Responsibilities

• Independently scope and lead primary market research with key opinion leaders, referring providers, patients and families to build a deep understanding of segment-specific pain points, ambitions, and perspectives.
• Lead competitive research for new products or existing product enhancements, collecting market insights across internal and external stakeholders.

Product Storytelling & Positioning

• Serve as a marketing expert on Equip's product storytelling, focusing on crafting compelling value propositions, differentiators, and use cases that resonate with diverse audience segments.
• Ensure consistent, cohesive messaging across all marketing channels.
• Create messaging and positioning frameworks that clearly articulate the value proposition to target customers.

New Product Champion

• Educate internal teams on new product features, benefits, and positioning.
• Ensure alignment between DTC marketing, sales enablement materials, and product/service design to drive consistency across messaging and customer interactions.

Go-To-Market (GTM) Strategy

• Collaborate closely with Commercial, Clinical, Care Operations, and Product teams to develop and support the go-to-market strategy and launch plan for new product launches and existing product enhancements.
• Identify and prioritize target markets, segments, and personas based on data and market insights.

Product Launch Campaigns & Content Creation

• Lead the creation of marketing campaigns and content across different audience segments for product launches.
• Ensure messaging is aligned with the broader marketing funnel and supports product launch objectives, from awareness to conversion.

Market Insights Analysis & Reporting

• Oversee the systematic collection and integration of market feedback during a product launch to provide actionable insights.
• Monitor market adoption and track performance across various audience segments and marketing channels.
• Use data to guide internal decision-making and refine external positioning.

Stakeholder Management

• Educate and align stakeholders on marketing strategies, performance metrics, and overall product positioning.
• Perform other duties as assigned.

Qualifications

• 8+ years experience in product marketing or go-to-market roles.
• Experience setting and executing go-to-market launch strategies for B2B and B2C audiences.
• Familiarity with the healthcare industry, including providers, payers, patients is required.
• Strong analytical skills with the ability to interpret data, track performance metrics, and make data-driven decisions that impact both external marketing positioning and internal strategy.
• Deep understanding of end-to-end marketing strategy, including digital marketing, content marketing, and campaign management.
• Strong primary and secondary research skills, such as scoping and leading customer interviews, surveys, and focus groups and conducting competitive analyses to inform strategic decisions and product positioning.
• Ability to work effectively with senior stakeholders, aligning diverse teams toward shared goals while managing expectations and ensuring clear communication.
• Excellent written and verbal communication skills, with a knack for storytelling and crafting messaging that resonates with diverse audiences.

Physical Demands

• Work is performed 100% from home with no requirement to travel. This is a stationary position that requires the ability to operate standard office equipment and keyboards as well as to talk or hear by telephone. Sit or stand as needed.