Principal Product Marketing Manager

Our Mission

Our mission is to SAVE AND IMPROVE LIVES BY EMPOWERING HEALTHCARE CONSUMERS. Come be part of remarkable.

Overview

How you can make a difference  

HealthEquity is seeking a Principal Product Marketing Manager to lead the strategic positioning, go-to-market execution, and market intelligence for our product suite. This senior-level role will be instrumental in defining messaging, driving product adoption, and amplifying HealthEquity’s presence in the market. The ideal candidate is a strategic thinker, storyteller, and market expert who can translate complex product capabilities into compelling value propositions that resonate with clients, members, partners, and brokers. As a key cross-functional leader, you will collaborate closely with Product, Sales & Relationship Management, Marketing, and Operations to ensure alignment on positioning, messaging, and customer engagement strategies. This role knows our competitors: what they do today and what they plan to do in the future. The Principal Product Marketing Manager knows our buyers better than they know themselves, including how they make their buying decisions. This role backs up strategic insights with market evidence and then uses that knowledge to drive the development of positioning and messaging that resonates with the market and empowers our marketing team and sales channels to be successful.

What you’ll be doing 

Strategic Product Positioning & Messaging: 

• Define and drive the overarching product marketing strategy for assigned product suites, ensuring alignment with company objectives and market demands.  
• Lead the development of compelling product positioning, messaging, and value propositions that resonate with clients, members, partners, brokers, and other key personas.  
• Translate complex product features into clear, benefit-driven messaging that enhances customer engagement and market differentiation.  
• Oversee and refine the customer journey framework, ensuring alignment across marketing, sales, and product teams. 

Voice of the Customer & Market Insights: 

• Lead advanced market and competitive research, translating insights into strategic recommendations for product development, marketing campaigns, and sales strategies.  
• Establish and oversee robust Voice of the Customer (VoC) and Voice of Employee (VoE) programs, leveraging surveys, focus groups, and direct customer interactions. 
• Serve as a thought leader and internal champion for customer-centric marketing strategies, ensuring insights drive cross-functional decision-making. 

Go-to-Market Leadership & Product Launches: 

• Architect and execute high-impact go-to-market (GTM) strategies for product launches and ongoing marketing initiatives.  
• Partner with executive leadership, product management, and sales to define launch goals, success metrics, and execution plans.  
• Own key GTM performance metrics and develop data-driven strategies to optimize product adoption, revenue growth, and market penetration.  
• Lead cross-functional teams in the creation of compelling sales enablement materials, customer education assets, and GTM collateral. 

Market & Competitive Intelligence Leadership: 

• Oversee the competitive intelligence strategy, ensuring the organization stays ahead of market trends, competitor moves, and industry shifts.  
• Develop and maintain executive-level competitive analysis, SWOT assessments, and strategic positioning frameworks.  
• Equip sales teams with real-time competitive insights, battlecards, and positioning strategies to enhance deal success rates. 

Amplification & Thought Leadership: 

• Define and execute long-term strategies to amplify product marketing impact through demand generation, content marketing, and communication initiatives.  
• Partner with Communications and Demand Generation teams to drive thought leadership, market education, and brand authority in key industry verticals.  
• Act as a company spokesperson and subject matter expert, representing HealthEquity at industry events, conferences, and webinars.  
• Provide strategic oversight and regular enablement training to internal teams, ensuring alignment on product vision, messaging, and market positioning. 

What you will need to be successful

• Knowledge of product marketing or a closely related field as normally obtained through the completion of a bachelor’s degree in Marketing, Communications, Business or related field. 
• 10+ years of related experience in Product Marketing or related fields preferred 
• An attention to detail and eye for quality are critical to success, along with an ability to grasp and present our product's value proposition in a way that resonates and clearly articulates how we solve our buyers' problems. 
• Ability to track performance and have the data to prove what's working 
• Demonstrated ability to adapt to the changing demands of the business 
• Ability to lead, collaborate, and influence C-level stakeholders 
• Research and analysis 
• A focus on outcomes, with a demonstrated ability to meet or exceed goals, particularly in tool adoption, training effectiveness, and sales productivity. 
• Excellent communication (both written and verbal) and interpersonal skills. Comfortable presenting to senior leadership and cross-functional teams. 
• Strong interpersonal skills supporting collaboration, negotiation, and teamwork with a diverse group of sales, product, and marketing teams 
• Occasional travel to attend training or meetings may be required. 

#LI-Remote

This is a remote position.

Salary Range

Benefits & Perks

The actual compensation offer is determined based on job-related knowledge, education, skills, experience, and work location. This position will be eligible for performance-based incentives as part of the total compensation package, in addition to a full range of benefits including:  

• Medical, dental, and vision 

• HSA contribution and match 

• Dependent care FSA match 

• Uncapped paid time off 

• Paid parental leave 

• 401(k) match 

• Personal and healthcare financial literacy programs 

• Ongoing education & tuition assistance 

• Gym and fitness reimbursement 

• Wellness program incentives 

Why work with HealthEquity 

Why work with HealthEquity 

HealthEquity has a vision that by 2030 we will make HSAs as wide-spread and popular as retirement accounts. We are passionate about providing a solution that allows American families to connect health and wealth. Join us and discover a work experience where the person is valued more than the position. Click here to learn more. 

You belong at HealthEquity!

HealthEquity, Inc. is an equal opportunity employer, and we are committed to being an employer where no matter your background or identity – you feel welcome and included. We ensure equal opportunity for all applicants and employees without regard to race, age, color, religion, sex, sexual orientation, gender identity, national origin, status as a qualified individual with a disability, veteran status, or other legally protected characteristics. HealthEquity is a drug-free workplace. For more information about our EEO policy, or about HealthEquity’s applicant disability accommodation, drug-free-workplace, background check, and E-Verify policies, please visit our Careers page.

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