Director, Product Marketing

About the role

Equip is the leading virtual, evidence-based eating disorder treatment program. Founded in 2019, Equip is committed to ensuring that everyone with an eating disorder can access treatment that works. We are recognized by Time as one of the most influential companies of 2023 and have been a fully virtual company since our inception.

Responsibilities

• Craft compelling value propositions, differentiators, and messaging frameworks that resonate across diverse audiences and maintain brand consistency across all channels.
• Conduct competitive analysis to ensure the message is well differentiated in the market.
• Conduct research to build detailed provider and consumer personas (e.g., families with young patients, adult patients, hospital-based providers, primary care, etc.) that map their distinct pain points and motivations.
• Map out the high-level B2B and B2C customer journeys and how core positioning and value propositions seamlessly and logically flow through every phase of the lifecycle—from initial brand discovery to active onboarding and retention.
• Lead the end-to-end execution of go-to-market strategies for new services, care model enhancements or new target audiences.
• Cultivate strong, trust-based relationships with C-suite and executive stakeholders, leveraging high emotional intelligence to navigate ambiguity, drive cross-functional alignment, and carry strategic initiatives forward.

Qualifications

• 8+ years of progressive experience in product marketing or GTM roles, with a proven track record of launching successful B2B and B2C products.
• Healthcare industry experience (working across payer, provider, or patient/consumer models) is required.
• Proven ability to manage, mentor, and develop a high-performing team, fostering an inclusive, high-trust environment through continuous coaching, clear goal-setting, and personalized professional growth.
• Exceptional interpersonal skills and emotional intelligence, with a proven ability to build instant credibility with senior leaders, manage complex stakeholder dynamics, and influence without authority.
• Deep understanding of full-funnel digital marketing, content strategy, and campaign management.
• Outstanding written and verbal communication skills, with a talent for translating complex clinical capabilities into clear, compelling narratives.