Associate Director of Product Marketing, ICHRA

Responsibilities:

GTM Campaign Strategy & Positioning Architecture: Own the translation of technical plan features and regulatory structures into core value propositions and strategic positioning frameworks. Architect the Modular Messaging Banks and value narratives specifically tailored to separate high-priority audiences (brokers, employers, and employees). Run localized launch strategies and lead-nurture campaign mechanics to drive awareness and preference in targeted expansion regions.
Sales Enablement and Distribution Coordination: Train, support, and equip internal sales teams, broker networks, and general agencies (GAs) with updated materials for quoting engines and decision-support platforms. Gather regional broker feedback to optimize day-to-day conversion deltas.
Cross-Functional Launch Management: Project manage day-to-day product lifecycles and county expansions. Act as the primary interface between Product and Sales to organize feature updates, compliance filings, and workflow timelines ahead of high-volume Open Enrollment (OE) cycles.
Performance Analytics and Optimization: Track, synthesize, and report on core campaign metrics, including quote volumes, web tool adoption, and member registration deltas. Use data to troubleshoot execution blockers and improve channel performance.
Compliance & Operations: Maintain total brand integrity and adherence to state healthcare regulations by routing all customer-facing documentation through Legal and Compliance reviews. Ensure all claims match regulatory parameters.Compliance with all applicable laws and regulations.Other duties as assigned.

Requirements:

7+ years of professional experience in product marketing, brand strategy, B2B enablement, or growth marketing within a fast-paced environment.
Bachelor’s degree or 4 years of relevant experience.
Minimum 3+ years of experience leading GTM campaign execution specifically for health insurance, FinTech, or digital consumer health products. Track record managing project timelines and creative assets under strict deadlines.