Product Marketing Manager, Direct-to-Consumer

Roku•San Jose, CA

3d•$150,000 - $160,000•Hybrid

About The Position

Roku is changing how the world watches TV Roku is the #1 TV streaming platform in the U.S., Canada, and Mexico, and we've set our sights on powering every television in the world. Roku pioneered streaming to the TV. Our mission is to be the TV streaming platform that connects the entire TV ecosystem. We connect consumers to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers unique capabilities to engage consumers. From your first day at Roku, you'll make a valuable - and valued - contribution. We're a fast-growing public company where no one is a bystander. We offer you the opportunity to delight millions of TV streamers around the world while gaining meaningful experience across a variety of disciplines. About the Team The Devices & OS Marketing team creates the narratives, strategies, and go‑to‑market plans that bring our streaming devices to life. Our mission is simple: connect people to the entertainment they love while driving real business impact for Roku. We’re a mix of Marketers who live at the intersection of data and storytelling, partnering closely with teams across the organization to turn insights into campaigns, launches, and experiences. On any given day, you’ll find us digging into the numbers, crafting sharp narratives, and rallying cross‑functional partners around big, bold ideas. If you like mixing strategy and storytelling, you’ll fit right in. About the Role 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. For California Only - The estimated annual base salary for this position is between $150,000 - $160,000 annually. Compensation packages are based on factors unique to each candidate, including but not limited to skill set, certifications, and specific geographical location. This role is eligible for health insurance, equity awards, life insurance, disability benefits, parental leave, wellness benefits, and paid time off.

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