Director, Product Marketing

Position Summary:

The Strategic Go-to-Market Product Marketing  Director is responsible for translating product strategy, market insight, and commercial priorities into executable go-to-market plans that accelerate revenue growth, product adoption, customer engagement, and market share expansion. This role sits at the intersection of product management, product marketing, sales, commercial strategy, service, finance, and channel execution, ensuring that product value propositions are clearly defined, market-ready, competitively differentiated, and enabled across direct and partner sales channels.
The ideal candidate is a commercially minded product leader who can combine customer and market intelligence, competitive analysis, pricing and packaging insight, launch discipline, sales enablement, and performance analytics into a repeatable growth engine. This individual will help define where the organization should compete, how products should be positioned, what sales and channel teams need to win, and how success will be measured after launch.

Position Responsibilities:

Lead the development and execution of go-to-market strategies for new product launches , major product enhancements, portfolio initiatives and market expansion opportunities
Translate product roadmaps and commercial objectives into actionable launch plans with defined target segments, buyer personas, value propositions, channel motions, timelines, dependencies and success metrics
Partner with sales leadership, product management, marketing, finance, service, and operations to align launch priorities with revenue, margin, adoption and customer retention goals
Develop commercial business cases, market sizing assumptions, launch readiness plans, and post-launch performance reviews to support executive decision-making
Direct supervision responsibilities for Product Marketing Managers

Create clear, compelling product positioning and messaging that converts technical product capabilities into customer-facing business value
Define differentiated value propositions by customer segment, buying committee, care setting, use case and competitive scenario
Develop messaging frameworks, sales narratives, objection-handling guidance, competitive battlecards and executive-ready talking points
Ensure consistency of product messaging across sales tools, marketing campaigns, partner enablement, customer presentations, digital content and launch communications

Conduct ongoing market research to identify customer needs, unmet pain points, competitive threats, pricing trends, buying behaviors and market growth opportunities
Gather input from customers, sales teams, channel partners, service teams, and industry sources to inform product strategy and commercial execution
Translate insights into actionable recommendations for product prioritization, segmentation, pricing, positioning, launch strategy and sales enablement
Maintain a disciplined view of competitive positioning, including win/loss insights, objection themes, competitor claims and field feedback

Own launch planning discipline, including launch charters, milestones, risk registers, readiness checklists, stakeholder communications and post-launch retrospectives
Coordinate cross-functional launch execution across product, marketing, sales, service, training, finance, operations, legal, regulatory and channel teams
Establish clear roles, responsibilities, timelines, deliverables, and decision points to ensure product launches are commercially ready and operationally executable
Identify and resolve execution barriers, escalation needs, resource gaps, and field-readiness risks before launch

Develop field-ready enablement tools, including sales decks, customer presentations, FAQs, product comparison guides, competitive battlecards, discovery questions, demo guidance and training materials.
Partner with direct sales, channel partners, service sales, and customer-facing teams to ensure consistent understanding of product value, target opportunities, qualification criteria and win strategies
Support training programs that improve product confidence, commercial fluency, objection handling and adoption of launch playbooks
Collect field feedback after launch to refine messaging, tools, campaigns, pricing assumptions and customer engagement strategies

Partner with finance, product, sales, and commercial leadership to evaluate pricing, packaging, discounting strategy, margin impact and total cost of ownership messaging
Define launch and lifecycle KPIs, including pipeline creation, win rate, adoption, revenue, margin, sales cycle impact, customer retention, service attachment and channel performance
Analyze performance data to identify launch gaps, market opportunities, sales barriers, product adoption trends and optimization actions
Prepare executive summaries, dashboards, and recommendations that connect product performance to commercial outcomes

Required Skills & Education:

•    Bachelor’s degree in business, marketing, product management, healthcare administration, engineering, or a related field required; MBA or advanced degree preferred.
•    Minimum 6+ years of experience in product management, product marketing, go-to-market strategy, commercial strategy, sales enablement, or related B2B commercial roles.
•    Experience developing and executing go-to-market plans for complex products, capital equipment, healthcare technology, software-enabled solutions, or enterprise B2B offerings preferred.
•    Demonstrated ability to synthesize customer insights, market data, competitive intelligence, and product strategy into clear commercial recommendations.
•    Strong executive communication, presentation, and stakeholder management skills.
•    Advanced analytical capability with experience using CRM, Excel, Power BI, market research, pipeline analytics, or similar business intelligence tools.
•    Proven ability to lead cross-functional initiatives without direct authority and manage multiple priorities in a fast-paced environment.

Desired Skills:

Core Competencies
•    Strategic thinking: Connects market opportunity, customer needs, product direction, and commercial priorities into a focused growth plan.
•    Commercial orientation: Understands revenue, margin, pipeline, channel performance, pricing, and competitive dynamics.
•    Customer-centric mindset: Uses customer insight and field feedback to shape messaging, roadmap input, and market execution.
•    Cross-functional leadership: Aligns stakeholders across product, sales, marketing, service, finance, and operations to deliver measurable outcomes.
•    Analytical discipline: Uses data to prioritize opportunities, measure launch success, and recommend corrective actions.
•    Communication excellence: Converts complex product and market information into clear, persuasive, audience-specific messaging.
•    Execution rigor: Brings structure, accountability, and follow-through to launch planning and lifecycle management.

Work Environment:

Remote with travel 

Physical Requirements:

Overnight travel 50% or more