Responsibilities

• Own launch strategy for new products and features (e.g., pharmaceutical companion tools, SNAP/WIC integrations, clinical program enhancements).
• Develop clear GTM plans that align product capabilities with payer/provider and member needs.
• Collaborate with Comms, Clinical, Product, and Sales to execute launch campaigns that drive engagement and adoption.
• Craft messaging frameworks that clearly communicate value to multiple audiences: health plans, providers, employers, and members.
• Ensure messaging aligns with Foodsmarts core foodcare narrative and brand voice.
• Maintain and evolve a messaging architecture that scales across product lines and segments.
• Build and maintain product one-pagers, pitch decks, ROI calculators, FAQs, and competitive talking points.
• Partner with Sales and BD teams to ensure consistent, on-brand messaging across RFPs, partner meetings, and proposals.
• Track collateral usage and impact on win rates and deal velocity.
• Lead win-loss analysis and translate findings into actionable insights for Product and Growth teams.
• Own competitive intelligence  building briefs, playbooks, and enablement content that help internal teams stay ahead of market shifts.
• Influence product roadmap with market, policy, and customer insights.
• Partner with Growth and Clinical teams to drive member adoption of new features post-launch.
• Measure activation and retention impacts and optimize messaging accordingly.
• Collaborate on co-marketing with payer/provider partners to amplify reach.

What Success Looks Like

• 100% of product launches have a clear GTM plan, messaging framework, and enablement package.
• Product messaging is consistently reflected in sales materials, partner comms, and earned media.
• Sales cycle time is reduced and win rates improve on PMM-supported deals.
• PMM insights are visibly shaping product roadmap decisions.
• Member activation rates post-launch show measurable uplift tied to PMM campaigns.

Requirements

• 5+ years of experience in product marketing, product strategy, or GTM roles, ideally in health tech, digital health, or payer/provider solutions.
• Exceptional storyteller with experience translating complex product features into clear, differentiated value propositions.
• Comfort working in a B2B2C model (e.g., payers/providers + member engagement).
• Strong collaborator across Product, Sales, Clinical, and Comms functions.
• Analytical mindset  able to link messaging and launch efforts to measurable outcomes (revenue, engagement, retention).
• Bonus: Familiarity with healthcare policy trends (e.g., Medicaid, SNAP/WIC, value-based care), or experience supporting payer RFP cycles.