Sr Manager Product Marketing

About Crossover Health

Crossover Health is creating the future of health as it should be. A national, team-based medical group with a focus on wellbeing and prevention that extends beyond traditional sick care, the company delivers an entirely new model of healthcare—Primary Health—built on the foundation of trusted relationships, an interdisciplinary care team approach, and outcomes-based payment. Crossover’s Primary Health model integrates primary care, physical medicine, mental health, health coaching, care navigation and more, and delivers care in surround-sound—in-person, virtually and via asynchronous messaging. Together we are building a community of members that embraces healthcare as a proactive part of their lifestyle.

Job Summary
 

The Senior Product Marketing Manager, Healthcare will define product positioning, develop key value propositions, craft targeted messaging, and execute segment-specific strategies to highlight Crossover's value. This role involves creating tailored sales and marketing materials, equipping the sales team, and evaluating the impact of product marketing efforts. Collaborating with product, sales, marketing, and customer success teams, the position ensures alignment with product strategy, audience needs and business goals across diverse market segments. It is critical to positioning Crossover as a healthcare leader through clear, compelling value propositions and measurable results.

Key Responsibilities

Segment-Specific Positioning, Messaging, Value Proposition Development

• Translate Crossover product/service offerings into compelling and competitive positioning, value propositions, key messaging that resonates across segments, including prospective customers, providers, payers, members.

• Create tailored materials and narratives that address specific market needs, challenges, and opportunities. Ensure materials are relevant and actionable.

Sales Enablement & Training

• Equip sales teams with the tools, resources, and training needed to confidently and effectively communicate Crossover’s value proposition.

• Inform and support development of sales enablement assets such as FAQs, pitch decks, demo scripts, battle cards; ensure alignment on messaging, targeting, competitive positioning.

Go-to-Market Strategy

• Lead go-to-market (GTM) planning and execution for product launches and updates.

• Oversee new product/service launch plans, timelines, supporting materials in collaboration with product, sales, marketing teams.

Metrics & Performance Optimization

• Design measurable tactics with clear hypotheses to evaluate their effectiveness. Monitor, analyze, and report on performance, adoption, and satisfaction.

• Implement timely PDCA (Plan-Do-Check-Act) cycles to refine strategies and ensure continuous improvement.

Market Research & Competitive Analysis

• Leverage deep industry knowledge to align product positioning/messaging with market trends, customer needs, and pain points.

• Conduct competitive analysis to refine messaging and maintain competitive edge.

Customer & Stakeholder Engagement

• Build/nurture relationships with key customers, influencers, and stakeholders.

• Gather customer feedback/insights to inform product dev/marketing strategies.

• Develop case studies, testimonials, success stories that showcase Crossover’s impact.

Content Creation & Thought Leadership

• Develop high-quality content, including presentations, whitepapers, sales collateral.

• Contribute to thought leadership efforts via articles, speaking engagements, events.

Collaboration & Team Alignment

• Work cross-functionally and serve as a key liaison between marketing and other departments, fostering alignment on product goals and strategies.

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Required Qualifications

• Bachelor’s degree in Marketing, Business, Healthcare Administration, or a related field 

• 7+ years product marketing experience, including 5+ years in healthcare-related roles.

• Proven success in developing value propositions, creating tailored marketing materials, and executing GTM strategies.

• Strong understanding of care delivery, healthcare regulations (e.g., HIPAA, FDA) and payer/provider models.

• Expertise in healthcare product positioning, value proposition development, segmentation, and competitive analysis.

• Exceptional communication skills for crafting narratives and training teams.

• Proficiency in sales enablement and CRM systems (e.g., Salesforce, Marketo).

• Data-driven approach with a focus on measurable outcomes and strategy optimization.

• Ability to thrive in a dynamic, fast-paced environment.

Preferred Qualifications 

• MBA or advanced degree preferred

• Experience in digital health, medical devices, or healthcare SaaS.

• Expertise and knowledge of patient-centered care models and emerging technologies.

The base pay range for this position is $136,330.00 to $156,780.00 per year. Pay range may vary depending on work location, applicable knowledge, skills, and experience. This position may be eligible for an annual bonus opportunity and comprehensive benefits package that includes Medical Insurance, Dental Insurance, Vision Insurance, Short- and Long-Term Disability, Life Insurance, Paid Time Off and 401K.

Crossover Health is committed to Equal Employment Opportunity regardless of race, color, national origin, gender, sexual orientation, age, religion, veteran status, disability, history of disability or perceived disability. If you need assistance or an accommodation due to a disability, you may email us at careers@crossoverhealth.com.

To all recruitment agencies: We do not accept unsolicited agency resumes and are not responsible for any fees related to unsolicited resumes.

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