B2C Product Manager

BenQ, world human technology leader and solutions provider aiming at elevating and enriching every aspect of business and consumers’ lives, is currently looking for a Product Manager B2C who will join the BenQ Italy Marketing Team based in Sesto S. Giovanni (Milano). The B2C Product Manager is a commercially-driven role responsible for the full lifecycle management of BenQ’s consumer product portfolio in Italy — spanning gaming monitors, home entertainment, lifestyle displays, projectors and accessories. The role bridges product strategy, ownership of our premium consumer portfolio lifecycle and e-commerce acceleration, acting as the interface between Italy market needs and BenQ European HQ. While responsible for e-commerce performance across the full BenQ B2C portfolio (desktop monitors, B2C projectors, digital lifestyle accessories), this role carries a specialist focus on Projector and Home Cinema product lines — complementing the existing B2C team’s strength in display and monitor categories. This position requires a candidate who deeply understands the Italian consumer electronics landscape, is fluent in BenQ’s product value propositions, and has a proven track record of growing brand visibility and sell-through in both retail and digital channels.
* Product Lifecycle & Portfolio Management
* Own the B2C product roadmap for Italy, including SKU selection, lifecycle planning, and phase-in/phase-out decisions aligned with European and Taiwan HQ direction.
* Develop localised value propositions for each product line, translating global messaging into Italian market-relevant positioning.
* Monitor competitive landscape and maintain a continuous competitive intelligence pipeline; provide regional HQ with market feedback and localisation requirements.
* Coordinate product launch plans end-to-end: lead the go-to-market strategy, define and manage pricing and promotions, sell-in coordination with sales team, retailer briefing, and promotional calendar.
* Provide accurate sales forecasts, minimizing stock-outs and managing product end-of-life transitions.
* E-Commerce & Digital Channel Development
* Lead BenQ Italy’s e-commerce growth strategy across key omnichannel retailer platforms.
* Manage and continuously optimise product listings: titles, descriptions, specifications, images and keyword strategy to maximise organic discoverability and conversion rate.
* Own sponsored campaign management on key e-commerce sites and coordinate with digital marketing on Meta, Google, and comparison site placements.
* Track and analyse e-commerce KPIs: traffic, conversion rate, buy-box win rate, ROAS, and category share; deliver monthly performance reports to management.
* Identify and act on e-commerce white-space opportunities — new categories, bundles, exclusive SKUs, or subscription/trade-in models.
* Support Business Development & Channel Expansion
* Support the B2C BDM on the identification and engagement of new B2C retail and online partners to extend BenQ’s distribution footprint in Italy.
* Develop joint business plans with key account partners, including promotional investment, in-store visibility, training, and co-marketing initiatives.
* Work closely with the B2C BDM to ensure sell-in execution, stock availability, and revenue target achievement.
* Support pricing strategy and margin analysis across channels, ensuring competitiveness without channel conflict.
* Marketing & Brand Awareness
* Collaborate with the Marketing Communications Manager to develop product-led content: landing pages, product videos, comparison tools, and review seeding.
* Brief and oversee influencer/media review programmes for new product launches; manage review unit allocation and follow-up.
* Drive localised digital commercial campaigns with measurable awareness and conversion objectives, aligned with European campaign calendars.
* Provide product training and sales tools to retail staff and key partner teams. Industry Experience Required Qualifications & Experience
* At least 5 years of experience in product management, category management, or e-commerce experience in consumer electronics, IT peripherals, or lifestyle technology.
* Prior experience with projector or home cinema product categories is highly desirable. Familiarity with BenQ’s projector lineup (W-series Home Cinema, TK series 4K, GP/GP20 portable) and competitive positioning is a plus.
* Broader familiarity with BenQ’s B2C ecosystem (monitors, Gaming, ScreenBar) is a plus; full product training will be provided at onboarding. E-Commerce Expertise
* Hands-on experience managing e-commerce business, including content revamp, sponsored advertising, and performance optimisation.
* Proven ability to drive organic ranking improvement through content, review strategy, and listing quality enhancements.
* Ability to leverage digital shelf and e-commerce analytics to identify performance gaps and translate insights into concrete optimisation actions.
* Understanding of Italian e-com