Product Marketing Manager

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

📋 Description

• Formulate and implement go-to-market strategies for new product offerings.

• Assist in planning and executing product launches.

• Collaborate with product management to create business cases and assess market opportunities for build, buy, or partner strategies.

• Develop and uphold positioning statements, messaging frameworks, and buyer personas/Ideal Client Profiles tailored to each product and segment.

• Create and implement product marketing plans, sales tools, and content across Avalon's Diagnostic Intelligence product range.

• Conduct competitive analysis and market research, synthesizing insights into actionable briefs.

• Develop and maintain sales enablement resources, including pitch decks, one-pagers, ROI/value calculators, competitive battlecards, case studies, and objection-handling guides.

• Support comprehensive product launch execution, including launch playbooks, readiness criteria, cross-functional governance, and go-to-market schedules.

• Collaborate with the Content & Website team and freelance writers to generate thought leadership materials, web content, and campaign collateral.

• Integrate Voice of Customer feedback, NPS results, and client insights into product marketing strategies, customer advocacy initiatives, and case studies/testimonials.

• Work with Growth & Demand Generation Marketing on messaging, campaigns, ABX programs, and launch activation events.

• Monitor and report on product marketing KPIs, such as launch timelines, sales enablement uptake, and pipeline/bookings contributions.

• Maintain product marketing governance documentation, which includes the Commercialization Playbook, positioning library, and competitive intelligence database.

• Report directly to the SVP, Product Marketing & Communications.

⛳️ Requirements

• At least 5 years of experience in product marketing.

• Direct experience in healthcare IT from the vendor/commercialization perspective.

• Proven experience in developing positioning, messaging, and go-to-market materials for B2B healthcare technology, diagnostics, or health IT solutions.

• Bachelor's degree (BA/BS) in Marketing, Business, or a related discipline is required.

• Familiarity with the Pragmatic Marketing Framework or a similar product marketing methodology.

• Proficient in Microsoft Office tools (Word, PowerPoint, Excel).

• Experience with CRM systems (Salesforce.com or similar) and a product/market requirements tool.

• Ability to convert complex or clinical concepts into clear and compelling commercial narratives.

• Experience in managing and supervising third-party contractors and consultants.

• Strong organizational skills and ability to collaborate across functions.

• Capacity to handle multiple concurrent launches and deadlines effectively.

• Willingness to travel up to 25% of the time.

• Experience gained solely within a health plan's internal product organization does not fulfill the requirement.

• No specific certification is required.

🏝️ Benefits

• Eligibility for remote work.

• Quarterly travel to Avalon's corporate headquarters in Tampa, Florida.

• Opportunities to travel to industry conferences, Avalon-hosted events, client and prospect meetings, and advisory councils.