Product Marketing Manager

Mission

Our mission is to SAVE AND IMPROVE LIVES BY EMPOWERING HEALTHCARE CONSUMERS. Come be part of remarkable.

Overview

How you can make a difference

The Product Marketing Manager is responsible for making sure both internal and external audiences fully understand what our products are, how they are used and what value and return on investment (ROI) they provide. This role is the glue that binds our product strategy to the tactics we need to drive success in sales and marketing and to achieve results. This role is the product evangelist and will play an integral role in organizing product launches. This role knows our competitors: what they do today and what they plan to do in the future. The Product Marketing Manager knows our buyers better than they know themselves, including how they make their buying decisions. This role backs up strategic insights with market evidence and then uses that knowledge to drive the development of positioning and messaging that resonates with the market and empowers our marketing team and sales channels to be successful. This role typically reports to the AVP, Product Marketing.

What you'll be doing

Product Go-to-Market Strategy, launches and business line goals

• Foster strong relationships and communicate proactively with Product GM's, Product Managers, Product Owners and Business Analysts to inform, create and activate product roadmaps for your product suite.
• Develop, lead, and manage go-to-market strategy and drive launch plans for unique product initiatives to ensure that all requirements are met in a timely way.
• Manage ongoing prioritization and completion of multiple GTM initiatives simultaneously.
• Work cross-functionally with program and product managers to inform launch plans and enablement activities.
• Support the creation of a variety of assets (narratives, experience decks, product definition documents, customer presentation decks, feature guides, and educational materials) associated with the GTM plan.
• Collaborate with GTM Enablement Manager(s) and Sales Enablement team to deliver enablement effectively and in a timely, efficient manner.
• Engage with Sales and Relationship management to assure cascade of product knowledge and gathering of customer feedback.
• Participate in definition and measurement of GTM metrics with Product, Sales and Marketing partners.

Product messaging (Storytelling)

• Responsible for developing positioning, messaging, and competitive differentiation for your assigned product suite and initiatives.
• Ability to translate product features into benefits that stick with customers and attract prospects.
• Identify and incorporate indicators and data that substantiate reasons to believe in our products.
• Create positioning and message briefs that drive content and marketing asset development.
• Collaborate with content teams to ensure that marketing collateral and decks have appropriate, optimized, differentiating messaging regarding our products.
• Define the product consumer (client, members, partners, brokers, etc.) persona and customer journey for your products and initiatives.
• Stay up to date by conducting and/or participating in voice of the customer (VoC) interviews, focus groups, surveys, and other research to convert feedback into actionable insights that can be shared with Product Management, Marketing, various relationship manager groups.
• Assist as a client-facing subject matter expert (as needed) along-side product and sales engineering for your assigned product suite.

Market and competitive intelligence

• Working collaboratively with Market Research, understand the competitive landscape and stay up to date on how competitors are positioning the products.
• Provide competitive analysis that informs resources for external-facing groups, and appropriately positions HQY products to help sales win deals.
• Stay up to date and share competitive intel, trends, member personas and voice of customer (VoC) not only with external facing groups, but also product management to help drive feature development and adoption.

Ongoing Amplification

• Work with Director of Product Marketing to determine and track product marketing pipeline.
• Maintain GTM resources that gather, synthesize, and present summary of all product launches related to your product suite on an ongoing basis to expanded audiences (e.g., GTM Hub, Marketing stand ups, What's New)
• Review and update Sales collateral, Product roadmaps and other documents.
• Work with Communications to provide thought leadership ideas and themes related to assigned products
• Work with Sales & RM training counterparts to regularly inform enablement trainings regarding our products, and how we solve buyer and user challenges

What you will need to be successful

• Bachelor's degree in Marketing, Communications, Business, or related field
• Knowledge of product marketing or a closely related field
• Manage, create and execute go to market strategy and plans as described as normally obtained through a minimum 5 years' experience in a product marketing role with 2 years' specific experience in a market-facing role (delivering presentation to customers and prospects, conducting competitor analysis and market research)
• Strong written and verbal communication skills
• Strong project and time management skills
• Demonstrable product marketing success in the financial services, card issuer, benefits administration, healthcare payments or a related industry
• Understand marketing principals and experience with practical application of these principals
• Positioning and messaging
• Strategic and tactical planning
• Leadership, collaboration and influence
• Product development methods (agile)
• Research and analysis
• Storytelling through effective writing and presenting
• An attention to detail and eye for quality are critical to success, along with an ability to grasp and present our product's value proposition in a way that resonates and clearly articulates how we solve our buyers' problems.
• Ability to track performance and have the data to prove what's working and what isn't
• A strong customer service orientation is essential
• Demonstrated ability to adapt to the changing demands of business is a must
• Proficiency with business and communications software (preferably Word, Excel, PowerPoint, common Windows operating systems, and Outlook) is required
• Comfortable using collaboration tools such as Teams, Smartsheet, etc. ROI-tracking skills, able to prove what is or isn't working

Salary Range: $87,500.00 To $125,000.00 / year

Benefits & Perks

• Medical, dental, and vision
• HSA contribution and match
• Dependent care FSA match
• Uncapped paid time off
• Paid parental leave
• 401(k) match
• Personal and healthcare financial literacy programs
• Ongoing education & tuition assistance
• Gym and fitness reimbursement
• Wellness program incentives

Why work with HealthEquity

HealthEquity has a vision that by 2030 we will make HSAs as wide-spread and popular as retirement accounts. Weare passionate about providing a solution that allows American families to connect health and wealth . Join us and discover a work experience where the person is valued more than the position. Clickhereto learn more.

You belong at HealthEquity

HealthEquity, Inc. is an equal opportunity employer, and we are committed to being an employer where no matter your background or identity – you feel welcome and included. We ensure equal opportunity for all applicants and employees without regard to race, age, color, religion, sex, sexual orientation, gender identity, national origin, status as a qualified individual with a disability, veteran status, or other legally protected characteristics. HealthEquity is a drug-free workplace. For more information about our EEO policy, or about HealthEquity's applicant disability accommodation, drug-free-workplace, background check, and E-Verify policies, please visit ourCareers page.

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At HealthEquity, our goal is to save and improve lives by empowering healthcare consumers. This shared purpose inspires everything we do, including how we approach hiring. Our process is designed to get to know the real you: your skills, experiences, and potential to make a difference. We value honesty, originality, and the courage to do the right thing, even when it is not the easiest path. Showing up as your authentic self reflects these values and helps us build something truly remarkable together.

As AI is becoming a common tool throughout the application process, we want to be clear about its appropriate use at HealthEquity. Using AI to support resume writing, research, or interview preparation is perfectly acceptable, provided the content is accurate and genuinely represents your qualifications and skills. For other key parts of our interview process, however, it is important that the ideas, communication, and work you share reflect your own voice, experiences, and thinking. We ask that you participate in our live interviews and complete any assessments without AI assistance unless instructions explicitly indicate otherwise or a specific exception is discussed and approved in advance. This approach ensures fairness, celebrates your individuality, and allows your authentic perspective to shine. Behaviors that do not align with these guidelines may result in disqualification from the hiring process or termination of employment if later discovered. We appreciate your understanding and look forward to learning about the unique contributions only you can bring to HealthEquity.

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