Senior Product Marketing Manager

About Equip  Equip is the leading virtual, evidence-based eating disorder treatment program on a mission to ensure that everyone with an eating disorder can access treatment that works. Created by clinical experts in the field and people with lived experience, Equip builds upon evidence-based treatments to empower individuals to reach lasting recovery. All Equip patients receive a dedicated care team, including a therapist, dietitian, physician, and peer and family mentor. The company operates in all 50 states and is partnered with most major health insurance plans. Learn more about our strong outcomes and treatment approach at www.equip.health.

Founded in 2019 as a fully virtual company, Equip is built on the dedication of highly engaged, passionate, and diverse Equipsters who have shaped our unique culture. In recognition of this impact, Equip was honored in 2024 by Forbes as a Next Billion-Dollar Startup, LinkedIn as a Top Startup, TechCrunch as one of the 10 Most Exciting Digital Health Startups, Fast Company among the Most Innovative Companies, and Business Insider’s 44 Companies to Bet Your Career On. We are immensely grateful to our Equipsters for creating a sustainable company and treatment program that has served thousands of patients and families to date.

About the role 

The Senior Product Marketing Manager will be responsible for developing and executing product marketing initiatives to communicate Equip’s product value propositions, outcomes, and differentiators across a range of target audiences, specifically healthcare providers, payers, and patients/families. This role requires an expert in storytelling, with a deep understanding of customer needs, product positioning, competitive landscape, and data-driven marketing insights. This role will work cross-functionally with Commercial, Clinical, and Product teams to create cohesive Go-To-Market (GTM) strategies, seasonal campaigns, and keystone marketing materials for providers, payers, and patients/families. Additionally, this role will oversee ongoing market research, competitive analysis, and the development of key messaging for both core and new products. The Senior Product Marketing Manager is highly nimble and thrives in an environment that values experimentation and continuous improvement. They will embrace a "test and learn" approach and take initiative, proactively seeking new opportunities to innovate and optimize marketing strategies. 

Responsibilities

• Product Storytelling & Positioning: Serve as the 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.
• Go-To-Market (GTM) Strategy: Collaborate closely with commercial, clinical, and product teams to develop and support the go-to-market strategy for current and future products. This includes customer segmentation and launch execution.
• Campaigns & Content Creation: Lead the creation of marketing campaigns and content across different audience segments. Ensure messaging is aligned with the broader marketing funnel and supports Equip’s objectives, from awareness to conversion.
• Market Insights & Reporting: Analyze marketing performance, customer behavior, and market trends 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.
• Competitive Positioning & Market Research: Lead competitive analysis, including SWOT assessments, customer research, and market trends. Maintain a deep understanding of the competitive landscape to position Equip’s products effectively and ensure differentiation in the marketplace.
• Stakeholder Management: Work collaboratively with key senior stakeholders across various teams, including executives, commercial, clinical, and product teams. Educate and align stakeholders on marketing strategies, performance metrics, and overall product positioning.
• Product Champion: Act as the voice of the customer, helping inform the overall marketing strategy. Educate internal teams on product features, benefits, and positioning to drive consistency across messaging and customer interactions.
• Perform other duties as assigned.

Qualifications

• 6+ years experience in product marketing. Experience with both B2B and B2C marketing preferred.
• 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 research skills, including primary research (such as scoping and leading customer interviews, surveys, and focus groups), competitive analysis, customer insights, and market trends, to inform strategic decisions and product positioning.
• Familiarity with the healthcare industry, including providers, payers, patient is highly preferred.
• 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.