Sr. Product Marketing Manager

Key Responsibilities

• Develop and execute robust go-to-market strategies and integrated marketing campaigns for our growing application suites tailored to post-acute and community care settings, including skilled nursing facilities (SNF), behavioral health organizations, Federally Qualified Health Centers (FQHC), assisted living and memory care (ALF), ambulatory surgery centers (ASC), home health and hospice (HHH), critical access hospitals, and physician groups.
• Ensure each GTM strategy accounts for the distinct buyer personas, funding models, regulatory pressures, and clinical priorities unique to each setting.
• Serve as the connective tissue across multiple solution lanes, partnering closely with Product Management, Sales, Customer Success, Implementations, and solution product marketers across all post-acute suite areas.
• Proactively engage with subject matter experts, clinical advisors, and customers to inform strategy.
• Develop and maintain deep expertise across each post-acute and community care setting – understanding the language, acronyms, reimbursement structures, regulatory environment, staffing challenges, and technology adoption patterns that define each market.
• Conduct ongoing competitive analysis, win/loss reviews, and buyer research to ensure HealthStream’s positioning remains sharp and differentiated.
• Leverage AI tools to accelerate research synthesis and competitive monitoring.
• Build and maintain distinct messaging and positioning frameworks for each post-acute care setting and suite served by HealthStream.
• Understand and articulate the differences in how a Director of Nursing at a SNF thinks versus an administrator at an ALF or a compliance officer at an FQHC.
• Develop persona-specific narratives that speak to each buyer’s pressures, goals, and preferred language – avoiding a one-size-fits-all approach across a highly varied market landscape.
• Equip post-acute sales teams with targeted tools and collateral tailored to each care setting, including setting-specific battle cards, persona guides, objection handling frameworks, case studies, ROI tools, and presentations.
• Ensure sellers can speak credibly to the operational realities of each market and differentiate HealthStream’s suite offerings from competitors.
• Be a resource for the field by staying current on regulations, trends, and buyer sentiment across all post-acute settings.
• Manage the post-acute marketing budget with a strong ROI mindset, prioritizing spend based on pipeline opportunity, product maturity, and growth targets.
• Make data-driven decisions on channel mix and asset investment, and report on budget performance to leadership regularly.
• Own and achieve key performance indicators (KPIs) across the post-acute portfolio, including MQLs, SQLs, pipeline growth, marketing-generated net opportunity value (NOV), and suite-specific engagement metrics.
• Track performance by care setting to identify where marketing investment is driving the most impact and where gaps exist.
• Collaborate with the performance marketing team to design and implement campaigns across email, SEM/SEO, social media, digital advertising, account-based marketing (ABM), content marketing, and webinars – with messaging and targeting calibrated to each post-acute setting.
• Lead campaign planning for key moments such as major trade shows, product launches, and seasonal buying cycles relevant to post-acute markets.
• Influence stakeholders by being confident advocating for their markets, influencing roadmap prioritization, and gaining alignment from stakeholders across product, sales, and executive leadership – often without direct authority.
• Present strategy, data, and market insights to VPs and SVPs and drive decisions through credibility and clarity.
• Actively leverage AI tools – with proficiency in platforms such as Claude and Jasper – as a core part of their workflow to increase output, accelerate content development, and scale marketing programs across multiple care settings simultaneously.
• Stay current on post-acute industry trends and HealthStream product innovations to continuously sharpen positioning and identify new growth opportunities.
• Lead the function from the ground up – establishing best practices, playbooks, and processes that will scale as the team grows.

Qualifications

• A mandatory minimum of 5–7 years’ experience in B2B marketing, preferably at a SaaS-based healthcare technology company or a company selling into healthcare settings.
• Successfully led GTM strategy and marketing execution for product or solution launches, with demonstrated results in pipeline growth and market penetration.
• Experience launching products into multiple distinct buyer segments or care settings is strongly preferred.
• Proficiency in leveraging the Martech stack and AI tools to improve and scale marketing performance. Must demonstrate active, workflow-integrated use of AI platforms such as Claude and Jasper – not just exploratory use.
• Candidates may be asked to walk through a real example of how they use AI to increase output or accelerate a marketing workflow.
• Experience using multiple analytics tools like Google Analytics, Power BI, Tableau, etc to ensure we’re focusing on data-driven results.
• Degree in marketing, communications or related field preferred.
• Demonstrated knowledge of post-acute and community care settings is required. Candidates must understand the differences in how skilled nursing facilities, behavioral health organizations, FQHCs, assisted living/memory care, ASCs, home health and hospice, critical access hospitals, and physician groups operate – including their regulatory frameworks, staffing models, funding sources, and technology buying behaviors.
• Familiarity with key industry associations and trade publications (e.g., AHCA/NCAL, LeadingAge, NACHC, McKnight’s, HHCN) is a strong plus.
• Exceptional communication and presentation skills, with a talent for translating complex product capabilities into clear, setting-specific value narratives that resonate with post-acute buyers.
• Able to adapt tone, language, and framing depending on whether the audience is a SNF Administrator, a behavioral health compliance officer, or a C-suite executive.
• Strong analytical skills with the ability to translate complex data into actionable insights. Comfortable using tools such as Google Analytics, Power BI, Tableau, or equivalent.