Director, Product Marketing (Health Systems)

The Health Management Academy•Arlington, VA

6d•$140,000 - $170,000•Hybrid

About The Position

The Health Management Academy (THMA) is seeking a Director, Product Marketing to lead positioning, messaging, and go-to-market strategy for its key offerings. This role acts as a crucial link between Product/Insights, Sales, Marketing, Member Success, and executive stakeholders. The ideal candidate will translate market needs, buyer insights, and product value into compelling narratives that drive awareness, pipeline, conversion, and member engagement. This is a strategic marketing role for a storyteller and cross-functional operator experienced in B2B environments, particularly those based on subscription, membership, or research-services revenue. Success will be measured by launch performance, sales enablement adoption, pipeline influence, conversion, and win/loss themes, rather than solely lead generation volume. The Director will collaborate with Digital, Content, and MOPS teams to develop campaigns based on their foundational narratives and evidence.

Requirements

Bachelor's degree in marketing, communications, or a related field.
8+ years in product marketing or strategic marketing roles.
B2B experience required; healthcare experience strongly preferred.
Experience building positioning and messaging frameworks, including buyer interviews and segmentation the candidate personally ran.
Sales enablement experience: playbooks, battlecards, training.
GTM launch experience, from planning through post-launch measurement.
Competitive intelligence or customer research experience.
Strong writing, presentation, and cross-functional influence skills.
AI curious with demonstrated track record of building AI workflows in product marketing.
Ability to translate complex offerings into buyer-ready narratives for both lay and specialized audiences.
Salesforce fluency required; Marketo experience preferred.
Comfort operating in a subscription, membership, or research-services business model.
Experience with member, community, or customer marketing.
High emotional intelligence and proven ability to manage competing priorities across stakeholder groups.
Confidence presenting to and working with executive leadership.
Results-oriented, commercial, data-driven approach to decision-making.

Nice To Haves

Preferred: certification through Product Marketing Alliance or Pragmatic Institute.
Preferred: experience standing up a product marketing function from scratch or leading entry into a new market segment.

Responsibilities

Own positioning, messaging, and value proposition development for assigned THMA offerings, and build persona-specific narratives for health system executives, commercial buyers, and internal sales teams.
Conduct and synthesize buyer and customer research, sales feedback, member insight, win/loss themes, and competitive intelligence, and use it to inform messaging, campaigns, and offering direction.
Build AI native workflows for product marketing with an eye toward measuring value and ROI.
Lead go-to-market planning for new offerings, product updates, and priority initiatives, including launch briefs, audience and channel plans, readiness timelines, and post-launch performance review.
Own sales enablement: pitch decks, one-pagers, messaging guides, battlecards, FAQs, talk tracks, and objection-handling materials, and train sales and member-facing teams on how to use them.
Own the customer proof inventory: build and maintain the intake path that turns Member Success value stories and program KPIs into evidence sales and marketing can use directly.
Maintain a working view of competitor positioning, market trends, and category shifts, and turn that into sales-facing competitive assets.
Serve as the voice of the market to Product and Offering leadership, informing roadmap, packaging, and launch priorities.
Define and report on success metrics: launch adoption, pipeline influence, conversion, sales enablement usage, and win/loss themes, with concise executive-ready readouts.
Partner with Digital and Content teams to translate positioning into effective campaigns, without owning SEO or content production directly.