Connected Customer Experience Product Marketing Manager

ROLE SUMMARY

Maintains responsibility for developing and executing marketing strategies to drive awareness, adoption, and engagement of our connected vehicle (CV) products. Works closely with CV Product Management, Sales, Subaru of America (SOA) Marketing, and Engineering teams to create compelling messaging, content, and campaigns that position our solutions as industry leaders in automotive connectivity and smart mobility.

MAJOR RESPONSIBILITIES

• Marketing Strategy & Planning: Develops and implements comprehensive marketing strategies for connected vehicle (CV) products, ensuring alignment with business objectives and market trends. Defines target audiences, customer personas, and key messaging to drive product adoption and brand recognition.

• Go-to-Market (GTM) Execution: Leads the execution of go-to-market plans for new product launches, ensuring coordination across product, sales, and support teams. Creates impactful product positioning, messaging, and promotional materials.
• Campaign Development & Execution: Plans and executes integrated marketing campaigns across digital, social, email, events, public relations (PR), and other channels. Measures campaign performance and optimizes efforts to drive lead generation, brand awareness, and customer engagement.
• Market & Competitive Analysis: Conducts in-depth market research to understand industry trends, customer needs, and competitor offerings in the CV space. Uses these insights to inform marketing strategies and identify opportunities for differentiation.
• Content Creation & Thought Leadership: Collaborates with Product and Engineering teams to develop clear, engaging, and informative content for customers, including but not limited to case studies, videos, social content, and product documentation.
• Brand Positioning & Messaging: Develops and refines brand positioning and messaging for CV solutions. Ensures consistency across all marketing materials, from website copy to sales collateral.
• Partnerships & Alliances: Works closely with external partners, including creative agencies, internal stakeholders in Subaru of America (SOA) Marketing, technology providers, and etc., to co-market CV solutions. Establishes relationships that help grow brand visibility and credibility in the market.
• Customer Engagement & Education: Leads initiatives to educate and engage current and prospective customers on the value of CV solutions. Builds customer loyalty through targeted messaging, educational content, and product updates.
• Performance Tracking & Analytics: Tracks and analyzes the effectiveness of marketing campaigns and initiatives. Uses data and key performance indicators (KPIs) to assess return on investment (ROI), refine strategies, and report results to leadership.
• Event Marketing: Plans and executes marketing initiatives at key industry events, trade shows, and conferences to showcase CV products and engage with potential customers and partners.
• Agency and Budget Management: Oversees the creative agency of record, including budget management, for all work done to support the growth of the program and the design of the products.

ADDITIONAL RESPONSIBILITIES

• Provides support as needed to Connected Vehicle team including: • Evaluation of cars prior to launch or to test firmware over-the-air (FOTA) updates or running changes to units in operation. • Creation and delivery of presentations about connected products. 
• Attendance at relevant industry or customer experience (CX) conferences.

REQUIRED SKILLS & PERSONAL QUALIFICATIONS

• Proven experience developing and executing successful marketing campaigns for complex, technology-driven products.
• Strong understanding of the connected vehicle (CV) ecosystem, including Vehicle-to-Everything (V2X), telematics, infotainment systems, and Internet of Things (IoT) technologies.
• Expertise in digital marketing, content marketing, and social media strategy.
• Strong and clear communication, writing, and presentation skills, with the ability to create strategy-driven, compelling narratives for both technical and non-technical audiences.
• Experience in brand positioning, product messaging, and market analysis.
• Ability to work collaboratively across teams and manage multiple projects simultaneously in a fast-paced, deadline-driven environment.
• Strong analytical skills with the ability to interpret data and make data-driven decisions.
• Passion for the automotive industry and innovative mobility solutions.
• Strong organization skills and flexibility for constantly-changing and challenging conditions.
• Ability to learn and understand general technical concepts. Curious and interested in future products.