Director, Product Marketing, SMB Networking

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, SMB Networking will lead the development and execution of marketing strategies that drive growth and category leadership for Omada by TP-Link, our networking and security product portfolio. This role is responsible for grounding strategy in deep user and market insight, defining the market narrative, leading go-to-market (GTM) execution, and ensuring marketing programs translate technical innovation into clear, differentiated business value for small and medium-sized business customers.

Key Responsibilities:

User Insight and Market Insight

• Establish deep, continuous understanding of SMB customer needs, behaviors, pain points, and buying dynamics across IT professionals, managed service providers, network and security installers, and business owners.

• Lead market intelligence efforts including customer research, competitive analysis, segmentation, and trend monitoring to inform product positioning, roadmap influence, and GTM strategy.

• Synthesize qualitative and quantitative insights into actionable recommendations that guide product strategy, messaging, and campaign focus.

• Serve as the voice of the customer internally, ensuring user and market insights remain central to decision-making across Product, Sales, and Marketing.

Product Positioning, Naming, and Messaging

• Define clear, differentiated product positioning for all Omada by TP-Link, our networking and security solutions (switching, routers, gateways, and cameras) based on validated user and market insights.

• Develop naming and messaging frameworks that translate technical capabilities into compelling, outcome-oriented value propositions for SMB buyers.

• Ensure all positioning and messaging aligns with brand standards, competitive context, and long-term market direction.

Product Feature Hierarchy and Content Creation

• Partner with Product Management to prioritize feature hierarchy based on customer value, use cases, and competitive differentiation.

• Lead the creation of high-impact product content, including product pages, whitepapers, solution briefs, case studies, and video assets.

• Ensure accuracy, clarity, and consistency across all marketing materials throughout the customer journey.

Go-to-Market Strategy and Execution

• Lead end-to-end GTM planning for new product launches and category expansions, rooted in customer insight and market readiness.

• Build comprehensive launch playbooks, define timelines, and align cross-functional stakeholders including Product, Sales, Creative, and Operations.

• Ensure that all GTM deliverables (content, creative assets, training, and sales enablement) are delivered on time and optimized for impact.

Brand Awareness, Consideration, and Conversion

• Develop and execute integrated marketing campaigns that build brand awareness, increase credibility, and drive demand within the SMB segment.

• Collaborate closely with Digital and Channel Marketing teams to ensure consistent, insight-driven messaging across paid, owned, and partner channels.

• Monitor funnel performance and market response, using data to optimize messaging, targeting, and conversion outcomes.

Customer Engagement, Acquisition, and Retention

• Design customer engagement programs tailored specifically to SMB needs, supporting acquisition, onboarding, and long-term loyalty.

• Work with Customer Success and Channel teams to strengthen education, adoption, retention, and advocacy initiatives.

• Leverage customer feedback and analytics to continuously refine strategies and improve overall customer satisfaction and lifetime value.

Requirements

• Bachelor’s degree in Marketing, Business, Engineering, or a related field; MBA preferred.

• 10+ years of progressive experience in product marketing or integrated marketing within SMB networking, enterprise networking, and/or security technology sectors is non-negotiable.

• Demonstrated strength in user insight development, market research, and competitive analysis, with the ability to translate insights into strategic and executional impact.

• Proven track record of driving successful GTM initiatives, category positioning, and market share growth.

• Deep understanding of B2B and channel-driven go-to-market models.

• Exceptional storytelling, strategic thinking, and analytical skills, with the ability to simplify complex technical concepts for diverse audiences.

• Strong people and budget management experience, with accountability for measurable business outcomes.

Benefits

Salary: $200,000 - $250,000

Fully paid medical, dental, and vision insurance (partial premium coverage for dependents)

Employer quarterly contributions to 401k funds

15 days accrued vacation

11 paid holidays

Bi-annual reviews, and annual pay increases

Health and wellness benefits, including free gym membership

Quarterly team-building events

At TP-Link Systems Inc., we are continually searching for ambitious individuals who are passionate about their work. We believe that diversity fuels innovation, collaboration, and drives our entrepreneurial spirit. As a global company, we highly value diverse perspectives and are committed to cultivating an environment where all voices are heard, respected, and valued. We are dedicated to providing equal employment opportunities to all employees and applicants, and we prohibit discrimination and harassment of any kind based on race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws. Beyond compliance, we strive to create a supportive and growth-oriented workplace for everyone. If you share our passion and connection to this mission, we welcome you to apply and join us in building a vibrant and inclusive team at TP-Link Systems Inc.