Market Strategy, Research & Intelligence - Specialty Printing

3+ months agoVancouver, WA

Location is Portland/Vancouver area or Corvallis, OR. Relocation expenses are not available for this role.

The HP Specialty Printing & Technology Solutions (SPTS) business leverages existing Thermal Inkjet (TIJ) technology that it markets and sells to printer OEMs who develop specialty printers for unique fields of use outside of HP's core markets.

This Market Strategy, Research & Intelligence role focuses on market and competitive intelligence for Coding & Marking, Late-Stage package printing, Print & Apply, Direct Mail, and other specialty industrial printing segments, to do strategic framing and lay the foundation for successful new product definition, design and development by Future Product Marketing managers. The role interacts regularly with Future Product Marketing managers (and engineers) who own and lead the marketing elements in the NPI process, as well as with Sales, OEM and end-user customers, and internal/external market research organizations. The role leads the framing and foundation for new product development, based on a market research, customer input, as well as comprehensive understanding of the market segments, competitive landscape, customer requirements, OEM partners' businesses, and the context in which HP products enable OEMs to achieve their goals and their end-users' goals. The role will assess/analyze new market opportunities, target specific segments and applications, contribute to requirements, definition and positioning of new products. Technology focus will be on TIJ 4.0 and Gen 5 consumer (single use) and industrial (bulk) versions.

Responsibilities & Deliverables:

1. Focus on enabling TIJ 4.0 and Gen 5 accelerations for specific growth opportunities

2. Focus on leading and contributing market and competitive intelligence. In support of and collaboration with the Future Product Marketing managers and engineering subject matter experts, help scope and frame the market opportunity, business case, and customer requirements for successful SI and DO checkpoints of competitively superior products and solutions that meet the needs of the OEMs and their customers in Coding & Marking, Late-Stage package printing, Print & Apply, Direct Mail and other industrial specialty printing applications.

3. Gathers and assimilates Printer OEM and end-user challenges and requirements from primary and secondary sources including industry and market research reports, field observations, customer interviews & feedback, websites, and Sales input.

4. Frame the overall market and competitive landscape for specific segments, including:

  • Market intelligence, reports, analysis (segments, sizing, growth, by geography)
  • Market/Industry trends; identify the trends that impact our business and new product opportunities
  • Competitive intelligence
    • Align with Product Managers on competitive analysis needs
    • Develop Competitive landscape, positioning, and benchmarks
    • Assess Competitive technologies (like TTO, CIJ, Piezo, etc)
    • Provide Competitive pricing updates, including running costs
    • Help to acquire competitive products for testing, and guide test cases
    • Work with engineering on competitive testing
    • Provide competitive analysis needed by Sales & Marketing for sell-against tools, deal pursuits

5. Frame the overall business thesis for specific segments, starting with Coding & Marking, then Late-Stage package printing, Print & Apply, Direct Mail, and other industrial specialty printing applications, including:
  • Define KSF and KPIs for new products in target segments
  • Define initial customer/market requirements document (MRD) for minimal viable product (MVP)
  • Help to provide all the details to support/build business case and justify the investment we want to make in our roadmap

6. Evaluate possible new opportunities in Growth funnel, and prepare recommendation/presentation for pre-SI, based on the needs and priorities of the SPS business:
  • Frame market opportunity and business case
  • Frame market and competitive landscape
  • Develop initial business case
  • Develop initial customer/market requirements document (MRD)

Education & Experience:
  • BA or BS degree in Business Management, Marketing. MBA a plus.
  • > 7 years of hands-on market research, market strategy and intelligence experience are required.
  • Knowledge of Printer Hardware & Technology industry is a strong need.
  • Excellent business acumen and judgement
  • Experience market research & analysis. Ability to sift through data and extract relevant information, draw conclusions, and make clear and solid recommendations
  • Experience framing market segmentation and product portfolio strategy
  • Experience with Financial/Pricing modelling

Knowledge & Skills:
  • Confident and comfortable interacting with customers in person and on phone
  • Strong communication skills catered to a wide variety of audiences (e.g. written, verbal, presentation)
  • Ability to clearly present complex ideas and business case to Executive level management
  • Ability to organize, prioritize and focus on most important and impactful tasks for the business
  • Solid skills with Microsoft Office suite, especially Excel and Power Point (polished presentations)
  • Proven ability to effectively work within a cross-functional team
  • Positive attitude with Growth Mindset and Optimism


Job ID: 3070570