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DirectorFull-timeGo
Salary Range
$136,000 - $184,000 /year
This salary is estimated based on similar roles. The actual salary may vary.
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
• 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)
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About Cricut
Cricut is a leading brand in the craft and design industry, specializing in innovative cutting machines and creative tools that empower individuals to bring their artistic visions to life. Founded in 1987 and headquartered in Lehi, Utah, the company has established itself as a pioneer in the DIY and crafting space, catering to hobbyists, educators, and small business owners alike. Cricut’s mission is to make creativity accessible, enabling users to create personalized projects with precision and ease, whether for home decor, apparel, or educational materials. Cricut offers a range of cutting machines, such as the Cricut Explore and Cricut Joy, along with a vast library of digital designs, materials, and accessories. Key features include wireless connectivity, compatibility with various materials like vinyl and paper, and an intuitive design software, Cricut Design Space, which allows users to customize projects. The company targets crafters of all skill levels, from beginners to seasoned professionals, providing tools that combine technology with creativity. Its products are particularly popular among teachers for classroom projects, entrepreneurs for custom products, and families for fun, hands-on activities. Cricut has achieved significant market recognition, becoming a household name in the crafting industry and a trusted partner for creative enthusiasts worldwide. The company’s unique value proposition lies in its ability to blend cutting-edge technology with user-friendly design, making advanced crafting accessible to everyone. With a strong community of users and a growing ecosystem of products and resources, Cricut continues to innovate, setting the standard for creativity and precision in the DIY space.
