Director, Product Marketing (Hardware)

Influencing Product Development:

• Partner closely with Product, Design, and Research early in development to shape roadmap decisions with market, customer, and competitive insights.
• Collaborate with Research to define learning agendas, inform ICPs and key audience segments, validate positioning, and pressure-test value propositions.
• Lead competitive analysis across hardware and software – monitoring market trends, pricing, feature sets, and messaging to inform GTM launch strategy.

GTM Planning:

• Lead end-to-end launch strategy for hardware NPI and key cross-platform releases - defining target audiences, positioning, value propositions, messaging architecture, and success metrics.
• Develop the Product Marketing Guide that serves as the source of truth for understanding why we’re building our product, what it is, who it’s for and the consumer story across hardware, software and design.
• Drive cross-functional program leadership to ensure key inputs are being accounted for launch readiness.

Campaign and Creative Development:

• Partner with Integrated Marketing (IMM) to translate PMM strategy into cohesive, insight-led campaign briefs to inform channel marketing strategy
• Ensure message consistency across touchpoints while tailoring emphasis by channel, audience segment, and stage of the customer journey.
• Collaborate closely with IMM and the channel leads (Growth, Lifecycle, Retail, eCommerce, PR, Social) to ensure execution ladders back to core positioning and launch strategies