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 TP-Link’s SMB networking and security product portfolio. This role is responsible for defining the market narrative, leading go-to-market (GTM) execution, and ensuring marketing programs translate technical innovations into clear business value for small and medium-sized business customers.

Key Responsibilities Product Positioning, Naming, and Messaging

• Define clear, differentiated product positioning for TP-Link’s SMB networking and security solutions (switching, routers, gateways, and cameras).
• Create messaging frameworks that translate technical capabilities into compelling value for IT professionals and business owners.
• Ensure all content aligns with brand standards and market direction.

Product Feature Prioritization and Content Creation

• Partner with Product Management to prioritize key features and translate them into customer‑centric messaging.
• Lead the creation of engaging product content, including product pages, whitepapers, solution briefs, case studies, and video assets.
• Ensure accuracy, clarity, and alignment across all marketing materials.

Brand Awareness, Consideration, and Conversion

• Develop and execute marketing campaigns that build brand presence, strengthen market credibility, and drive demand.
• Collaborate with Digital and Channel Marketing to ensure consistent messaging across advertising, media, and promotional programs.
• Track funnel performance to optimize awareness and conversion outcomes.

Go-to-Market Strategy and Execution

• Lead end-to-end GTM planning for product launches and category expansions.
• Build launch playbooks, define timelines, and manage alignment between product, sales, creative, and operations.
• Ensure all deliverables (content, creative, training, enablement) are in place for successful market introduction.

Customer Engagement, Acquisition, and Retention

• Develop customer engagement programs tailored to the SMB segment—driving acquisition, onboarding, and long‑term loyalty.
• Collaborate with Customer Success and Channel teams to improve retention, education, and advocacy.
• Leverage customer insights and analytics to refine strategies and improve satisfaction.

Community Management and Social Engagement

• Partner with digital and community teams to enhance brand participation across social and technical forums.
• Build programs that position TP-Link as a thought leader among SMB IT decision‑makers and integrators.
• Develop influencer and ambassador relationships that strengthen category credibility.

PR, Digital Marketing, SEO, EDM, and Influencer Collaboration

• Support corporate and regional PR strategies to elevate TP-Link’s thought leadership in networking and security.
• Oversee content direction for the website, SEO optimization, and targeted email campaigns (EDM).
• Collaborate with influencer and partner networks to amplify product visibility and generate qualified demand.

Qualifications

• 8–10+ years of progressive experience in product marketing or integrated marketing within SMB networking, enterprise networking, or security technology sectors.
• Proven track record driving GTM success, category positioning, and market share growth.
• Deep understanding of channel…