VP, Product Strategy

Vice President Of Strategic Product Marketing

Our company, Lancer Worldwide, a Hoshizaki Company, is an award-winning global leader in beverage dispensing. Through innovation and a commitment to dedication in action, we create products that benefit our customers worldwide, and give them a distinct advantage in the marketplace. We offer our teammates the opportunity to grow personally and professionally, to contribute to the success of a dynamic organization, and to serve others in a manner that exceeds their expectations. We welcome talented, passionate, and highly motivated individuals to join our team.

The Vice President of Strategic Product Marketing is responsible for leading the global strategy, positioning, and performance of Lancer's product portfolio. The VP will lead the development of long-term product strategies, oversee go-to-market execution, and ensure successful commercialization of Lancer's beverage dispensing technologies across global markets. Working closely with Engineering, Sales, Operations, and Marketing leadership, this role drives product adoption, market expansion, and revenue growth while strengthening Lancer's competitive position in the industry.

Essential Functions

Strategic Product Leadership

• Develop and execute the global product marketing strategy aligned with Lancer's long-term business objectives.

• Lead the development of product positioning, messaging, and value propositions that resonate with key market segments.

• Drive the strategic direction of Lancer's product portfolio through market insights, competitive intelligence, and customer feedback.

Product Portfolio & Go-To-Market Strategy

• Oversee the go-to-market strategy for new and existing products, ensuring successful product launches and sustained adoption.

• Ensure effective collaboration between product marketing, engineering, and sales teams throughout the product lifecycle.

• Guide portfolio prioritization to maximize market impact, customer value, and revenue growth.

Cross-Functional Executive Leadership

• Partner with Engineering, Sales, Marketing, and Operations to align product strategies with operational execution.

• Provide executive leadership during new product development and commercialization initiatives.

• Ensure consistent messaging and product positioning across global markets.

Market & Competitive Intelligence

• Monitor industry trends, emerging technologies, and competitive activity within the beverage dispensing industry.

• Lead market research and customer insights initiatives to identify opportunities for product innovation and differentiation.

• Represent Lancer in customer engagement, industry events, and strategic partnerships.

Financial & Performance Management

• Oversee the financial performance of the product portfolio, including revenue growth, profitability, and investment priorities.

• Establish and track KPIs to evaluate product success and market performance.

• Collaborate with Finance and executive leadership on pricing strategies, forecasting, and portfolio planning.

Organizational Leadership

• Lead and develop a high-performing strategic product marketing and project management organization.

• Mentor Directors and Product Marketing Leaders to strengthen Lancer's product strategy capabilities.

• Foster a culture of collaboration, innovation, and accountability across teams.

Knowledge, Skills, and Abilities

• Deep expertise in product marketing strategy and product lifecycle management

• Strong understanding of commercial beverage dispensing technologies and market trends

• Ability to translate market insights into impactful product positioning and strategy

• Demonstrated experience leading cross-functional global teams

• Strong financial acumen including product costing, pricing strategy, and portfolio performance

• Exceptional communication and executive presentation skills

Education and Experience

• Bachelor's Degree required; technical or engineering background preferred

• MBA or equivalent advanced degree preferred

• 15+ years of experience in product marketing, product management, or strategic marketing leadership roles preferred

• 10+ years leading cross-functional product or marketing teams required

• Experience in commercial beverage equipment, foodservice equipment, or industrial manufacturing preferred

• Demonstrated success driving product strategy, market growth, and product commercialization

Lancer Worldwide is unable to sponsor applicants for employment-based visas for this position. All candidates must be legally authorized to work in the United States at the time of application and throughout employment, without the need for employer-sponsored visa status now or in the future.

Notice To Third Party Agencies

Please note that LANCER does not accept unsolicited resumes from recruiters or employment agencies. In the absence of a signed Recruitment Fee Agreement, LANCER will not consider or agree to payment of any referral compensation or recruiter fee. In the event a recruiter or agency submits a resume or candidate without a previously signed agreement, LANCER explicitly reserves the right to pursue and hire those candidate(s) without any financial obligation to the recruiter or agency. Any unsolicited resumes, including those submitted to hiring managers, are deemed to be the property of LANCER.

EEO Statement

Lancer provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to 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. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.