At Wellframe, we reimagine healthcare relationships through a new approach that uses high-tech to deliver the high-touch support people need, when and where they need it. We call it Digital Health Management. Our comprehensive suite of Digital Health Management solutions for care management, advocacy, and navigation help organizations forge more meaningful connections with members, across their healthcare journey. 

Wellframe was founded to counter a pressing industry problem: the healthcare system has struggled to find ways to support people in between care settings, at scale. We believe health plans are in the best position to advocate for their members as they navigate their health and care, but know that technology alone can’t help us achieve this ambition. That’s why our team of physicians, clinicians, public health experts, data scientists, engineers, and healthcare industry experts ensure our patented technology works in service of the person-to-person connections that make healthcare work best.

We are looking for a Product Marketing expert to join our fast growing team. You must be an orchestrator, ensuring all relevant groups collaborate on and execute a shared go-to-market strategy. As such, the role will have primary or shared responsibilities for:

Performing market research (primary or secondary) to segment the market and establish buyer insight, identifying what opportunities, challenges and dynamics exist for the organization and its individual products

Developing go-to-market strategies to bring products to market through effective launches to capitalize on those opportunities

Guiding, creating and delivering messaging and content to communicate value to the market

To support each of the areas designated above, specific responsibilities for the role include the following.

Market Understanding

• Market research: Primary and secondary research to better understand the market and buyers
• Competitive intelligence: Defining the solution alternatives that exist for buyers — both direct competitors and those in adjacent spaces; the relative strengths and weaknesses of each; and points of differentiation
• Market dynamics: Outlining both the buy-side and sell-side forces impacting the industry, as well as technological changes or other factors that might cause buyer uncertainty and impact sales
• Market segmentation: Proposing the market segments that are the ideal targets for our products and services, with their expected growth rates
• Ideal customer profile (ICP): Defining the characteristics of the ideal buying organization, and what makes it a fit for our products
• Buyer personas, influencers and process: Identifying the roles involved buying our products and services; the external influences playing a role in selecting options; and the typical process for exploring, evaluating and engaging with providers
• Route-to-market strategy: Identifying whether direct sales and/or through channel partners

Driving Product Strategy

• Defining customer and market needs
• Ensuring the offers align with the identified target segments and ICP
• Outlining strengths and weaknesses of the current offer
• Defining the messaging, content, tools and programs that will be required to bring a product to market or increase traction for existing offers
• Identifying and building a dialogue with industry influencers to help shape direction
• Developing and presenting sales training materials

Create Positioning, Messaging, Storylines and Content

• Developing clear and crisp positioning that will guide messaging and other go-to-market strategies.
• Exploring and defining the core questions buyers need to have addressed throughout their buying and owning life cycles.
• Crafting storylines to communicate value, and that can be applied and contextualized for different buying scenarios.
• Helping to create and execute a content strategy that supports all stages of the buying journey through the channels and formats most wanted by buyers.
• Articulating individual product stories within the context of the larger brand storylineInspiring and contributing to thought leadership development and delivery.

Managing the Budget and Resources

• Managing relationships with industry analysts, such as Gartner 
• Performing zero-based budgeting for product marketing, aligning needs with performance goals and justifying all planned expenses
• Tracking spend against budget
• Establishing and tracking KPIs for individual initiatives and programs, and for team performance against business goal
• Providing executive-level transparency to investments and results

Skills and Experience

• Ten or more years of product marketing experience, including a minimum of five to seven years in marketing management roles
• Ability to provide examples of go-to-market strategies and programs for prior roles in enterprise technology or service providers, with the corresponding impact to revenue contribution
• Bachelor of Arts in marketing or business, or Bachelor of Science in computer science or engineering
• Must be able to deliver clear, compelling and articulate written and verbal communications
• Open to experimenting with new approaches, testing hypothesis and establishing
• KPIs that can help determine effectiveness
• Able to balance innovation against known and effective approaches
• Analytical skills: Ability to identify signals and measures that can be incorporated into KPIs/Ability to analyze and interpret disparate datasets to derive insights
• Technical skills: Knowledge or direct experience with the technologies in use or planned is a plus/Ability to drive development and consensus on technology investment goals
• Managerial skills: Project planning and management/Build relationships with functions outside of product marketing, including corporate communications, demand generation, product management, engineering, sales, customer success, services and IT

Wellframe, Inc. is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or protected veteran status or any other characteristic protected by local, state, or federal laws, rules, or regulations.

This posting is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee and any percentages listed are approximate. Duties, responsibilities and activities may change or new ones may be assigned at any time with or without notice.