Vice President, Product Marketing

Title:                                Vice President of Product Marketing

Report to:                      Senior Vice President

Location:               Mooresville, NC

Website:                         www.greenworkstools.com

Company Summary:

Greenworks Tools is the leader in battery-powered outdoor power tools for DIY-consumers and landscaping professionals. The company distributes Greenworks branded and private label products, as well as products for an extensive network of Original Equipment Manufacturers. With a robust line of Greenworks branded products, including 24-volt, 40-volt, 60-volt, 80-volt, and commercial grade 82-volt battery-powered outdoor power equipment, a full line of corded equipment, and power tools. Utilizing best-in-class technology, Greenworks tools deliver the power and performance of comparable gas-powered tools without issues associated with gas products. For more information, find us on the web at greenworkstools.com or greenworkscommercial.com. 

 

Position Summary:

The Vice President of Product Marketing will incorporate our global commercial and consumer product strategic plan and implement its vision in North America to commercialize the most innovative products in outdoor power equipment.  This role will lead product messaging, value proposition, merchandising, costing, and channel strategy for each product category through consumer research to achieve sustainable and profitable growth for the company.  This role will not only set strategy, but will be actively involved in implementation. This pivotal role will require someone to create actionable plans that can be implemented across all product lines while working in concert with sales and marketing to ensure continuity across all product platforms.    

This role will need to be an active communicator internally with sales, operations, marketing, finance, International, IT, and global marketing teams.  Additionally, extensive external communications with the customer will be required to promote the brand and grow the cordless power outdoor equipment market.  This role will make decisions and implement plans that align with the corporate goals.

Success in this position will be consistent, profitable North American growth and increased global brand awareness through a well-defined strategic marketing plan.  The Vice President of Product Marketing will lead in the definition and implementation of this plan that will continue to drive the Greenworks brand to become the market share leader. 

 

Key Marketing Responsibilities:

• Work alongside with the engineering and factory teams to ensure a proper launch for all new commercial product releases
• Ownership of the entire parts and accessory product line
• Create and implement product strategy in North America for the Greenworks & Greenworks Commercial brands that includes specifications, value proposition, category management, costing, and channel strategy creation
• Clearly define a product roadmap with a tollgate process that meets specific timelines within scope of project and channel management
• Partner with marketing to align on industry leading specifications that are consumer centric
• Support of the marketing group within the development of relevant social media content
• Work with our business units to develop a pricing strategy to maximize sales and profitability for the company
• Lead product strategy to leverage the Greenworks brand and maximize new market opportunities in professional markets
• Identify market opportunities for new product development that will ensure innovative products will consistently launch into the consumer and commercial markets
• Lead and implement the use of consumer data and marketing research to impact brand and product positioning to consumer and professional markets
• Develop packaging that is fresh and consistent with the brand and sets Greenworks apart to drive profitability and further grow through our retail, ecommerce and distribution partners
• Identify clear, strategic plans for various vertical markets such as: Consumer and Commercial that are consistent with the brand
• Product P&L responsibility
• Work actively within a Global environment and frequently interact with the teams in Europe and China
• Determine North America opportunities to grow all business units in order to maximize sales and profitability
• Develop partnerships and alliances with other manufacturers and industry associations to leverage our technology and maximize profits
• Participate in the development of corporate strategy
• Develop a global strategy for regional implementation and setting the framework for regional developments
• Create a toolbox for the shop profiling and in store product presentation and active floorplan management

Recommended Experience/Expertise:

• 10+ years’ experience in multiple retail channels to ideally include, but not limited to, Home Centers, Mass Merchants, Clubs, Hardware, Independent Dealers, and E-Commerce.
• Experience in both marketing and product in North America. Global experience is a bonus
• Understanding of the challenges a seasonal product category presents
• 4-year college degree or equivalent work experience, MBA preferred
• Computer skills in Microsoft Office and all forms of remote communication tools
• Creative, adaptable, self-starter who can relate to people at all levels within the organization and with a diverse customer portfolio
• Able to manage and motivate a high caliber team
• Experience in building new processes, business plans and seeing them through to market
• Able to thrive in an entrepreneurial, action-oriented, fast-paced and sometimes chaotic work environment
• Successful candidate will be a high energy, self-starter, collaborator and creative leader. This position will have to be able to influence and motivate a team and be willing to travel to accomplish key objectives
• Candidate will understand and utilize data and a consumer-first approach to improve and grow the business