Director, Product Marketing - Smart Home

About Us:

Headquartered in the United States, TP-Link Systems Inc. is a global provider of reliable networking devices and smart home products, consistently ranked as the world's top provider of Wi-Fi devices. The company is committed to delivering innovative products that enhance people's lives through faster, more reliable connectivity. With a commitment to excellence, TP-Link serves customers in over 170 countries and continues to grow its global footprint.

We believe technology changes the world for the better! At TP-Link Systems Inc, we are committed to crafting dependable, high-performance products to connect users worldwide with the wonders of technology.

Embracing professionalism, innovation, excellence, and simplicity, we aim to assist our clients in achieving remarkable global performance and enable consumers to enjoy a seamless, effortless lifestyle.

About the role:

The Director of Product Marketing, Smart Home, will lead the strategy, positioning, and go-to-market execution for TP-Link's smart home product portfolio, including connected devices, IoT ecosystems, and consumer electronics. This leader will be responsible for developing the category vision, shaping market perception, and ensuring cohesive, high-impact marketing campaigns that drive awareness, adoption, and retention.

Key Responsibilities:

Product Positioning, Naming, and Messaging

• Define unique and differentiated product positioning for TP-Link's smart home devices and ecosystem solutions.
• Develop consistent naming frameworks and messaging architectures that reinforce TP-Link's brand promise.
• Partner with product and creative teams to translate technical features into consumer-friendly language and compelling storytelling.

Product Feature Prioritization and Content Creation

• Collaborate with Product Management to influence feature prioritization based on consumer insights, trends, and competitive research.
• Lead the creation of high-quality product content including web copy, retail assets, videos, and educational materials.
• Ensure all content reflects the voice of the customer and clearly communicates differentiated value.

Brand Awareness, Consideration, and Conversion

• Develop marketing strategies that elevate TP-Link's presence in the smart home market and strengthen consumer engagement.
• Execute awareness and conversion campaigns across digital, paid, retail, and social channels.
• Leverage analytics and consumer data to optimize the customer journey and maximize conversion rates.

Go-to-Market Strategy and Execution

• Lead GTM planning and implementation for new product launches and key category campaigns.
• Build coordinated launch frameworks covering product messaging, creative direction, media strategy, and retail execution.
• Ensure all go-to-market activities are data-driven, customer-informed, and aligned with sales and channel objectives.

Customer Engagement, Acquisition, and Retention

• Create and manage programs that deepen customer engagement throughout the product lifecycle.
• Use segmentation, CRM insights, and campaign analytics to drive acquisition, activation, and retention.
• Partner with cross-functional teams to design loyalty, referral, and education programs that reinforce long-term brand advocacy.

Community Management and Social Engagement

• Partner with Digital and Social teams to strengthen TP-Link's community presence and influence across social platforms.
• Support influencer marketing, ambassador programs, and online forums to generate authentic engagement and word-of-mouth visibility.
• Monitor sentiment and community insights to guide messaging improvements and campaign refinement.

PR, Digital Marketing, SEO, EDM, and Influencer Collaboration

• Drive collaboration across PR, digital, and influencer channels to promote product launches and sustain visibility.
• Oversee the Smart Home web content strategy, ensuring product information is accurate, searchable, and optimized for conversion.
• Manage coordination of email (EDM), SEO, and influencer campaigns to support ongoing product promotion and brand growth.