Director, Market Insights & Product Development

Scope of Position

We are hiring a Director of Market Insights & Product Development to aggressively accelerate growth across our tools, hardware, and adjacent product categories. This is a build-and-scale role designed for a leader who knows how to win in big-box retail and eCommerce—someone who can turn real consumer insights into products that dominate both the physical shelf and digital search results.

You will own the end-to-end connection between voice of customer, product design, packaging, and commercial performance, building a best-in-class function that consistently delivers high-impact, high-velocity product innovation.

Reporting Relationship: Director, Marketing will report directly to both the CEO and VP of Brands at Hangzhou GreatStar Industrial and will be responsible for driving brand and product marketing across the Great Star USA brands, including Pony & Jorgensen, Goldblatt, WorkPro, Duratech, etc.

Responsibilities

Build a High-Output Innovation Engine

• Stand up and lead a fast-moving team of industrial designers and insights leaders focused on tools, hardware, professional, and DIY-driven categories
• Create a repeatable, scalable model to rapidly move from consumer insight -> concept -> shelf/Amazon-ready product
• Instill speed, accountability, and a performance-driven innovation culture

Own Consumer, Shopper & Digital Insights

• Leverage POS data, digital shelf analytics, search trends, ratings, reviews, and competitive intelligence to uncover growth opportunities
• Identify unmet needs across DIY, pro-user, and value-oriented consumers in tools and adjacent categories. Translate insights into clear product briefs that drive commercially successful launches

Drive Product & Packaging That Wins at Retail + Online

• Lead development of consumer-led tools and hardware products that outperform in big-box retail, mass merchant, e-commerce, and other key channels
• Build packaging that stops traffic in-store and converts online—optimized for content, claims, durability, and shipability
• Create differentiated product lines across hand tools, power tool accessories, storage, safety, and adjacent categories

Win in the Digital Aisle

• Ensure every product is built for search, content, and conversion from day one
• Partner with eCommerce teams to optimize SEO, PDP content, bundling, pricing architecture, and ratings velocity
• Use real-time performance data to refine product features, packaging, and positioning

Execute Globally at Speed

• Drive development with Asia-based OEM and manufacturing partners to hit cost, quality, and timeline targets
• Navigate private label and branded product strategies with precision
• Balance speed-to-market with margin, quality, and retailer requirements

Qualifications

Experience That Delivers Results

• 8+ years of progressive marketing and product leadership in CPG, with a strong preference for tools, hardware, building supply, or adjacent categories
• BS degree in Business or related field of study. MBA preferred
• Proven success launching high-volume, high-velocity retail products
• Experience with private label and/or OEM development

Track Record of Winning in Retail & eCommerce

• Demonstrated ability to build brands and products that succeed in big box retail and online marketplaces
• Strong expertise in packaging, product differentiation, and consumer-led innovation
• Hands-on experience driving eCommerce conversion and digital shelf performance

Category & Consumer Expertise

• Deep understanding of tools, hardware, and DIY categories, including pro vs. DIY segmentation
• Strong grasp of purchase drivers: performance, durability, value, and brand trust
• Ability to spot trends and whitespace opportunities ahead of competitors

Global & Cross-Functional Leadership

• Experience working with international sourcing and development teams, especially in Asia
• Strong operator who partners effectively across sales, product, sourcing, and digital commerce

Leadership Mindset

• Builder with a bias for action and pace
• Data-driven, commercially focused, and highly accountable
• Comfortable making decisions quickly and scaling what works