• Define and lead the GTM strategy for Tile product launches, ensuring coordinated execution across retail, e-commerce, and direct-to-member channels. • Drive launch readiness in partnership with Product, ensuring positioning, packaging, and channel plans ladder to business objectives. • Partner with Growth, Retail, Sales, and vertical PMM teams to maximize launch impact through integrated demand generation and channel activation. • Spearhead co-marketing playbooks for high-impact partnerships (e.g. Uber). • Own the positioning and messaging framework for the Life360 Tile portfolio and ecosystem integrations, ensuring consistency across all Member touchpoints. • Partner with Marketing and Sales to translate product value into compelling narratives that drive awareness, consideration, and conversion through direct channels. • Collaborate with Brand and Creative to bring the devices and ecosystem story to life across campaigns, content, and member communications. • Create clear, compelling narratives for the executive team and cross-functional leadership on hardware strategy, ecosystem growth, and performance. • Drive "Inbound" PMM excellence by partnering with Product Management during the discovery phase to define product requirements and market whitespace based on deep user research. • Act as a strategic partner to PM to ensure the sustained health of the hardware-to-subscription funnel and drive long-term category growth beyond the initial launch window. • Lead the development of consumer insights through qualitative and quantitative studies to deeply understand unmet needs and pain points that shape the future roadmap. • Conduct market sizing, competitive and TAM/SAM/SOM analysis with BD, Finance and Commercialization to identify opportunities and build business cases for new investments. • Help identify and prioritize 'ecosystem whitespace'—scouting for new device manufacturers and service integrations that expand our market footprint and deepen the utility of our platform. • Lead post-launch growth and adoption strategies by partnering with Growth teams to design awareness and feature-discovery campaigns for our existing member base. • Spearhead GTM for Devices Subscription offerings (e.g., item protection, premium features), driving attach rates, recurring revenue, and long-term member lifetime value. • Optimize hardware pricing, device-software bundles, and subscription tiers in collaboration with Growth and Finance to maximize commercial success and across all channels. • Own our category health operating cadence, utilizing data and dashboards for continuous optimization of the Member journey.