Job Description

Hi,

Product Marketing Specialist

On-site Location Address: 500 11th Ave North Ste 700, Nashville 37203

Shift: M-F 8am-5pm

12 Months

JOB SUMMARY (Primary purpose of the position.)

The foundation of the Client model is a patient-focused mission, led by experienced clinical leaders and member advisory boards who conduct a rigorous product vetting and approval process. This industry-differentiating process drives all procurement activities and decisions, ensuring that member requirements are addressed and that there will be a strong commitment to on-contract purchasing. Client Purchasing Group (HPG) IT is a Division of HCA Information Technology & Services that is responsible for designing, developing, and deploying products to internal business units with HPG. The Division is also charged with developing and deploying products externally to Client customers.

The Product Marketing Specialist is responsible for developing and implementing marketing strategies, key messages, marketing vehicles, brand management, and go-to-market plans for new products and product enhancements created for Client members. The employee will work closely with Product Management, Account Teams and business leaders throughout Client.

The Product Marketing Specialist should demonstrate a solid understanding of the target market, competitors, and customer needs and be able to contribute to strategic and tactical decision-making processes. This role with support the strategic planning process with input from customer feedback and market intelligence on Client’s differentiators, competitive advantages, and growth opportunities.

This role should practice attentive listening and display executive presence as they will be frequently meeting with senior-level business management and presenting to large groups, including customers. The Product Marketing Specialist should perform all duties with a focus on quality of work, attention to detail and a high level of self-management and self-awareness. Reports to the Director, Product Management.

GENERAL RESPONSIBILITIES :

• Market intelligence—be the expert on our members and prospects: who they are, what problems they face, and what outcomes they’re trying to achieve.
• Competitive landscape—be an expert on our competition: who they are, how they are positioned and how our products compare.
• Understand which competitor products our customers use, why, and develop recommendations for recapturing that market share
• Collaborate with product management and marketing communications to develop product positioning, branding, and messaging that resonate with our member personas.
• Develop a deep understanding for how our members utilize our products to support their business objectives, and how our members make buying decisions related to our products, including the who, what, when and why. Then, drive changes to our sales and marketing processes based upon what you learn.
• Act as the primary thought leader for our products.
• Understand and support our sales channels; train them on the problems we solve for our members; develop internal tools and external collateral and teach them how and when to use it, e.g., FAQs, pitch decks and sales collateral.
• Develop a marketing plan for our products in conjunction with our product management, marketing, and account teams.
• Work with Account Management to create and maintain marketing content to educate the team on HealthTrust products to support their accounts, and ensure our customers understand the value our products provide to them.
• Assess the effectiveness of the marketing programs for our products on an ongoing basis, and report back to the business and product leads on required changes.
• Plan the launches of net-new products and releases of existing products, and manage the cross-functional implementation of the plan.
• Collaborate with product leaders to understand product usage metrics, accelerators and/or barriers to adoption, and ensure these insights are utilized to inform updates to sales, marketing, and product collateral

OTHER/SPECIAL QUALIFICATIONS

• 5+ years of product marketing experience with at least 1 year of experience in a market-facing role (e.g. delivering presentations to customers and prospects, conducting competitor analysis and market research)
• Proficient in productivity applications such as Microsoft Office, Project or Basecamp.
• Comfortable using collaboration and CRM tools such as Slack and Salesforce.
• Familiar with marketing automation tools such as Marketo, Pardot and Omniture, and Google Analytics.
• Power user of networking tools such as LinkedIn, Twitter, Facebook and Instagram.
• Exceptional ROI-tracking skills, able to prove what is –or isn’t—working
• Must be a strong public speaker, comfortable in front of large, senior groups, and a solid writer.
• Excellent people and management skills to interact with staff, colleagues, cross-functional teams and third parties. Team player!
• Bachelor’s degree in business or marketing; MBA a plus.
• Healthcare experience a plus.
• Pragmatic Institute Certified (PMC) III or higher preferred.

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