Associate Director for Product Marketing

Role Overview

Product Marketing Director owns go-to-market direction for an assigned portfolio or business area and leads positioning, messaging, launches, content, sales enablement, and market insight. The ideal candidate combines strategic leadership with strong execution, builds trusted relationships with business and Growth Office partners, and develops people through clear priorities, coaching, accountability, and career support.

Go-to-Market Strategy & Product Launches

• Own go-to-market strategy for assigned products, solutions, or portfolios, aligning plans to business priorities, growth objectives, customer segments, and market opportunities.
• Partner with product management, sales, integrated marketing, communications, and business leaders to define commercialization strategy, launch readiness, and market activation.
• Define target audiences, buyer personas, customer needs, competitive positioning, and differentiated routes to market.
• Lead launch planning and execution, including messaging, content, sales readiness, customer references, and performance measurement.
• Adjust go-to-market plans based on business results, customer feedback, competitive activity, and market changes.

Product Messaging & Positioning

• Lead development of differentiated product messaging, value propositions, positioning frameworks, and portfolio narratives that clearly communicate customer benefits and business impact.
• Translate complex healthcare, data, technology, and service capabilities into compelling, customer-centric stories for executive audiences.
• Ensure messaging is accurate, current, brand-aligned, and consistently expressed across campaigns, digital channels, customer touchpoints, and sales engagements.

Content Strategy & Thought Leadership

• Define the content strategy and editorial priorities that support market education, demand generation, launches, executive engagement, and sales conversations.
• Oversee creation of executive presentations, product and solution overviews, customer stories, case studies, white papers, articles, web content, videos, webinars, infographics, and social content.
• Partner with subject matter experts, clinical leaders, and product teams to develop high-value thought leadership and market-facing content.
• Ensure content quality, consistency, relevance, and timely delivery across the team.

Sales Enablement & Growth Partnership

• Partner with sales and Growth Office leadership to define sales enablement priorities and improve seller confidence and effectiveness.
• Lead development of sales playbooks, battle cards, competitive comparisons, FAQs, objection-handling guidance, pitch materials, and executive briefing content.
• Establish feedback loops with sales to identify content gaps, market objections, customer needs, and opportunities to improve enablement.

People Leadership & Team Management

• Lead, coach, and develop a team, setting clear goals, roles, priorities, and standards for performance and quality.
• Translate business priorities into team plans, assign resources across competing opportunities, and manage workload, capacity, timelines, and dependencies.
• Provide regular feedback, coaching, recognition, and career development support; create growth plans that build strategic, functional, and leadership capabilities.
• Conduct performance management processes consistently and partner with team

Required Qualifications

• 7+ years of demonstrated experience in product marketing, integrated marketing, go-to-market strategy, or a related discipline.
• Demonstrated experience leading people, setting priorities, coaching performance, and developing talent.
• Experience owning product positioning, messaging, launches, content strategy, sales enablement, and market or competitive insight.
• Strong strategic thinking, executive-level writing, presentation development, and verbal communication skills.
• Proven ability to influence senior stakeholders and lead cross-functional work in a large, matrixed organization.