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)
Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.
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