Product Marketing Specialist

Company Description

For more than 30 years, Lorex has been a leader in the marketplace when it comes to innovative security technology for both home and commercial use. We achieve this by continuing to produce innovative monitoring solutions, all backed by cutting-edge technology and a dedicated team of forward thinkers. Using the latest technology and innovations, Lorex strives to produce solutions to both enhance security and fit your lifestyle.

Job Summary

Reporting to the Senior Marketing Manager, the Product Marketing Specialist will be a strategic thinker responsible for developing strategy, planning, implementing, and executing all activities related to product launch and post launch marketing. The ideal candidate will possess strong organizational skills, demonstrating the ability to construct comprehensive critical paths and workback schedules to meet essential marketing deadlines.

A successful candidate will exhibit a creative flair, contributing to the development of product positioning, and translating technical product specifications into consumer-centric benefits. This includes working closely with product managers to ensure the technical advantages of the product are effectively translated and conveyed to consumers through various marketing channels.

In this role, active involvement in Product Gating and leadership in Go-To-Market Meetings for key product launches will be essential to keep all stakeholders informed about marketing direction and plans, ensuring activities stay on track. The successful candidate will be a collaborative team player, demonstrating the ability to lead projects while coordinating seamlessly with various departments.

Furthermore, the Senior Product Marketing Specialist should possess a genuine enjoyment and passion for the product and technology. Additionally, they will be tasked with building brand awareness and equity in the smart security category while showcasing strong storytelling skills through marketing creatives.

Duties & Responsibilities:

Product Marketing:

• Develop product launch marketing strategy and briefs for new product launches across all paid and organic marketing channels.
• Direct and assist with creative development, including content, marketing material, and key messaging.
• Work cross-functionally with other departments for product testing, usability, and information for the development of marketing material and written usability analysis.
• Collaborate with product teams to identify unique selling points and provide directions for marketing creative development to internal and external designers and copywriters.
• Manage product samples for marketing use and track all sample execution.
• Develop a compelling product story and assist with product positioning to identify a unique market stance for successful marketing collateral creation.
• Benchmark competitors and market leaders, applying best practices into our product marketing campaigns.
• Assign and manage marketing projects in collaboration with Graphic Designers, Video Production Artists, Social Media Coordinators, Digital Marketing, and Product Management.
• Assist with content across Lorex’s website, retail, social media, ad networks, affiliates, retail partners, video scripts, etc.
• Collaborate with development sessions for the creation of product identities, slogans, and creative appeal.
• Lead Go-To-Market Meetings and prepare tracking documentation to keep all stakeholders informed.
• Conduct research on competitor’s channels, including product advertising, websites, models, and other related activities, and report findings and market trends.
• Attend/represent Marketing department in the Product Gating meetings.
• Present the idea, progress, and postmortem throughout the launch marketing process.
• Manage DAM (Digital Asset Management) solution for effective utilization across the organization.
• Complete product training modules for retail sales and on-floor staff, such as EPK training.

Content Marketing:

Responsible for creating enhanced branded content for multiple channels such as Retail channels through Syndigo and Amazon.

• Participate in content and positioning development sessions and develop creative for use across omni-channels.
• Execute comprehensive media campaigns across multiple platforms, including social, web, PR, and retail channels.
• Identify and respond to content gaps to support sales and marketing campaigns.
• Collaborate with Social Media and Video Production team in conceptualizing, creating, and executing social media and video content aligned with product launches and key promotions.
• Assist with product logistics for review units for Public Relations reviews and articles.
• Write and assist with product-related video content such as How To, installation and technical videos.

Project Management:

Track multiple projects and report on project status.

• Create and own marketing work-back schedules, critical paths, and media schedules for product launches and campaign execution.
• Assist with execution elements of company branding and marketing plans.
• Create strong processes and demonstrate effective project management skills to drive execution cross-functionally.
• Schedule the creative team, organize project priority, and maintain a creative calendar.
• Review and ensure incoming creative requests are submitted with all necessary info, assets, and adhere to the content process.
• Ensure proper deadlines are provided and efficiently communicate priority levels.
• Implement effective project management tools and leverage content platforms for strategic execution and project management.
• General administrative duties and organization of projects.

Retail Marketing:

Assist with executing deliverables for key retail roll-outs.

• Assist with the execution of retail point of purchase deliverables and ensure accuracy of messaging, specifications, and branding.
• Ensure merchandising and sales teams are informed and up to date of product positioning, messaging and creative direction.
• Work with Sales on additional brand and product elements to assist with product pitch documents and presentations.
• Assist with sourcing partners that understand Lorex's business and strive to achieve top-tier customer service and drive sales growth.

Requirements:

Knowledge, Skills and Abilities (KSAs)

• University business or marketing undergraduate degree
• Strong English writing skills
• Strong project management skills
• Highly organized and detail-oriented
• Excellent verbal skills including meeting facilitation, presentations, and employee communication
• Demonstrated ability to craft strategic launch market plans and work with key stakeholders on development through to execution
• Ability to quickly shift priorities and focus based on changing business needs

Background Experiences

• Minimum of 5 years of product marketing and project management experience
• Proven experience creating and executing product launches
• Proven Project Management experience (PMP would be considered an advantage)
• Experience in consumer electronics is considered an asset
• Experience with content management tools and content syndication platforms such as:

Hands on management and creation of syndicated digital content on Syndigo platform; creation of enhanced rich media for key retail channels

Experience with designing Amazon content

Familiarity with AODA (Canada) and WCAG 2.1 Level AA (USA)- website content compliance for accessibilities

On-going content optimization across all platforms on a regular basis

Proven experience in Retail and eCommerce

Experience in both direct to consumer (B2C) and business to business (B2B) marketing

Experience in managing marketing and creative agencies

Experience in managing paid and organic advertising

Competency Profile

Ability to effectively interact with senior management, customers, sales associates

Ability to deliver high quality documentation paying attention to detail

Ability to manage multiple projects and coordinate with different departments

Ability to be a team player and resilient while being able to adapt to a variety of different situations

Ability to be creative, receive feedback, and complete tasks with a can-do attitude

Possess a technical aptitude and distill complex inputs into actionable plans

Highly organized and strong project, people management and collaboration skills

Empower, manage, train, develop and inspire direct reports, contributing to a positive morale and team momentum

Strong organizational skills with the ability to multi-task and evaluate priorities to meet critical deadlines

Ability to travel to on-site locations for marketing video shoots and photo shoots

Ability to execute physical requirements and production for video shoots and sample management such as, lift product boxes and using equipment such as drill, hammer, ladder and other tools and other props

Lorex welcomes and encourages applications from people with disabilities. Accommodations are available on request for candidates taking part in all aspects of the selection process.