Director, Product Marketing

At Sonos we want to create the ultimate listening experience for our customers and know that it starts by listening to each other. As part of the Sonos team, you’ll collaborate with people of all styles, skill sets, and backgrounds to realize our vision while fostering a community where everyone feels included and empowered to do the best work of their lives.
This role is a hybrid position
Some roles require an office while others may be done remotely. This position is considered hybrid, allowing for a combination of remote work and in-office collaboration. Qualified applicants must live within commuting distance of New York or Boston.
The Role
At Sonos, Product Marketing manages and captures the collision of product development, audience insights and brand storytelling.
The Product Marketing Director is the most senior member of the Product Marketing team and takes on the responsibility of leading the team, the process and cross functional relationships to deliver clear product positioning and a toolkit of creative assets that the entire organization uses to take the products to market. This role reports directly to the VP of Global Brand Strategy and is responsible for ensuring that every piece of Sonos hardware and every software initiative have a clearly defined role in the Sonos system and in people’s homes and lives, and that the features and functionality that differentiate each product are communicated in clear and compelling ways.
The role is different from many organizations in that it shifts the focus of Product Marketing upstream – leaning into strategic positioning early in the product development cycle, and handing responsibility for go-to-market planning, production and deployment to our consumer marketing and creative teams.
What You'll Lead The Team To Deliver
You’ll be responsible for managing the team and defining and overseeing processes and deliverables across the following:
Own the Global Product/System Narrative Arc from Current Positioning to Future State Positioning
Partner with Brand Strategy to intimately understand and contribute to brand narrative based on new products and their role in the system as well as new audiences that these products can attract
Collaborate with Product Owners to develop the authoritative product narrative for key product and software innovations. This is the core story at the intersection of the product truth, the audience, and brand to drive downstream product feature prioritizations and decisions, naming, launch briefs, regional adaptations, and channel executions
Ensure product narratives include audience insights and system thinking – not just specs, commercial objectives or competitive landscape
Partner with the Product Owner, Product Finance & Insights teams to ensure all relevant product, competitive, and commercial intelligence has been gathered and synthesized to inform product narrative, pricing, business case and investment recommendations
Maintain narrative coherence as products move from launch into their commercial lifecycle
Lead the Learning Agenda (and contribute to the execution of research)
Collaborate with UX and Insights teams to develop research plans through the product lifecycle
Participate and provide input as research is executed
Interrogate and utilize research findings to inform narratives, audience definitions and insights and strategies for products and launch moments
Deliver audience and cultural insights around the intelligent home, privacy, home audio and other relevant topics
Own the Product Toolkit
Work with creative team to develop an insightful, system-led toolkit for each product that includes
Relevant Product Narratives for both hardware and software features and experiences
Key product stories and copy libraries for key communication channels
Product visual assets and demonstration content
Audience definition and insights
Commercial and competitive analysis
Collaborate with Product, Revenue, Training, Consumer Marketing, Commercial Marketing and Comms throughout the Toolkit development process to ensure strategic alignment and inclusion of the right executional deliverables to meet each team’s needs
Partner with Marketing Teams to Define Success
Ensure that all campaigns, programs and activations have clear and measurable KPIs that align with strategic objectives (some products play a role in the portfolio that goes beyond direct revenue generation)
Leverage performance learnings for future product strategies and positioning
Inspire Creative Teams
Partner with creative teams as a strategic collaborator and product expert
Inspire and champion product storytelling that is brand-true, product correct, unexpected and compelling
Maintain a high bar for creative quality while keeping work anchored to strategic intent
Enable Regional and Segment Marketing
Provide consumer, professional, and retail marketing teams with the strategic context and baseline assets they need to adapt global direction for their channels and markets
What This Role Is — and Is Not
This role is:
The relentless driver of clarity
The owner of the global product narrative and the creative toolkit that will be used to bring the product to market globally
The integrator of brand strategy, product truth, and audience intelligence
A strategic partner to product teams, creative teams, global and regional marketers, and commercial leaders
This role is not:
A campaign manager or executional owner
A media or channel planner
A claims validator or Legal liaison
A substitute for GTM ownership, which lives with segment marketing teams
What You Bring
15+ years experience in product marketing and delivery of product marketing assets in global, product-led organizations that involve both hardware and software elements
5+ years managing a product marketing team in a relevant environment
Demonstrated experience defining, optimizing and deploying process and deliverables with cross-functional teams and stakeholders
A track record of developing product narratives that inspire breakthrough product demonstration, explanation and onboarding content
Ability to identify, gather, evaluate, and synthesize product, competitive, audience and cultural intelligence acr