VP of Product Marketing & Communications

In-Person / Germantown, MD Office / Full-Time

The Opportunity

We are a rapidly growing horticultural lighting company redefining how growers optimize plant production through advanced LED and lighting technology. As we scale our product portfolio and market presence, we are seeking a VP of Product Marketing & Communications to serve as the strategic architect behind how we bring our products to market, how our portfolio evolves, and how our brand is communicated to the world.

This is a senior leadership role that spans three critical domains:

Product line strategy and conceptualization

Company-wide product portfolio strategy

External communications.

You will work closely with the CEO, product engineering, sales, and commercial teams to ensure our products tell a compelling, differentiated story – from concept through launch and into the market.

What You'll Own
Product Line Strategy & Conceptualization

Lead the strategic ideation and conceptualization of new horticultural lighting products in partnership with R&D and engineering

Define product positioning, target segments, and value propositions from the earliest stages of development

Develop and maintain market intelligence on grower needs, competitive products, and emerging technologies (LED, controls, spectrum management)

Champion the voice of the customer throughout the product development lifecycle

Collaborate with engineering on feature prioritization, and differentiation strategy

Product Portfolio Strategy

Own and evolve the company's overall product portfolio roadmap, ensuring coherence across product lines and clarity in market positioning

Identify portfolio gaps and opportunities to expand into adjacent categories

Partner with sales leadership and finance to align portfolio strategy with revenue goals and margin targets

Rationalize and sunset underperforming SKUs while building a compelling narrative around new product introductions

Establish product lifecycle management processes and governance frameworks

Communications Strategy

Lead the company's external communications strategy, including PR, trade media, content, and thought leadership

Oversee brand messaging architecture to ensure consistency across all channels – website, tradeshows, sales collateral, and digital

Build and manage relationships with key trade publications, industry analysts, and influencers in controlled environment agriculture and horticulture

Drive go-to-market launch strategies for new products, including campaign planning, press releases, and sales enablement

Represent the company's voice at industry conferences, events, and in media engagements

What We're Looking For
Required Experience

8+ years of product marketing experience, with at least 3 years in a senior or leadership role

Proven track record in B2B product marketing for hardware, equipment, or technology products

Experience owning portfolio strategy across multiple product lines

Demonstrated success in building and executing communications programs – PR, content marketing, and trade media

Experience at a growth-stage company; comfort with ambiguity and a builder's mindset

Preferred Experience

Background in horticulture, agriculture, controlled environment agriculture (CEA), or lighting industries

Familiarity with grower needs, crop science, or technical lighting concepts (spectrum, PPFD, DLI)

Experience working with channel partners, distributors, and technical sales teams

MBA or equivalent advanced degree

Skills & Traits

Strategic thinker who can also operate at a hands‑on level – this is a player‑coach role

Exceptional written and verbal communicator; able to translate technical specs into compelling customer value

Strong cross‑functional collaborator with the ability to influence without authority

Data‑driven approach to decision‑making, with comfort using market data, win/loss analysis, and customer feedback

High ownership mentality and ability to prioritize in a fast‑moving environment

What Success Looks Like
In your first 90 days, you will have conducted a thorough audit of the current product portfolio and communications strategy, built strong relationships across engineering, sales, and executive leadership, and delivered an initial strategic roadmap. Within your first year, you will have led at least two major product launches, measurably elevated brand awareness and media presence in and established a clear framework for portfolio decision‑making that the entire organization can rally around.

Why Join Us

A high‑growth company in a rapidly expanding market – horticultural lighting is at an inflection point

Be a member of the executive team that builds a company that is a great place to work and does an excellent job for its customers

Build and shape the marketing function at a pivotal stage of company growth

Competitive compensation with substantial equity participation and benefits

A mission‑driven culture focused on helping growers produce more with less

We are an equal‑opportunity employer and value diversity at our company.

We are an equal opportunity employer and value diversity at our company.

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