At the Core of outdoor leisure

We are the world's largest hot tub and spa cover manufacturer. We manufacture spa cover lifters, spa steps, pool covers, and adjacent cut-and-sew products, such as cushions, furniture covers, umbrellas, and much more. Core Covers is a critical supplier within the hot tub and spa industry and utilize the best technology available to manufacture and manage fulfilment for our valued customers.

We have vast and diverse experience in serving hot tub and spa OEMs, dealers and distributors, and e-tailers across North America and Europe. With a rich history of providing top-tier products to our customers, we take pride in our commitment to innovation, quality, and customer satisfaction.

Job Summary

Reporting to the Director of Product, the Senior Product Marketing Manager will lead the product portfolio strategy, category development, commercialization, and ensure seamless go-to-market execution of our outdoor leisure product lines. This role will be instrumental in driving double-digit growth, strengthening competitive positioning, optimizing portfolio performance, and identifying opportunities to expand into new and adjacent product categories for our business. Working cross-functionally with Sales, Marketing, Engineering, Sourcing, Manufacturing, E-Commerce, Customer Support, Finance, and Supply Chain, you will drive alignment across various teams and senior leadership.

This role will lead cross-functional strategic initiatives and ensure new product developments deliver measurable ROI. The ideal candidate combines strong commercial acumen, strategic thinking, demonstrated leadership, and the ability to turn opportunities into successful products and sustainable category growth.

Responsibilities

PRODUCT & PORTFOLIO STRATEGY

- Develop and lead the product portfolio strategy in-year, 12 months out and establish long-term roadmaps.
- Own product lifecycle management across existing and future product lines, ensuring portfolios remain competitive, profitable, and aligned with customer and consumer needs.
- Work closely with the Marketing Director to establish clear product positioning and points of differentiation to strengthen our competitive advantage across B2B and DTC channels.
- Identify and prioritize opportunities for product innovation, renovation, assortment optimization and SKU rationalization based on market intelligence, financial performance and strategic priorities.
- Establish and track KPIs, ensuring portfolio decisions are guided by measurable business outcomes.




- Ensure the Stage-Gate process is managed appropriately for all recent product launches, overseeing all projects go through appropriate channels of approval and rigour prior to launch.
- Work closely with senior leadership to align product strategies with broader business priorities, annual operating plans and long-term growth objectives.

PRODUCT & CATEGORY EXPANSION

- Lead strategic product development initiatives from opportunity identification through commercialization and post-launch optimization.
- Work closely with design, sourcing, manufacturing, ecommerce, customer service, and marketing teams to ensure timely and successful product development and launches.
- Develop and present market opportunity assessments for emerging product categories, identifying gaps in current offerings and align with senior leadership on priorities.
- Own product roadmaps and commercialization strategies, ensuring product development initiatives are prioritized according to strategic importance, resource availability and feasibility.
- Define and oversee go-to-market strategies for new products and categories, including positioning, pricing, channel requirements, marketing collateral, sales enablement, customer support training and cross-functional operational readiness.
- Monitor post-launch category performance, analyzing sales data, customer feedback, and competitive shifts to refine product strategies and inform phase 2 rollouts.

BUSINESS MANAGEMENT

- Own the commercial product performance, driving revenue growth, margin improvement, pricing effectiveness, product mix optimization, and profitability.
- Responsible for key elements of the Integrated Business Planning Process, including assistance with annual demand forecasting, sales velocity review and identifying opportunities & risks.
- Partner with cross-functional leaders to align product strategies with sales forecasts, demand forecasts, inventory requirements, and financial objectives.
- Manage an extensive SKU base of 1000+ SKUs and/or customized product lines.
- Lead portfolio optimization initiatives, such as SKU rationalization, pricing reviews, product lifecycle recommendations, and assortment improvements.
- Present product strategies,



portfolio performance, and new business cases to senior leadership, providing clear insights, recommendations and risks required for business decisions.

CROSS-FUNCTIONAL LEADERSHIP & CONTINUOUS IMPROVEMENT

- Serve as a strategic partner to Sales, Marketing, Operations, Finance, Supply Chain, and other cross-functional leaders, ensuring product priorities support customer and business needs.
- Influence and align cross-functional stakeholders on strategic initiatives, ensuring a collective strategic goal is met.
- Establish clear roles, responsibilities, processes, and communication practises to improve the effectiveness and consistency of product management and commercialization plans.
- Mentor, manage, and provide guidance to Associate Product Marketing Managers.
- Identify opportunities to improve product development processes, decision-making frameworks, reporting, and cross-functional collaboration.
- Champion a customer-centric, data-driven approach to product strategy.

Qualifications

- Bachelor’s degree in Marketing, Commerce, Business or equivalent experience.
- 7+ years of experience in product management of physical goods, ideally within consumer goods, ecommerce, or home/outdoor product industries.
- Demonstrated experience owning product portfolio strategy, developing product roadmaps and managing the full product lifecycle.
- Experience managing the lifecycle of physical products (especially seasonal or size-based SKUs).
- Proven track record of launching successful products, expanding product categories, and delivering measurable business results.
- Strong commercial and financial acumen, including experience with pricing strategy, revenue and margin management, forecasting, and product profitability analysis.
- Experience managing complex product portfolios, including large SKU assortments, customized products or seasonally driven categories.
- Experience developing and executing go-to-market strategies across various channels, including B2B and DTC.
- Proven ability to lead complex, cross-functional initiatives, influence senior stakeholders, and drive outcomes across teams in a collaborative fashion.
- Excellent project management skills.
- Strong leadership, communication, presentation, and stakeholder management skills, with the ability to influence decisions and build alignment across all levels of the organization.
- Self-directed and comfortable making independent decisions, navigating ambiguity, and balancing strategic planning with hands-on execution.

📌 Senior Product Marketing Manager (Toronto)
🏢 Core Covers
📍 Toronto