Product Marketing Manager (Direct)

Job Description

Job Description

About Avive:

Avive Solutions, Inc. ( is a growth stage Automated External Defibrillator (AED) company with a connected response system that is rapidly gaining market share. We are a mission driven team that is quite literally saving lives. Sudden Cardiac Arrest (SCA) is a leading cause of death in the United States, and we are on a mission to change that! We are a dynamic organization that builds elegant, creative solutions to solve complex problems. Ultimately, our mission is for all cardiac arrest victims to have rapid access to life-saving defibrillation.

Avive is taking a fresh approach to addressing this decades-old problem by innovating AED technology, coupled with a first-of-its-kind software platform solution to enable a quicker and more streamlined response to SCA emergencies. We believe that this unique combination of deploying advanced – yet still accessible – hardware, and software, has the potential to revolutionize out-of-hospital cardiac arrest response and massively impact SCA survival rates.

Check out this short video that shows a glimpse of how our team is working to re-think cardiac arrest response and save lives!

Learn more about working at Avive:

About the Role:

The Product Marketing Manager will report directly to the VP of Marketing and own how Avive's story, positioning, and go-to-market strategy show up in the market. This is the core product marketing seat. You will define what the Avive Connect AED, REALConnect platform, and 4 Minute Community program mean to the people who buy them, and you will set the standard that every other version of our story is built from.

We are looking for a Product Marketing Manager to sit at the intersection of product positioning, go-to-market strategy, and sales enablement for our direct business. You will translate what our products actually do into messaging, content, and tools that Avive's own sellers use with confidence on a first call, in a demo, and in a competitive deal.

As a core part of our Marketing team, you will work closely with Sales, Product, Community Programs, Customer Success, and Demand Gen to produce high-impact assets that influence every stage of the buyer journey, from first touch to closed deal.

The AED industry spent thirty years selling the box on the wall, and survival rates barely moved. Avive is building something different: a connected, community-based response system that puts the people using AEDs at the center of the story. This role owns that narrative at the source and keeps it true to who Avive is.

Your work lives where product meets revenue. You will take what Product is building and what customers are living through, and turn it into positioning our field teams can carry into a fire chief's office, a school district safety meeting, or a national account's procurement review. You will build the messaging, proof, and enablement that turn interest into pipeline.

Because this seat sets the pace, it also sets the stage for the rest of product marketing at Avive. The core narrative, competitive frame, proof library, and messaging architecture you build here are what our Channel Product Marketing Manager adapts for partner audiences. Partner enablement sits with that role. What it gets built from sits with you, and you will stay close enough to your channel counterpart that the direct story and the partner story stay the same story.

This is a strategic and deeply hands-on role. You will own the messaging framework one day and write the launch headline, build a sales training deck, or extract a proof point from a customer save story the next. Your work is measured by how much more credible and effective every Avive customer conversation becomes.

What You'll Do:

• Own how the Avive portfolio (Connect AED, REALConnect, and 4 Minute Community) is positioned for the buyers we sell to directly. A fire chief, a school superintendent, and a facilities director are not buying the same thing, and our messaging should say so. Keep it current as the product and the market move.

• Define the messaging architecture the rest of the company works from: the core narrative, value propositions by audience, the proof hierarchy, and the language we use for every product and program

• Equip Avive's direct sellers with messaging that fits our SLED and enterprise markets. Understand the difference between a business owner focused on workplace preparedness and a public safety leader focused on community response, and frame Avive accordingly.

• Build the enablement that helps reps sell faster: decks, one-pagers, battlecards, objection-handling guides, demo scripts, talk tracks, and sales training content.

• Own product and program launches end to end, including positioning, launch narrative, internal readiness, sales training, and the content that carries the launch into the market.

• Develop the competitive narrative. Understand how buyers evaluate Stryker, Zoll, Cardiac Science, and connectivity products like AEDtrax, and arm our field with the clear, honest reasons Avive is the better choice.

• Operationalize the Proof Point Playbook. Turn Campaign Stories and Field Stories into extractable, deployable proof (operational scenarios, pull quotes, video cutdowns, and supporting data), filed and field-ready within two weeks of publication.

• Set the source material for the channel. Partner with our Channel Product Marketing Manager so partner-facing messaging adapts the core narrative instead of inventing a second one, and so competitive and proof assets get built once and used in both motions.

• Collaborate with Product, Customer Success, and field GMMs so the customer journey reflects the same value and brand promise from first touch through onboarding.

• Bring the customer voice into positioning through customer interviews, win and loss insight, and real time in the field with reps.

• Track content and launch performance against pipeline goals (MQL, SQL, closed won), and tie every deliverable to the marketing North Star it serves.

Required Education & Experience:

• 5 to 10 years of product marketing, partner marketing, content marketing, or related go-to-market experience in B2B, ideally in public safety, medtech, digital health, govtech, or another complex or regulated space.

• A strong storyteller who can take dense clinical or technical material and make it clear, human, and persuasive, and who can adapt one core narrative for very different partner audiences.

• Experienced building messaging, positioning, and enablement that sales teams actually use, with a track record of being a fast, trusted partner to both internal field teams.

• Comfortable owning both strategy and execution. You are as happy defining a multi-channel go-to-market play as you are writing the headline or building the slide.

• Analytical and curious, using customer interviews, win and loss insight, and performance data to sharpen positioning and prioritize work.

• Organized and cross-functional, able to keep launches, content, and enablement moving across Product, Sales, Demand Gen, Creative, and external partner teams.

• Mission-driven, collaborative, and scrappy. You want your work to help save lives, and you are willing to roll up your sleeves to do it.

Bonus Points For:

• Experience owning launches for a connected product where hardware and software are sold together.

• Experience working with connected, tech-driven products or connected healthcare solutions.

• Experience supporting national accounts or enterprise go-to-market motions.

• Familiarity with sales enablement tooling and CRM-driven content deployment.

Equal Employment Opportunity

It is the policy of the company to provide equal employment opportunity to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. In addition, the company will provide reasonable accommodations for qualified individuals with disabilities.

NOTE: This Job Description in no way states or implies that these are the only duties or functions to be performed by the incumbent. Personnel are required to follow any other job-related instructions and to perform any other job-related duties/functions requested by their supervisor.

Anticipated Salary: $130,000 - $145,000

We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses and identifying potential inconsistencies or verification signals in application materials based on available information. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.