Harman International

My Work as Project Manager and Product Marketing Lead

At Harman International, I led the end-to-end development of a new Harman product, Harmany—a music experience that understood user emotions to curate their recommendations. This role required close collaboration between research, design, and marketing, ensuring that the product was not only innovative but also market-ready!

A key focus was crafting the product’s brand positioning, user engagement strategy, and go-to-market approach—blending data-driven insights with creative storytelling to drive adoption. This case study highlights how I applied marketing strategy, audience research, and engagement forecasting to ensure its success in the market.

Though much of my work here is in the process of being launched and under NDA, here is what I can tell you!

THE CHALLENGE

Building a Market-Ready Product

Harmany was designed to integrate seamlessly into cars, homes, mobile devices, and TVs, offering an immersive and personalized music experience. However, a strong product is only half the battle—ensuring a compelling market presence was crucial.

THE RESEARCH

Strategic Marketing Approach

  • Brand Positioning & Storytelling

    • Focused on emotion-driven marketing by emphasizing Harmany’s unique ability to "understand" user moods and enhance everyday moments with music.

    • Developed a narrative around personalization, innovation, and seamless integration, making Harmany stand out from competitors.

  • User-Centric Messaging

    • Highlighted how voice, NLP, and passive data collection made for a hands-free, intelligent experience.

    • Addressed potential privacy concerns to build trust with customers.

  • Multi-Platform Launch Strategy

    • Targeted digital campaigns tailored for tech-savvy, music-loving audiences.

    • Leveraged social media content, influencer partnerships, and industry blogs to generate interest.

    • Explored SEO and organic content strategies to drive awareness among audiophiles and smart-home enthusiasts.

  • Competitive Analysis & Differentiation

    • Positioned Harmany as a cutting-edge alternative to existing music recommendation systems.

    • Differentiated the product from standard streaming services by focusing on emotional intelligence and seamless integration into users’ lifestyles.

THE PROCESS

Potential User Engagement Forecasts

Estimated Adoption & Engagement Rates

Key Engagement Metrics

Time Spent Listening → Average session duration vs. competitors (e.g., Spotify, Apple Music).
Personalized Playlist Usage → How often do users interact with mood-based recommendations?
Voice Command Interactions → Measuring engagement with Harmany’s hands-free features.

Social Media Strategies for Launch

Pre-Launch: Teasing the Experience

Projected First-Year Users: 250,000 projected users based on market size, Harman’s user base, and adoption trends.
User Retention Rate: Since Harmany is an emotionally driven AI, we can estimate a higher-than-average retention rate compared to traditional streaming apps.

Social Media Teasers

Short-form video content showcasing Harmany in action (e.g., “Let your music understand you.”)

Articles about music & emotions to build organic search traffic.

Influencer Marketing

Collaborating with tech & music influencers to test and review Harmany.

Launch: Generating Buzz & Viral Growth

Product Hunt & Reddit Launch

Tapping into tech-forward communities to drive early adopters.

Rewarding users for sharing Harmany with friends.

UGC Campaign

Encouraging users to post how Harmany enhances their mood.

Giveaway & Referral Program

Post-Launch: Sustaining Growth & Retention

Data-Driven Social Ads

THE IMPACT

SEO-Optimized Blog Posts

Retargeting users based on listening habits & preferences.

Rewarding users for sharing Harmany with friends.

Community Engagement

Marketing Impact & Results

Created a compelling value proposition that resonated with both users and industry stakeholders.
Defined key user personas, helping the product design team refine features for different demographics.
Shaped a cohesive product narrative that informed Harmany’s pitch to Harman International executives.

Encouraging users to post how Harmany enhances their mood.

Email & Push Notification Strategy