Head of Product & Growth — TrueForm

Business/Brand: TrueForm Concrete (Renovation Brands)
Reports To: GM – Decorative Finishes (Cody Simmons)

Own TrueForm’s growth engine by leading product strategy and new product development, and by managing Marketing and Product Development to execute a disciplined go-to-market plan. Accountable for revenue growth and gross margin performance (in partnership with Finance and Ops), pipeline health, and launch success. Operations/production leadership remains with the GM; this role partners tightly with Ops to ensure launch readiness, lead times, quality expectations, and customer experience.

What Success Looks Like (Outcomes)

• Consistent revenue growth vs plan and improved gross margin $/%
• Predictable launch execution (on-time launches that hit adoption and contribution targets)
• Clear product roadmap aligned to market needs and brand positioning
• Stronger demand generation/spec-in performance and marketing-sourced pipeline
• Cross-functional cadence (KPIs, reviews, corrective actions) driving accountability

Key Responsibilities

Product Strategy & New Product Development (Primary)

• Own the 12–24 month product roadmap aligned to market needs, design trends, channel opportunities, and margin targets.
• Lead a stage-gate NPD process: VOC → concept → validation → pricing → launch → lifecycle optimization.
• Define product requirements (specs, options, packaging, installation considerations, warranty positioning) and ensure cross-functional alignment.
• Coordinate with Ops/Production, sourcing/partners, and project management to ensure launch readiness (capacity, tooling inputs, QC standards, lead-time targets).

Go-to-Market Leadership (Marketing-led; Sales partnered)

• Build and execute the annual/quarterly GTM plan (segments, channels, key accounts support, A&D/spec-in motion, campaign calendar).
• Own messaging and positioning; ensure consistent execution across web, collateral, samples, case studies, and partner enablement.
• Partner with Sales leadership to ensure GTM alignment, feedback loops, and adoption of new offerings (Sales does not report into this role).

Marketing Leadership (Direct Management)

• Lead Director of Creative and marketing execution: priorities, briefs, production calendar, and performance reporting.
• Drive demand generation and spec-in: content strategy, product storytelling, launch playbooks, and measurable pipeline contribution.
• Strengthen brand credibility through design leadership, high-quality assets, and consistent customer-facing experience.

Pricing & Profitability (Shared Outcomes; GM Retains Final Approvals)

• Lead pricing and product/package architecture recommendations and discount guardrails.
• Drive margin improvement via mix strategy, option/upsell design, cost-to-serve insight, and product rationalization proposals.
• Partner with Finance on forecasting inputs, performance reporting, and investment business cases.

Commercial Operating Cadence & Cross-functional Execution

• Build dashboards/KPIs for product, marketing, launch performance, and commercial health; run monthly business reviews.
• Lead cross-functional initiatives that improve customer experience (samples, quoting workflow inputs, spec tools, partner programs).
• Ensure structured execution and corrective action plans when performance is off track.

Manufacturing & Operations Scaling (Scoped Partnership with GM/Ops)

• Translate growth plan into an ops-ready demand signal: convert roadmap and GTM targets into volume/variant forecasts, capacity requirements, and lead-time commitments (weekly/monthly cadence with Ops + Finance).
• Launch readiness ownership (cross-functional): ensure every new product/option has defined manufacturing specs, routing/steps, QC checkpoints, packaging, install guidance, and service/warranty plan before release.
• Capacity & footprint planning support: partner with GM/Ops to evaluate make/buy/partner options, outsourcing capacity, and footprint expansion needs; build business cases and scenario plans (cost, lead time, risk, ROI).
• Tooling & process development input: define tooling/equipment requirements tied to the roadmap; support prioritization of investments and sequencing (GM retains final approvals).
• Lead-time and customer experience improvements: collaborate on constraint removal across manufacturing, finishing, packaging, and shipping to improve on-time delivery and customer satisfaction.

Qualifications & Experience

• 15+ years in product leadership and/or commercial growth roles (product + marketing required; manufacturing/materials preferred).
• Demonstrated success building and executing product roadmaps and launching new products at scale.
• Strong pricing and unit economics capability; comfortable making growth vs margin tradeoffs.
• Proven leader of teams (Marketing and/or Product) with strong operating cadence and accountability.
• Experience partnering cross-functionally with Ops/Production to deliver launches, quality, and lead-time performance.
• Excellent executive communication skills; able to influence without direct authority.

Preferred

• Experience in building materials, architectural/design-led products, surfaces, or related manufacturing environments.
• Familiarity with A&D/spec-in motions, trade channels, and premium brand positioning.