Note: The job is a remote job and is open to candidates in USA. HealthStream is the leader in healthcare workforce solutions, and they are seeking a Senior Product Marketing Manager dedicated to the post-acute markets. This role involves developing go-to-market strategies, collaborating with cross-functional teams, and ensuring marketing efforts align with the needs of various healthcare settings.
Responsibilities
- You will be responsible for adhering to all HealthStream security policies, procedures, and assigned training
- Strategic Leadership: 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
- Cross-Functional Collaboration: 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. This person must be highly collaborative by nature – building trust across teams with competing priorities, and ensuring that post-acute market needs are consistently represented in planning, roadmaps, and campaigns. Proactively engage with subject matter experts, clinical advisors, and customers to inform strategy
- Market Research and Insights: 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
- Messaging and Positioning: 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
- Sales Enablement: 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
- Budget Management: Manage the post-acute marketing budget with a strong ROI mindset, prioritizing spend across care settings 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
- Performance Metrics and Analysis: 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
- Campaign Execution: 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: As the only dedicated marketer for the post-acute segment, this person must be confident advocating for their markets, influencing roadmap prioritization, and gaining alignment from stakeholders across product, sales, and executive leadership – often without direct authority. Must be comfortable presenting strategy, data, and market insights to VPs and SVPs and driving decisions through credibility and clarity
- Innovation and Continuous Improvement: 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. Candidates should be able to demonstrate how they use AI not just for search or ideation, but as an integrated part of their content, research, and campaign production workflows. Stay current on post-acute industry trends and HealthStream product innovations to continuously sharpen positioning and identify new growth opportunities
- Leadership and Development: As the first dedicated post-acute marketer at HealthStream, this person will have the opportunity to build the function from the ground up – establishing best practices, playbooks, and processes that will scale as the team grows. Must be comfortable operating independently, setting their own priorities, and getting work done. Strong interest in growing into a leadership role over time is a plus
Skills
- 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
- 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
- Experience using multiple analytics tools like Google Analytics, Power BI, Tableau, etc to ensure we're focusing on data-driven results
- 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
- 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
- Strong analytical skills with the ability to translate complex data into actionable insights
- Highly collaborative with a proven ability to build relationships and drive alignment across cross-functional teams – including product, sales, customer success, and clinical – in a fast-paced, matrixed environment
- A strategic thinker with a strong execution focus and the ability to operate independently as the sole dedicated marketer for an entire market segment
- Excellent organizational skills with a proven record of managing multiple projects and care-setting-specific programs simultaneously, with strong attention to detail
- An energetic, mature self-starter who is comfortable being the first and only person in a role – building programs, playbooks, and presence from scratch
- The ability to build and manage relationships internally across solution lanes and externally with customers, industry associations, and thought leaders in the post-acute space is expected
- A collaborative team player who actively seeks out the perspectives of sales, product, and clinical colleagues before finalizing strategy – and is equally willing to jump in and support broader marketing team efforts when needed
- Degree in marketing, communications or related field preferred
- Experience launching products into multiple distinct buyer segments or care settings is strongly preferred
- Familiarity with key industry associations and trade publications (e.g., AHCA/NCAL, LeadingAge, NACHC, McKnight's, HHCN) is a strong plus
Benefits
- Medical, Dental and Vision insurance
- Paid Time Off
- Parental Leave
- 401k and Roth
- Flexible Spending Account
- Health Savings Account
- Life Insurance
- Short- and Long-Term Disability
- Medical Bridge Insurance
- Critical Illness Insurance
- Accident Insurance
- Identity Protection
- Legal Protection
- Pet Insurance
- Employee Assistance Program
- Fitness Reimbursement
Company Overview