Waybox

MILES is a premium consumer device for the North American aftermarket — 380 million cars, reachable through DTC, Amazon, specialty retail and the installer channel. Which of those we lead with, and with what story, is not settled.

You own answering that, and then delivering it. This is a builder’s role rather than a manager’s: for the first stretch you will be writing the copy, running the tests and talking to the retailers yourself.

What you’ll do

• Positioning and messaging: what MILES is, who it is for, and why it is worth it — tested against real buyers rather than asserted in a deck.
• The launch plan: sequence, channels, timing, budget, and what success looks like at each stage.
• Channel strategy and execution across DTC, Amazon, specialty retail and installers, including terms, margin and forecasts.
• Demand generation: paid, organic, creator and press programmes, with attribution you actually believe.
• Grow and convert the waitlist before launch, and learn from what it tells you.
• Pricing and packaging input, with the founders.
• Carry what you learn back into the product. You will be the closest person here to the buyer.

What we’re looking for

• 6+ years in go-to-market, growth or product marketing for a physical consumer product, including at least one launch you owned.
• You have run paid acquisition with real budget, and can talk about CAC, payback and cohort behaviour without hand-waving.
• Retail or marketplace experience — Amazon in particular — including the commercial terms behind it.
• You can write the ad, the page and the press note yourself, well.
• At home in a spreadsheet and a dashboard.

Nice to have

• A DTC hardware launch, or a crowdfunding campaign you ran.
• Press and creator relationships in consumer tech.
• You have worked with a China-based hardware team before.

Terms

Suggested subject line [Go-to-Market Lead] Your name — the one project that best represents you (one line)