Director of Product Marketing - Devices & Ecosystem

About Life360

Life360’s mission is to keep people close to the ones they love. Our category-leading mobile app,Tile tracking devices, and Pet GPS tracker empower members to protect the people, pets, and things they care about most with a range of services, including location sharing, safe driver reports, and crash detection with emergency dispatch. Life360 serves approximately 91.6 million monthly active users (MAU), as of September 30, 2025, across more than 180 countries.

Life360 delivers peace of mind and enhances everyday family life with seamless coordination for all the moments that matter, big and small. By continuing to innovate and deliver for our customers, we have become a household name and the must-have mobile-based membership for families (and those friends who are basically family).

Life360 has more than 500 (and growing!) remote-first employees. For more information, please visit life360.com.

About the Job

We're looking for a Director of Product Marketing to own the strategy and business health for Life360's Tile portfolio and hardware-software ecosystem. This role sits at the intersection of hardware development, retail/e-commerce growth, subscription monetization, and strategic partnerships. You'll partner with Product, BD, Marketing, and vertical PMMs to bring new Tile innovation and integrations to market across the globe. The ideal candidate is both a high-intensity operator and a sharp strategist that is an expert at driving impact across the entire product lifecycle through deep collaboration, storytelling, and bold thinking.

You'll lead positioning, GTM, and commercial success for Devices hardware + subscription business while serving as the single PMM interface for Life360's Ecosystems –a strategic initiative dedicated to scaling our market footprint through high-impact integrations with third-party apps, services (e.g., Uber, AccuWeather), and hardware OEM partnerships. Beyond launching products, you own the ongoing health of the hardware-to-subscription funnel and feature adoption across our global member base—translating product value into compelling narratives for members, partners, and executives alike.

The US-based salary range for this position is $175,000 - 256,500. We take into consideration an individual's background and experience in determining final salary - therefore, base pay offered may vary considerably depending on geographic location, job-related knowledge, skills, and experience. The compensation package includes a wide range of medical, dental, vision, financial, and other benefits, as well as equity.

What You’ll Do

Go-to-Market Strategy & Execution

• 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).

Storytelling & Executive Communications

• 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.

Market Intelligence & Product Partnership

• 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.

Monetization & Performance Management

• 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.

What We’re Looking For

• 10-15+ years in Product Marketing, with specific experience leading GTM for consumer hardware, electronics, or connected device ecosystems.
• Exceptional ability in shaping hardware product roadmaps through deep consumer insights, market sizing, and competitive analysis.
• Strong ability to tell great stories and shape product narratives in a way that drives alignment and action across executive and cross-functional teams.
• Proven ability to lead go-to-market and positioning strategies that drive business growth and member engagement.
• Deep understanding of omnichannel GTM including retail (Big Box/Mass) and e-commerce marketing, with experience launching physical products on a global scale.
• High performance operator mindset: comfortable moving between strategy and day-to-day performance management and operating cadence (QBRs, dashboards, exec reviews).
• Track record in driving hardware-attached subscription models or recurring revenue businesses within a consumer electronics context.
• Strong business orientation with experience framing market opportunities, sizing TAM/SAM/SOM, and developing business cases for new product investments.
• Comfortable using data to track sell-through, subscription conversion, and engagement—with fluency in experimentation frameworks and interpreting research into actionable insights.
• High comfort level with AI and modern marketing tech stacks (e.g. Claude, Amplitude, etc.)
• Empathetic, accountable leader who thrives in a fast-paced environment with a track record of fostering collaboration and building high-performing, cross-functional partnerships.

Our Benefits

• Competitive pay and benefits
• Medical, dental, vision, life and disability insurance plans (100% paid for employees)
• 401(k) plan with company matching program
• Mental Wellness Program & Employee Assistance Program (EAP) for mental well-being
• Flexible PTO, 13 company-wide days off throughout the year
• Winter and Summer Weeklong Synchronized Company Shutdowns
• Learning & Development programs
• Equipment, tools, and reimbursement support for a productive remote environment
• Free Life360 Platinum Membership for your preferred circle
• Free Tile Products

Life360 Values

Our company’s mission-driven culture is guided by our shared values to create a trusted work environment where you can bring your authentic self to work and make a positive difference 

• Be a Good Person - We have a team of high integrity people you can trust. 
• Be Direct With Respect - We communicate directly, even when it’s hard.
• Members Before Metrics - We focus on building an exceptional experience for families. 
• High Intensity, High Impact - We do whatever it takes to get the job done. 

Our Commitment to Diversity

We believe that different ideas, perspectives and backgrounds create a stronger and more creative work environment that delivers better results. Together, we continue to build an inclusive culture that encourages, supports, and celebrates the diverse voices of our employees. It fuels our innovation and connects us closer to our customers and the communities we serve. We strive to create a workplace that reflects the communities we serve and where everyone feels empowered to bring their authentic best selves to work.

We are an equal opportunity employer and value diversity at Life360. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, disability status or any legally protected status.