Director of Product Marketing - Devices & Ecosystem

Life360 is a company dedicated to keeping families close through innovative technology. They are seeking a Director of Product Marketing to lead the strategy and business health for their Tile portfolio and hardware-software ecosystem, focusing on go-to-market strategies and driving commercial success.

Responsibilities:

• Define and lead the GTM strategy for Tile product launches, ensuring coordinated execution across retail, e-commerce, and direct-to-member channels
• Drive launch readiness in partnership with Product, ensuring positioning, packaging, and channel plans ladder to business objectives
• Partner with Growth, Retail, Sales, and vertical PMM teams to maximize launch impact through integrated demand generation and channel activation
• Spearhead co-marketing playbooks for high-impact partnerships (e.g. Uber)
• Own the positioning and messaging framework for the Life360 Tile portfolio and ecosystem integrations, ensuring consistency across all Member touchpoints
• Partner with Marketing and Sales to translate product value into compelling narratives that drive awareness, consideration, and conversion through direct channels
• Collaborate with Brand and Creative to bring the devices and ecosystem story to life across campaigns, content, and member communications
• Create clear, compelling narratives for the executive team and cross-functional leadership on hardware strategy, ecosystem growth, and performance
• Drive "Inbound" PMM excellence by partnering with Product Management during the discovery phase to define product requirements and market whitespace based on deep user research
• Act as a strategic partner to PM to ensure the sustained health of the hardware-to-subscription funnel and drive long-term category growth beyond the initial launch window
• Lead the development of consumer insights through qualitative and quantitative studies to deeply understand unmet needs and pain points that shape the future roadmap
• Conduct market sizing, competitive and TAM/SAM/SOM analysis with BD, Finance and Commercialization to identify opportunities and build business cases for new investments
• Help identify and prioritize 'ecosystem whitespace'—scouting for new device manufacturers and service integrations that expand our market footprint and deepen the utility of our platform
• Lead post-launch growth and adoption strategies by partnering with Growth teams to design awareness and feature-discovery campaigns for our existing member base
• Spearhead GTM for Devices Subscription offerings (e.g., item protection, premium features), driving attach rates, recurring revenue, and long-term member lifetime value
• Optimize hardware pricing, device-software bundles, and subscription tiers in collaboration with Growth and Finance to maximize commercial success and across all channels
• Own our category health operating cadence, utilizing data and dashboards for continuous optimization of the Member journey

Requirements:

• 10-15+ years in Product Marketing, with specific experience leading GTM for consumer hardware, electronics, or connected device ecosystems
• Exceptional ability in shaping hardware product roadmaps through deep consumer insights, market sizing, and competitive analysis
• Strong ability to tell great stories and shape product narratives in a way that drives alignment and action across executive and cross-functional teams
• Proven ability to lead go-to-market and positioning strategies that drive business growth and member engagement
• Deep understanding of omnichannel GTM including retail (Big Box/Mass) and e-commerce marketing, with experience launching physical products on a global scale
• High performance operator mindset: comfortable moving between strategy and day-to-day performance management and operating cadence (QBRs, dashboards, exec reviews)
• Track record in driving hardware-attached subscription models or recurring revenue businesses within a consumer electronics context
• Strong business orientation with experience framing market opportunities, sizing TAM/SAM/SOM, and developing business cases for new product investments
• Comfortable using data to track sell-through, subscription conversion, and engagement—with fluency in experimentation frameworks and interpreting research into actionable insights
• High comfort level with AI and modern marketing tech stacks (e.g. Claude, Amplitude, etc.)
• Empathetic, accountable leader who thrives in a fast-paced environment with a track record of fostering collaboration and building high-performing, cross-functional partnerships