Sr. Product Manager
Job Type

Synapse ITS is a total solutions provider of traffic and pedestrian safety products for intelligent transportation systems (ITS) in North America. Our mission is To Improve Roadway Safety for Everyone…One Crosswalk, One Intersection, and One Roadway at a Time via our four industry-leading brands (Carmanah Technologies, Polara Enterprises, Eberle Design Inc., and Diablo Controls). 

Synapse ITS seeks an energetic and results-driven Senior Product Manager (SPM) to manage a $100M product portfolio from cradle to grave. You will sit at the intersection of business, technology, and user experience, identifying customer needs and larger market/business objectives that define what success looks like for the product portfolio while rallying the team to turn that vision into reality. Working closely with Sales, Operations, Product Development, and Product Marketing, the SPM will optimize the product portfolio, create and maintain the product roadmaps, and develop training and value propositions for each brand. Reporting directly to our Chief Strategy Officer, you will create the vision, assess markets, and drive growth opportunities over the short and long term.

Essential Job Functions

  • Portfolio Optimization: Continually evaluate and adjust the product mix to optimize yields/manufacturability, obsolescence, gross margins, order quantities, regulatory changes, and capex investment for growth. 
  • Product Pricing: Develop a pricing strategy identifying volumes, trends, target markets, applications, geographies, and the competitive landscape to maximize market share and gross margins. 
  • Develop and maintain the product roadmap: Create a product roadmap showing the vision and direction of the Company’s product portfolio and help determine which products align with the company’s strategic objectives.
  • Value Proposition: Develop what is valuable, differentiated, and sustainable for Synapse products and services, which will create competitive differentiation. 
  • Collaboration & Cross-Functional Leadership: Work closely with product marketing and marketing communication to create buyer personas and product messaging. Provide cross-functional leadership on projects involving applications, product development, sales, and operations to ensure alignment on product specifications, messaging, and positioning.   
  • Technology & Innovation: Stay abreast of technological advancements and industry trends to identify opportunities for innovation and ensure the product portfolio remains competitive. 
  • Product Prioritization: Working with product marketing to evaluate existing and potential new products. This will include assessing revenue potential, market demand, profitability, competition, and resources.
  • Cross-Product Synergies: Identify opportunities for product hybridization amongst the brands that enhance the customer experience and elevate Synapse in the traffic ecosystem.
  • Customer Feedback & Validation: Assist product marketing in collecting voice-of-the-customer (VOC) data via surveys, interviews, focus groups, social media, online reviews, and customer support interactions to drive product development, improved customer satisfaction, and overall business success. 
  • Sales Enablement: Work with product marketing and marketing/communications to create demand gen campaigns in targeted high-growth areas that utilize CRM tools and align focus with the sales channel. Lead product training for internal teams, channel partners, consultants, and end users. 

Education: Bachelor’s degree in business administration, engineering, marketing, or a related field. An MBA is a plus. 


  • Analytical mindset with proficiency in data-driven decision-making
  • Define product positioning and messaging that resonates with our target audience
  • Create and execute go-to-market plans for product launches, working closely with cross-functional teams: sales, marketing communications, engineering, quality, and manufacturing. 
  • Conduct market research to identify customer needs, trends, regulatory, and competitive insights
  • High emotional intelligence and ability to navigate complex interpersonal dynamics
  • Price positioning, price elasticity, and creating value propositions
  • Outstanding communication skills, including the ability to influence, motivate, lead, and drive change
  • Proven track record of developing and executing successful commercial strategies
  • Financial acumen and understanding of revenue and profitability drivers
  • Strategic thinker and problem solver
  • Ability to build and maintain relationships with key customers and partners (internal & external)
  • Familiarity with CRM tools and systems
  • A high level of integrity, intellectual curiosity, and self-awareness of capabilities/limits.


  • 10+ years of product management experience
  • History of developing and maintaining product roadmaps
  • Experience working with product marketing, business development, and or marketing communication
  • Selling a blend of mechanical, electro-mechanical, and software-related long-cycle products
  • A strategic/analytical and results-driven thinker who can plan, direct, and lead a robust commercial organization.
  • Proven ability to operate across functions, managing multiple deliverables against deadlines
  • Experience developing and using dashboards and tracking metrics (KPIs) to help stakeholders monitor their performance and focus on the key drivers of the business.
  • Ability to work in a fast-paced environment with competing priorities.