Director, Product Marketing

Role Description

The Strategic Go-to-Market Product Marketing Director is responsible for translating product strategy, market insight, and commercial priorities into executable go-to-market plans that accelerate revenue growth, product adoption, customer engagement, and market share expansion. This role sits at the intersection of product management, product marketing, sales, commercial strategy, service, finance, and channel execution, ensuring that product value propositions are clearly defined, market-ready, competitively differentiated, and enabled across direct and partner sales channels.

The ideal candidate is a commercially minded product leader who can combine customer and market intelligence, competitive analysis, pricing and packaging insight, launch discipline, sales enablement, and performance analytics into a repeatable growth engine. This individual will help define where the organization should compete, how products should be positioned, what sales and channel teams need to win, and how success will be measured after launch.

Position Responsibilities

• Lead the development and execution of go-to-market strategies for new product launches, major product enhancements, portfolio initiatives, and market expansion opportunities.
• Translate product roadmaps and commercial objectives into actionable launch plans with defined target segments, buyer personas, value propositions, channel motions, timelines, dependencies, and success metrics.
• Partner with sales leadership, product management, marketing, finance, service, and operations to align launch priorities with revenue, margin, adoption, and customer retention goals.
• Develop commercial business cases, market sizing assumptions, launch readiness plans, and post-launch performance reviews to support executive decision-making.
• Direct supervision responsibilities for Product Marketing Managers.
• Create clear, compelling product positioning and messaging that converts technical product capabilities into customer-facing business value.
• Define differentiated value propositions by customer segment, buying committee, care setting, use case, and competitive scenario.
• Develop messaging frameworks, sales narratives, objection-handling guidance, competitive battlecards, and executive-ready talking points.
• Ensure consistency of product messaging across sales tools, marketing campaigns, partner enablement, customer presentations, digital content, and launch communications.
• Conduct ongoing market research to identify customer needs, unmet pain points, competitive threats, pricing trends, buying behaviors, and market growth opportunities.
• Gather input from customers, sales teams, channel partners, service teams, and industry sources to inform product strategy and commercial execution.
• Translate insights into actionable recommendations for product prioritization, segmentation, pricing, positioning, launch strategy, and sales enablement.
• Maintain a disciplined view of competitive positioning, including win/loss insights, objection themes, competitor claims, and field feedback.
• Own launch planning discipline, including launch charters, milestones, risk registers, readiness checklists, stakeholder communications, and post-launch retrospectives.
• Coordinate cross-functional launch execution across product, marketing, sales, service, training, finance, operations, legal, regulatory, and channel teams.
• Establish clear roles, responsibilities, timelines, deliverables, and decision points to ensure product launches are commercially ready and operationally executable.
• Identify and resolve execution barriers, escalation needs, resource gaps, and field-readiness risks before launch.
• Develop field-ready enablement tools, including sales decks, customer presentations, FAQs, product comparison guides, competitive battlecards, discovery questions, demo guidance, and training materials.
• Partner with direct sales, channel partners, service sales, and customer-facing teams to ensure consistent understanding of product value, target opportunities, qualification criteria, and win strategies.
• Support training programs that improve product confidence, commercial fluency, objection handling, and adoption of launch playbooks.
• Collect field feedback after launch to refine messaging, tools, campaigns, pricing assumptions, and customer engagement strategies.
• Partner with finance, product, sales, and commercial leadership to evaluate pricing, packaging, discounting strategy, margin impact, and total cost of ownership messaging.
• Define launch and lifecycle KPIs, including pipeline creation, win rate, adoption, revenue, margin, sales cycle impact, customer retention, service attachment, and channel performance.
• Analyze performance data to identify launch gaps, market opportunities, sales barriers, product adoption trends, and optimization actions.
• Prepare executive summaries, dashboards, and recommendations that connect product performance to commercial outcomes.

Qualifications

• Bachelor’s degree in business, marketing, product management, healthcare administration, engineering, or a related field required; MBA or advanced degree preferred.
• Minimum 6+ years of experience in product management, product marketing, go-to-market strategy, commercial strategy, sales enablement, or related B2B commercial roles.
• Experience developing and executing go-to-market plans for complex products, capital equipment, healthcare technology, software-enabled solutions, or enterprise B2B offerings preferred.
• Demonstrated ability to synthesize customer insights, market data, competitive intelligence, and product strategy into clear commercial recommendations.
• Strong executive communication, presentation, and stakeholder management skills.
• Advanced analytical capability with experience using CRM, Excel, Power BI, market research, pipeline analytics, or similar business intelligence tools.
• Proven ability to lead cross-functional initiatives without direct authority and manage multiple priorities in a fast-paced environment.

Desired Skills

• Strategic thinking: Connects market opportunity, customer needs, product direction, and commercial priorities into a focused growth plan.
• Commercial orientation: Understands revenue, margin, pipeline, channel performance, pricing, and competitive dynamics.
• Customer-centric mindset: Uses customer insight and field feedback to shape messaging, roadmap input, and market execution.
• Cross-functional leadership: Aligns stakeholders across product, sales, marketing, service, finance, and operations to deliver measurable outcomes.
• Analytical discipline: Uses data to prioritize opportunities, measure launch success, and recommend corrective actions.
• Communication excellence: Converts complex product and market information into clear, persuasive, audience-specific messaging.
• Execution rigor: Brings structure, accountability, and follow-through to launch planning and lifecycle management.

Work Environment

• Remote with travel.
• Overnight travel 50% or more.

Equal Opportunity Employer

Carestream is an equal opportunity organization. We recruit, employ, train, compensate, and promote without regard to race, religion, creed, color, national origin, age, gender, sexual orientation, gender identity, marital status, disability, veteran status, or any other basis protected by applicable federal, state or local law.

Applying for a job with Carestream

All applicants must complete the online application process. Carestream is committed to working with and providing reasonable accommodations to individuals with disabilities. If you require assistance or an accommodation because of a disability to participate in the application process, please click accommodations.

Requisition ID: 4822