Director, Marketing

THE COMPANY: Hangzhou GreatStar Industrial, Ltd. is one of the largest manufacturers of hand tools in the world, specializing in R&D, and manufacturing high quality products for the DIY, professional and industrial channels. Our brands include Arrow Fastener, Shop-Vac, SK Tools, Goldblatt, Pony & Jorgensen, EverBrite, WorkPro,  as well as many others. 

GreatStar Industrial US, LLC, with offices in Atlanta, GA, is a wholly owned subsidiary of GreatStar Tools USA whose other operating companies include Arrow Fastener Co., LLC, Shop-Vac USA, LLC & Prime-Line Products.

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 that include Pony & Jorgensen, Goldblatt, WorkPro, Duratech, etc.

ABOUT THE POSITION:  As the Director, Marketing you’ll be the architect of our brand strategy, the voice of our consumer, and the driving force behind product innovation. You’ll lead cross-functional initiatives that shape how our products look, feel, and resonate—from packaging and positioning to insights-driven development. A key part of this role is collaborating closely with our Asia-based team to ensure seamless execution from concept to shelf. You’ll also be responsible for crafting and executing marketing strategies tailored to big box retailers, hardware and building supply chains that resonate with both the professional and DIY end user. This role is a strategic leadership position capable of building a high performing team of product professionals from the ground up.

WHY WORK HERE:  We invest in our people with a competitive compensation and benefits package designed to support your health, well-being, and financial future. This includes a competitive salary and annual bonus, medical, dental, and vision coverage, company-paid life and disability insurance, and a 401(k) with employer match. You’ll also enjoy generous paid time off, 11 paid holidays, FSA/HSA options, an Employee Assistance Program, and access to voluntary benefits for you and your family.

KEY RESPONSIBILITIES:

• Translate consumer insights and market trends into actionable product concepts with hands on field work evaluating tool usage at job and construction sites 


• Partner with product management and engineering to guide product roadmap and go-to-market strategy and assess talent needs to build a strategic product innovation and excellence center


• Work closely with Asia-based teams to ensure product concepts are executed with precision, quality, and speed 


• Influence product positioning, naming, and launch strategy 


• Own consumer research strategy—qualitative and quantitative—to uncover unmet needs and drive decision-making 


• Monitor competitive landscape and category trends to identify growth opportunities in all product categories


• Develop and execute targeted marketing strategies for big box retailers and home centers, hardware stores, and building supply distributors 


• Customize brand messaging and promotional tactics for DIY consumers and professional tradespeople 


• Partner with sales and retail teams to drive in-store engagement, merchandising, and promotional success 


• Build retailer-specific marketing plans that align with seasonal cycles, category trends, and shopper behavior 


• Build and evolve cohesive product and brand strategies across all channels (retail, digital, trade, packaging) 


• Lead packaging strategy and innovation to enhance shelf impact and user experience 


• Collaborate with design, R&D, and supply chain teams to ensure packaging aligns with brand and consumer expectations 


• Oversee packaging compliance, sustainability initiatives, and cost optimization 


• Foster strong, daily collaboration with Asia-based teams across product development, packaging, and sourcing 


• Navigate cross-cultural communication with clarity and empathy to drive alignment and execution 


• Ensure product concepts are translated into manufacturable, market-ready solutions 


• Establish KPIs and metrics that measure successes around brand awareness & perception scores, retail conversion, launches, retail sell-through and promotional lifts across key accounts, ROI on campaigns and research, and speed of product execution with a global team

EXPERIENCE AND QUALIFICATIONS:

• At least 8 years of progressive marketing leadership experience in consumer-packaged goods; preferably in tools, hardware, building supply or adjacent categories. Prior experience with private label and/or OEM products preferred.


• Proven success in both product management and brand building, packaging development, and consumer-led product innovation


• Deep understanding of big box retail dynamics, hardware/building supply channels, Professional Contractor and DIY consumer behavior


• Experience working with international teams, especially Asia-based manufacturing and development partners


• Strong leadership and cross-functional collaboration skills


• Data-driven mindset with fluency in consumer research methodologies


• Ability to translate ideas into tangible products that resonate with consumers


• Ability to plan and manage at both the strategic and operational levels.


• Established contacts and relationships with potential customers and channel partners.


• Excellent interpersonal skills with executive level customers and partners.


• Ability to work collaboratively with colleagues and staff to create a results driven, team oriented environment.


• Capacity to assume more significant executive responsibilities over time.

EDUCATION:

• BS degree in Business or related field of study. MBA