Sr. Product Marketing Specialist - Consumer/Vivobook

The Senior Product Marketing Specialist will lead and execute product category marketing strategy for North America, aligning closely with Product Management and Sales priorities. This role focuses on driving go-to-market success for the Consumer/Mainstream PC Category, including Vivobook and related mainstream products, through product launches, positioning and messaging, integrated campaigns, event support, sales activation, PR, and social media initiatives.

The ideal candidate is an experienced and strategic product marketer with a strong understanding of mainstream consumer behavior, lifestyle trends, and technology purchase drivers. This person should be able to identify customer pain points and market opportunities, translate technical product features into differentiated consumer value propositions, and independently develop compelling go-to-market strategies that drive awareness, consideration, and business growth.

Essential Duties and Responsibilities:  

• Own and drive go-to-market strategies for the Consumer/Mainstream PC Category in alignment with business objectives, performance metrics, and ROI targets.
• Develop and lead compelling U.S. product launch plans from consumer insight and positioning through execution, measurement, and post-launch optimization.
• Define target audiences, consumer pain points, competitive differentiation, positioning, key messaging, and communication pillars for new and existing products.
• Translate technical PC features into clear, differentiated consumer benefits and lifestyle-relevant stories for mainstream audiences.
• Develop integrated marketing strategies across paid, owned, earned, experiential, retail, and digital touchpoints, ensuring tactics are grounded in a clear strategic rationale.
• Manage cross-functional implementation, collaborating with Product Management, Sales, PR, Social, Creative, and agency partners to ensure seamless execution of marketing plans.
• Partner with the Global Marketing Team at ASUS Headquarters to support global product strategy while advocating for U.S. market needs and consumer insights.
• Serve as the local market expert for mainstream consumer behavior, competitive activity, lifestyle trends, and category opportunities, identifying differentiated ways to position ASUS products.
• Represent ASUS at tradeshows and industry events, communicating product value propositions, use cases, and consumer relevance to media, partners, and customers. 
• Develop and maintain knowledge of MDF (Marketing Development Funds) requirements, compliance, and reporting processes to support accurate marketing budget management. 
• Plan and manage campaign budgets and related resources, ensuring efficient allocation and timely reconciliation of spend. 

Knowledge and Skills:

• Advanced strategic thinking with the ability to connect consumer insight, business objectives, positioning, and execution.
• Strong understanding of mainstream consumer behavior, audience segmentation, lifestyle trends, and technology purchase drivers.
• Strong product positioning, messaging, storytelling, and value-proposition development skills.
• Demonstrated ability to translate technical PC features into clear, relevant, and compelling consumer benefits.
• Ability to identify consumer pain points and develop differentiated ideas that go beyond standard campaign tactics.
• Excellent presentation and executive communication skills, with the ability to clearly articulate strategic recommendations and defend a point of view.
• Proficiency in marketing planning, integrated campaign development, budget management, and performance analysis.
• Ability to independently manage multiple priorities and drive cross-functional projects from strategy through execution.
• Creative mindset with experience collaborating with creative, media, PR, social, and agency partners.
• Highly organized and detail-oriented, with strong prioritization and time management skills.
• Excellent written and verbal communication skills in English.

Required Qualifications:

Years of Education  

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field (or equivalent experience).

Work Experience

• 5+ years of relevant experience in product marketing, category marketing, or go-to-market strategy, with demonstrated ownership of product launches, positioning, and integrated marketing plans.
• Demonstrated familiarity with gaming culture and gamer audiences; must be able to speak credibly and authentically to the gaming community.

Preferred Qualifications: 

• Experience in Consumer Electronics, PC, or hardware technology industries.
• Experience marketing mainstream consumer or lifestyle-oriented products to broad audiences.
• Prior experience managing creative, advertising, PR, social, or media agencies.

Working Conditions: 

• Office Only: Typically works in an office environment
• Requires sitting, operating a computer keyboard, telephone and other office equipment for extended periods of time
• Any travel requirements: Ability to travel 30% domestic

$90,000-$120,000 annually is the estimated pay range for this role working in Fremont, California office. The final amount will be determined based on qualifications & experience of the candidate relative to the role. Our employee comprehensive benefits include bonuses, medical, dental, vision, life insurance, AD&D insurance, Paid Time Off, EAP, & 401(k).

ASUS is an equal employment opportunity employer. The Company makes employment decisions without regard to race, color, religion, sex, gender, pregnancy/ breastfeeding, medical conditions related to pregnancy or childbirth, sexual orientation, age, national origin or ancestry, physical or mental disability, medical condition, genetic information, military and veteran status, marital status, as well as any other characteristic protected by law, regulation or local ordinance, and strives to comply with all applicable laws on the subject. These employment decisions extend to hiring, placement, promotion, transfer, demotion, layoff, termination, recruitment, pay and other forms of compensation, training and other terms and conditions of employment.