Responsibilities

• Develop and execute the global product marketing strategy aligned with Lancer’s long-term business objectives.
• Lead the development of product positioning, messaging, and value propositions that resonate with key market segments.
• Drive the strategic direction of Lancer’s product portfolio through market insights, competitive intelligence, and customer feedback.
• Oversee the go-to-market strategy for new and existing products, ensuring successful product launches and sustained adoption.
• Ensure effective collaboration between product marketing, engineering, and sales teams throughout the product lifecycle.
• Guide portfolio prioritization to maximize market impact, customer value, and revenue growth.
• Partner with Engineering, Sales, Marketing, and Operations to align product strategies with operational execution.
• Provide executive leadership during new product development and commercialization initiatives.
• Ensure consistent messaging and product positioning across global markets.
• Monitor industry trends, emerging technologies, and competitive activity within the beverage dispensing industry.

Requirements

• Bachelor’s Degree required; technical or engineering background preferred
• 10+ years leading cross-functional product or marketing teams required
• Demonstrated success driving product strategy, market growth, and product commercialization

Preferred

• MBA or equivalent advanced degree preferred
• Technical or engineering background preferred
• 15+ years of experience in product marketing, product management, or strategic marketing leadership roles preferred
• Experience in commercial beverage equipment, foodservice equipment, or industrial manufacturing preferred