Business Line Manager - VGuardian

About the role

At Potter Global Technologies, we’ve been protecting lives for over 125 years. As a global leader in life safety solutions, we combine innovative technology, trusted expertise and strong partnerships to create safer environments worldwide. Potter Global Technologies is seeking a Business Line Manager to lead the strategy, commercialization, and growth of VGuardian, one of our emerging software businesses. This is not a traditional Product Manager role. The Business Line Manager will operate as the commercial leader for VGuardian, with responsibility for building the business from an emerging platform into a scalable growth engine. This individual will own business strategy, financial performance, go-to-market approach, product roadmap, customer acquisition, and the cross-functional execution required to accelerate growth.

Location: This is a full-time role based at our Roanoke, VA, office. Travel may be needed based on business need.

Ready to Apply? This is a rare opportunity to take meaningful ownership of an emerging business within an established, growing organization. You will have direct exposure to the Business Unit President, significant influence over strategy and investment decisions, and the opportunity to build VGuardian into a major growth platform while helping shape the future of Potter’s broader portfolio.

Responsibilities

• Develop and execute the short- and long-term strategy for VGuardian, including annual operating plans and a multi-year growth roadmap.
• Own business-line performance, including revenue growth, profitability, pricing, forecasting, and key financial objectives.
• Build and execute the commercial strategy required to acquire customers, increase adoption, expand market share, and scale the business.
• Identify new markets, applications, customer segments, channels, partnerships, and adjacent software opportunities that can accelerate growth.
• Own the VGuardian product and innovation roadmap, ensuring investments align with customer needs, market opportunities, and business objectives.
• Develop and execute go-to-market strategies for new capabilities, products, and commercial initiatives.
• Spend meaningful time with customers and prospects to understand pain points, validate opportunities, refine the value proposition, and drive adoption.
• Partner closely with Sales to develop strategic accounts, improve commercial effectiveness, and build a scalable customer acquisition model.
• Partner with Engineering and Product Development to translate customer and market needs into prioritized product requirements and successful launches.
• Develop business cases for product investments, pricing decisions, partnerships, and growth initiatives using strong financial and market analysis.
• Monitor competitive activity, customer behavior, market trends, and business performance to continuously refine strategy and execution.
• Lead through influence across Sales, Marketing, Engineering, Finance, Operations, and other functions to ensure alignment and accountability.
• Regularly communicate business performance, growth opportunities, risks, investment needs, and recommendations to the President and senior leadership.
• Support expansion into additional software-related products and business opportunities as the portfolio grows.
• Perform other duties as assigned.

Qualifications

• Bachelor's degree in Business, Engineering, Marketing, Computer Science, or related field.
• 5+ years of progressive experience in software, technology, product management, business management, commercial leadership, or related roles.
• Demonstrated experience building, launching, incubating, or scaling a software or technology business, product, or market.
• Demonstrated responsibility for business, product-line, or portfolio financial performance.
• Experience developing and executing commercial and go-to-market strategies.
• Experience leading cross-functional initiatives and influencing senior stakeholders.
• Demonstrated success driving revenue growth, customer adoption, or market expansion.

Skills

• Entrepreneurial mindset with experience building, incubating, or scaling a business, product, or new market.
• Strong software business fluency, including understanding of software commercialization, customer adoption, product development, and growth models.
• Strong