Principal Product Marketing Manager

Principal Product Marketing Manager

HealthEquity is seeking a Principal Product Marketing Manager to lead the strategic positioning, go-to-market execution, and market intelligence for our product suite. This senior-level role will be instrumental in defining messaging, driving product adoption, and amplifying HealthEquity's presence in the market. The ideal candidate is a strategic thinker, storyteller, and market expert who can translate complex product capabilities into compelling value propositions that resonate with clients, members, partners, and brokers.

As a key cross-functional leader, you will collaborate closely with Product, Sales and Relationship Management, Marketing, and Operations to ensure alignment on positioning, messaging, and customer engagement strategies. This role knows our competitors: what they do today and what they plan to do in the future. The Principal Product Marketing Manager knows our buyers better than they know themselves, including how they make their buying decisions. This role backs up strategic insights with market evidence and then uses that knowledge to drive the development of positioning and messaging that resonates with the market and empowers our marketing team and sales channels to be successful.

What you'll be doing:

• Strategic Product Positioning and Messaging:
• Define and drive the overarching product marketing strategy for assigned product suites, ensuring alignment with company objectives and market demands.
• Lead the development of compelling product positioning, messaging, and value propositions that resonate with clients, members, partners, brokers, and other key personas.
• Translate complex product features into clear, benefit-driven messaging that enhances customer engagement and market differentiation.
• Oversee and refine the customer journey framework, ensuring alignment across marketing, sales, and product teams.

• Voice of the Customer and Market Insights:
• Lead advanced market and competitive research, translating insights into strategic recommendations for product development, marketing campaigns, and sales strategies.
• Establish and oversee robust Voice of the Customer (VoC) and Voice of Employee (VoE) programs, leveraging surveys, focus groups, and direct customer interactions.
• Serve as a thought leader and internal champion for customer-centric marketing strategies, ensuring insights drive cross-functional decision-making.

• Go-to-Market Leadership and Product Launches:
• Architect and execute high-impact go-to-market (GTM) strategies for product launches and ongoing marketing initiatives.
• Partner with executive leadership, product management, and sales to define launch goals, success metrics, and execution plans.
• Own key GTM performance metrics and develop data-driven strategies to optimize product adoption, revenue growth, and market penetration.
• Lead cross-functional teams in the creation of compelling sales enablement materials, customer education assets, and GTM collateral.

• Market and Competitive Intelligence Leadership:
• Oversee the competitive intelligence strategy, ensuring the organization stays ahead of market trends, competitor moves, and industry shifts.
• Develop and maintain executive-level competitive analysis, SWOT assessments, and strategic positioning frameworks.
• Equip sales teams with real-time competitive insights, battlecards, and positioning strategies to enhance deal success rates.

• Amplification and Thought Leadership:
• Define and execute long-term strategies to amplify product marketing impact through demand generation, content marketing, and communication.