Senior Product Marketer – Music

About Alpine

At Alpine we believe nobody should have to choose between doing what they love and looking after their ears. We make earplugs and earmuffs that protect your hearing without spoiling the experience. Whether you’re partying all night, trying to get some sleep, concentrating in a busy environment, taking your kid to a loud event or heading out for a long ride on your motorbike: we’ve got you covered.

You might know us from festivals and races, or from the shelf at your local drugstore. We sell in more than 65 countries, mainly across Europe and North America. We’re active in more than 65 countries, mainly in Europe and North America, we’re growing fast and we’re a certified B Corp. Doing good for people and planet is part of everything we do.

Alpine is a young, fast-growing and highly dynamic company. We’d rather build than play it safe.

About the Role

As Senior Product Marketer for Music, you own the strategy and commercial result of one of Alpine’s largest and most complex segments, spanning product lines such as MusicSafe, PartyPlug and Tune. You propose the targets and the multi-year roadmap, and bring complex innovations and new categories to market. Along the way, you make sure consumers meet one consistent product story on Amazon, on our webshop and on the shelf. Your base is our office in Utrecht, with the option to work hybrid.

You report to the Head of Product Marketing and, thanks to our flat structure, work directly with the executive team.

What will you be doing?

• Segment strategy and multi-year roadmap. You propose where to play: which target groups, needs, channels and new categories offer the strongest basis for profitable growth. You build the roadmap of innovations, relaunches and range changes, and align it with the brand strategy set by the CMO.

• Segment P&L. You provide input on the segment targets, make the trade-offs between growth and profitability, and secure the budget for research, product and packaging. When results deviate from plan, you find the root cause and act across channels and markets.

• Pricing and pack architecture. You propose pricing, pack architecture and COGS ranges for your roadmap. These form the frame within which Operations negotiates with suppliers.

• Complex innovations and new categories. You build the business cases for complex innovations and new category entries, choose which markets and channels to enter first, and set clear go/no-go gates with R&D and the executive team.

• Positioning and claims. You develop the positioning, value propositions and claims hierarchy for your segment, and make sure each product has a clear role in the portfolio. You also safeguard claims compliance and Alpine’s intellectual property.

• One product story across channels. You set the e-commerce content strategy and standards for Amazon and our webshop, agree with the Marketplace Manager which changes go live to improve conversion, and build the retail sell-in story with B2B.

• Insight agenda. You decide which consumer, shopper, market and competitor questions matter most. Looking ahead, you anticipate changing needs and trends, and constructively challenge others’ analyses where needed.

• Executive decisions and stakeholders. You prepare clear recommendations for the executive team on business cases and investments. You’re the sparring partner for the Growth team on which campaigns, sponsorships, PR and influencer programmes fit your segment.

Requirements

What do we expect from you?

We’re looking for someone with energy who thinks like a business owner. You set the course for a segment, make the tough trade-offs and get the whole organisation behind your plan.

• A bachelor’s or master’s degree (HBO/WO), or equivalent experience
• Min. 5-7 years’ experience in product management, brand management or product marketing, ideally within consumer goods, lifestyle brands, or digital D2C scale-ups.
• Experience in strategic business management of consumer product segments, including P&L ownership, target setting, budgeting and trade-offs between growth and profitability
• A track record in innovation management: developing and launching complex products and new categories, working with R&D and Operations
• Knowledge of e-commerce content strategy and retail sell-in across markets, in particular for Amazon marketplaces, webshops and retail partners
• Knowledge of brand and portfolio management, consumer and market research, and claims, compliance and intellectual property in product communication
• Excellent written and spoken English, strong enough to present strategy and business cases to an executive team; Dutch, German or French is a plus
• A passion for product and enthusiasm for consumer brands

This is you

Seven competencies are decisive for success in this role.

• Commercial drive: you make portfolio-level trade-offs between growth and profitability and create new growth avenues for the segment.

• Analytical ability: you turn complex and incomplete information into strategic choices and challenge the analyses of others.

• Ownership: you act as the business owner of the segment and take responsibility for segment and portfolio results.

• Project leadership: you lead complex projects across departments, set priorities and resolve conflicts between them.

• Stakeholder management: you influence and convince the executive team and department heads.

• Consumer focus: you anticipate changing consumer needs and market trends and define where the segment should play.

• Quality and accuracy: you set the standard for content and claims and guard their quality across all channels.

We offer

• A salary of €85,000 to €95,000 gross per year based on full-time, including holiday pay and a performance-based bonus
• A solid pension plan
• A travel allowance
• A great workplace in Utrecht, with the option to work hybrid 50% of your time
• A work-from-home budget to set up your hybrid workspace
• Free tickets for events and festivals where Alpine is present
• Lunch at the office twice a week
• Thursday drinks, and a monthly Roadmap session with drinks afterwards
• Colleagues who are there for each other, and team outings such as a sailing trip, an overnight or our Christmas party

At Alpine Hearing Protection we want a workplace where everyone feels valued and welcome. That’s why we invite everyone to apply, regardless of background, experience, identity or disability. Different perspectives make us stronger as a team.