About this role
Who we are You enjoy creating and innovating. You never stop striving for better. You take responsibility and you get results. You love being part of a team. Above all, you want your work to matter: Welcome to our world! At Sonova we create sense by bringing sound to life. Our innovative hearing care solutions help millions of people enjoy life’s unforgettable moments. We offer exceptional career opportunities through market-leading brands from consumer to medical, products and services that keep pushing hearing care forward, and a culture where you can quickly belong and perform at your best. If you want the freedom to explore, opportunities to grow, and make positive change on people lives through your work, this is the place for you. Senior Manager, Product Marketing (Hearing Instrument) As the Leader of Product Marketing, China, you will lead the Product Marketing team and be fully accountable for the end-to-end product marketing strategy across Sonova China. You will design and drive the competitive growth of our multi-brand, multi-channel portfolio strategy through clear brand/channel positioning, pricing, robust product lifecycle management, and powerful go-to-market strategy. You will be responsible for aligning product strategies with market needs, optimizing the portfolio across wholesale/B2B2C and retail/B2C channels, and ensuring sustained market leadership by leveraging deep industry insights, consumer understanding, and cross-functional collaboration. You will also build and maintain a close work relationship with corresponding Global/HQ functions to co-develop China-fit portfolios. As a people leader, you will directly manage and develop product marketing team, fostering a high-performance culture while acting as the key interface between Global Product Management, WHS and Retail team, operation, and R&D. More about the role: 1. Product Marketing Strategy & Portfolio Leadership
• Define multi-brand positioning and develop and execute the overall China product marketing strategy for all hearing aid brands and product lines under the portfolio, ensuring each brand addresses distinct market segments and resonates with target audiences. • Lead comprehensive portfolio analysis to evaluate brand performance, market trends, and competitive landscapes across BUs; recommend portfolio adjustments (new brand launches, product retirements, line extensions, channel-specific offerings) to maximize market share and profitability. • Work with commercial leaders to design & roll out the Go-to-market strategy • Define the annual product roadmap and campaign calendar for China, ensuring alignment with global brand strategy while addressing local market agility and channel-specific needs. 2. Product Lifecycle Management & New Product Launch Excellence
• Own the end-to-end product lifecycle for hearing aids products across HI and Retail, from homologation and localization through commercialization to phase-out. • Identify unmet market needs through in-depth market research, consumer insights, and healthcare professional / retail customer feedback; translate these into actionable product requirements and roadmaps that balance user needs, technical feasibility, regulatory requirements, and business goals. • Orchestrate new product introductions (NPI) in China, collaborating with Regulatory Affairs, WHS and Retail teams to ensure flawless launch execution, channel readiness, and post-launch performance tracking. 3. Market Intelligence & Business Insight
• Perform rigorous market and competitive analysis with support of MI&BI team to identify growth opportunities, emerging trends, and potential threats across wholesale and retail landscapes; provide actionable strategic recommendations to senior management and the Head of Marketing. • Monitor key performance indicators (KPIs) including market share, sales revenue, product profitability, channel mix, customer satisfaction, and brand equity; conduct regular business reviews to assess strategy effectiveness and adjust plans as needed. • Leverage data analytics, consumer segmentation, and retail performance data to inform pricing strategies, promotional activities, and go-to-market plans that drive adoption, customer loyalty, and lifetime value. 4. Team Leadership & Talent Development
• Directly lead, coach, and develop product marketing team, setting clear objectives, managing performance, and building succession capability within the team. • Assign portfolio responsibilities across team members, ensuring coverage of all product lines, brands, and expertise areas; hold the team accountable for delivering positioning, planning, and market competitiveness. • Act as the functional leader of Product Marketing, establishing strong operating rhythms with Global Product Teams, local Sales, Retail Operations, and other marketing teams to ensure seamless strategy execution. 5. Cross-Functional Collaboration & Stakeholder Management
• Partner with Global Product Management, R&D, BU etc. to ensure China market requirements are adequately represented in the global product roadmap and innovation pipeline. • Engage with external stakeholders (distributors, HCPs, retail partners, key opinion leaders) to gather feedback, build strategic partnerships, and advocate for brand positioning that aligns with clinical excellence and consumer expectations. • Represent Product Marketing in China leadership and cross-functional forums, ensuring product strategy is tightly integrated with Marketing, CRM, Leads Generation, and Data & BI initiatives. More about you:
• Holding a bachelor’s degree or above, with minimum 10 years of product marketing / brand management experience, with end-to-end ownership across product management, go-to-market, and marketing communications; Minimum 3 years of people management experience. • Hands-on experience leading product launches, pricing, portfolio management, and lifecycle marketing. • Proven tracking record in medical devices/MedTech, consumer health, consumer electronics, or other high-value durable goods industries. • Proven track record in managing multi-brand portfolios and leading product strategies in competitive markets. • Strong business acumen and analytical skills, including proficiency in market research, data analysis. • Excellent cross-functional leadership and communication skills, with a collaborative mindset and the ability to influence stakeholders at all levels. Personal Competencies
• Strategic thinker with can-do attitude; resilient and adaptable in a fast-changing environment; ability to multi-task and prioritize across a complex, multi-brand portfolio. Social Competencies
• Strong team player; excellent stakeholder management, influencing, and negotiation skills across functions and levels. Leadership Competencies
• Proven people leadership and coaching skills; project planning and organizational skills; ability to drive change, foster accountability, and build a high-performance team culture. • 3+ years leading team Professional Competencies
• Excellent communication and presentation skills, both verbal and written, with ability to articulate complex product strategies to senior leadership and diverse audiences. Language(s) / Level
• Good oral and written English (CET 6 or above) More about what we offer: As one of the world’s leading hearing care providers headquartered in Switzerland, we’re committed to building an inclusive culture. We want to create an environment where you can balance a successful career with your commitments and interests outside of work, through our flexible hybrid working model. We offer a wide range of training opportunities for both your professional and personal development, and there are exceptional growth opportunities with individual development plans. Sonova is an equal opportunity employer. We team up. We grow talent. We collaborate with people of diverse backgrounds to win with the best team in the marketplace. We guarantee every person equal treatment in regard to employment and opportunity for employment, regardless of a candidate's ethnic or national origin, religion, sexual orientation or marital status, gender, genetic identity, age, disability or any other legally protected status.