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Equip · 1 day ago

Product Marketing Director

United States

Full-time

Remote

Director/Executive

8+ years exp

Equip is the leading virtual, evidence-based eating disorder treatment program on a mission to ensure that everyone with an eating disorder can access treatment that works. The Product Marketing Director is critical to the success of the Clinical Product Strategy team, responsible for developing and executing marketing strategies for new clinical products and services, ensuring optimal product positioning and successful market launches.

Health CarePersonal HealthWellness

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

Qualification

Product MarketingGo-To-Market StrategyMarket ResearchHealthcare Industry KnowledgeAnalytical SkillsDigital MarketingStakeholder ManagementCommunication SkillsStorytelling

Required

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