Director of Product Marketing

Cricut® empowers people to make and personalize almost anything—from custom cards and apparel to everyday items and home décor. Our smart cutting machines, design apps, and materials make creativity easy and accessible for everyone. We believe everyone is born creative, and our mission is to put the power of handmade into the hands of all. With a passionate community of Makers around the world, Cricut helps turn inspiration into real, tangible creations—one project at a time.

Let’s make.

As Director of Product Marketing at Cricut, you will lead the marketing strategy, positioning, and global go-to-market execution for our portfolio of products and services. You will manage and develop a team of Product Marketing Managers while partnering closely with Product, Channel, International, and Creative teams to bring compelling launches to market and drive sustained product performance and marketing excellence throughout the product lifecycle.

You are responsible for defining how our products are positioned, messaged, and activated — ensuring every launch clearly communicates value, drives demand, and supports revenue growth across DTC and retail channels.

Key responsibilities include:

• Leading and developing a product marketing team
• Owning global launch strategy and execution
• Product naming, positioning, and core messaging
• Visual packaging, website (PDP), product ratings and reviews, and sales support
• Campaign and asset development in partnership with Creative

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• Managing cross-functional alignment and launch readiness
• Measuring performance and optimizing post-launch results
• Monitoring and driving continual high product performance (not launch and forget)
  
  

This role blends strategic thinking with hands-on execution and plays a critical part in how Cricut products show up and win in the market.

• Strong at influencing across the organization
• Excellent at cross-functional leadership
• Super organized and great at developing and maintaining process
• Strong people manager developing strong relationships while also driving accountability
• Skilled marketer with strong education and experience in tech or CPG marketing
• Extensive experience in launching products to market globally
• Excellent at development marketing strategy
• Extensive experience developing product positioning and messaging

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• Out-of-the box thinker with drive to deliver higher than expected outcomes
• Decisive decision maker with sound judgment
• Excellent internal communicator
• Proven ability to give clear, concise direction to creative teams for best outcomes
• Acts like an owner and requires team to do the same for the products they manage
  
  

We’ve Got You Covered

At Cricut, we take care of our people. Enjoy competitive Medical, Dental, and Vision coverage, a 401(k) match, generous PTO, tuition reimbursement, and a yearly lifestyle stipend to support your wellness and passions. You’ll also receive exclusive employee discounts—and best of all, you’ll be surrounded by some of the most talented, creative, and curious minds out there.

A Quick Note Before You Apply…

Cricut is in an exciting chapter of transformation. We’re evolving fast—refining our strategy, growing our teams, and raising the bar across everything we do. This is an incredible opportunity for the right kind of person—but it’s not for everyone.

We’re looking for A-players—people who thrive in dynamic environments, turn challenges into momentum, and consistently deliver their best work. If that sounds like you, read on.

Here’s what makes someone a great fit for this role (and for this moment at Cricut):

• You move with urgency. You don’t wait for perfect clarity to act—you start, learn, and adjust.
• You set high standards. You take ownership, deliver quality, and hold yourself accountable.
• You stay focused when things move fast. You prioritize what matters most and tune out the noise.
• You collaborate like a pro. You elevate others, communicate clearly, and bring a low-ego, high-output energy.
• You embrace AI as part of your toolkit. From idea exploration to data analysis and creative problem-solving, you leverage AI to accelerate innovation and amplify impact—because technology and creativity go hand-in-hand here.

Relocation Statement:

• This position is eligible for relocation assistance.

What to Do Next: Please attach your resume, cover letter and/or include links to your portfolio or other social presence. If you want to show your super powers in other ways – include that information too. You can be sure that Cricut® is an employer who values individuality, equality and diversity, so tell us what you’re all about. If you are a Maker or a DIY enthusiast, whether you think you are a good one or not, we would love to hear about it when you send us your information.

Cricut® is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. This position is contingent on successfully completing a Criminal Background Check upon hire. Cricut participates in E-Verify.