Marketing Strategy Senior Manager - Consumer Print Worldwide Marketing

HP•Vancouver, WA

9d•Hybrid

About The Position

The Consumer & Small Business Print Global Marketing organization is looking for a world-class Marketing Strategy Senior Manager to lead worldwide marketing strategy across two strategically distinct audiences: consumers and small businesses. The role spans our full print portfolio — hardware, supplies, and a fast-growing beyond-hardware business that includes subscriptions, solutions and digital services. This is a high-impact leadership role requiring someone who can hold the complexity of two different buying journeys, two different commercial models, and two different channel ecosystems simultaneously — bringing both the rigor of a consumer goods brand strategist and the sharpness of a B2SMB marketer who understands how small business owners think, buy, and stay loyal. You will own the partnership with the BU partners on the 3–5 year innovation roadmap for both audiences, define audience-specific and shared brand platforms, lead the annual integrated marketing plan, and drive go-to-market strategy for new product introductions (NPI) and new service introductions (NSI) — including subscription, connected services, and solutions that fundamentally shift how consumers and small businesses experience and value print. You will inspire a team of senior marketers to deliver world-class work across diverse markets, channels, and audiences.

Requirements

10+ years of progressive marketing experience, with at least 5 years in a senior strategy or brand leadership role.
Significant experience in a consumer goods marketing environment — either agency-side or client-side — with strong command of consumer insight, brand planning, and category management disciplines.
Mastery of brand strategy tools: brand positioning frameworks, consumer and SMB segmentation, jobs-to-be-done, creative briefing, and campaign evaluation — with the ability to hold shared and audience-specific brand strategy simultaneously.
Category management knowledge: planogram strategy, shelf architecture, e-commerce content, and retail sell-out analysis.
Proven experience marketing to small and medium-sized businesses understanding the distinct buying psychology, decision-making process, and channel dynamics that differentiate SMB marketing from pure consumer or enterprise approaches.
Proven track record developing and executing global, integrated go-to-market marketing strategies that have delivered measurable commercial growth across product, recurring revenue, and multiple audience types.
Experience carrying dual consumer and SMB marketing accountability within a single role or team — with a demonstrated ability to prioritize, resource, and govern across two audience workstreams.
Experience in a business undergoing a hardware-to-services or product-to-platform business model transition.
Experience working in or with global organizations with significant regional diversity.
Metrics-driven mindset balanced with genuine creative judgment — capable of inspiring agencies while holding them accountable to outcomes across brand, performance, and social and retail.
Excellent communication and storytelling skills, with the ability to distil complex portfolio strategies into clear, compelling narratives for executive audiences.
Strong influencing and consensus-building skills across cultures, functions, and seniority levels.
Comfort with ambiguity and the ability to make sound decisions at pace in a fast-moving & changing environment.
Experience managing and developing high-performing teams in a matrixed, international organization.
Bachelor’s degree in Marketing, Business, or a related discipline — required.

Nice To Haves

MBA or equivalent postgraduate qualification — strongly preferred.

Responsibilities

Lead insight work for both audiences — combining consumer qual/quant research, SMB buyer studies, social listening, and retail sell-out data — to build a precise understanding of how consumers and small business owners discover, evaluate, buy, and remain loyal to print solutions.
Develop and maintain distinct but connected segmentation frameworks for each audience: consumer need states and life-stage segments (family, creative, home office, student) alongside SMB firmographic and behavioral segments (micro-business, home-based business, growing SMB, sector verticals).
Monitor macro-trends relevant to both audiences — sustainability, hybrid and remote work, platform economy, subscription culture, AI-in-workflow, digital-physical integration — and translate them into actionable business foresight for a 3–5-year innovation roadmap.
Build and maintain relationships with key industry analyst houses (IDC, Quocirca, GfK, Euromonitor, Keypoint Intelligence) and integrate external perspectives into strategic planning.
Identify whitespace opportunities in services, subscriptions, and connected experiences where unmet needs across both consumer and SMB audiences can inform the NPI/NSI pipeline.
Define the global Consumer & Small Business Print Brand Strategy Platform ensuring the brand is emotionally resonant for consumers and professionally credible for small business owners simultaneously.
Develop and steward brand guidelines across all touchpoints including above-the-line advertising, digital, retail, reseller co-marketing, social, and packaging.
Work in close partnership with creative agencies to shape briefs, guide creative direction, and champion bold, distinctive work that cuts through in both a consumer retail environment and an SMB-targeted digital and channel environment.
Build a test-and-learn culture: implement campaign effectiveness measurement frameworks (brand tracking, awareness/consideration, sales uplift) across both audiences and apply learnings iteratively.
Own the development of the annual global marketing strategy for both Consumer and Small Business audiences, translating business objectives into clear, audience-specific priorities across hardware, supplies, subscription, and services.
Lead integrated planning across brand, NPI, NSI, promotions, and seasonal moments — building coherent, phased plans for each audience that share brand equity while activating through distinct channel mixes.
Define and align on targets by audience, category, segment, and geography, working closely with market and category teams.
Manage and present the annual plan to senior stakeholders and regional marketing leaders, securing alignment and investment.
Define the role of services and solutions in the broader print journey for each audience — mapping how subscription and connected services create ongoing brand engagement beyond the hardware purchase for consumers.
Own NSI integrated marketing GTM strategy from launch to maturity.
Define the consumer engagement and SMB customer success marketing model for subscription and services: acquisition strategy, onboarding experience, engagement and retention programs, and win-back.
Develop lifecycle marketing strategies in partnership with CRM and data teams — using behavioral signals, usage data, and propensity models to drive service adoption, reduce churn, and grow lifetime value (CLV) across both consumer and SMB subscriber bases.
Partner with Product, UX, and eCommerce teams to ensure marketing strategy informs the end-to-end digital experience — from discovery and trial to enrolment, billing, and renewal.
Apply consumer goods principles to define experiences across key retail and commercial environments — mass retail, CE specialist, online pure-play, office supplies, and B&M.
Develop shopper and buyer marketing strategies and omnichannel execution toolkits: consumer-facing retail programs (in-store, e-commerce, POS, shelf) alongside SMB-facing channel programs.
Build joint business planning (JBP) frameworks and marketing support packages for top retail partners.
Map the full Consumer & SMB print portfolio — hardware, supplies, subscription, and services — against distinct need states and audience segments and identify gaps and growth opportunities within and between the two audiences (e.g. the home-based business owner who straddles both worlds).
Develop segment-specific go-to-market strategies for consumer and SMB audiences.
Identify and strategically develop the SOHO (small office/home office) overlap segment, where consumer and SMB propositions converge and a unified or bridging strategy can drive superior commercial outcomes.
Partner with Product Marketing to feed consumer and SMB insights into both hardware NPI and services NSI innovation pipelines — ensuring the portfolio roadmap reflects the distinct and shared needs of both audiences.
Lead global packaging strategy briefs to ensure on-shelf standout, consumer communication clarity, and visibility of service and subscription offers — with appropriate treatment for consumer vs. SMB-facing SKUs.
Define and own the marketing KPI framework for Consumer & SMB Print (brand health, share of voice, share of search, etc.).
Lead quarterly and annual business reviews, synthesize marketing performance into clear narratives and forward recommendations for senior leadership.
Manage and optimize the global marketing budget with rigor — allocating across consumer and SMB workstreams in line with business priorities and ensuring maximum return on investment.
Lead, develop, and inspire a team of 5–10 senior individual contributors across strategy, brand, content, and channel disciplines.
Build a high-performance team culture characterized by consumer obsession, creative ambition, analytical rigor, and collaborative execution.
Foster a culture of experimentation, psychological safety, and continuous learning.
Own succession planning, talent development, and hiring to ensure the team has the capabilities required for long-term success.

Benefits

Health insurance
Dental insurance
Vision insurance
Long term/short term disability insurance
Employee assistance program
Flexible spending account
Life insurance
Generous time off policies, including; 4-12 weeks fully paid parental leave based on tenure
11 paid holidays
Additional flexible paid vacation and sick leave