Dir Product Marketing

HealthEquity

1d•$133,000 - $213,000•Remote

About The Position

At HealthEquity, you’ll help millions of members confidently manage their health and financial wellbeing. As the Director Product Marketing Manager, you will lead the strategy, team, and execution that brings our newest product experiences to market—ensuring members not only discover them, but adopt, engage, and realize value across the HealthEquity ecosystem. You will oversee a growing team of Product Marketing Managers focused on new product innovation and commercialization, set the strategic vision for go-to-market (GTM) excellence, and drive cross-functional alignment across Product, Marketing, Technology, and Business Experience. Your leadership will shape how members Save, Spend, and Invest—with smarter, simpler, more secure digital tools that meet their evolving needs.

Requirements

8–10+ years in product marketing, growth marketing, or digital marketing—ideally overseeing digital product adoption and lifecycle funnels.
Demonstrated experience leading and developing high-performing teams, ideally within a matrixed environment.
Proven ability to shape GTM strategy for new products—from insight to launch to scale.
Deep experience with funnel analytics, KPI frameworks, experimentation, and performance optimization.
Proficiency with modern marketing and analytics tools (Braze/Iterable, Branch/AppsFlyer/Adjust, GA4, Mixpanel, Amplitude, etc.).
Ability to partner effectively with technical teams to define instrumentation, tagging, and measurement requirements.
Exceptional communication and cross-functional leadership skills; able to align stakeholders at all levels.

Responsibilities

Lead and mentor a team of Product Marketing Managers responsible for new product launches and early-stage product lifecycle growth.
Establish clear priorities, operating rhythms, career paths, and skill development opportunities for the team.
Drive cross-functional alignment as the strategic “quarterback” for new products—ensuring Product, BX, DX, Marketing, Sales, and Client-facing teams are coordinated and execution-ready.
Elevate Product Marketing’s role in the product development lifecycle, ensuring consumer insights, competitive analysis, and GTM requirements inform product roadmaps.
Champion a consistent, high-performance standard across messaging, activation, analytics, and commercialization.
Own the end-to-end value proposition, positioning, and messaging architecture for new product lines—ensuring clarity, differentiation, and consistency across portal, mobile app, and all member-facing channels.
Guide your team to map user journeys and identify the most impactful moments to influence awareness, adoption, conversion, and engagement.
Partner closely with Product leadership to ensure GTM readiness requirements are integrated early in development and validated throughout discovery, alpha, beta, and launch phases.
Oversee development of sales/partner materials and internal enablement resources for new product rollouts.
Set the strategic activation and engagement plan for each new product launch, aligning paid, owned, and earned channels to drive measurable impact.
Direct your team’s execution of lifecycle programs—including email/SMS, push, web and in-app content, SEO, and paid media—in collaboration with channel owners.
Ensure experiments (A/B, multivariate, and journey-level testing) are structured to drive learnings that influence broader product and Marketing roadmaps.
Partner with broader Marketing (B2B, Consumer Engagement, Marketing Ops) to deploy integrated GTM and campaign strategies with clear KPI alignment.
Define the success metrics and KPI framework for each new product—adoption, conversion, repeat engagement, cost-efficiency, and ROI.
Partner with Product, Technology, Analytics, and Marketing Ops to implement tracking, attribution, event instrumentation, UTM standards, and deep-linking strategies.
Establish a regular reporting cadence for leadership, highlighting insights, funnel trends, and actionable optimizations.
Drive a culture of continuous improvement—ensuring the team diagnoses bottlenecks, implements optimizations, and scales learnings across products.