The Lactation Network
About the job
Are you passionate about defining product strategy and positioning? Are you motivated to revolutionize the standard of care in women's health?
The Lactation Network (TLN) is in search of an experienced Product Marketing Manager to bridge the gap between product development and marketing, ensuring that the product meets the needs of the target market and that the marketing efforts effectively communicate its value proposition. You will play a crucial role in shaping the positioning, messaging, and go-to-market strategy for our digital healthcare solutions. You'll be integral in understanding and representing the voice of the customer, collaborating closely with internal teams and external stakeholders. Your responsibilities will include defining product strategy, refining messaging, and providing the necessary tools to ensure our products, including our Electronic Medical Record solution, maintain their competitive edge while achieving our business objectives. This position will report directly to the Director of Product.
We are a close-knit, purpose-driven organization with ambitious growth targets for 2024 and beyond. We understand that not all the answers are readily available, and we don't expect you to have them all either. However, we do value curiosity, hard work, and a commitment to personal growth as key qualities in our team members.
Breakdown of the role
- Product Strategy & Go-to-Market Execution (40%). Collaborate with Product Managers to define and document end-to-end product strategy. For all commercial releases, you will own the development and communication of the go-to-market plan. This involves developing and implementing strategies to launch new products or features successfully. In partnership with marketing, you will plan marketing campaigns, pricing strategies, distribution channels, and sales enablement initiatives. You will collaborate closely with cross-functional teams such as product development, sales, account management, and marketing to ensure alignment and execution of the go-to-market plan. You will contribute to goals and metrics for product releases.* Product Positioning and Messaging (40%). You will own product positioning and messaging. You will work closely with Product Managers to craft initial copy for patient and LC interfaces. You will ensure copy aligns with product positioning and messaging. You will create marketing briefs and copy briefs in partnership with our marketing team.* Market Understanding and Analysis (20%). You’ll research and understand the target market, including customer needs, preferences, and behaviors. This includes developing product-focused user personas. You will analyze market trends, competitors, and industry dynamics to identify opportunities and threats.
What you’ll do
- Product Focused: You will maintain a deep understanding of our digital applications and features that interface with our patients and lactation care providers including all enhancements.* Customer Champion: Serve as an advocate for patients and lactation care providers within the organization, ensuring that decisions prioritize customer needs and satisfaction. You will research and create product-focused user personas* Market Expertise: Establish yourself as the go-to authority in lactation care and material health markets. Develop a deep understanding of users, workflows, challenges, competitors, and potential solutions to uncover unmet needs, whitespace, or new perceptions to inform strategies.* Strategic Planning: Collaborate closely with the product managers and marketing teams to develop comprehensive plans. Ensure that our solutions align with the most critical market needs. You will develop templates to communicate strategic direction for executives and internal stakeholders.* Product and Marketing Requirements: Contribute to product requirements and prioritize customer needs for the product roadmap, ensuring they align with the product's key value proposition. Draft copy documents and marketing briefs.* Messaging and Positioning: Define product positioning and differentiated value propositions for use in marketing materials, end-user training, and customer communications. You will work with the marketing team to translate product features into value-based messaging for our patients and Lactation Care Providers.* Product Readiness: Own the go-to-market plan, including market research, pricing, promotions, customer validation, case study development and testimonials.* Product Launch: Lead product releases in collaboration with Product development, marketing, and account management teams. Connect campaigns to product capabilities and differentiators to maximize awareness and new customer acquisition.* Key Opinion Leader Development: Cultivate and nurture relationships with key opinion leaders. Enhance product credibility and influence within the market.* Product Adoption Strategies: Identify opportunities to increase product adoption and develop strategies to boost awareness and usage.* Resource Libraries: Develop content strategy for both Patient and LC-facing resource libraries. Manage postings as needed.* Data-driven: Use metrics and analytics to monitor product performance, track KPIs, and measure success.
What we expect from you
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodation may be made to enable individuals with disabilities to perform essential functions.
- 3+ years working as a product marketing manager in healthcare – experience in digitally enabled care preferred* Proven success in go-to-market planning & execution* Strong desire and demonstrated experience with cross-functional communication and internal stakeholder management* Strong business acumen* Close attention to detail* Poise under pressure* High EQ* A growth mindset* A bias for action* A glass-half-full outlook
What we’d also love to see
- One or more certifications or professional courses in Product Management or Product Marketing* Experience in healthcare provider organizations* Experience working with electronic medical record solutions* Experience in high-growth organizations* Experience working across multiple products
What you can expect from us
- Unlimited PTO. We work hard. We’re passionate about what we’re building together. We also have lives outside work.* Healthcare benefits. Medical plus voluntary vision, dental. (We are a healthcare company, after all.)* 401(k) with 4% employer match. We’re planning for the future—and we want to help you do the same.* Remote-first culture. We are a distributed, remote-first team. We also like spending time together in our Chicago office and have a flexible in-office culture for those who wish to return to work in-person.* Mindfulness and Meditation App. You’ll have complimentary access to the leading app for meditations, sleep stories, and other wellness resources.* Recharge. We have one designated “no meeting day” each week so you can take a break from videoconferencing and have some quiet time to focus.* Professional development. We invest in our team by offering every employee access to a professional development budget.* Competitive compensation. We’re looking for top talent.* A growth environment. The sky’s the limit.
About Lactation Network
The Lactation Network is setting a new standard for parents and lactation consultants alike. At TLN, our movement goes beyond any single outlet or tool. We activate education, connection, and advocacy to foster the new network of inclusive care between parents and IBCLCs; the network where every caregiver has the resources to thrive. TLN is powered by the largest network of IBCLCs in the country. Together, we are here to make sure families get the expert insurance covered lactation care that they deserve.
The Lactation Network is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.