Product Marketing Principal

Blue Cross Blue Shield of Minnesota•Eagan, MN

21h•Remote

About The Position

The Product Marketing Principal is responsible for defining and leading product marketing strategies and initiatives that drive growth, adoption, and retention. You’ll take the lead on influencing product strategy and market differentiation and developing product positioning, messaging, and value propositions that clearly translate complex capabilities into compelling partner and customer-focused narratives. This role sits at the intersection of product, marketing, growth, and the market. It requires a leader who enjoys both strategy and execution and can move comfortably between influencing and product strategy and positioning, building and driving Go-to-Market strategy, owning sales enablement, and leveraging customer, competitive, and market insights to unlock growth opportunities. They will develop and successfully implement multi-channel product marketing plans in support of Coupe’s annual growth plans via product marketing campaigns, promotional materials, lead generation initiatives, and other B2B and B2B2C engagement tactics. This role serves as the voice of the customer and market, influencing product commercialization and business decisions through customer, competitive, and industry insights. You will work closely with a variety of business partners within and outside of Marketing to define, strategize, develop, and implement innovative programs and solutions that will acquire new customers and deepen existing customer relationships This role provides thought leadership and influences senior leaders and cross-functional stakeholders to align product strategy, market opportunities, and go-to-market execution. This role applies strategic problem-solving methods and frequently transitions from strategy creation to development of go-to-market assets and campaign implementation activities.

Requirements

7+ years of related marketing professional experience.
Bachelor’s degree; in lieu of a degree, an additional two years of relevant experience beyond the qualifications listed above may be accepted.

Nice To Haves

Master's degree in related field.
Ability to translate complex information into actionable messaging, actively listen to diverse perspectives, and drive alignment across cross-functional priorities.
Ability to analyze complex challenges, evaluate tradeoffs, and collaborate with stakeholders to reach effective, lasting solutions.
Ability to effectively organize work, balance shifting priorities, and manage time across multiple workstreams to meet commitments.
Experience in healthcare or regulated industries.
Experience with AI.
Strong skills in campaign development, audience segmentation, and market analysis.
Proficiency with digital marketing platforms, analytics tools, and content management systems.

Responsibilities

Partners with senior leadership team on strategic initiatives, serving as a trusted and effective internal consultant and influencer of product design, commercializing strategy, and go-to-market direction to ensure marketing and member competitiveness
Develops product positioning, messaging, and value propositions that clearly differentiate offerings and translate complex capabilities into compelling, customer-focused narratives, establishing the product marketing strategy and frameworks used across the portfolio
Leads sales enablement strategy efforts by developing tools, content, training, and insights that strengthen sales effectiveness, support growth objectives, and drive successful product launches and market adoption.
Provides market intelligence and customer insights through competitive analysis, market research, and stakeholder feedback to inform product strategy, positioning, commercialization, and business growth opportunities.
Leads product marketing and go-to-market strategy and execution across business-to-business and business-to-business-to-consumer channels, translating business goals into marketing objectives and plans and advising on prioritization, roadmap alignment, and go-to-market decisions.
Measures and optimizes product marketing and go-to-market performance, through both traditional and digital channels, using data to evaluate program results and seek new opportunities for refinement and growth
Recommends new opportunities to leadership and uses synthesized information that clearly communicates key takeaways to influence strategic decisions, investment priorities, and market opportunities.
Oversees and prioritizes product marketing projects, workstreams, and budget for accountable areas and advises leadership on resource allocation and investment decisions.