Senior Specialist, Product Marketing, Lifetime Value

Senior Specialist, Product Marketing, Lifetime Value

Company Overview Brother is a leading provider of home and office equipment, sewing and crafting products, and industrial solutions. With a legacy spanning over 115 years, our brand is renowned for producing award‑winning printers, sewing machines, P‑touch labelers, and more. Brother International Corporation (BIC) was established in 1954, marking over 70 years of operations in the United States. Our Americas headquarters is located in Bridgewater, New Jersey.

BIC is a wholly owned subsidiary of Brother Industries Limited (BIL), which was founded in 1908 in Nagoya, Japan, and operates in more than 30 countries worldwide. Brother’s Americas presence includes subsidiaries in Canada, Mexico, Brazil, Argentina, Chile, and Peru.

Why Work at Brother? Brother has consistently been recognized as a best place to work, reflecting our commitment to fostering a workplace culture aligned with our core values of being inclusive, collaborative, customer‑centric, and socially responsible. We value work‑life balance and flexibility, and as a result have introduced policies such as our hybrid office schedule, casual dress code, and flexible Fridays, which allow us to wrap up meetings for dedicated focus time or to start our weekends sooner, year‑round.

Our commitment to employee growth and development is demonstrated through facilitated courses and certificate programs and our investment in resources that enable self‑paced learning.

The Senior Specialist, Product Marketing, Lifetime Value manages and supports integrated communications initiatives across multiple channels, including push notifications, pop‑ups, social media, and email. This role oversees the development and execution of a cohesive content schedule and calendar to ensure timely and consistent engagement with app users. The position curates design and project assets in collaboration with cross‑functional teams, ensuring alignment with brand standards and strategic objectives.

This position also supports customer segmentation initiatives to enhance customer targeting, coordinates licensing and event communications, and contributes to end‑consumer education and in‑office support activities.

• Participate and contribute in weekly meetings with the international team on in‑app content direction.
• Provide content suggestions based on product knowledge and creative trends.
• Manage in‑app content launch schedule and track projects supporting in‑app content as needed.
• Act as subject matter expert for the connected portfolio of products to support in‑app feature development.
• Develop channel content strategies that support product launches, seasonal campaigns, new feature rollouts, and creativity education.
• Oversee the production of content in various formats, such as blog posts, videos, social media updates, and marketing materials.
• Support brand positioning and messaging for crafting, sewing, embroidery, and creative technology products—including hardware, software, app features, and educational offerings.
• Monitor competitor messaging and consumer trends in crafting, personalization, and content creation to inform brand strategy.
• Manage and maintain a content calendar aligned with launches, seasonal trends (e.g., holiday crafting), and marketing priorities.
• Lead customer survey projects with research and A&I teams; facilitate focus groups and other research opportunities.
• Lead smaller brand initiatives independently, such as content refreshes, initiative brainstorms, brand tone updates, seasonal kits, or storytelling for niche product lines.
• Use data and analytics to measure the effectiveness of content and campaigns, and make data‑driven adjustments.
• Communicate new ideas and recommend changes to the workflow when needed.
• Utilize Tableau dashboards to uncover trends and build meaningful insights.
• Stay up‑to‑date on market trends and competitor activities to identify new content opportunities.
• Inform product roadmap through customer understanding and data.
• Schedule and lead regular leadership updates to communicate insights and report out on findings.
• Travel and support trade shows…