Responsibilities

• Own how the Avive portfolio (Connect AED, REALConnect, and 4 Minute Community) is positioned for the buyers we sell to directly. A fire chief, a school superintendent, and a facilities director are not buying the same thing, and our messaging should say so. Keep it current as the product and the market move.
• Define the messaging architecture the rest of the company works from: the core narrative, value propositions by audience, the proof hierarchy, and the language we use for every product and program
• Equip Avive's direct sellers with messaging that fits our SLED and enterprise markets. Understand the difference between a business owner focused on workplace preparedness and a public safety leader focused on community response, and frame Avive accordingly.
• Build the enablement that helps reps sell faster: decks, one-pagers, battlecards, objection-handling guides, demo scripts, talk tracks, and sales training content.
• Own product and program launches end to end, including positioning, launch narrative, internal readiness, sales training, and the content that carries the launch into the market.
• Develop the competitive narrative. Understand how buyers evaluate Stryker, Zoll, Cardiac Science, and connectivity products like AEDtrax, and arm our field with the clear, honest reasons Avive is the better choice.
• Operationalize the Proof Point Playbook. Turn Campaign Stories and Field Stories into extractable, deployable proof (operational scenarios, pull quotes, video cutdowns, and supporting data), filed and field-ready within two weeks of publication.
• Set the source material for the channel. Partner with our Channel Product Marketing Manager so partner-facing messaging adapts the core narrative instead of inventing a second one, and so competitive and proof assets get built once and used in both motions.
• Collaborate with Product, Customer Success, and field GMMs so the customer journey reflects the same value and brand promise from first touch through onboarding.
• Bring the customer voice into positioning through customer interviews, win and loss insight, and real time in the field with reps.

Requirements

• 5 to 10 years of product marketing, partner marketing, content marketing, or related go-to-market experience in B2B, ideally in public safety, medtech, digital health, govtech, or another complex or regulated space.
• A strong storyteller who can take dense clinical or technical material and make it clear, human, and persuasive, and who can adapt one core narrative for very different partner audiences.
• Experienced building messaging, positioning, and enablement that sales teams actually use, with a track record of being a fast, trusted partner to both internal field teams.
• Comfortable owning both strategy and execution. You are as happy defining a multi-channel go-to-market play as you are writing the headline or building the slide.
• Analytical and curious, using customer interviews, win and loss insight, and performance data to sharpen positioning and prioritize work.
• Organized and cross-functional, able to keep launches, content, and enablement moving across Product, Sales, Demand Gen, Creative, and external partner teams.
• Mission-driven, collaborative, and scrappy. You want your work to help save lives, and you are willing to roll up your sleeves to do it.

Preferred

• Experience owning launches for a connected product where hardware and software are sold together.
• Experience working with connected, tech-driven products or connected healthcare solutions.
• Experience supporting national accounts or enterprise go-to-market motions.
• Familiarity with sales enablement tooling and CRM-driven content deployment.