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Product Marketing Manager - Guitar Division in Calabasas, CA at Line 6

Date Posted: 2/12/2018

Job Snapshot

Job Description

A key contributor in the Marketing Department, the Product Marketing Manager is responsible for defining the end-user marketing strategy, product positioning, go-to-market messaging, sustaining marketing strategies, and collaborating within a cross-functional team on the execution of those strategies. The Product Marketing Manager is the strategic bridge between Products, Marketing and Sales. 

Strategic planning by the Product Marketing Manager will inform the functional planning and execution of marketing programs by Creative Services, Channel Marketing, Artist Relations, Media Buying, Demand Gen, and Social Media management. The Product Marketing Manager will also be an important stakeholder in the generation of content for social media, web production, advertising, email, artist relations targeting, dealer collateral, content marketing, video and multi-media, co-op marketing initiatives, live demos, events and training presentations.

The Product Marketing Manager role is highly collaborative with the product development group and works shoulder to shoulder with the Product Owner from a very early stage in a product’s development, through launch, all the way to the end of its life. As the ‘voice of the customer’ they provide both a reality check and sounding board. Success in this position will be highly dependent on the ability to foster alignment of internal perspectives (Products, Marketing, Sales) with market realities — in both the dealer and consumer arenas — as well as with current marketing trends and best practices.

Working within the Line 6 marketing department but across group company brands as part of Yamaha Corporation, this role will focus on products targeted towards developing guitarists, where Line 6 and Yamaha occupy a globally market-leading role in several categories. An appreciation of the brand DNA of both Line 6 and Yamaha and how they work alongside each other, together with the ability to communicate and leverage those brand values, is essential.

The ideal candidate for this particular role will be someone who has a passion for making music and for helping others to make music. They will have a high level of empathy for people starting to play an instrument and an understanding of both what triggers the initial desire to play and what drives the commitment to continue beyond the first steps.

  • Build and communicate the Go-To-Market strategy for new product introductions
  • Develop sustaining marketing strategies
  • Develop marketing briefs
  • Create leading messaging and assisting in defining creative direction
  • Develop product & portfolio positioning
  • Develop specific measureable marketing objectives
  • Identify target customer groups
  • Collect and analyze customer input
  • Create leading editorial and promotional initiatives with Music Industry press

Job Requirements

  • 5 to 7 years of successful product marketing experience
  • Bachelor’s degree in Business or Marketing preferred
  • International experience is desired
  • Must have a passion for making music
  • Possess an understanding of contemporary marketing and the elements and work-flows
  • Experience collaborating within cross-functional teams
  • Must possess a commercial aptitude with a thorough understanding of B2B and B2C relationships
  • Excellent communication skills, written and verbal are required
  • Successful candidate will be highly quantitative and able to acquire and analyze data to develop market and customer insights
  • Detail and action oriented individual is key for this position
  • Ability to be proactive in identifying opportunities and building momentum will be crucial for this position
  • Travel domestically and internationally will be required
  • High level working knowledge of Microsoft Office, Adobe Creative Suite a plus
  • Ability to play guitar at any level would be a plus


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