Head of Marketing

Peninsula, CA | Direct Hire

Post Date: 04/18/2018 Job ID: JOS000007613 Industry: IT

Head of Marketing

Job description and requirements:

  • Looking for an experienced product marketer who is excited about creating a
    brand, developing go-to-market programs and playing an active role in the sales and
    retailing process of an emerging line of connected-home products. In this position you
    will help validate the target market for its first line of connected-home products;
    create and build the company’s initial brand identity and marketing messages; develop
    the go-to-market strategy for this and follow-on products; and manage the company’s
    Web and e-commerce presence.

Working closely with company executives, you will be responsible for managing
the brand, content and promotional strategies on an ongoing basis; and
coordinating the firm’s sales, order-fulfillment and marketing strategies. This role will be
the first full-time marketing hire, giving you an opportunity to expand your career
and have a lasting impact on the company.

Specific tasks and deliverables:

  • Market validation; brand and message development
  • Conduct fast-track market analysis of competing products.
  • Analyze competitive-product messaging and positioning.
  • Review product specifications; identify gaps in competitive-product positioning and market segments that present opportunities.
  • Verify the initial target market segment and “use case(s)” for the flagship product line.
  • Develop messaging and brand (including product/product-line names)
  • Establish lexicon for the device and App features and ensure those are applied consistently across all collateral and interfaces.
  • Validate messaging with sample consumer groups (e.g., through social-media sites and A/B testing).
  • Implementation of messaging and brand identity
  • Write messaging briefs for use within the company and by the PR agency to support product launches and ongoing promotional activities.
  • Develop and update language and content for the company's Web site and Amazon product pages.
  • Establish a social media presence and develop content and posts.
  • Plan and run advertising campaigns on leading social sites; identify optimal levers and channels for SEM and SEO success.
  • Manage daily relations with the company's PR agency, develop launch strategy and coordinate launch activities and publications.
  • Leverage success in building the brand in the B2C for expanding product line into the B2C space (i.e., commercial and large-scale residential installation partners).
  • Manage digital assets (photo/video, Web)
  • Growth marketing and capacity building
  • For follow-on products on the product roadmap, define the product and marketing requirements based on competitive analysis and market drivers.
  • Build and deliver growth forecasts in collaboration with Product and Operations team members.
  • Identify channel partners to support retail expansion and B2B growth
  • Create quantitative and qualitative insights to inform communications strategy and shape go-to-market plans and product positioning.
  • Define, build, and manage brand guidelines for use by internal teams, agencies, and partners to represent the brand consistently across market segments and geographies.
  • Marketing leadership
  • Work closely with the team leadership to hone marketing strategy, positioning statements and marketing materials; and adapt to trends with product sales and support.
  • Establish the company and its executives as leading source of information and practical tools in its product space.
  • Develop and implement strategy for promoting company executives as industry thought leaders.
  • Serve as primary interface between executives and the company's PR, retail and external marketing partners.

Minimum qualifications

  • BA or BS in Marketing, Business, Engineering or related field.
  • 5+ years experience managing market research, positioning, messaging, and branding for a consumer-products company.
  • Experience writing content for company Web, e-commerce and social-media properties.
  • Proficiency with marketing and testing through leading social-media sites to validate use cases and initial target market(s),
  • High degree of comfort with structured and unstructured data sets; excellent analytic skills; experience with commonly-used market-research and survey tools.
  • Track record of nurturing a small company, new product or new brand from the earliest stages of development to successful launch and sustained growth.
  • Excellent project- and schedule-management skills (familiarity with project-management discipline and tools).
  • Experience with Amazon Seller Central and/or Amazon Launchpad programs
  • Familiarity with demand forecasting and structuring multi-channel and multi-product growth models.

Bonus qualifications

  • MS and/or MBA degree.
  • Work experience in the connected-home industry.
  • Strong understanding of SEO and SEM and analytical online marketing.
  • In-house work experience at a creative agency.
  • Experience with naming new products (i.e., not reliant on outside naming firms).
  • Experience managing traditional and non-traditional retail channels and establishing industry sales partnerships (e.g., Lowes, Home Depot, Best Buy, Target, Houzz.com, etc.).

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