Product Marketing Manager, Healthcare Education

Description

The company builds healthcare education products, and this role sits between product management, sales, marketing, partners and customers.

You will set product marketing strategy to drive growth, market adoption and customer engagement across the portfolio, turning market insight into positioning, go-to-market programs and revenue-generating campaigns.

You will own market intelligence, positioning, sales enablement, launches, thought leadership and customer engagement, keep teams aligned, and manage the customer buying journey using data to improve marketing results.

Higher education marketing experience is required.

Responsibilities

• Write annual product and business unit marketing strategies that support growth goals, market expansion and revenue targets.
• Plan, forecast and manage marketing investment and promotional budgets with a strong return on investment.
• Work with product management, sales and marketing leadership to align priorities and business goals.
• Track market trends, customer needs and industry news, and adjust marketing strategy and priorities early.
• Lead market research to find opportunities, customer needs, industry trends and competitive threats.
• Define and refine market segments, buyer personas and decision-maker profiles to guide product and marketing decisions.
• Build processes and tools to gather, analyze and share market and competitive intelligence across the organization.
• Give strategic recommendations based on market insight, competitive analysis and customer feedback.
• Build and keep deep knowledge of company products, solutions, differentiators, customers and competitor offerings.
• Develop and keep refining messaging, positioning and value propositions for target audiences.
• Keep messaging consistent and aligned with the market across all customer-facing communications and materials.
• Lead go-to-market strategy and execution for new products, solutions and major marketing initiatives.
• Coordinate launches, seasonal campaigns and strategic programs across product, sales, marketing and partner teams.
• Set routes to market, target audiences, sales approaches and launch success measures.
• Plan, run and optimize integrated cross-channel campaigns with the campaign team and central marketing channel experts.
• Work with product, sales, central marketing and customer success teams to carry campaigns out well.
• Drive lead generation, demand creation and customer engagement programs that meet business goals.
• Track campaign performance and make ongoing improvements to get better results.
• Set key performance indicators, campaign metrics and ROI measures, and track them.
• Analyze marketing performance data to spot trends, opportunities and areas to improve.
• Use data to guide strategic decisions and set best practices across marketing programs.
• Lead creation of sales enablement tools and resources that support revenue growth and customer acquisition.
• Create and maintain sales playbooks, battle cards, competitive comparisons, presentations, product information documents and other sales assets.
• Work with sales leadership and sales training colleagues to deliver product training and keep teams current on market, product and competitor intelligence.
• Make sure sales and partner teams have the right information at the right moment across the sales cycle.
• Gather customer insight directly through visits, industry events, trade shows, webinars and conferences.
• Use customer feedback and market intelligence to shape product development, messaging and marketing strategy.
• Oversee the customer journey from positioning and value communication through purchase and ongoing engagement, keeping the experience consistent and compelling.
• Lead thought leadership work such as white papers, articles, blogs, case studies, presentations and speaking engagements.
• Represent the company at industry conferences, trade shows, customer events and partner programs.
• Plan and support customer events, webinars, conferences and industry exhibitions to raise brand visibility and market presence.

Requirements

• Bachelor's degree in Marketing, Business, Communications or a related field.
• 5+ years of product marketing, portfolio marketing or strategic marketing experience, preferably in healthcare or higher education.
• Proven record of building and running go-to-market strategies and product launches.
• Strong grasp of market research, competitive intelligence, positioning and customer segmentation.
• Experience leading cross-functional work across product management, sales and marketing.
• Ability to turn data and insight into practical business recommendations.
• Excellent written, verbal, presentation and communication skills.
• Experience building sales enablement programs and customer-facing content.
• Strong analytical, project management and organizational skills.
• You must be able to travel approximately 35% of the time.
• You must be flexible to attend meetings and events outside traditional business hours when needed.
• Candidates must take part in interviews without AI tools or outside prompts. Virtual backgrounds must be removed, and use of AI-generated or third-party answers in interviews is grounds for disqualification.
• You may be required to attend an onsite interview at a the company office as part of recruitment.

Conditions

Base pay range: $98,500.00 - $172,700.00 USD, based on the primary location of the position.

This role is eligible for a bonus.

Actual base salary is set by factors including skills, experience and the actual hiring location. Your recruiter can share the specific offer for the location during hiring.

Equal opportunity applies to all candidates.

Benefits

• Medical, dental and vision plans, 401(k), FSA/HSA, commuter benefits, tuition assistance, vacation and sick time, and paid parental leave.
• Full benefit details are available on request.