Product Marketing Director
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, Equip has been a fully virtual company since its inception and is proud of the highly-engaged, passionate, and diverse Equisters that have created Equip’s culture. Recognized by Time as one of the most influential companies of 2023, along with awards from Linkedin and Lattice, we are grateful to Equipsters for building a sustainable treatment program that has served thousands of patients and families.
About the Role
The Clinical Product Strategy team is responsible for developing, launching, and driving growth for new clinical products and services. The Product Marketing Director is critical to the success of this function, owning the upstream product marketing strategy for optimal product positioning and the execution of a successful market launch. This role will own the development of actionable, research and data-driven insights across target audiences and competitors, influencing product roadmaps and working cross-functionally to create and execute go-to-market plans, narratives, and message frames that establish Equip’s differentiated product positioning and deliver results.
The Product Marketing Director is an experienced product marketer who has led successful new product launches for both consumer and B2B audience segments. They are highly nimble and thrive 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 product and market positioning.
Responsibilities
Market Research: 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.
At Equip, Diversity, Equity, Inclusion and Belonging (DEIB) are woven into everything we do. At the heart of Equip’s mission is a relentless dedication to making sure that everyone with an eating disorder has access to care that works regardless of race, gender, sexuality, ability, weight, socio-economic status, and any marginalized identity. We also strive toward our providers and corporate team reflecting that same dedication both in bringing in and retaining talented employees from all backgrounds and identities. We have an Equip DEIB council, Equip For All; also referred to as EFA. EFA at Equip aims to be a space driven by mutual respect, and thoughtful, effective communication strategy - enabling full participation of members who identify as marginalized or under-represented and allies, amplifying diverse voices, creating opportunities for advocacy and contributing to the advancement of diversity, equity, inclusion, and belonging at Equip.
As an equal opportunity employer, we provide equal opportunity in all aspects of employment, including recruiting, hiring, compensation, training and promotion, termination, and any other terms and conditions of employment without regard to race, ethnicity, color, religion, sex, sexual orientation, gender identity, gender expression, familial status, age, disability, weight, and/or any other legally protected classification protected by federal, state, or local law.
Our dedication to equitable access, which is core to our mission, extends to how we build our "village." In line with our commitment to Diversity, Equity, Inclusion, and Belonging (DEIB), we are dedicated to an accessible hiring process where all candidates feel a true sense of belonging. If you require a reasonable accommodation to complete your application, interview, or perform the essential functions of a role, we invite you to reach out to our People team at accommodations@equip.health.
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