Product Marketing Lead

📋 Description

• Governance of positioning — Uphold our positioning framework as the definitive reference: detailing our messaging, what we choose not to communicate, how we set ourselves apart from competitors, and identifying areas we do not engage in. Adapt it as the market and product landscape evolves.

• Consistency in narrative — Assess marketing materials, sales content, and launch assets for alignment in messaging. Collaborate with Content Marketing to ensure the HealthJoy Benefits OS narrative remains cohesive across all audiences and channels.

• GTM strategy and launch execution — Manage positioning, messaging, and go-to-market strategy for product launches. Collaborate with Growth Marketing to transform product positioning into effective campaign themes and channel strategies. Lead cross-functional planning aligned with industry seasonality and evaluate the impact of launches on the sales funnel. You are adept at working across teams and influencing stakeholders and decision-makers.

• Market and competitive intelligence — Monitor market trends and competitor positioning. Maintain battlecards and oversee win/loss analyses. Keep an ongoing record of competitors' messaging to identify areas to avoid and opportunities to counter.

• Expertise in the buyer landscape — Possess in-depth knowledge of our buyers: benefits consultants, brokers, and the HR and finance leaders they advise within self-funded employers. Understand their language and the pressures they face.

• Collaboration with product teams — Work closely with Product Management. Gain a thorough understanding of the Benefits OS platform and its core functionalities to position them with confidence.

• Empowering the field team — Collaborate with Revenue Enablement to develop training and key messaging frameworks for Sales and Customer Success. Review training materials for accuracy. Ensure field teams are equipped with the right messaging, what to avoid, and the reasoning behind it.

• Performance and iteration — Connect PMM efforts to outcomes: win rates, sales cycles, and content adoption. Partner with Growth Marketing to evaluate the resonance of messaging across digital channels. Utilize A/B test results and conversion data to enhance our positioning and GTM efforts.

⛳️ Requirements

• Over 7 years of experience in product marketing, preferably in B2B or B2B2C settings, with a focus on healthcare technology or benefits.

• Proficiency in the benefits market, including self-funded employers, benefits administration, and the broker and consultant purchasing processes.

• Experience in category creation or significant market repositioning—not merely launching features within an established narrative.

• Proven track record in crafting positioning. You have previously owned positioning frameworks, defended them, and adapted them as market conditions changed.

• Demonstrated results. You can cite a launch that positively influenced win rates, sales cycles, or content adoption and articulate the reasons behind it.

• AI-first mindset. You leverage AI tools to enhance efficiency and improve strategic thinking. You possess clear viewpoints on how to build, calibrate, and oversee AI agents for automation.

• Ability to drive alignment without formal authority—you've influenced the work of peers and senior stakeholders through the strength of your ideas, rather than a direct reporting line.

• Facilitate alignment across Sales, Customer Success, and leadership—not just participate in it.

• Narrative innovator. You have taken a product lacking an established narrative and created coherence across the sales team, launch plans, and a previously indifferent market.

• Exceptional communicator. Strong writing and communication skills—clear, compelling, concise, and capable of engaging various audiences.

• Educational qualifications. Bachelor's or graduate degree in marketing, healthcare, business, or a related field.

🏝️ Benefits

• Comprehensive medical, dental, and vision insurance packages.

• HSA contribution matching.

• Stock options available for eligible positions.

• 401k matching.

• Paid parental leave.

• Company-sponsored Short Term and Long Term Disability coverage.

• Flexible Paid Time Off (PTO).