About the position
HealthEdge is seeking a dynamic Senior Product Marketing Manager to join its growing marketing team and work cross-functionally to support, position, and market the HealthEdge Wellframe product. Reporting to the Director of Product Marketing, Care Solutions, this individual will lead development and execution of annual marketing plans, campaigns, and go-to market efforts, various marketing assets, and messaging to drive product sales for Wellframe, while working collaboratively with the GuidingCare product marketing team. Additionally, this person will contribute to organizational awareness of the digital care management market and competitive landscape. This role also provides ongoing marketing support for the organization's enterprise AI marketing approach. The ideal candidate has deep experience in the healthcare payer IT segment and/or enterprise software industry, possesses a strong executive presence, strategy, and execution skills, and is an effective cross-functional team leader. The ideal candidate is a quick learner and has a hands-on approach. This role requires comfort working with ambiguity in a fast-paced, dynamic environment.
Responsibilities
- Develops and executes annual product marketing plans, programs, and tactics aligned with business goals.
- Collaborates closely with Sales, Account Management, Product Management, Business Development Representatives, and Demand Generation to build strategic campaigns and content for opportunity creation and engagement throughout the sales process and all buyer stages.
- Builds market knowledge and conducts primary and secondary research to capture insight into market trends, market segmentation, competitive landscape, customer needs, and end-user behaviors.
- Synthesizes competitive findings and insights by leveraging internal stakeholder knowledge, competitive intelligence tools and industry analysts to maintain and distribute up-to-date competitive information for the Wellframe product.
- Creates Wellframe sales enablement assets for competitive purposes, such as battle cards and talking points, for internal stakeholders.
- Develops a deep understanding of buyers to inform, create, and maintain target personas that cover buyer needs and the purchasing decision process.
- Creates and continuously refines messaging and positioning for Wellframe in the payer and adjacent markets.
- Facilitates a holistic, enterprise-wide AI messaging and product marketing approach.
- Collaborates directly with the Product Management team to distill key functionality and benefits into core product messages.
- Leverages messaging and positioning to inform, contribute to, and develop sales collateral, web content, public relations pitches, blog posts, campaign content, customer case studies, and other thought leadership content.
- Participates in product launches by collaborating with Product Management and organizational leadership on strategy, positioning, packaging, and sales enablement; ensures launches are integrated with demand generation campaigns.
- Develops customer references, testimonials, and case studies for external and internal use.
- Leverages the collective outputs of various marketing activities to support sales and accelerate pipeline velocity by developing and maintaining multiple sales enablement materials, including presentations, competitive battle cards, persona profiles, training sessions, and other prioritized enablement programs as identified.
- Estimates, leads, develops, and directs the work of cross-marketing and Wellframe contributors, team leaders, and supervisors. Responsible for directing and tracking Wellframe Product Marketing results and resources against goals.
- Establishes new processes and procedures that promote clear communication, transparency, and efficiency.
Requirements
- 8+ years of relevant work experience in fields such as technical marketing, technical pre-sales, training, or product marketing/management in a healthcare technology/product environment, ideally for the payer market segment.
- 5+ years demonstrated track record in crafting positioning and marketing content.
- Exercises judgment to plan and accomplish individual and team goals.
- Comfortable with ambiguity and making decisions about complex issues.
- Ability to navigate a high-growth, collaborative culture with a high degree of adaptability.
- Demonstrated ability in launching and growing innovative technology products.
- Strong writing, communication, presentation development, and story-telling/delivery skills.
- Business mindset with proactive approach to identifying and executing on marketing opportunities to enable sales growth.
- Comfortable with analyzing marketing performance data to drive results.
- Exceptional team player with the ability to lead through influence and drive high-impact outcomes across levels with Product Management, Sales, Customer Success, Finance, and Operations.
- Strong organizational and project management skills with a bias for action and results.
- A Bachelor’s degree in marketing, business, technology, or a relevant field of studies OR relevant industry experience in marketing of technical products.
Nice-to-haves
- Masters degree in business is preferred but not required.
- Experience with Salesforce or other CRM software and a content management system is a plus.
Benefits
- HealthEdge is an equal opportunity employer.
- We are committed to workforce diversity and actively encourage all qualified persons to seek employment with us, including, but not limited to, racial and ethnic minorities, women, veterans and persons with disabilities.
