Responsibilities

• Define and maintain crisp positioning: who this is for, what it solves, why it’s different, why it’s credible, and where its boundaries are.
• Build a competitive narrative grounded in mechanism clarity, real user signals, and evidence—not inflated claims.
• Set clear expectation framing to avoid over-promising and reduce confusion downstream.
• Develop the core messaging architecture: value proposition, message hierarchy, preferred terminology (and language guardrails), and competitive comparison framework.
• Build a proof structure for key messages, including mechanism explanations, supporting validation logic, in-product evidence touchpoints, and objection handling (accuracy, privacy, credibility, comparisons).
• Create reusable narrative modules and guardrails that GTM, content, and product teams can execute against consistently.
• Partner closely with Product and UX to translate positioning into clear, consistent product experiences across onboarding and critical user moments.
• Own the “why this happened” layer—especially when signals fluctuate, confidence varies, or user behavior does not produce immediate visible change.
• Ensure users recognize, within weeks, that the product experience matches the story that brought them in.
• Co-build segmentation and personas with GTM/Growth by combining product usage patterns, behavioral triggers, and market insights into actionable user tiers.

Requirements

• 8+ years in product marketing, positioning, or lifecycle messaging, ideally within wearables, digital health, performance, fitness, recovery, mental wellbeing, or high-engagement subscription products.
• Proven track record translating complex or technically nuanced products into clear, credible consumer narratives.
• Experience building messaging systems and structured proof frameworks—not just campaign briefs or one-off positioning decks.
• Location: This is an on-site, office-based role in Tustin, CA.

Nice To Have

• Ideally within wearables, digital health, performance, fitness, recovery, mental wellbeing, or high-engagement subscription products.