Product Marketing Director

Equip Health

2d • Remote

About The Position

The Clinical Product Strategy team is responsible for developing, launching, and driving growth for new clinical products and services. The Product Marketing Director is critical to the success of this function, owning the upstream product marketing strategy for optimal product positioning and the execution of a successful market launch. This role will own the development of actionable, research and data-driven insights across target audiences and competitors, influencing product roadmaps and working cross-functionally to create and execute go-to-market plans, narratives, and message frames that establish Equip’s differentiated product positioning and deliver results. The Product Marketing Director is an experienced product marketer who has led successful new product launches for both consumer and B2B audience segments. They are highly nimble and thrive in an environment that values experimentation and continuous improvement. They will embrace a "test and learn" approach and take initiative, proactively seeking new opportunities to innovate and optimize product and market positioning.

Requirements

• 8+ years experience in product marketing or go-to-market roles.
• Experience setting and executing go-to-market launch strategies for B2B and B2C audiences.
• Familiarity with the healthcare industry, including providers, payers, patients is required.
• Strong analytical skills with the ability to interpret data, track performance metrics, and make data-driven decisions that impact both external marketing positioning and internal strategy.
• Deep understanding of end-to-end marketing strategy, including digital marketing, content marketing, and campaign management.
• Strong primary and secondary research skills, such as scoping and leading customer interviews, surveys, and focus groups and conducting competitive analyses to inform strategic decisions and product positioning.
• Ability to work effectively with senior stakeholders, aligning diverse teams toward shared goals while managing expectations and ensuring clear communication.
• Excellent written and verbal communication skills, with a knack for storytelling and crafting messaging that resonates with diverse audiences.

Responsibilities

• Market Research: Independently scope and lead primary market research with key opinion leaders, referring providers, patients and families to build a deep understanding of segment-specific pain points, ambitions, and perspectives. Lead competitive research for new products or existing product enhancements, collecting market insights across internal and external stakeholders.
• Product Storytelling & Positioning: Serve as a marketing expert on Equip's product storytelling, focusing on crafting compelling value propositions, differentiators, and use cases that resonate with diverse audience segments. Ensure consistent, cohesive messaging across all marketing channels. Create messaging and positioning frameworks that clearly articulate the value proposition to target customers.
• New Product Champion: Educate internal teams on new product features, benefits, and positioning. Ensure alignment between DTC marketing, sales enablement materials, and product/service design to drive consistency across messaging and customer interactions.
• Go-To-Market (GTM) Strategy: Collaborate closely with Commercial, Clinical, Care Operations, and Product teams to develop and support the go-to-market strategy and launch plan for new product launches and existing product enhancements. Identify and prioritize target markets, segments, and personas based on data and market insights.
• Product Launch Campaigns & Content Creation: Lead the creation of marketing campaigns and content across different audience segments for product launches. Ensure messaging is aligned with the broader marketing funnel and supports product launch objectives, from awareness to conversion.
• Market Insights Analysis & Reporting: Oversee the systematic collection and integration of market feedback during a product launch to provide actionable insights. Monitor market adoption and track performance across various audience segments and marketing channels. Use data to guide internal decision-making and refine external positioning.
• Stakeholder Management: Educate and align stakeholders on marketing strategies, performance metrics, and overall product positioning.
• Perform other duties as assigned.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed
• Number of Employees: 251-500 employees