Principal Product Marketing Manager (Hardware)



Marketing & Communications, Other Engineering, Product
United States · Remote
Posted on Wednesday, May 22, 2024

About Life360

Life360’s mission is to keep people close to the ones they love. Our category-leading mobile app and Tile tracking devices empower members to protect the people, pets, and things they care about most with a range of services, including location sharing, safe driver reports, and crash detection with emergency dispatch. Life360 serves approximately 66 million monthly active users (MAU) across more than 150 countries.

Life360 delivers peace of mind and enhances everyday family life with seamless coordination for all the moments that matter, big and small. By continuing to innovate and deliver for our customers, we have become a household name and the must-have mobile-based membership for families (and those friends that basically are family).

Life360 has more than 500 (and growing!) remote-first employees. For more information, please visit

Life360 is a Remote First company, which means a remote work environment will be the primary experience for all employees. All positions, unless otherwise specified, can be performed remotely (within the US) regardless of any specified location above.

About the Job

As Principal Product Marketing Manager - Devices, you will ensure the “voice of customer” permeates our product roadmaps and outbound marketing for devices and related feature launches. Responsible for both inbound and outbound activities, you will partner closely with product managers, lead customer research to understand product market fit and consumer needs, identify key audience segments, and craft compelling positioning and messaging that indicates how our devices are differentiated from competition and make everyday life better. You will socialize findings to inform near- and long-term roadmaps, as well as lead go-to-market strategies with the goal of driving both device sales and membership growth.

The US-based salary range for this position is 165,000 to 235,000. We take into consideration an individual's background and experience in determining final salary- therefore, base pay offered may vary considerably depending on geographic location, job-related knowledge, skills, and experience. The compensation package includes a wide range of medical, dental, vision, financial, and other benefits, as well as equity.

What You’ll Do

  • Customer Research: Become an expert on our target users for devices and understand their needs, behaviors, and how to enhance their experience with our devices and features in Life360 via quantitative, qualitative and conjoint analysis.
  • Category Insights: Partnering with Product and Devices leads, you'll translate user insights and market trends into actionable product and feature roadmaps that support annual revenue goals and membership growth, inclusive but not limited to competitive analysis, pricing, naming/positioning, and channel recommendations.
  • Strategic Launch Planning: Lead the strategic planning for new product introductions and feature/campaign launches including briefing of go-to-market strategies, ensuring alignment with cross-functional partners.
  • Positioning & Messaging: Craft compelling positioning and messaging that highlights the unique value of our devices against competitors. Ensure messaging resonates with related audience segments across both devices and membership, as well as aligns with Life360's mission and brand voice.
  • Collaboration: Work closely with several cross-functional teams, including Product, Sales, Channel, Growth, Lifecycle, Creative, Brand, Finance, Legal and Customer Care to ensure successful product/feature launches and membership efforts meet our KPIs.
  • Product/Feature Adoption: Post launch of hardware, continue to drive feature awareness and membership upsell by leading the development and execution of insight-driven campaigns, collaborating closely with cross-functional teams to ensure cohesive and effective engagement strategies, inclusive of across retail and DTC partners.
  • Voice of the Customer: Be a strong advocate for a holistic and positive customer experience with all brand touchpoints and ensure cohesive user journeys for product and feature engagement across multiple touchpoints in a very hypothesis-based, test/learn environment.
  • Performance Analysis: Collaborate with Analytics and cross-functional marketing teams to analyze key product marketing initiatives to optimize for future growth strategies. Leverage insights for continuous improvement and contribute actionable user feedback to key stakeholders.

What We’re Looking For

  • Bachelor's degree in Marketing, Business, or a related field.
  • 8+ years of experience in marketing with at least 4 years in hardware product marketing.
  • Proven track record of successfully bringing new products and software features to market.
  • Strong understanding of conjoint analysis, customer segmentation, positioning, and messaging strategies.
  • Excellent analytical skills and ability to derive insights from data.
  • Experience conducting customer research and translating findings into actionable strategies.
  • Exceptional communication and collaboration skills, with the ability to work effectively across different teams.
  • Creative thinker with a problem-solving mindset.
  • Self-motivated and able to manage multiple projects simultaneously in a fast-paced environment.
  • Previous startup experience preferred.

Our Benefits

  • Competitive pay and benefits
  • Medical, dental, vision, life and disability insurance plans (100% paid for employees)
  • 401(k) plan with company matching program
  • Mental Wellness Program & Employee Assistance Program (EAP) for mental well being
  • Flexible PTO, 13 company wide days off throughout the year
  • Winter and Summer Week-long Synchronized Company Shutdowns
  • Learning & Development programs
  • Equipment, tools, and reimbursement support for a productive remote environment
  • Free Life360 Platinum Membership for your preferred circle
  • Free Tile Products

Life360 Values

Our company’s mission driven culture is guided by our shared values to create a trusted work environment where you can bring your authentic self to work and make a positive difference

  • Be a Good Person - We have a team of high integrity people you can trust.
  • Be Direct With Respect - We communicate directly, even when it’s hard.
  • Members Before Metrics - We focus on building an exceptional experience for families.
  • High Intensity, High Impact - We do whatever it takes to get the job done.

Our Commitment to Diversity

We believe that different ideas, perspectives and backgrounds create a stronger and more creative work environment that delivers better results. Together, we continue to build an inclusive culture that encourages, supports, and celebrates the diverse voices of our employees. It fuels our innovation and connects us closer to our customers and the communities we serve. We strive to create a workplace that reflects the communities we serve and where everyone feels empowered to bring their authentic best selves to work.

We are an equal opportunity employer and value diversity at Life360. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, disability status or any legally protected status.

We encourage people of all backgrounds to apply. We believe that a diversity of perspectives and experiences create a foundation for the best ideas. Come join us in building something meaningful. Even if you don’t meet 100% of the below qualifications, you should still seriously consider applying!