Senior Product Marketing Manager, Care Offerings & Commercialization

Location: Remote - United States (US)

Experience Level: Management

Description

The Role

Visana Health is the most comprehensive virtual women’s health clinic, providing medical care across the full spectrum of women’s health, from menstruation through menopause. Our clinical model goes beyond single-condition programs to address complex gynecologic, hormonal and metabolic, preventive, and midlife health needs through one connected care team.

As Visana grows, we have an opportunity to make that breadth easier for patients and buyers to understand and access.

We’re looking for a Senior Product/Program Marketing Manager, Care Offerings & Commercialization to turn our clinical capabilities into differentiated, scalable service line offerings and drive sustained adoption, utilization, and growth.

You’ll own the go-to-market strategy for priority areas such as weight and cardiometabolic health, menopause, preventive care, and other areas as Visana evolves. Many of these capabilities already exist. Your job will be to determine how we strengthen, package, launch, and grow them so they are compelling to buyers, relevant to patients, and capable of increasing utilization and patient lifetime value.

This role sits at the intersection of Marketing, Clinical, Product, Commercial, Data, and Operations. You’ll partner with Brand Marketing on research, positioning, and messaging, then translate that strategy into B2B, B2C, and B2B2C go-to-market plans. You’ll lead launches, equip Sales and Client Success to take offerings to market, and stay accountable for driving adoption and utilization after launch.

We’re looking for someone who can hit the ground running, work effectively across teams, and independently produce high-quality strategy, sales enablement, launch plans, and marketing materials. This is a hands-on role for someone equally comfortable setting direction and doing the work to bring it to market.

What You’ll Own

Service line strategy and go-to-market

• Own the strategy for priority service lines across packaging, launch, adoption, growth, and ongoing optimization.
• Partner with Clinical and Product to understand existing capabilities and identify where the care experience, offering, or patient journey should evolve to improve adoption, outcomes, or differentiation.
• Translate complex clinical capabilities into clear, market-ready offerings with defined audiences, use cases, value propositions, differentiators, and proof points.
• Partner with Brand Marketing on market research, positioning, messaging, and differentiated points of view for priority care offerings.
• Translate that strategy into B2B, B2C, and B2B2C go-to-market plans, launch assets, sales narratives, patient campaigns, and partner activation.
• Lead launches end to end, including channel strategy, cross-functional coordination, sales readiness, patient activation, and performance measurement.
• Maintain ownership beyond launch, driving the programs and improvements needed to sustain adoption and increase utilization.
• Partner with Marketing, Commercial, Finance, and Data to establish service-line targets and forecasts, track performance, and maintain cross-functional accountability.

Patient marketing and partner activation

• Partner with the Lifecycle Marketing Manager to drive awareness, adoption, repeat engagement, and ongoing utilization among existing and prospective patients through Visana-owned channels.
• Partner with the Head of Enrollment Marketing and Senior Director of Marketing to determine how service lines should be introduced and scaled across health plan and employer populations to reach net-new patients through partner channels.
• Translate service-line strategy into channel-specific campaigns, content, web experiences, webinars, lifecycle communications, and other patient touchpoints.
• Connect B2B and B2C strategy so what we promise employers and health plans translates into clear, compelling reasons for patients to engage.
• Help existing patients understand the full breadth of care available through Visana, increasing utilization across service lines and strengthening Visana’s role as an ongoing clinical home for women’s health.

Commercialization and sales enablement

• Own sales enablement for priority care offerings, ensuring Commercial teams can clearly communicate their value to employers, health plans, benefit leaders, consultants, TPAs, and other decision makers.
• Partner with Commercial Marketing and Sales to develop buyer-focused narratives, presentations, one-pagers, FAQs, objection handling, competitive positioning, proof points, proposals, and other sales tools.
• Equip Sales and Client Success for launches, renewals, expansion conversations, and key selling periods with the training, messaging, competitive context, and materials they need.
• Help build clear points of view around priority market issues and connect Visana’s clinical differentiation to the challenges buyers are trying to solve.
• Bring feedback from Sales, Client Success, health plans, employers, consultants, TPAs, and prospects back into service-line strategy, messaging, and product priorities.
• Turn successful commercialization efforts into repeatable playbooks that can scale across clients, populations, and future service lines.

Market insight and performance

• Maintain a strong point of view on market trends, competitors, buyer and patient needs, and emerging opportunities across women’s health and adjacent categories.
• Build market intelligence around how existing and prospective partners are approaching priority areas, including coverage strategies, benefit design, competing solutions, and unmet needs.
• Use insights from patients, clients, prospects, Sales, Clinical, competitors, and performance data to recommend changes to service-line strategy, messaging, and future investment.
• Partner with Data to measure performance across the service-line funnel, including enrollment, bookings, completed visits, follow-up care, repeat utilization, retention, revenue, and other relevant measures.
• Track commercial impact, including buyer engagement, meetings generated or influenced, expansion conversations, and pipeline influence.
• Monitor performance against targets and lead cross-functional efforts to improve awareness, adoption, utilization, outcomes, revenue, lifetime value, and differentiation.

Requirements

What We’re Looking For

• 6+ years of experience in product marketing, commercialization, growth, product strategy, or a related role.
• Experience bringing new or evolving products, services, or programs to market and driving adoption and growth over time.
• Strong B2B marketing and sales enablement experience, ideally combined with B2C or B2B2C experience.
• Proven ability to independently develop high-quality positioning, messaging, launch plans, sales materials, and executive-ready presentations.
• Strong ability to turn complex or loosely defined capabilities into clear, differentiated, market-ready offerings.
• Comfortable setting targets, building forecasts, using performance data to make decisions, and being accountable for results.
• Proven ability to lead complex cross-functional initiatives without direct authority.
• Strong writing, storytelling, presentation, analytical, and business judgment skills.
• Experience with project management tools such as Asana and strong fluency using AI tools to improve the quality and efficiency of work.
• Comfortable moving between strategy and hands-on execution in a fast-moving environment.
• Healthcare experience is strongly preferred. Experience in digital health, health plans, employer benefits, pharmaceuticals, weight management, or women’s health is a plus.

What Success Looks Like

You will help Visana turn the breadth of its clinical care into service lines that are easy for buyers to understand, compelling for patients, and capable of driving sustained growth.

Success means more health plans and employers understand the breadth and value of Visana’s care, Commercial teams can confidently communicate and sell our offerings, more eligible patients choose Visana, and existing patients return for more of their health needs.

Your work will help Visana increase awareness, adoption, utilization, revenue, and patient lifetime value while strengthening our position as the comprehensive medical home for women’s health.

What Visana Offers

• Compensation: $125,000 to $155,000 annually.
• Comprehensive medical, dental, and vision insurance
• HSA and FSA options
• 401(k)
• Fully remote work
• Unlimited PTO
• Health and wellness benefits, including Wellhub and Talkspace
• The opportunity to work alongside a passionate, mission-driven team transforming women’s healthcare
• Significant exposure to commercial strategy and the opportunity to grow your responsibilities as Visana scales

Even if you don’t necessarily check every box outlined in the following requirements, we want people of color, gender non-conforming, those in the LGBTQ+ communities, and all those that consider themselves less represented in healthcare to apply because we understand that diversity in our provider team strengthens our organization and helps provide exceptional care to our patients.

If you are unsure, please apply anyway! We know how important it is not only to include, but to actively seek out diverse opinions and voices.