Sr. Director, Product Development

Super

ATV wasn’t born in a boardroom. It started with one mission: build parts that riders can trust. The same hands‑on, do‑it‑yourself mindset still drives everything we do. Our fast paced and casual work environment is highly focused on “Working to Wow” our customers and our community. Super

ATV is a premier provider of ATV and UTV accessories, dedicated to enhancing off‑road experiences for enthusiasts worldwide. In 2022, Super

ATV joined the Dorman team which is publicly traded under the stock ticker DORM. With more than 3,500 employees across 29 different locations and a family of brands that also includes Dorman, Dayton Parts and Eagle Suspension, Dorman reached a revenue of $2 billion in 2024.

Everyone who works at Dorman contributes to our success. That means everyone has a unique ability to make an impact on the business, regardless of role and experience. We encourage everyone to bring their authentic selves to work. The freedom to pursue new ideas, offer different perspectives, and grow in your career is fundamental to working at Dorman.

The Senior Director, Product Development will lead the product strategy, roadmap, and execution across multiple product lines. This role requires a visionary leader who can align cross‑functional teams, drive innovation, and deliver products that meet market needs and business objectives. The ideal candidate will have deep experience in product lifecycle management, customer‑centric design, and brand management.

• Define and communicate a clear product vision and strategy aligned with company objectives.
• Lead the development and execution of product roadmaps across multiple product lines.
• Identify market opportunities through research, customer feedback, and competitive analysis.

• Oversee the entire product lifecycle from ideation to end‑of‑life.
• Optimize product mix and pricing strategies to maximize revenue and margin.
• Monitor progress and adjust plans to ensure timely delivery of high‑quality products.
• Implement best practices and continuous improvement in product management.

• Conduct market research, competitive analysis, and voice‑of‑customer initiatives.
• Identify emerging trends and technologies in the off‑road and automotive aftermarkets.
• Stay current with industry trends, emerging technologies, and customer needs.
• Drive innovation by proposing new product ideas and enhancements.
• Evaluate product performance and implement improvements based on data and feedback.

• Define and lead the overall brand strategy, including positioning, voice, and visual identity.
• Lead cross‑functional teams to ensure brand consistency across product, marketing, sales, and customer experience.
• Collaborate with executive leadership to align brand initiatives with business objectives.
• Monitor brand performance metrics and adjust strategies to optimize impact.
• Champion innovation and continuous improvement in brand storytelling and engagement.

• Build, mentor, and manage a high‑performing product development team.
• Foster a culture of innovation, accountability, and continuous improvement.
• Conduct performance evaluations and support professional growth of team members.

• Partner with engineering, marketing, sales, finance, and customer support to ensure successful product delivery.
• Align product initiatives with broader business strategies and stakeholder expectations.
• Facilitate communication between internal teams and external partners.

• Bachelor’s degree in engineering, Business, or related field required (Master’s preferred).
• 15+ years of experience in product management/development, with at least 10 years in a people leadership role.
• Deep understanding of the powersports and/or automotive aftermarket industry highly preferred.
• Proven track record of successful product launches and strategic impact.
• Strong understanding of product lifecycle management and development methodologies.
• Excellent leadership, strategic thinking, communication, and analytical skills.
• Experience with agile frameworks and product management tools.
• Passion for…