Responsibilities

• Go-To-Market Strategy: Lead end-to-end go-to-market strategy and execution for new product features, site launches, and member-facing initiatives from positioning and messaging through launch, measurement, and iteration.
• Value Prop Positioning: Own member value proposition messaging and product positioning across the funnel, ensuring a consistent and compelling story from acquisition through activation, engagement, and retention.
• Lifecycle and Activation Programs: Design, run, and test lifecycle and activation programs (email journeys, in-product messaging, onboarding flows) in partnership with the Product Team that move new members from sign-up to meaningful engagement.
• Integrated Marketing at Scale: Develop and execute marketing campaigns across channels including email, social, paid, and in-product, partnering with the CRM and Community teams to deliver integrated programs, leveraging AI as appropriate.
• Testing and Iteration: Build a strong testing and experimentation practice (hypothesis-driven A/B tests, message testing, and landing page optimization) and translate results into clear recommendations.
• Market Research: Conduct market, member, and competitive research to sharpen positioning, identify white space, and inform product and marketing priorities.
• Analysis and Presentation: Define and track the metrics that matter for each program, synthesize performance into clear narratives for leadership, and use insights to drive the next round of work.
• Cross-Functional Partnership: Partner cross-functionally with the Product, Engineering, Community, Analytics, Design, and Sales teams to align on priorities, unblock execution, and ensure launches land well internally and externally.
• Serve as a Senior Voice on the PMM Team: Raise the bar on craft, mentor less experienced marketers, and contribute to team strategy, process, and learnings.

Requirements

• A bachelor’s degree in marketing, communications, or a related field — or equivalent experience
• Six or more years of product marketing or closely related experience, preferably in consumer technology, digital health, or community-driven business
• Demonstrated success leading GTM for product launches and owning positioning and messaging for a product or product area
• Strong track record running lifecycle, activation, or growth marketing programs and using A/B testing and experimentation to drive measurable results
• Excellent written and verbal communication skills, with the ability to craft member-facing messaging and influence cross-functional partners and leadership
• A data-informed mindset — comfortable defining KPIs, partnering with Analytics, and using data to prioritize, evaluate, and tell the story of your work
• Strong project management skills and the ability to lead multiple workstreams across stakeholders with minimal hand-holding
• Genuine interest in healthcare, community, and improving outcomes for people facing chronic conditions