Director, Product Marketing – Hardware NPI

Role Overview

• 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.
• Translate research and insights into clear product inputs, positioning recommendations, and launch implications.
• Identify opportunity spaces in the market to help guide innovation, GTM prioritization and portfolio impact.
• 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.
• Influence executive stakeholders with clear recommendations, trade-offs, and data-informed POVs to drive timely decisions around features and GTM.
• Partner with Product, Finance and Growth to inform demand planning, revenue forecasting, and launch performance expectations.
• Establish launch milestones, identify risks and dependencies early, and ensure strong in-market measurement and optimization plans.
• 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.
• Provide clear, constructive feedback to ensure product accuracy, benefit clarity, and differentiation across messaging and creative assets.
• Influence packaging strategy for hardware NPI, including naming, on-box messaging, value hierarchy, and retail considerations.
• Support performance readouts and post-launch learning, partnering with channel teams to refine messaging and optimize impact in-market.

Requirements

• 12+ years of product marketing experience, including deep experience in consumer hardware (ideally wearables, consumer electronics, or connected devices). Experience with software ecosystems and digital membership or subscription businesses is strongly preferred.
• Exceptional communication and executive presence — able to distill complexity into clear, compelling narratives across written, verbal, and visual formats.
• Strong storytelling instincts with the ability to translate technical innovation and clinical insights into meaningful value propositions for consumers, partners, and internal stakeholders.
• Proven leadership of end-to-end GTM strategies across integrated hardware and software experiences, ideally with consumer tech products.
• A strong operational and strategic mindset — able to create clarity, scale processes, drive prioritization, and maintain momentum across complex initiatives.
• Outstanding cross-functional leadership skills, with a track record of influencing senior stakeholders and aligning teams around shared outcomes.
• Experience operating at Director level in both large, matrixed organizations and fast-moving environments, with the ability to navigate ambiguity and evolving priorities.
• Demonstrated leadership potential, with readiness to mentor and potentially manage direct reports as the team grows.

Benefits

• Competitive salary and equity packages
• Health, dental, vision insurance, and mental health resources
• An Oura Ring of your own plus employee discounts for friends & family
• 20 days of paid time off plus 13 paid holidays plus 8 days of flexible wellness time off
• Paid sick leave and parental leave