VP, Product Strategy

Hoshizaki America•San Antonio, TX

About The Position

The Vice President of Strategic Product Marketing is responsible for leading the global strategy, positioning, and performance of Lancer’s product portfolio. The VP will lead the development of long-term product strategies, oversee go-to-market execution, and ensure successful commercialization of Lancer’s beverage dispensing technologies across global markets. Working closely with Engineering, Sales, Operations, and Marketing leadership, this role drives product adoption, market expansion, and revenue growth while strengthening Lancer’s competitive position in the industry.

Requirements

Deep expertise in product marketing strategy and product lifecycle management
Strong understanding of commercial beverage dispensing technologies and market trends
Ability to translate market insights into impactful product positioning and strategy
Demonstrated experience leading cross-functional global teams
Strong financial acumen including product costing, pricing strategy, and portfolio performance
Exceptional communication and executive presentation skills
Bachelor’s Degree required; technical or engineering background preferred
15+ years of experience in product marketing, product management, or strategic marketing leadership roles preferred
10+ years leading cross-functional product or marketing teams required
Experience in commercial beverage equipment, foodservice equipment, or industrial manufacturing preferred
Demonstrated success driving product strategy, market growth, and product commercialization

Nice To Haves

MBA or equivalent advanced degree preferred

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.
Lead market research and customer insights initiatives to identify opportunities for product innovation and differentiation.
Represent Lancer in customer engagement, industry events, and strategic partnerships.
Oversee the financial performance of the product portfolio, including revenue growth, profitability, and investment priorities.
Establish and track KPIs to evaluate product success and market performance.
Collaborate with Finance and executive leadership on pricing strategies, forecasting, and portfolio planning.
Lead and develop a high-performing strategic product marketing and project management organization.
Mentor Directors and Product Marketing Leaders to strengthen Lancer’s product strategy capabilities.
Foster a culture of collaboration, innovation, and accountability across teams.