Product Marketing Manager, Direct-to-Consumer

Roku•San Jose, CA

4d•$150,000 - $160,000•Hybrid

About The Position

Roku is changing how the world watches TV, and we are looking for a Direct-to-Consumer (DTC) Marketing Lead to help grow device and accessories sales through Roku-owned channels. In this role, you will own the strategy and execution for DTC demand generation and conversion across the full funnel. You will define how we use the web, email, and owned-on-platform placements to drive high‑quality traffic and optimize conversion. You will partner closely with teams across Product Marketing, Product Management, Sales, Web, Lifecycle, On-Platform media, Analytics, and Creative to deliver a cohesive DTC experience that is simple, delightful, and performance‑driven. This is a highly visible, hands-on role for a marketer who is equally comfortable setting strategy, diving into data, and doing what it takes to get campaigns out the door.

Requirements

4+ years of experience in marketing, with significant time spent in direct-to-consumer, ecommerce, growth, performance, or lifecycle marketing roles
Solid experience working in a data-driven environment, using insights and testing to guide decisions and influence stakeholders
Experience planning and running experimentation programs (e.g., A/B tests, multivariate tests, assessing incremental impact) and acting on the results to improve conversion and revenue
Ability to connect the dots across brand, product, and performance marketing to build programs that both sell in the short term and strengthen the Roku experience over time
Adept at cross-functional collaboration; can translate complex performance insights into clear, actionable recommendations
Track record of working in a fast‑paced, high‑growth environment where priorities can evolve, and where you help bring structure and clarity
Strong analytical skills and experience partnering with analytics teams or using tools (e.g., web analytics, campaign reporting) to size opportunities and measure impact
Experience collaborating with web, CRM, and on-platform/owned media teams, as well as product marketing and creative partners
Equally energized by developing the strategy and rolling up your sleeves on briefs, campaign plans, and reviews to get to high-quality execution
Bachelor’s degree in Marketing, Business, Communications, or a related field (or equivalent practical experience)

Nice To Haves

Familiarity with streaming or consumer electronics is a plus, but not required

Responsibilities

Partner with Product Management to develop and maintain the multi-quarter DTC strategy and roadmap
Translate product and business objectives into integrated DTC campaigns across all relevant touchpoints
Define channel roles and measurement frameworks, so each touchpoint has clear objectives and KPIs across awareness, consideration, conversion, and retention
Partner with Lifecycle/CRM to design and optimize triggered, transactional, and promotional email programs that support DTC goals
Set up test-and-learn plans, including A/B tests on messaging, offers, creative, and funnel flows
Use analytics and experimentation results to continuously refine targeting, creative, and placement strategies to improve conversion and revenue
Partner with Analytics teams to ensure dashboards, reporting, and build attribution models provide clear insight into performance and tradeoffs across channels
Ensure a consistent narrative and UX from first touch (owned on-platform or email) through landing pages, checkout, and post‑purchase communications
Use data to identify friction points throughout the funnel and lead cross-functional efforts to improve site experience, merchandising, and messaging
Act as the primary DTC marketing point of contact for Devices and other relevant business stakeholders
Communicate performance, insights, and recommendations regularly to leadership, highlighting risks, opportunities, and proposed tradeoffs
Drive cross-functional planning and alignment across marketing, product, web, lifecycle, and operations teams to ensure DTC initiatives are resourced and sequenced appropriately
Partner with Finance and Analytics to forecast DTC demand and revenue impacts for key campaigns and always-on programs