Director of Product Marketing

This is a fully remote position, open to applicants in United States.

📋 Description

• Take charge of the company's positioning and messaging framework across all buyer segments, including HR leaders, benefits administrators, executive buyers, benefits consultants, and channel partners.

• Define and maintain our Ideal Customer Profiles (ICPs) based on win/loss data, buyer research, and commercial realities.

• Articulate how our product and clinical capabilities provide significant value to clients and members.

• Collaborate with the Creative Director and Brand Team to bring messaging to life through both written and visual assets.

• Create lifecycle messaging that supports expansion, renewal, retention, and advocacy.

• Oversee go-to-market (GTM) planning and execution for launches and feature releases; develop playbooks and coordinate across product, clinical, sales, customer success, and marketing teams.

• Establish a repeatable, cross-functional GTM process for both direct and indirect channels.

• Provide pricing and packaging insights to inform how we structure and position our offerings commercially.

• Work alongside product teams to develop training that equips the entire commercial ecosystem, including sales, customer success, lifecycle management, channel partners, and consultant audiences.

• Create effective field and enablement materials, such as pitch decks, battlecards, one-pagers, pricing guides, ROI frameworks, and audience-specific collateral.

• Collaborate with sales to gain insights into where deals are won and lost, using this information to shape your initiatives.

• Develop lifecycle enablement strategies that support retention, expansion, and advocacy in conjunction with customer success and demand generation.

• Establish a competitive intelligence program that provides sales, customer success, and leadership with clear, actionable guidance.

• Conduct buyer research and persona development; leverage win/loss data and market trends to keep positioning sharp and sales conversations relevant.

• Integrate market context into roadmap and pricing discussions; connect external developments to our product initiatives and messaging.

⛳️ Requirements

• 7 to 10 years of experience in B2B product marketing with a proven track record of revenue impact; background in healthcare, benefits, mental health, or HR tech is highly preferred.

• Expertise in positioning and messaging for complex, multi-stakeholder buying cycles; capable of building frameworks and creating the necessary assets.

• Strong commercial orientation; understands the connection between product marketing, pipeline, retention, and revenue.

• Data-informed decision-making; utilizes win/loss analysis and market signals to refine strategies.

• Experience in pricing and packaging; comprehends how structure and positioning can influence commercial outcomes.

• Demonstrated enablement instincts; develops programs and materials that effectively drive pipeline forward.

• Familiarity with the consultant and broker landscape in employee benefits and the influence of that community on purchasing decisions.

• Exceptional writing skills; able to distill clinical complexity and technical details into engaging content.

• Comfortable functioning as a senior individual contributor and building a function from the ground up.

• Strong collaborator; builds trust through the quality of work and effective communication.

🏝️ Benefits

• 100% company-paid single-tier medical coverage insurance.

• Paid Time Off (PTO).

• 401(k) plan with matching contributions.

• Dental insurance.

• Vision insurance.

• Life insurance.

• Disability insurance.