Senior Director, Product Marketing

Senior Director, Product Marketing

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:

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.
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.
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.
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
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.
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.
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.
1015+ 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: 1525%
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.