Product Marketing Manager

该职位来源于猎聘 Main Job Tasks

• Innovation Identification and Validation Drive innovation implementation based on the "user needs - technical feasibility - commercial value" framework: lead cross-functional Task Force teams to transform user needs into innovation directions. Collaborate with R&D to advance pre-research on core technologies and work with industrial design teams to conduct CMF (Color, Material, Finish) development. Screen innovative ideas through the "Innovation Funnel", jointly develop prototypes with R&D and design teams, and conduct validation. Output deliverables like Innovation Project Feasibility Evaluation Reports to validate and advance the implementation of continuous innovations.
• Value Extraction to Continuously Enhance Running Product's Competitiveness Focus on "technical highlights - user value - commercial premium" to identify the performance, features, functions and usage experience advantages of running products, and compare them with competitors to clarify superior differentiation. Meanwhile, combine market trends and channel specific demands to refine core value propositions of existing key products, and translate them into accessible communication language. The candidate needs to establish a product naming system, plan annual new product launch storylines, and output value extraction materials to empower the marketing team, so as to enhance product competitiveness.
• Insight Mining to Support Decision Making Conduct continuous, multi-dimensional, and systematic insights exploration: identify potential needs in home cooking scenarios and extract core pain points through consumer research, after-sales feedback, and social listening. Track global/China's kitchen appliance market evolvement to forecast category development trends. Systematically analyze the product portfolio/assortment, program architecture, functions/features, and value propositions of leading competitors to clarify differentiations. Output deliverables such as Consumer Demand Insight Reports and Category Trend Analysis Reports to support product strategical decision-making.
• Strategic Planning Formulate category strategies aligned with the business objectives: define the positioning, target audiences, and competitive strategies for each category. Lead the development of lineup iteration plans and optimize product portfolios to balance richness and complexity. Integrate innovation outcomes and technical achievements to formulate new product roadmaps and program architecture plans for the next 5 years. Oversee the implementation, ensure that the richness and competitiveness of each product lines remain in a dominant position in the market both currently and in the future.
• Participation in PDP/VAVO Projects Engage in the full process of innovative product development and running product iteration: participate in the approval review of PDP (Product Development Process)/VAVO (Product Iteration & Optimization) projects to clarify objectives and KPIs. Join the review of key milestones, collaborate with multiple departments to assess technical, cost, and schedule risks, and resolve bottlenecks. Jointly track project progress, coordinate resources to address risks, and work with marketing and sales teams to support the preparation of new product launch toolkits. Ensure projects are delivered on time with high quality.
• Participation in Category Daily Operation Management Monitor the performance of running products throughout their entire life cycle. Follow the operational data monitoring system to track sales data, user feedback, and cost/financial information. Collaborate with customer service teams to track high-frequency issues in installation and maintenance, and drive rectification. Jointly develop optimization/phase-out strategies for products at different lifecycle stages, and regularly output review reports and propose solutions for abnormal situations together with peers.

Qualifications required Education: Bachelor's degree or above, with preference for majors in Science & Engineering, Marketing. Experience

• More than 5 years of relevant product management experience, with at least 2 years of experience as a Senior Product Manager or equivalent position
• Experience in exploring & validating innovative ideas, formulating category strategies, planning feature architecture/product portfolio & roadmap, and implementing innovation projects (including consumer insight mining/market & competitor analysis/technology & CMF pre-research) from scratch
• Familiar with the full process of Product Development Process (PDP) and Product Lifecycle management
• Preference for candidates with experience in managing digital applications, consumer electronics, small home appliances Specific knowledge
• Master the methods of category strategy planning and roadmap development, and possess the ability of competitor analysis (Benchmarking) and value refinement
• Capable to independently undertake consumer research, market analysis & trend forecast, competitor benchmarking, technical solution validation
• Proficient in PDP process, Lifecycle management, and product value optimization methods
• Possess the ability of cost control, streamline complexity, user experience optimization, and cross-functional collaboration management
• Able to independently output category management related analytical reports