ABOUT THE ROLE
Luckin Coffee is rapidly expanding in the US, and we are seeking a GTM Product Marketing Specialist/Manager who will own the go-to-market strategy for all products — from core beverages to monthly LTOs and wellness items.
This role requires a sharp storyteller, operator, and strategist who can launch products across multiple touchpoints (app, in-store, social, partnership, sampling) and who can turn insights into actionable, repeatable GTM frameworks.
WHAT YOU WILL OWN
1. End-to-End Go-To-Market (GTM) Strategy
●Build comprehensive monthly and seasonal GTM plans for all product launches.
●Define target audience, value propositions, and messaging that resonate with US consumers.
●Translate HQ R&D input into clear consumer language for the US market.
●Develop product naming, key messaging, and launch story frameworks.
●Create cross-channel launch playbooks covering app, social, store, sampling, and partnerships.
2. Multi-Channel Campaign Development
You will orchestrate launches across every consumer touchpoint, including:
●Luckin app: banners, product pages, promo modules
●Social media: content ideas for TikTok and Instagram Reels
●In-store: A-frame, sticker, flavor card, environmental graphics
●Influencer programs and seeding
●Sampling programs and office/campus activations
●Seasonal and holiday campaigns
3. Consumer Insight → Product Storytelling
●Analyze consumer behavior, reviews, and feedback from social media, Google， Yelp, sampling, and customer service.
●Conduct category and taste trend research (cold foam, protein coffees, functional drinks, etc.)
●Build product narratives that align with Luckin’s US brand pillars
●Create ingredient transparency messaging and product education series
4. Competitor Analysis & Market Differentiation
●Conduct ongoing competitor analysis across coffee brands and functional beverage brands.
●Identify white-space opportunities and unmet consumer needs.
●Develop differentiated selling points for each product launch.
●Recommend campaigns or angles based on competitive insights.
5. Launch Performance Recap & Optimization
You will own the analytics and reporting loop for every launch, including:
●Week 1-4 launch performance
●Product trial rate and sampling-to-app install conversion
●Repeat purchase and retention data
●Store-level feedback
Use data to:
●Identify what worked or didn’t
●Recommend adjustments for next launches
●Build a repeatable GTM framework for 2025–2026
6. Cross-Functional Leadership
Collaborate closely with:
●Operations: launch execution, sampling program, store readiness
●Product: R&D, ingredient insights, drink attributes
●Growth: CRM, retention, push notifications, acquisition
●Design: KV, app visuals, in-store materials
●HQ brand team: messaging alignment and brand consistency
You will be the connective tissue ensuring every product launch is aligned, consistent, and executed on time.
7. AI-Enhanced Workflow
Preferred experience:
●Using LLMs to assist in messaging iteration and consumer research
●Using AI tools to accelerate visual and content production
●Using AI-driven analytics tools to extract insights faster
WHO YOU ARE
Experience
●4–7 years in product marketing, brand marketing, consumer marketing, or GTM roles
●Experience launching products in QSR / F&B / CPG / fast-casual / mobile-based consumer brands
●Strong cross-functional and project management skills
●Strong copywriting and storytelling ability
●Comfortable turning insights into positioning and messaging
●Highly organized with strong ownership and execution skills
●Fluent in US consumer culture and trends
