Director, Product Marketing – Health Systems

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

📋 Description

• Take ownership of the positioning, messaging, and development of value propositions for designated THMA offerings, incorporating narratives tailored to specific personas.

• Execute and consolidate research on buyers and customers, gather sales feedback, insights from members, themes from wins/losses, and competitive intelligence.

• Create AI-driven product marketing workflows and evaluate their value and return on investment.

• Spearhead go-to-market strategies for new products, updates, and priority initiatives.

• Manage the creation of sales enablement materials while training sales and member-facing teams.

• Develop and sustain an inventory of customer proof based on member success stories and program key performance indicators.

• Monitor competitor positioning, market trends, and shifts within the category, producing competitive assets accordingly.

• Act as the market representative to Product and Offering leadership, providing insights to guide the roadmap, packaging, and launch priorities.

• Define and track metrics related to launch adoption, pipeline influence, conversion rates, enablement usage, and win/loss statistics.

• Collaborate with Digital and Content teams to transform positioning into effective campaigns.

⛳️ Requirements

• A Bachelor's degree in marketing, communications, or a related discipline.

• Over 8 years of experience in product marketing or strategic marketing roles.

• B2B experience is essential; experience in healthcare is strongly preferred.

• Proven experience in developing positioning and messaging frameworks, including conducting buyer interviews and segmentation.

• Background in sales enablement, including playbooks, battlecards, and training initiatives.

• Experience in go-to-market launches from planning through to post-launch evaluation.

• Familiarity with competitive intelligence or conducting customer research.

• Excellent writing, presentation, and cross-functional influence abilities.

• An interest in AI, with a demonstrated history of integrating AI workflows into product marketing.

• Capability to distill complex offerings into buyer-friendly narratives for both general and specialized audiences.

• Proficiency in Salesforce is required; experience with Marketo is a plus.

• Comfort in working within a subscription, membership, or research-services business model.

• Experience in member, community, or customer marketing.

• High emotional intelligence with the ability to navigate competing priorities among stakeholders.

• Confidence in presenting to and collaborating with executive leadership.

• A results-driven, commercial, and data-oriented approach to decision-making.

• Willingness to travel approximately 25% of the time.

🏝️ Benefits

• Health insurance

• Dental insurance

• Vision insurance

• 401(k) matching

• Cell phone reimbursements

• Commuter reimbursements

• Generous paid time off

• Paid parental leave

• Learning and development programs

• Coaching for working parents and caregivers

• Free therapy and professional coaching sessions

• One-on-one financial coaching

• Free legal support services