Product Marketing Director

Role: Product Marketing Director
Brand: Skullcandy
Location: Park City, Utah
Summary: This individual will lead the team responsible for developing positioning, messaging, competitive differentiation, across all Skullcandy categories of business in order to support the Sales, Product, and Marketing teams. These inputs can be categorized across three key disciplines: Consumer Intelligence, Market Intelligence, and Go-To-Market. 


Market Intelligence

  • Digest, analyze and report on global trends within the consumer electronics and lifestyle industries on a monthly and quarterly basis.
  • Utilize market data to evaluate the competitive landscape, report on macro trends, and influence product forecasts, pricing, and promotional plans.
  • Manage the relationships and subscriptions with our data partners, namely NPD.
  • Oversee the creation of “Market Requirement Documents” (MRDs) at both a category and product level as inputs into the product roadmap development process.
  • Manage scorecard/dashboard reporting for market share reporting to the internal organization.

Consumer Intelligence

  • Plan, execute, and analyze on-going consumer related research as part of a cross-functional insights group with product team.
  • Utilize consumer intelligence to identify target consumers and influence product roadmap early in the development process.
  • Manages external partners and platforms which may include Qualtrics, Survey Monkey, AskSuzy, or third-party research firms.
  • Oversee the creation of “Consumer Requirement Documents” (CRDs) at both a category and product level as inputs to the product development process.
  • Oversee the execution and communication of NPS, Consumer Segmentation and Brand Health studies as needed.


  • Develop positioning and product naming that differentiates new products from others in the market.
  • Cross-functionally drive go to market process and checklists to ensure successful product launches.
  • Oversee the creation of “Integrated Marketing Briefs” (IMBs) which aggregates complex data points and insights from multiple sources into a clear, simple and actionable story.
  • Facilitate the legal process in approving and registering product names.
  • Identify needs and timelines, and then deliver, product messaging across all departments (Packaging, Digital, Rpm, Int’l, Sales, Legal).
  • Lead packaging creative development (copy, naming and project managing through the cross functional team).
  • Communicate the value of new products to the sales organization, including preparing/briefing sales training, presentation tools and materials.
  • Key stakeholder and leader in the development of product launch Sales/Marketing kits.
  • Oversee the maintenance and updating of copy and spec information on our Product Asset Management portal.