Product Marketing Mgr
HealthEquity, Draper, UT, United States
Product Marketing Mgr
Location: US-Remote
Mission Save and improve lives by empowering healthcare consumers.
Overview At HealthEquity, you’ll help millions of members manage their health and financial wellbeing. As a Product Marketing Manager, you’ll drive awareness, activation, and conversion for key product lines within the member portal and mobile app, ensuring members discover, adopt, and engage with HealthEquity’s digital tools. You will play a pivotal role in creating a smarter, simpler experience that empowers members to Save, Spend, and Invest in their health with confidence.
What you’ll be doing Strategy & Messaging
Define value propositions, positioning, and messaging for your assigned product line(s), ensuring consistency across portal, app, and partner channels.
Map member journeys and identify key funnel stages where targeted campaigns can drive adoption.
Collaborate with Product, Marketing, Technology, and Business Experience teams to integrate messaging seamlessly across digital touchpoints.
Digital Activation & Conversion
Build and execute go‑to‑market campaigns that increase awareness and adoption of the product within the portal and mobile app.
Develop and optimize channel strategies (email, push, in‑app, SEO, paid) to drive engagement and conversion.
Design and analyze experiments (A/B and journey testing) to improve conversion and reduce drop‑off.
Partner with broader Marketing (B2B, Consumer Engagement, Marketing Operations) and teams to align activation strategies across channels.
Measurement & Optimization
Define Marketing KPIs for your product line(s) that inform dashboards in partnership with Product and Analytics teams.
Collaborate with Product and Technology to implement event tracking, attribution models, UTM structures, and deep linking.
Diagnose funnel bottlenecks and implement optimizations to increase adoption and repeat use.
Report on campaign ROI and provide actionable insights to leadership and cross‑functional partners.
What you will need to be successful Must‑haves
5+ years of experience in product, growth, or digital marketing focusing on adoption of digital products within a broader ecosystem.
Proven ability to build messaging and activation strategies that move users through a digital funnel (awareness, adoption, conversion, engagement).
Strong analytics mindset with experience defining funnel KPIs, interpreting dashboards, and running experiments.
Proficiency with marketing and analytics tools such as Braze/Iterable, Branch/AppsFlyer/Adjust, GA4, Mixpanel, or Amplitude.
Comfort collaborating with technical teams to implement measurement frameworks and optimize user journeys.
Excellent communication and cross‑functional collaboration skills.
Preferred
Experience in healthcare, fintech, or other regulated industries.
Background in B2B2C digital adoption.
Hands‑on experience with mobile/web SDKs, attribution, and deep linking.
Success metrics
Increased awareness of product line among eligible members.
Higher conversion rates from awareness to adoption.
Reduced drop‑off across key funnel stages.
Growth in engagement and attributable ROI from campaigns.
Salary Range $87,500 to $111,500 per year
Benefits & Perks
Medical, dental, and vision
HSA contribution and match
Dependent care FSA match
Uncapped paid time off
Paid parental leave
401(k) match
Personal and healthcare financial literacy programs
Ongoing education & tuition assistance
Gym and fitness reimbursement
Wellness program incentives
Onboarding & Travel This is a remote role with an in‑person onboarding training component. New team members must participate in Trailhead, HealthEquity’s immersive onboarding experience, which is held onsite at our headquarters once per quarter. HealthEquity covers all required travel and accommodations.
HealthEquity is committed to providing reasonable accommodations to team members with qualifying disabilities.
Equal Opportunity HealthEquity, Inc. is an equal opportunity employer and is committed to ensuring that no matter your background or identity—race, age, color, religion, sex, sexual orientation, gender identity, national origin, disability status, veteran status, or other legally protected characteristics—you feel welcome and included. We are a drug‑free workplace. For more information about our EEO policy or our facilities, accommodations, and disclosures, please visit our Careers page.
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Mission Save and improve lives by empowering healthcare consumers.
Overview At HealthEquity, you’ll help millions of members manage their health and financial wellbeing. As a Product Marketing Manager, you’ll drive awareness, activation, and conversion for key product lines within the member portal and mobile app, ensuring members discover, adopt, and engage with HealthEquity’s digital tools. You will play a pivotal role in creating a smarter, simpler experience that empowers members to Save, Spend, and Invest in their health with confidence.
What you’ll be doing Strategy & Messaging
Define value propositions, positioning, and messaging for your assigned product line(s), ensuring consistency across portal, app, and partner channels.
Map member journeys and identify key funnel stages where targeted campaigns can drive adoption.
Collaborate with Product, Marketing, Technology, and Business Experience teams to integrate messaging seamlessly across digital touchpoints.
Digital Activation & Conversion
Build and execute go‑to‑market campaigns that increase awareness and adoption of the product within the portal and mobile app.
Develop and optimize channel strategies (email, push, in‑app, SEO, paid) to drive engagement and conversion.
Design and analyze experiments (A/B and journey testing) to improve conversion and reduce drop‑off.
Partner with broader Marketing (B2B, Consumer Engagement, Marketing Operations) and teams to align activation strategies across channels.
Measurement & Optimization
Define Marketing KPIs for your product line(s) that inform dashboards in partnership with Product and Analytics teams.
Collaborate with Product and Technology to implement event tracking, attribution models, UTM structures, and deep linking.
Diagnose funnel bottlenecks and implement optimizations to increase adoption and repeat use.
Report on campaign ROI and provide actionable insights to leadership and cross‑functional partners.
What you will need to be successful Must‑haves
5+ years of experience in product, growth, or digital marketing focusing on adoption of digital products within a broader ecosystem.
Proven ability to build messaging and activation strategies that move users through a digital funnel (awareness, adoption, conversion, engagement).
Strong analytics mindset with experience defining funnel KPIs, interpreting dashboards, and running experiments.
Proficiency with marketing and analytics tools such as Braze/Iterable, Branch/AppsFlyer/Adjust, GA4, Mixpanel, or Amplitude.
Comfort collaborating with technical teams to implement measurement frameworks and optimize user journeys.
Excellent communication and cross‑functional collaboration skills.
Preferred
Experience in healthcare, fintech, or other regulated industries.
Background in B2B2C digital adoption.
Hands‑on experience with mobile/web SDKs, attribution, and deep linking.
Success metrics
Increased awareness of product line among eligible members.
Higher conversion rates from awareness to adoption.
Reduced drop‑off across key funnel stages.
Growth in engagement and attributable ROI from campaigns.
Salary Range $87,500 to $111,500 per year
Benefits & Perks
Medical, dental, and vision
HSA contribution and match
Dependent care FSA match
Uncapped paid time off
Paid parental leave
401(k) match
Personal and healthcare financial literacy programs
Ongoing education & tuition assistance
Gym and fitness reimbursement
Wellness program incentives
Onboarding & Travel This is a remote role with an in‑person onboarding training component. New team members must participate in Trailhead, HealthEquity’s immersive onboarding experience, which is held onsite at our headquarters once per quarter. HealthEquity covers all required travel and accommodations.
HealthEquity is committed to providing reasonable accommodations to team members with qualifying disabilities.
Equal Opportunity HealthEquity, Inc. is an equal opportunity employer and is committed to ensuring that no matter your background or identity—race, age, color, religion, sex, sexual orientation, gender identity, national origin, disability status, veteran status, or other legally protected characteristics—you feel welcome and included. We are a drug‑free workplace. For more information about our EEO policy or our facilities, accommodations, and disclosures, please visit our Careers page.
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