Director, Product Marketing (Health Systems)

Reporting to the VP, Marketing, the Director, Product Marketing will own positioning, messaging, and go-to-market strategy for THMA's priority offerings. This role is the connective tissue between Product/Insights, Sales, Marketing, Member Success, and executive stakeholders, translating market needs, buyer insight, and product value into narratives that drive awareness, pipeline, conversion, and member engagement. The ideal candidate is a strategic marketer, storyteller, and cross-functional operator with experience building buyer personas, launch plans, sales enablement tools, and data-informed campaigns in a B2B environment, ideally one built on subscription, membership, or research-services revenue rather than transactional SaaS.

The Director, Product Marketing will be measured on launch performance, sales enablement adoption, pipeline influence, conversion, and win/loss themes, not on lead-gen volume alone. The candidate will partner with Digital, Content, and MOPS teams to turn positioning into campaigns, but owns the underlying narrative and evidence base those campaigns run on.

This leader should be commercial, data-driven, a strong writer, and comfortable operating with ambiguity across Product, Sales, and Marketing.

Essential Duties and Responsibilities

• Own positioning, messaging, and value proposition development for assigned THMA offerings, and build persona-specific narratives for health system executives, commercial buyers, and internal sales teams.

• Conduct and synthesize buyer and customer research, sales feedback, member insight, win/loss themes, and competitive intelligence, and use it to inform messaging, campaigns, and offering direction.

• Build AI native workflows for product marketing with an eye toward measuring value and ROI

• Lead go-to-market planning for new offerings, product updates, and priority initiatives, including launch briefs, audience and channel plans, readiness timelines, and post-launch performance review.

• Own sales enablement: pitch decks, one-pagers, messaging guides, battlecards, FAQs, talk tracks, and objection-handling materials, and train sales and member-facing teams on how to use them.

• Own the customer proof inventory: build and maintain the intake path that turns Member Success value stories and program KPIs into evidence sales and marketing can use directly.

• Maintain a working view of competitor positioning, market trends, and category shifts, and turn that into sales-facing competitive assets.

• Serve as the voice of the market to Product and Offering leadership, informing roadmap, packaging, and launch priorities.

• Define and report on success metrics: launch adoption, pipeline influence, conversion, sales enablement usage, and win/loss themes, with concise executive-ready readouts.

• Partner with Digital and Content teams to translate positioning into effective campaigns, without owning SEO or content production directly.

Education

• Bachelor's degree in marketing, communications, or a related field.

Minimum Qualifications

• 8+ years in product marketing or strategic marketing roles.

• B2B experience required; healthcare experience strongly preferred.

• Experience building positioning and messaging frameworks, including buyer interviews and segmentation the candidate personally ran.

• Sales enablement experience: playbooks, battlecards, training.

• GTM launch experience, from planning through post-launch measurement.

• Competitive intelligence or customer research experience.

• Strong writing, presentation, and cross-functional influence skills.

• Preferred: certification through Product Marketing Alliance or Pragmatic Institute.

• Preferred: experience standing up a product marketing function from scratch or leading entry into a new market segment.

Skills/Knowledge

• AI curious with demonstrated track record of building AI workflows in product marketing

• Ability to translate complex offerings into buyer-ready narratives for both lay and specialized audiences.

• Salesforce fluency required; Marketo experience preferred.

• Comfort operating in a subscription, membership, or research-services business model.

• Experience with member, community, or customer marketing.

• High emotional intelligence and proven ability to manage competing priorities across stakeholder groups.

• Confidence presenting to and working with executive leadership.

• Results-oriented, commercial, data-driven approach to decision-making.

Work Environment/Physical Demands

• Primarily sedentary office role; regular computer use for extended periods.

• Ability to communicate clearly with internal and external stakeholders, in person and by phone/video.

• Travel required (~25%).