Senior Director, Product Marketing

Position Overview:

Hisense USA is seeking a highly strategic, commercially driven, and consumer-centric Senior Director, Product Marketing to lead product marketing across multiple business categories, including Home Entertainment (TV, Laser TV, Audio), Home Appliances, and HVAC.

This leadership role will be responsible for driving end-to-end product marketing strategy, portfolio positioning, go-to-market planning, messaging, launch execution, and category growth across North America.

The Senior Director will serve as a critical bridge between product management, sales, retail marketing, ecommerce, brand marketing, consumer insights, and global headquarters to ensure market-leading positioning and successful commercialization of products.

The ideal candidate brings a strong blend of consumer electronics experience, category leadership, retail understanding, and cross-functional influence, with a proven ability to translate technical product capabilities into compelling consumer value propositions.

Key Responsibilities:

Product Marketing Leadership

• Lead and scale product marketing strategy across Hisense USA’s core categories:
• Home Entertainment (TV, Laser TV, Audio)
• Home Appliances
• HVAC / Air Solutions
• Develop annual and long-range category marketing plans aligned with business growth objectives.
• Define category positioning, segmentation, and value proposition frameworks across the product portfolio.
• Partner closely with executive leadership to shape product roadmap priorities and commercialization strategies.
• Build a consumer-first product storytelling framework that strengthens differentiation versus competitors.

Go-to-Market Strategy & Product Launches

• Own end-to-end go-to-market planning for new product introductions and category expansions.
• Develop launch frameworks that align sales, retail, ecommerce, PR, media, and brand activation.
• Create integrated launch strategies across:
• Retail channels
• Ecommerce marketplaces
• Direct-to-consumer initiatives
• Dealer/distributor networks
• Ensure launch readiness across merchandising assets, training materials, product content, and retail enablement.
• Drive post-launch performance analysis and optimization.

Consumer & Market Insights

• Translate consumer insights, category trends, and competitive intelligence into actionable product marketing strategies.
• Analyze category performance, pricing dynamics, market share trends, and purchase behavior.
• Partner with research and analytics teams to uncover unmet consumer needs.
• Use data to identify whitespace opportunities and category expansion potential.
• Monitor competitor positioning, messaging, promotions, and retail execution.

Messaging & Positioning

• Develop clear and differentiated messaging architecture for products and categories.
• Understand and implement digital marketing strategies for content optimization
• Create value propositions that simplify technical specifications into consumer benefits.
• Lead product naming, positioning, claims strategy, and communication hierarchy.
• Ensure consistent messaging across:
• Retail listings
• Product pages
• Sales materials
• Packaging
• Training assets
• Digital marketing

Cross-Functional Leadership

• Collaborate closely with:
• Product Management
• Sales
• Ecommerce
• Retail Marketing
• Brand Marketing
• Consumer Insights
• Creative Teams
• Global Headquarters
• Influence product strategy based on market demand and commercialization needs.
• Serve as the voice of the customer and market internally.
• Align cross-functional stakeholders around launch priorities and messaging frameworks.

Retail & Channel Marketing Partnership

• Support retail account strategies with category-specific messaging and positioning.
• Develop retailer-specific product narratives for key accounts, with emphasis on content optimized for SEO/GEO
• Partner with channel marketing teams to optimize merchandising and shelf presence.
• Support key customer presentations and strategic retail planning.
• Ensure category marketing aligns with retailer needs and shopping behavior.

Team Leadership & Organizational Development

• Build, mentor, and lead a high-performing product marketing team.
• Foster a culture of accountability, innovation, collaboration, and speed.
• Establish clear performance expectations and development pathways.
• Scale processes and frameworks to support business growth.
• Influence and collaborate effectively across matrixed organizations.
• Performance Measurement & Business Impact
• Define KPIs to evaluate product marketing effectiveness.
• Measure launch performance, conversion metrics, market share, and retail success.
• Use analytics to optimize positioning and campaign performance.
• Drive revenue growth through stronger product-market fit and messaging.

Qualifications:

Required:

• Bachelor’s degree in Marketing, Business, Communications, Engineering, or related field.
• 10–15+ years of progressive experience in product marketing, category marketing, or go-to-market leadership.
• 5+ years of leadership experience managing teams and cross-functional initiatives.
• Strong experience within one or more of the following industries:
• Consumer Electronics
• Home Appliances
• HVAC
• Connected Home Technology
• Durable Goods
• Proven success launching products through major retail channels.
• Deep understanding of omnichannel commerce and retail ecosystems.
• Strong strategic thinking and analytical capabilities.
• Demonstrated success influencing senior stakeholders.
• Experience managing multiple product categories simultaneously.
• Excellent presentation, storytelling, and communication skills.

Preferred:

• MBA or advanced degree preferred.
• Experience working within a global or matrixed organization.
• Familiarity with North American retail landscape.
• Experience with retailers such as:
• Best Buy
• Walmart
• Amazon
• Costco
• Lowe’s
• Home Depot
• Experience supporting high-growth or challenger brands.
• Experience with category planning and portfolio strategy.

Core Competencies:

• Strategic Product Marketing
• Digital Marketing, especially SEO/GEO optimization
• Consumer Insights & Market Intelligence
• Retail & Ecommerce Expertise
• Commercialization & Go-to-Market Planning
• Category Management
• Cross-Functional Leadership
• Executive Communication
• Team Development
• Analytical Problem Solving
• Competitive Positioning
• Consumer Storytelling
• Portfolio Strategy

Periodic travel required for:

• Retail meetings
• Trade shows
• Industry events
• Global headquarters collaboration
• Customer presentations
• Estimated travel: 15–25%

Hisense USA is an equal opportunity employer and does not discriminate against any employee or applicant for employment because of race, color, religion, sex, national origin, age, disability, or genetic information. We comply with all applicable laws regarding equal employment opportunity and affirmatively seek to recruit, develop, and promote qualified individuals from diverse backgrounds. Our company is committed to providing a work environment that is free from discrimination, harassment, and retaliation. We encourage applicants of all ages, races, ethnicities, religions, genders, sexual orientations, and abilities to apply for employment with our company.