Product Positioning, Naming, and Messaging
· Own the positioning and messaging architecture for TP-Link’s full robot vacuum portfolio – from entry-level models to premium self-empty and mop-combo systems.
· Develop moments-based copy that connects product capabilities to real consumer life situations: clean floors before guests arrive, mornings without chores, homes that clean themselves.
· Translate technical specifications – suction power, navigation precision, obstacle avoidance, dock auto-empty – into clear, differentiated consumer benefits that drive purchase intent.
· Build and maintain naming frameworks and messaging hierarchies consistent across retail, digital, social, and in-box materials.
· Partner with the Director of Product Marketing to align robot vacuum messaging with the broader Smart Home brand narrative and Tapo brand architecture.
Go-to-Market Strategy and Execution
· Lead GTM planning for all robot vacuum product launches – from feature brief to retail execution – in coordination with product management, sales, and creative teams.
· Build coordinated launch frameworks covering product messaging, creative direction, media strategy, retail assets, and Amazon listing optimization.
· Develop creative retail, web and packaging assets that will help differentiate our category in the robot vacuum market.
· Ensure all launch activities are data-driven, consumer-informed, and aligned with sales and channel objectives.
· Coordinate with retail partners including Amazon, Best Buy, Walmart, Costco, and Target on content, promotional windows, and sell-in materials.
Product Feature Prioritization and Content Creation
· Lead the creation of all robotic vacuum product content: web copy, product detail pages, Amazon A+ content, retail assets, setup videos, explainer videos, and social-ready creative.
· Brief and manage creative partners, agencies, and in-house teams to produce high-quality video and visual assets that bring the product to life.
· Ensure all content reflects the voice of the customer and clearly communicates differentiated value at every touchpoint – Amazon search, Google organic, retail shelf, and social.
· Generate original concepts for campaigns, hero moments, and product storytelling that differentiate TP-Link from SharkNinja, Ecovac, Eufy, Roborock, Wyze, and Dreame in the consumer’s mind.
· Collaborate with Product Management to influence feature prioritization based on consumer insights, market trends, and competitive research – particularly around AI navigation, smart home integration, and Matter compatibility.
Brand Awareness, Consideration, and Conversion
· Develop marketing strategies that elevate TP-Link’s presence in the robot vacuum market and strengthen consumer engagement across the full funnel.
· Execute awareness and conversion campaigns across digital, paid, retail, and social channels.
· Leverage analytics and consumer data to optimize the customer journey and maximize conversion rates.
· Create and manage programs that deepen customer engagement throughout the product lifecycle, including Tapo Care subscription acquisition and retention.
Competitive Intelligence and Consumer Insights
· Maintain a deep, current understanding of the robot vacuum competitive landscape: pricing tiers, product roadmaps, messaging strategies, and market share trends.
· Track consumer sentiment, product reviews, and community feedback to identify messaging gaps, product pain points, and differentiation opportunities.
· Translate competitive intelligence into actionable positioning recommendations that keep TP-Link ahead of the market.
Community Management and Social Engagement
· Partner with Digital and Social teams to strengthen TP-Link’s community presence in the robot vacuum category across social platforms, forums, and review channels.
· Support influencer marketing, creator programs, and ambassador initiatives to generate authentic engagement and word-of-mouth visibility.
· Monitor sentiment and community insights to guide ongoing messaging improvements and campaign refinement.
PR, Digital Marketing, SEO, EDM, and Influencer Collaboration
· Drive collaboration across PR, digital, and influencer channels to promote robot vacuum product launches and sustain visibility.
· Own Amazon product listing strategy for the robot vacuum category: title optimization, bullet points, A+ content, backend keywords, and Brand Store architecture.
· Manage SEO strategy for robot vacuum pages on tplink.com and tapo.com, ensuring product pages are discoverable, conversion-optimized, and current.
· Manage coordination of email (EDM), SEO, and influencer campaigns to support ongoing product promotion and brand growth.