Responsibilities

• Platform GTM Strategy & Vertical Localization - Develop and own a unified Payments go-to-market strategy that serves as the platform-level foundation, with vertical-specific extensions for chiropractic, vision/optometry, orthodontics, and wellbeing
• Translate the core Payments value proposition into market-specific messaging that reflects the distinct ICP, business model, reimbursement environment, and workflow context of each vertical
• Manage multiple, simultaneous launch timelines/feature releases across verticals/brands and within their respective roadmaps with Customer experience at the epicenter — balancing platform consistency with vertical relevance
• Define and maintain Payments ICP profiles per vertical, including clinical workflow nuances, payer mix, payment plan preferences, and practice size considerations
• Messaging, Positioning & Content - Own the Payments messaging architecture from core positioning through to vertical-specific proof points — ensuring differentiation from competitors and clarity for every buyer persona
• Build and maintain a comprehensive content library: case studies (by vertical), ROI calculators, white papers, battlecards, one-pagers, demo scripts, and digital assets
• Translate complex financial and payments concepts — including insurance workflows, payment plans, RCM integration, and collections — into clear, compelling language for practice owners, office managers, and front-desk staff
• Partner with the Brand & Creative team to ensure visual and narrative consistency across all Payments marketing touchpoints
• Sales Enablement & Pipeline Acceleration - Develop and deliver targeted sales enablement programs that increase rep confidence and attach rates across all four EHR brands
• Build and maintain vertical-specific pitch decks, objection-handling guides, and competitive intel that equip AEs to sell Payments effectively in each market context

Requirements

• 5-8+ years of B2B product marketing experience; demonstrated ability to own launch, adoption, and expansion across a product lifecycle from alpha through mature stages
• Working knowledge of physician practice payment workflows, insurance reimbursement, patient payment plans, and RCM fundamentals; healthcare payments experience strongly preferred
• Experience managing concurrent launch timelines and adapting a platform-level value proposition across distinct buyer segments, ICPs, or verticals
• Proven ability to translate complex technical or financial products into clear, differentiated messaging for non-technical buyers; skilled in building messaging architectures and content that convert
• Track record of building enablement programs that measurably improve sales confidence and win rates; comfortable working directly with AEs, SEs, and sales leadership
• Data-driven decision-maker; experience defining marketing KPIs, interpreting funnel data, and connecting marketing activity to revenue outcomes (attach rate, pipeline influence, ARR impact)
• Effective at working across Product, Sales, CX, and Marketing without direct authority; skilled at driving alignment in matrixed, fast-moving environments
• Bachelor's degree in Marketing, Business, Finance, or related field required; Pragmatic Marketing or similar PMM certification a plus

Preferred

• Healthcare Payments Domain — Working knowledge of physician practice payment workflows, insurance reimbursement, patient payment plans, and RCM fundamentals; healthcare payments experience strongly preferred
• Pragmatic Marketing or similar PMM certification a plus

Benefits

• health, dental, vision, paid time off, 401(k) with company match, and may be eligible for additional compensation such as bonuses or equity