Who We Are
Woof is building the next great American pet brand—bringing new life to the industry through elegant, intuitive product design. Proudly recognized as the #1 Consumer Products company on the Inc. 5000 list, Woof is reinventing stagnant categories with innovative, refillable pet products that solve real problems for pets and their people.
Our award-winning product ecosystems—The Pupsicle, BullySafe, Bite n’ Brush, and Poomergency—are redefining dog care by combining wellness with fun and engagement. With strong momentum across DTC, Amazon, and national retailers, we’re growing quickly and seeking experienced talent to help us reach the next level.
About This Role
The Product Manager – Commercialization will serve as the strategic bridge between Woof’s product development (PD) teams and the commercial organization. This role owns the end-to-end commercialization process for new product development (NPD), from early business validation and market sizing through downstream launch coordination and product lifecycle management.
Upstream, you’ll translate consumer, competitive, and category insights into clear opportunity sizes, build pricing guardrails into a defined business case, and champion retail and ecommerce requirements to ensure products are commercially viable. You’ll own the GTM roadmap, codify milestones and dependencies into a single source of truth, and move decisions through disciplined stage-gates.
Downstream, you’ll help define product positioning, lead cross-functional go-to-market coordination across Sales, Ecomm, Ops, and Marketing, and run post-launch analyses to capture learnings and guide SKU lifecycle optimizations. You’ll serve as the commercial guardian in the NPD process – owning the P&L for new products, validating customer demand, flagging cannibalization risks, aligning go-to-market requirements, and ensuring product launches are set up to succeed.
Success in this role means Woof’s product roadmap consistently reflects customer demand, channel requirements, and growth and profitability goals – driven by strong financial acumen, clear processes and disciplined cross-functional execution.
You’ll report directly to the VP of Marketing with a dotted line to the Head of PD.
What You’ll Own
Upstream: Business Validation & Market Analysis
- Assess commercial opportunity for new products, including market sizing, price pack architecture, competitive benchmarking, and cannibalization impact
- Translate market data, consumer insights, and category trends into clear business requirements and recommendations that help the PD team shape early product concepts
- Define commercial guardrails, including pricing targets, retailer / ecomm requirements, and channel prioritization ensuring they are reinforced throughout development
- Build & manage P&L for new products, pressure-testing assumptions to ensure financial viability before launch.
- Stand up and lead a stage-gate commercialization workflow, maintaining a single source of truth for key milestones, owners, risks, and decisions
- Collaborate on portfolio architecture, shaping recommendations on price ladders, pack sizes, and packaging formats to strengthen assortment strategy and portfolio balance
- Partner with Ops and Finance to lead SKU lifecycle management, including rationalization frameworks, stage-gate reviews, and portfolio optimization
Downstream: Commercialization & Go-to-Market
- Maintain a rolling 12–18 month GTM roadmap aligned to retail resets, ecommerce timelines, operational lead times, and marketing calendars, surfacing risks early to protect launch timelines and internal resourcing
- Coordinate cross-functional launch readiness by mapping dependencies, clarifying ownership, and driving deliverables to meet launch requirements.
- Lead the GTM briefing process, equipping commercial teams with clear recommendations on positioning, value props, claims hierarchy, and guardrails to guide execution across channels. .
- Partner with Sales and Ecomm teams to equip sell-in narratives, guide merchandising strategy, and sequence launches across channels to maximize penetration.
- Act as the central source of truth for new product commercialization status, maintaining visibility and alignment across PD, Ops, and Commercial teams.
- Lead post-launch analyses, consolidating performance insights into recommendations for product/portfolio optimizations and lifecycle actions.
- Drive a structured SKU rationalization cadence, ensuring the portfolio remains focused, margin-accretive, and drives joint value for the brand and business
You’ll be great in this role if you…
- Love pressure-testing ideas: you instinctively ask “what’s the market size, who is the ideal customer, and what does it cannibalize?”
- Are fluent in balancing quant & qual: you can model TAM in Excel, run a concept survey readout, and triangulate the truth in between.
- Thrive as a cross-functional operator, keeping PD, Ops, Finance, Sales, & Marketing aligned through disciplined and collaborative processes.
- Nerd out on systems: you bring structure to messy workflows and design stage-gates that reduce surprises and cross-functional swirl.
- Are a principled truth-teller: you flag risks early, hold the line on commercial and financial viability, and move teams toward clear, committed decisions.
- Write crisp, decision-ready docs: business cases, GTM briefs, and launch recaps that make the path forward obvious.
- Bring a consumer-first lens, translating consumer needs into commercially viable product strategies
Required Qualifications & Experience
- 7+ years in CPG product management, brand management, or commercialization roles within high-growth, omnichannel environments
- Proven track record conducting market analysis, building business-case narratives, and translating insights into clear go/no-go recommendations
- Experience building and managing P&Ls for new products, with strong financial and business acumen
- Hands-on experience leading products through a stage-gate commercialization process, portfolio governance, and SKU rationalization work
- Fluency with syndicated and first-party data (Nielsen/IRI, Amazon/DTC analytics, consumer/shopper insights) to size upstream opportunities and monitor downstream launch performance
- Demonstrated cross-functional leadership and ability to influence multiple stakeholders without direct authority
- Experience managing complex launch timelines and SKU lifecycle decisions in fast-paced, high-growth settings
- Strong project management experience, with proficiency in tools such as Asana (or similar platforms) to manage complex, cross-functional workflows
Compensation & Benefits
- Location: Denver, CO HQ (Hybrid; 2–3 days/week in office), open to relocation
- Flexible PTO Policy
- Comprehensive benefits package
- Employer sponsored 401K
- Annual compensation range: $120-140k (commensurate with experience and level)
This position will remain open until November 15. Applications will be accepted until this date; however, the posting may be closed earlier if a successful candidate is identified.
Equal Employment Opportunity:
Woof is proud to be an Equal Opportunity Employer. We are committed to fostering an inclusive, respectful, and productive work environment. Employment decisions at Woof are based on merit, qualifications, performance, and business needs without regard to race, color, religion, ancestry, sex, citizenship, national origin, marital, military and veteran status, age, disability, medical condition, genetic information, gender identity, gender expression, sexual orientation, family status, pregnancy, or any other characteristic protected by federal, state, or local law. Our commitment to equal opportunity applies to all aspects of employment.
