Company: The mission of Well (https://www.well.co/) is to transform healthcare through our unique impact to our members' health and happiness. We do this through our differentiated consumer experience and world-class data and analytics engine that drive engagement and behavior change. Our product -- a consumer health engagement platform -- integrates concierge services, behavioral health, telemedicine, care management and wellness services to drive sustained engagement, lower costs and improve the health of members. In addition to our product, we know our team makes us unique. We’re a highly diverse and engaged organization whose employees are passionate about the mission of the company and whose management is passionate about the employees. We promote an employee- and member-centric culture with generous benefits, which you can learn more about here: https://www.well.co/careers.
Position Title: Senior Director, Product Marketing
Reporting To: Chief Growth Officer
Location: Chapel Hill, NC, Boston (Newton), MA, or New York, NY
Compensation: $180,000 - $200,000, depending on qualifications, plus bonus potential and benefits
Position Overview: We are seeking a dynamic and experienced Product Marketing Director to drive the go-to-market strategy and execution for our digital health solution. The Product Marketing leader will play a critical role in shaping product positioning, messaging, and overall marketing strategies to drive customer adoption, buyer engagement, and revenue growth.
Key Responsibilities:
- Develop Product Marketing Strategy: Collaborate with cross-functional teams including sales, client success, product management, and member marketing to develop comprehensive go-to-market marketing for product value articulation. This includes launches and feature releases and may include variations for different channels and buyer profiles.
- Product Positioning and Messaging: Define compelling product positioning and messaging, based on a thorough understanding of our product and the market, that resonates with target audiences and effectively communicates the value proposition of our digital health products.
- Content Strategy: Develop a content strategy to drive thought leadership and engage target audiences through various channels including blog posts, whitepapers, case studies, and social media content.
- Marketing Collateral Development: Create high-impact marketing collateral including product guides, sales presentations, website content, social media content, and other materials to support product adoption and sales efforts. Create and maintain the library of collateral so it remains current and promotes future state capabilities.
- Public Relations: Develop and manage our external PR strategy, ensuring Well is receiving optimal placement in industry events, conferences, publications, and awards. When relevant, oversee performance and relationship with external agencies and partners secured to advance our go-to-market message. Actively measure the impact of these investments and refine the strategy over time.
- Campaign Planning and Execution: Plan and execute integrated marketing campaigns to generate awareness, acquire new customers, and drive product adoption. Monitor and analyze campaign performance to optimize results.
- Sales Enablement: In close partnership with GTM Operations, equip the sales team with the necessary tools, training, and resources to effectively communicate product value propositions and drive sales success.
- Market and Competitive Analysis: In partnership with the sales team, conduct thorough market research and competitive analysis to identify market trends, customer needs, and competitive threats. Use insights to inform product and marketing strategies.
- Customer Insights and Feedback: Gather customer insights and feedback through surveys, interviews, and user testing to inform product roadmap decisions and continuous improvement efforts.
- Take personal responsibility for keeping all Well systems and data, including sensitive member data, secure and safe, according to Well data and security policies and HIPAA guidelines.
Qualifications:
- 7-10 years of experience in product marketing in the digital health or employer benefits space, including developing and executing marketing strategies and conducting market research.
- Deep understanding of the healthcare, digital health and/or employer benefits space and market trends.
- Strong leadership and cross-functional collaboration skills.
- Advanced analytical abilities, as applied to understanding current and leading market trends, buyer profiles, and competitor activity.
- Excellent written and verbal communication skills, including ability to present to high level internal and external audiences as well as demonstrated ability to develop world-class content.
- Strategic mindset, as demonstrated by past development of marketing plans and campaigns that achieved measurable outcomes.
Additional Job Information:
Well is on a mission to redefine the healthcare experience. This is an opportunity to re-shape healthcare for America. We are developing solutions to improve the quality and affordability of healthcare. We welcome team members who are passionate about that mission.
We embrace diversity and are committed to building an inclusive team. All qualified applicants will be eagerly considered for employment without regard to race, color, religion, sex, pregnancy, sexual orientation, gender identity, national origin, age, protected veteran status, or disability status.
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