Senior Manager, Product Marketing

The Senior Manager, Product Marketing is responsible for defining, defending, and operationalizing Greenway Health’s market-facing value. This role owns ICP definition, positioning, messaging architecture, quantified value, competitive narrative, and lifecycle storytelling, ensuring a single, consistent value story across Sales, Marketing, Customer Success, Product, and Analyst channels. This role serves as the source of truth for product positioning and value, and partners closely with Revenue Marketing, Commercial Enablement (RevOps), Product, and CSO to ensure that market strategy is translated into effective go-to-market execution and sales readiness—without owning enablement operations, onboarding logistics, or sales methodologies. The Senior Manager, Product Marketing is a senior individual contributor and strategic leader who can both set direction and execute, operating with high autonomy and strong cross-functional partnership and influence. This role is accountable not only for defining market strategy, but for ensuring that customer and competitive insights are continuously fed back into product, pricing, and go-to-market decisions.

• →

• Own and evolve Greenway Health's value frameworks, including quantified value impact models, outcome-based value levers, and proof points across the product portfolio.
• Translate product capabilities into clear, differentiated, value-based positioning that resonates with defined Ideal Customer Profiles (ICPs) and buying committees.
• Partner with Product and Technology leadership to influence roadmap prioritization, pricing and packaging decisions, and value-impact measurement, ensuring market evidence and customer outcomes are reflected in product decisions.

• Define and maintain Ideal Customer Profiles (ICPs) by segment and solution.
• Own buyer, user, and economic buyer personas, including pain → value → proof mapping.
• Serve as the foundational input for Demand Generation (Marketing) targeting, Sales discovery, and Customer Success lifecycle motions.

• Own the enterprise messaging architecture, including messaging matrices by persona, segment, use case, and lifecycle stage (land, adopt, expand, modernize).
• Ensure a single, continuous value narrative from first touch through onboarding, adoption, expansion, and modernization.
• Provide clear, documented handoffs to:
  • Demand Generation (Marketing) for campaign activation and content execution.
  • Commercial Enablement for sales asset operationalization and training.
  • Customer Success Organization (CSO) teams for customer-facing lifecycle messaging.

• Own product-focused competitive intelligence, spanning both product-centric competitive analysis and deal-driven win/loss insights.
• Lead product-level competitive analysis in partnership with Product and Technology, including:
  • Competitor capability comparisons.
  • Differentiated feature and workflow narratives.
  • Alignment of competitive insights to product battlecards and roadmap priorities.
• Own the creation and ongoing refinement of competitive positioning, differentiation, and displacement narratives.
• Own Greenway Health's formal win/loss and objection intelligence program, including:
  • Program design and governance.
  • Management of third-party research partners (e.g., Ideba).
  • Interview focus, synthesis, and insight quality.
• Capture structured feedback from Sales, prospects, and customers to identify patterns related to:
  • Value resonance.
  • Competitive displacement.
  • Product gaps and strengths.
  • Pricing and packaging perception.
• Translate competitive and win/loss insights into clear, actionable recommendations that drive:
  • Messaging and positioning refinement.
  • Enablement priorities and competitive readiness.
  • Product roadmap, packaging, and launch planning.
• Ensure insights are consistently reflected in:
  • Commercial (Marketing and Sales) adoption.
  • Product, Technology, and Operations (PTO) planning discussions.
  • Executive, QBR, and board-level readouts.

• Sales onboarding delivery, training cadence, or certification administration.
• Sales methodology ownership or coaching programs.
• Enablement platform ownership (e.g., Gong, Accord) or national sales meeting operations.
• Demand generation execution, campaign performance, or pipeline targets.
• BI dashboards, survey administration, or NPS tooling.

These responsibilities are owned by Commercial Enablement (RevOps), Demand Generation (Marketing), and Operations partners.