Utilize the input text as a context reference, choose the right relationship between initiative and marketing from the options. Options: product/material produced, manufacturer, distributed by, industry, position held, original broadcaster, owned by, founded by, distribution format, headquarters location, stock exchange, currency, parent organization, chief executive officer, director/manager, owner of, operator, member of, employer, chairperson, platform, subsidiary, legal form, publisher, developer, brand, business division, location of formation, creator.

This multi-year initiative is focused on optimizing our marketing campaigns, enhancing irobot.com and our home app and providing our customers with greater flexibility in how they purchase our robots and accessories, including potential new subscription like services.

Answer: industry