Senior Director, Product Marketing

Job description

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 https://equip.health/outcomes and treatment approach at www.equip.health. http://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 Equipsters that have created Equip’s culture. Recognized by Time https://time.com/collection/time100-companies-2023/6285207/equip/ as one of the most influential companies of 2023, along with awards from Linkedin https://www.linkedin.com/pulse/linkedin-top-startups-2022-50-us-companies-rise-linkedin-news/ and Lattice https://lattice.com/blog/announcing-the-2023-finalists-for-lattices-people-success-awards, we are grateful to Equipsters for building a sustainable treatment program that has served thousands of patients and families. About the role As the Senior Director of Product Marketing, you will sit at the intersection of product marketing, brand strategy, and content creation. You will be responsible for two core missions: market-wide launching/positioning and downstream provider brand marketing to drive repeat business. We are looking for an experienced, highly nimble leader who thrives in a fast-paced environment, embraces a test-and-learn mindset, and proactively identifies new opportunities to innovate our market positioning. Responsibilities Product Marketing - Craft compelling value propositions, differentiators, and messaging frameworks that resonate across diverse audiences and maintain brand consistency across all channels. Conduct competitive analysis to ensure the message is well differentiated in the market. - Conduct research to build detailed provider and consumer personas (e.g., families with young patients, adult patients, hospital-based providers, primary care, etc.) that map their distinct pain points and motivations. - Map out the high-level B2B and B2C customer journeys and how core positioning and value propositions seamlessly and logically flow through every phase of the lifecycle—from initial brand discovery to active onboarding and retention. - Lead the end-to-end execution of go-to-market strategies for new services, care model enhancements or new target audiences - Cultivate strong, trust-based relationships with C-suite and executive stakeholders, leveraging high emotional intelligence to navigate ambiguity, drive cross-functional alignment, and carry strategic initiatives forward. Provider Brand Marketing - Partner with VP, Marketing and Creative director to build a provider brand strategy that establishes clinical authority, fosters trust and builds long-term loyalty - With the VP of Clinical Affairs, jointly lead the development and management of a Provider Advisory Board that serves an internal advisory function as well as external brand ambassadorship - Collaborate with Commercial stakeholders and Clinical Affairs to determine which high-impact, value-added resources, collateral, content, and speaking opportunities that drive provider engagement, acquisition, and retention. - Provide guidance and direction to channel owners on how to leverage the messaging and content in their respective channels - Perform other duties as assigned. Qualifications - 10+ years of progressive experience in product marketing or GTM roles, with a proven track record of launching successful B2B and B2C products. - Healthcare industry experience (working across payer, provider, or patient/consumer models) is required. - Proven ability to manage, mentor, and develop a high-performing team, fostering an inclusive, high-trust environment through continuous coaching, clear goal-setting, and personalized professional growth. - Exceptional interpersonal skills and emotional intelligence, with a proven ability to build instant credibility with senior leaders, manage complex stakeholder dynamics, and influence without authority. - Deep understanding of full-funnel digital marketing, content strategy, and campaign management. - Outstanding written and verbal communication skills, with a talent for translating complex clinical capabilities into clear, compelling narratives. Time Off: - Flex PTO policy (3-5 wks/year recommended) + 11 paid company holidays. - Generous parental leave. Core Benefits: - Competitive Medical, Dental, Vision, Life, and AD&D insurance. - Equip pays for a significant percentage of benefits premiums for individuals and families. - Spring Health, a 100% employer-paid mental health benefit through Guardian. - You can receive 5 free therapy sessions and 5 free coaching sessions per year for you and each of your dependents. - Employee Assistance Program (EAP), a company paid resource for mental health, legal services, financial support, and more! - HealthJoy, a 100% employer-paid platform connecting you to a healthcare concierge who can help you navigate your benefits. - 401K Option! Work From Home Additional Perks: - $50/month stipend added directly to an employee’s paycheck to cover home internet expenses. - $250/month stipend to use a co-working space. - Initial work-from-home stipend of up to $500. - Reload of $200 on the home office stipend at the 3-year mark and then every other year after that (year 5, year 7, etc.). - Company Laptop. 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. #LI-Remote