Head of Product Marketing

Head Of Product Marketing

VBA has built a powerful healthcare technology platform that helps health plans, third-party administrators (TPAs), and other healthcare payers simplify benefits administration, improve operational efficiency, and deliver better experiences for the people they serve. As our platform continues to evolve, we're making a strategic investment in Product Marketing to ensure our innovation is translated into meaningful customer value and measurable business growth.

We're looking for an experienced Head of Product Marketing to lead the commercial strategy for VBA's product portfolio. Reporting to the Chief Revenue Officer, you'll define how our platform is positioned in the market, how our products are commercialized, and how our revenue teams communicate VBA's value to prospects, customers, and industry partners.

This is not a traditional marketing leadership role focused primarily on brand awareness or campaign execution. It's a strategic, cross-functional leadership position responsible for connecting Product, Revenue, Client Success, and Marketing to bring innovative healthcare technology to market. You'll help shape go-to-market strategy, product positioning, competitive differentiation, sales enablement, market intelligence, and commercialization efforts that strengthen VBA's market position and support long-term growth. You'll also play a key role in building and scaling VBA's Product Marketing function by providing strategic leadership to the team while partnering closely with Executive Leadership to influence how our platform evolves, competes, and grows.

If you're energized by building strategy, influencing executive decisions, translating complex technology into compelling customer value, and helping enterprise SaaS products succeed in the market, we'd love to meet you.

Connected by Mission. Driven by Innovation.

At VBA, our mission is simple but powerful: we make the healthcare experience better for everyone. We help clients simplify complex operations through fully integrated solutions spanning claims and benefits administration, revenue cycle management, provider and network management, care coordination, and automation tools. Our technology—ranging from VBAPI's thousands of integration endpoints to predictive analytics, branded portals, mobile access, and AI-powered automation—drives efficiency, accuracy, and better outcomes for millions of people who rely on their health benefits every day. What sets us apart is not just our platform, but our people-centered culture: we blend innovation with flexibility, empowering employees to do meaningful work, stay connected across 25+ states, and thrive in an environment where purpose, collaboration, and growth fuel everything we do.

Required Qualifications

• Bachelor's degree in Marketing, Business, Communications, Healthcare Administration, or a related field.
• 8+ years of progressive experience in Product Marketing, Go-to-Market Strategy, Product Commercialization, or Enterprise SaaS Marketing.
• 3+ years of experience leading and developing high-performing teams.
• Demonstrated success developing and executing go-to-market strategies for enterprise software products.
• Experience creating product positioning, messaging, commercialization strategies, and sales enablement programs.
• Experience partnering across Product Management, Sales, Client Success, Marketing, and Executive Leadership.
• Strong understanding of enterprise B2B SaaS buying cycles and solution-based selling.
• Exceptional communication, presentation, storytelling, and strategic thinking skills.
• Experience using market insights, competitive intelligence, and customer feedback to influence business strategy.

Preferred Qualifications

• Experience in healthcare technology, healthcare payers, TPAs, health plans, benefits administration, or adjacent healthcare markets.
• Experience supporting enterprise SaaS platforms with multiple products or integrated solution portfolios.
• Experience with Account-Based Marketing (ABM), commercialization strategy, and revenue-focused marketing.
• Familiarity with AI-enabled software, APIs, analytics platforms, workflow automation, or interoperability solutions.
• MBA or advanced business degree is a plus.

How You'll Make an Impact

Shape VBA's Commercial Strategy

You'll define how VBA competes in the market by:

• Developing the positioning, messaging, and value proposition for VBA's integrated platform and solution portfolio.
• Partnering with Product and Revenue leadership on commercialization strategy, pricing support, packaging strategy, and competitive differentiation.
• Building a portfolio narrative that clearly communicates how VBA solves customer challenges and delivers measurable business value.
• Ensuring consistent product messaging across Sales, Marketing, Client Success, customer communications, and executive presentations.

Lead Product Commercialization

You'll help transform innovation into business growth by:

• Leading go-to-market strategy for new products, platform capabilities, AI initiatives, and major releases.
• Partnering with Product Management from market validation through launch, adoption, and ongoing optimization.
• Establishing scalable commercialization processes that improve launch readiness and cross-functional alignment.
• Helping determine how products should be introduced, packaged, and positioned for long-term market success.

Accelerate Revenue Growth

You'll strengthen VBA's commercial performance by:

• Partnering with the Chief Revenue Officer to align Product Marketing initiatives with revenue objectives.
• Defining the product marketing strategy that supports Account-Based Marketing (ABM), demand generation, and strategic growth initiatives.
• Collaborating with Marketing and Revenue Operations to evaluate pipeline influence, conversion trends, competitive performance, and marketing effectiveness.
• Supporting strategic opportunities with executive messaging, solution narratives, and customer-focused storytelling.

Enable High-Performing Revenue Teams

You'll help our teams win by:

• Developing sales enablement strategies, competitive battlecards, product narratives, presentations, solution briefs, ROI messaging, and customer-facing resources.
• Equipping Sales and Solutions teams with the tools, messaging, and market insight needed to improve competitive win rates.
• Continuously refining positioning based on customer feedback, market intelligence, and competitive analysis.

Be the Voice of the Market

You'll help shape VBA's future by:

• Monitoring healthcare technology trends, customer needs, competitive activity, and emerging market opportunities.
• Leading market segmentation, buyer persona development, ideal customer profile refinement, and buyer journey mapping.
• Conducting customer research, win/loss analysis, competitive assessments, and market analysis.
• Bringing actionable customer and market insights back to Product and Executive Leadership to influence future strategy and innovation.

Build & Scale Product Marketing

You'll build a Product Marketing function that supports VBA's continued growth by:

• Leading, coaching, and developing the Marketing Specialist and Events Manager & Office Coordinator.
• Setting strategic priorities, goals, and performance expectations aligned with business objectives.
• Providing strategic direction while empowering the team to execute campaigns, digital marketing initiatives, customer communications, thought leadership, and strategic events.
• Building scalable processes that improve execution, consistency, collaboration, and measurable business impact.

What Success Looks Like

Success in this role is measured by business outcomes, not marketing activity.

Within your first 12–18 months, you'll:

• Establish a differentiated market position and consistent messaging framework across VBA's product portfolio.
• Build repeatable commercialization processes that improve how VBA launches and scales new products and capabilities.
• Increase Sales effectiveness through stronger positioning, messaging, and enablement that contribute to improved competitive win rates.
• Deliver measurable influence on pipeline growth by strengthening Product Marketing's partnership with Sales, Marketing, and Revenue Operations.
• Increase customer understanding and adoption of VBA's platform through effective commercialization and customer communications.
• Develop market insights that influence product strategy, roadmap priorities, and future innovation.
• Build a scalable Product Marketing function that is recognized as a strategic partner across Revenue, Product, and Executive Leadership.

Travel Requirements: Willing and able to travel up to 20% for customer visits, conferences, and internal meetings

Location: Remote

What can VBA offer you?

Purposeful Work. Flexible Culture. Human-Centered Tech.

At VBA, you'll be part of a team that's connected by mission and driven by innovation. We offer the flexibility to do your best work from wherever you are, the tools and support to grow your career, and the chance to make a real impact on the healthcare experience. Our culture blends trust