About the Product Marketing Manager Position:The Product Marketing Manager is a role that adds dedicated capacity to Avalon's Product Marketing & Communication team. Reporting to the SVP, Product Marketing & Communications, this role supports end-to-end go-to-market execution, positioning and messaging, competitive and market intelligence, and sales enablement across Avalon's growing Diagnostic Intelligence cross continuum product portfolio (RTM, LVM, RRM, SRX, Genetics, and future launches).
The ideal candidate brings a minimum of 5 years of product marketing experience gained on the vendor/commercialization side of healthcare IT - developing go-to-market strategy, positioning, and launch materials for solutions sold into health plans, providers, TPAs/brokers, or employers. Experience gained solely within a health plan's internal product organization does not meet this requirement.
This position is eligible for remote work, but quarterly travel to Avalon's corporate office in Tampa, Florida, will be required in addition to travel to industry conferences, Avalon-hosted events, client and prospect visits, and advisory councils.
Product Marketing Manager - Essential Functions and Responsibilities:- Develop and execute product go-to-market strategies for new solutions, and support product launch planning and execution.
- Support product strategy- develop business cases in partnership with product management, quantify market opportunities for build, buy, partner approach.
- Develop and maintain positioning statements, messaging frameworks, and buyer personas/Ideal Client Profiles (ICP) by product and segment (Health Plan, TPA/Broker, Self-Insured/ASO).
- Support the Product marketing team in developing and executing product marketing plans, sales tools, and content across Avalon's Diagnostic Intelligence product portfolio (LVM, RRM, SRX, Genetics, and future launches).
- Conduct ongoing competitive and market intelligence - partnering with contracted competitive/market research support as needed - to track new entrants, payer market dynamics, and policy trends; synthesize findings into actionable briefs for Sales and Product.
- Create and maintain sales enablement tools: pitch decks, one-pagers, ROI/value calculators, competitive battlecards, case studies, and objection-handling guides.
- Support end-to-end product launch execution - launch playbooks, readiness criteria, cross-functional governance, and go-to-market timelines - in partnership with the Product Marketing and Product Management teams.
- Partner with the cross-pillar Content & Website function and freelance content-writing support to produce thought leadership assets, web content, and campaign collateral consistent with product positioning.
- Synthesize Voice of Customer (VOC) input, NPS results, and client feedback into product marketing recommendations, customer advocacy programs, and case studies/testimonials.
- Collaborate with Growth & Demand Generation Marketing to align product messaging with campaigns, ABX programs, and product launch activation events.
- Track and report on product marketing KPIs, including launch timelines, sales enablement adoption, and pipeline/bookings contribution by product line.
- Maintain product marketing governance documentation, including the Commercialization Playbook, positioning library, and competitive intelligence repository.
Product Marketing Manager - Minimum Qualifications:- Minimum years of relevant work experience: Minimum 5 years of product marketing experience, including direct experience in healthcare IT on the vendor/commercialization side (e.g., health IT software, diagnostics, or healthcare technology vendors selling into health plans, providers, or employers). Experience gained solely within a health plan's internal product organization does not satisfy this requirement.
- Minimum education: Bachelor's degree (BA/BS) in Marketing, Business, or a related field required.
- Required certification: None required
- Proven experience developing positioning, messaging, and go-to-market materials for B2B healthcare technology, diagnostics, or health IT solutions.
- Experience with the Pragmatic Marketing Framework or a comparable product marketing methodology.
- Strong Microsoft Office skills (Word, PowerPoint, Excel); experience with CRM (Salesforce.com or similar) and a product/market requirements tool.
- Excellent written and verbal communication skills; ability to translate complex or clinical concepts into clear, compelling commercial narratives.
- Experience working with and coordinating oversight of 3rd party contractors and consultants such as PR agencies, freelance writers, and market research.
- Strong organizational and cross-functional collaboration skills; ability to manage multiple concurrent launches and deliverables against deadlines.
- Ability to travel up to 25%.
Product Marketing Manager - Preferred Qualifications:- Familiarity with health plan, TPA/Broker/ASO, or provider market dynamics.
- Experience directing contractor or freelance support (e.g., market research, content writing).
