Product Marketing Manager - Payments

PracticeTek

About The Position

PracticeTek is seeking a Product Marketing Manager for its Payments division. This role is crucial for revolutionizing healthcare practices with technology solutions. PracticeTek is a leading North American retail-healthcare tech provider, serving over 40,000 clinics worldwide across Chiropractic, Wellbeing, Vision, and Dental sectors. The company emphasizes innovation, collaboration, and continuous development. The Product Marketing Manager will own the go-to-market strategy for a platform payments product that spans four distinct EHR brands and their respective physician markets. This individual must be proficient in product positioning, revenue-cycle management, physician business models, and cross-functional go-to-market execution. The role involves defining market positioning for Payments in each vertical, managing launch timelines, and extending the value proposition to address specific market realities while maintaining a coherent platform narrative. The position reports to the VP of Portfolio Marketing and works closely with Marketing, Product, and Sales counterparts. Payments is identified as the EBITDA engine and the highest-impact growth lever for PracticeTek, making attach rate a critical company metric. The role requires operating with urgency and strategic clarity due to the high stakes involved.

Requirements

5–8+ years of B2B product marketing experience; demonstrated ability to own launch, adoption, and expansion across a product lifecycle from alpha through mature stages.
Working knowledge of physician practice payment workflows, insurance reimbursement, patient payment plans, and RCM fundamentals; healthcare payments experience strongly preferred.
Experience managing concurrent launch timelines and adapting a platform-level value proposition across distinct buyer segments, ICPs, or verticals.
Proven ability to translate complex technical or financial products into clear, differentiated messaging for non-technical buyers; skilled in building messaging architectures and content that convert.
Track record of building enablement programs that measurably improve sales confidence and win rates; comfortable working directly with AEs, SEs, and sales leadership.
Data-driven decision-maker; experience defining marketing KPIs, interpreting funnel data, and connecting marketing activity to revenue outcomes (attach rate, pipeline influence, ARR impact).
Effective at working across Product, Sales, CX, and Marketing without direct authority; skilled at driving alignment in matrixed, fast-moving environments.
Bachelor's degree in Marketing, Business, Finance, or related field required.
Pragmatic Marketing or similar PMM certification a plus.

Nice To Haves

Pragmatic Marketing or similar PMM certification

Responsibilities

Develop and own a unified Payments go-to-market strategy with vertical-specific extensions for chiropractic, vision/optometry, orthodontics, and wellbeing.
Translate the core Payments value proposition into market-specific messaging that reflects the distinct ICP, business model, reimbursement environment, and workflow context of each vertical.
Manage multiple, simultaneous launch timelines/feature releases across verticals/brands, balancing platform consistency with vertical relevance.
Define and maintain Payments ICP profiles per vertical, including clinical workflow nuances, payer mix, payment plan preferences, and practice size considerations.
Own the Payments messaging architecture from core positioning through to vertical-specific proof points, ensuring differentiation and clarity.
Build and maintain a comprehensive content library: case studies, ROI calculators, white papers, battlecards, one-pagers, demo scripts, and digital assets.
Translate complex financial and payments concepts into clear, compelling language for practice owners, office managers, and front-desk staff.
Partner with the Brand & Creative team to ensure visual and narrative consistency across all Payments marketing touchpoints.
Develop and deliver targeted sales enablement programs to increase rep confidence and attach rates.
Build and maintain vertical-specific pitch decks, objection-handling guides, and competitive intel.
Serve as the PMM counterpart to Revenue Marketing and Sales teams for pipeline-generating campaigns tied to Payments.
Partner with Customer Success and CRO teams to build post-sale expansion playbooks for upsell and cross-sell of Payments features.
Maintain an actionable view of the healthcare payments competitive landscape.
Monitor regulatory and industry trends affecting physician payment workflows.
Synthesize VOC research, win/loss analysis, and sales feedback into messaging and product roadmap input.
Define, track, and report on KPIs for Payments marketing, including attach rate, influenced pipeline, content engagement, and enablement utilization.
Provide regular reporting to leadership with data-driven insights and recommended adjustments.
Collaborate with the Marketing Analyst function to build dashboards and measurement frameworks.
Build foundational knowledge of PracticeTek's RCM offerings during H1 to prepare for expanded marketing responsibilities in H2.
Develop an integrated financial solutions marketing strategy that bridges Payments and RCM into a cohesive narrative.