Product Marketing Manager

Avalon Administrative Services LLC is adding dedicated capacity to its Product Marketing & Communications team through a Product Marketing Manager role focused on end-to-end go-to-market execution. This position supports Avalon’s Diagnostic Intelligence product portfolio, helping drive positioning, messaging, competitive and market intelligence, and sales enablement. The role is based in Tampa, FL (hybrid) and is eligible for remote work with quarterly travel to Tampa, plus additional travel to industry conferences, Avalon-hosted events, client and prospect visits, and advisory councils.

Responsibilities

• Develop and execute product go-to-market strategies for new solutions, including launch planning and execution.
• Support product strategy by developing business cases in partnership with product management, quantifying market opportunities for build, buy, or partner approaches.
• Create and maintain positioning statements, messaging frameworks, and buyer personas/Ideal Client Profiles (ICP) by product and segment including Health Plan, TPA/Broker, and Self-Insured/ASO.
• Assist product marketing planning by creating sales tools and content across the Diagnostic Intelligence portfolio including LVM, RRM, SRX, Genetics, and future launches.
• Conduct ongoing competitive and market intelligence, partnering with contracted research support as needed; synthesize findings into actionable briefs for Sales and Product.
• Build and maintain sales enablement assets such as pitch decks, one-pagers, ROI/value calculators, competitive battlecards, case studies, and objection-handling guides.
• Support end-to-end product launch execution including launch playbooks, readiness criteria, cross-functional governance, and go-to-market timelines with product marketing and product management teams.
• Partner with the Content & Website function and freelance content-writing support to produce thought leadership, web content, and campaign collateral aligned to product positioning.
• Use Voice of Customer (VOC), NPS results, and client feedback to inform 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 product marketing KPIs including launch timelines, sales enablement adoption, and pipeline/bookings contribution by product line.
• Maintain product marketing governance documentation such as the Commercialization Playbook, positioning library, and competitive intelligence repository.

Requirements

• Minimum 5 years of product marketing experience on the vendor/commercialization side of healthcare IT, including go-to-market strategy, positioning, and launch materials for solutions sold into health plans, providers, TPAs/brokers, or employers (experience solely within a health plan internal product organization does not meet this requirement).
• Bachelor’s degree (BA/BS) in Marketing, Business, or a related field.
• 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 such as Salesforce.com and a product/market requirements tool.
• Excellent written and verbal communication skills, with the ability to translate complex or clinical concepts into clear commercial narratives.
• Experience working with and coordinating oversight of third-party contractors and consultants such as PR agencies, freelance writers, and market research.
• Strong organizational and cross-functional collaboration skills to manage multiple concurrent launches and deliverables.
• Ability to travel up to 25%.

Technology

• Microsoft Office (Word, PowerPoint, Excel)
• Salesforce.com
• Pragmatic Marketing Framework

Additional Information

• Reporting line: SVP, Product Marketing & Communications.
• Required certification: None required.