About the position
Introduction
The Head of Product Marketing is a senior marketing leader responsible for translating Product Led campaigns for the long term, product strategies, and category objectives into impactful, culture-led executions. This role sits at the intersection of product marketing, influencer engagement, and retail activation ensuring that everything from hero SKUs to entire categories are made culturally relevant, commercially successful, and consistently visible across consumer touchpoints.
Pick n Pay will select 4-7 key product areas for us to amplify and win; trust, value and convenience with customers for a long term. This is a brand offensive strategy.
Duties & Responsibilities
Product Marketing Execution
Lead the tactical execution of product launches, from positioning and messaging to go-to-market rollouts across retail and digital.
Build product-led narratives that resonate with consumers across influencer campaigns ( with our own creator network) , social media, and shopper touchpoints.
Partner with brand, commercial, and category teams to identify hero SKUs, priority launches, and seasonal products to activate.
Develop product toolkits, launch calendars, and creative assets to ensure internal and external alignment.
Category Amplification & Visibility
Own and amplify strategic category priorities, making them visible, relevant, and exciting through cultural and retail activations.
Use trend insights and retail data to shape messaging and content for category-level stories and marketing bursts.
Drive tactical campaigns that reinforce category growth, product discoverability, and brand consistency at the point of sale.
Cultural & Retail Integration
Create culturally relevant brand moments that live where people shop and talk-including in-store, digital, and influencer channels.
Respond in real time to cultural and shopper trends that align with brand and product objectives.
Design and scale through-the-line campaign toolkits for execution across stores, platforms, and formats.
Campaign Integration & Performance
Partner with ATL, digital, shopper, and content teams to ensure seamless campaign execution across every touchpoint.
Measure and report on key performance indicators including campaign engagement, product lift, earned media, and shopper impact.
Use analytics and campaign insights to iterate and optimize future executions.
Desired Experience & Qualification
Bachelor's degree in marketing, Communications, or related field (required)
Additional certification or training in product marketing (advantageous)
Minimum of 5 years of experience in a marketing role, ideally in retail, FMCG, or consumer lifestyle brands
Proven experience in:
Product marketing and go-to-market execution
Category marketing and seasonal planning
Through-the-line marketing, including integration across ATL, BTL, in-store, and digital
Influencer and cultural marketing strategies
Digital and social media marketing, including content strategy and platform execution
Competencies
Strong understanding of shopper behavior, retail environments, and consumer engagement drivers
Ability to manage multiple stakeholders and collaborate cross-functionally with commercial, brand, media, and creative teams
A passion for culture, trends, and retail innovation combined with strong executional discipline
Experience collaborating across departments successfully
