Product Marketing Lead

Profile

Description

The Product Marketing Lead Develops, directs, and executes the go-to-market approach for a significant product or product category. The Product Marketing Lead works on problems of diverse scope and complexity ranging from moderate to substantial.

Responsibilities

Humana is a Fortune 60 market leader in integrated healthcare whose dream is to help people achieve lifelong well-being. As a company focused on the health and well-being of the people we serve, Humana starts from within, and is committed to providing progressive benefits that advance the employment experience and vitality of the associate community. Through offerings anchored in a whole-person view of human well-being, Humana embraces a focus on stimulating positive individual and population changes while nurturing a sense of security, enabling people to live life fully and be their most productive.

Against that backdrop, Humana is seeking a Product Marketing Lead within its Associate Technology Experience Team (ATX) to develop, direct, and execute the go-to-market approach for multiple significant associate-facing products. The Product Marketing Lead works on problems of diverse scope and complexity ranging from moderate to substantial.

Responsibilities of the Product Marketing Lead include:


Creates the product value proposition and aligns the product positioning and messaging strategy to target the intended associate consumer.
Works with Product Managers and Product Owners to establish product launch and adoption strategies, including product direction, advertising, etc.
Plans, develops, and executes promotional campaigns that inform the organization's target market (associate consumers) of the merits of utilizing the offered products and services.
Assists in researching, writing, designing, and editing collateral that is effective and appropriate for the intended associate consumer audience.
Assesses product launches, advises on how to redirect campaigns, and recommends ways to improve initiatives.
Exercises independent judgment and decision making on complex issues regarding job duties and related tasks, and works under minimal supervision.
Uses independent judgment requiring analysis of variable factors and determining the best course of action.


Specific responsibilities include:


Serve as a lead consultant to program teams within the ATX to develop, direct, and execute the go-to-market approach for multiple associate-facing products.
Guide the creation and execution of integrated go-to-market plans in partnership with communications colleagues, key internal business partners, and other cross-functional teams.
Drive the development of associate-facing product marketing deliverables, including value proposition, product positioning, audience and attitudinal/belief/motivation/needs-based segment targets, and associate customer benefits.
Develop deep understanding of associate consumer insights related to this space; understand emerging trends; contribute innovative ideas for go-to-market launch plans; and innovative ideas for product launches.
Ensure all product go-to-market plans are aligned with future rebranding strategies developed at a team level.
Establish and track key performance indicators and consistently report outcomes to key stakeholders
Lead by example by emulating behaviors consistent with the new ways of working and Humana values


Minimum Role Qualifications


Bachelor's degree or equivalent
At least 6 years of building and executing highly impactful product marketing / go-to-market strategies
Strategically oriented, resourceful, influential, critical thinker
Highly collaborative mindset and excellent relationship-building skills, including the ability to engage many diverse stakeholders and SMEs, and win their co-ownership in outcomes
Positive track record of driving consumer engagement with new products, services, and/or experiences
Highly effective communication skills
Deep empathy for the consumer and ability to translate complexities into simple, comprehensible communications
Persuasive story teller who has demonstrated the ability to communicate effectively with senior leaders
Deep understanding of brand positioning and strategy
Ability to identify actionable insights and translate them into successful go-to-market strategies
Ability to comprehend the multitude of work streams across the business impacted by a product release
Strong bias for results
Creative problem solver


Preferred Qualifications


Experience in Healthcare, HealthTech, Technology, or Professional Services
Agile working model experience
Experience with Journey Mapping / Experience Mapping


Scheduled Weekly Hours

40

Company info

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