross-functional collaboration skills.
• Ability to operate both strategically and tactically in a fast-paced environment.
• Passion for hand tools and a strong understanding of the category’s customer base
• Proven leadership competency in strategic thinking, customer focus, data driven decision making, talent development, influence and accountability

Benefits & Compensation

We offer a comprehensive, competitive package designed to support your health, well-being, and financial security:

• Competitive salary and annual bonus eligibility
• Medical, dental, and vision coverage (EPO and HSA plan options)
• Company-paid Life/AD&D and Disability Insurance
• 401(k) Safe Harbor Retirement Plan with employer match
• Paid Time Off including vacation, sick time, floating holidays, and 11 company-paid holidays
• Flexible Spending Accounts (FSA) and Health Savings Accounts (HSA)
• Employee Assistance Program (EAP)
• Voluntary benefits such as Critical Illness, Accident, and Supplemental Life Insurance (including Spouse & Child coverage)

Salary Range: $200,000 – $250,000 (Bonus Eligible)