Director of Product Marketing & Commercialization

Lead the product marketing and commercialization organization responsible for turning product strategy into clear market value, successful launches, strong commercial readiness, and sustained customer adoption

At Wolters Kluwer Health, the UpToDate suite supports millions of clinical decisions every day

As our portfolio evolves through AI-enabled experiences, new clinical workflows, major product enhancements, and expanded customer solutions, we need a strong product marketing and commercialization function that connects customer needs, market dynamics, product capabilities, and business priorities

As Director, Product Marketing & Commercialization, you will lead the organization responsible for Product Marketing, Market Intelligence, Competitive Intelligence, Market Research, and Product Packaging and Go-to-Market for the Clinical Decision Support portfolio

You will define how products are validated, positioned, packaged, launched, enabled, adopted, and optimized throughout the product lifecycle

You will lead and develop a team of product marketing and insights professionals and work closely with Product Management, Marketing, Sales, Customer Success, Professional Services, Partnerships, Strategy, Finance, Training, Operations, and Executive Leadership

This role requires a leader who can set strategy, build organizational capabilities, develop talent, align complex cross-functional teams, and ensure high-quality execution

You will serve as a senior advisor to Product and business leadership on customer needs, market dynamics, competitive differentiation, commercialization choices, and growth opportunities

Product Marketing and Commercialization Leadership

Define and execute the Product Marketing and Commercialization strategy for the Clinical Decision Support portfolio

Lead and develop the organization responsible for Product Marketing, Market Intelligence, Competitive Intelligence, Market Research, and Product Packaging and Go-to-Market

Establish clear priorities, roles, responsibilities, operating rhythms, and decision rights across the function

Allocate resources across product launches, portfolio initiatives, market opportunities, and strategic priorities

Build a high-performing, customer-centric, and market-driven team with strong capabilities in product marketing, commercialization, research, packaging, and competitive strategy

Coach and develop product marketing and market insights leaders and specialists

Serve as a senior advisor to Product and Executive Leadership on commercialization strategy, portfolio opportunities, customer needs, market dynamics, and competitive risks

Product Positioning and Messaging

Own the product positioning and messaging architecture for the Clinical Decision Support portfolio

Ensure products and capabilities have clear, differentiated positioning grounded in customer needs, market evidence, product value, and competitive advantage

Oversee the development and maintenance of value propositions, persona-based messaging, use cases, proof points, product narratives, and Product Value Messaging documents

Ensure messaging is accurate, compelling, consistent, and usable across sales materials, campaigns, training, demos, partnerships, and customer communications

Establish standards and governance for product messaging and customer-facing product content

Ensure customer and market feedback is regularly incorporated into positioning, messaging, campaign planning, and product decisions

Go-to-Market and Launch Strategy

Own the commercialization framework from early opportunity validation through Early Engagement, Limited Market Release, General Availability, adoption, and lifecycle optimization

Lead go-to-market strategy for new products, AI-enabled capabilities, major enhancements, and priority portfolio initiatives

Establish launch governance, readiness criteria, milestones, decision points, commercialization plans, and cross-functional accountability

Ensure Product Marketing is involved early enough to influence target customer selection, use cases, value propositions, market validation, packaging, and commercial viability

Coordinate launch activities across Product, Marketing, Sales, Customer Success, Professional Services, Partnerships, Training, Finance, Legal, Operations, and other stakeholders

Ensure launches have clear target customers, validated customer needs, differentiated positioning, effective packaging, enablement plans, adoption strategies, and measurable outcomes

Drive consistency and continuous improvement across product launches and commercialization practices

Packaging and Commercial Strategy

Lead product packaging and offer strategy across the portfolio

Establish the approach for solution packaging, feature and capability grouping, offer design, naming, bundling, and portfolio architecture

Partner with Product, Strategy, Finance, Sales, and business leadership to inform pricing strategy, willingness-to-pay research, business cases, market sizing, pipeline assumptions, and revenue opportunities

Ensure packaging decisions are grounded in customer needs, purchasing behavior, competitive dynamics, product value, and operational feasibility

Identify opportunities to simplify the portfolio, improve customer understanding, strengthen differentiation, and support commercial growth

Commercial Enablement and Readiness

Provide leadership for commercial readiness across Sales, Customer Success, Professional Services, Partnerships, Marketing, Training, and other market-facing teams

Establish governance and quality standards for sales enablement, product collateral, pitch decks, demo narratives, sell sheets, FAQs, release communications, and customer-facing materials

Ensure market-facing teams understand product value, target customers, priority use cases, competitive differentiation, packaging, and launch strategy

Partner with Sales Training and functional leaders to develop product and competitive training programs

Measure the usefulness, adoption, and effectiveness of product marketing and enablement materials

Drive alignment across market-facing teams to support successful launches, adoption, customer value realization, and portfolio growth

Market and Customer Intelligence

Lead the market intelligence strategy for the Clinical Decision Support business

Ensure customer, buyer, user, market, and industry insights inform product strategy, portfolio decisions, positioning, packaging, and commercialization priorities

Oversee Voice of Customer programs, customer interviews, user forums, market trend monitoring, segmentation, market sizing, and primary and secondary research

Ensure the organization proactively identifies emerging customer needs, purchasing dynamics, technology shifts, market risks, and growth opportunities

Establish a regular cadence of market insights, customer need themes, leadership briefings, and actionable recommendations

Ensure market insights are clearly communicated to Product teams, Strategy, Marketing, commercial stakeholders, and Executive Leadership

Competitive Intelligence

Provide leadership and oversight for the competitive intelligence function

Ensure timely and actionable competitive intelligence helps Product, Sales, Customer Success, Marketing, and Executive Leadership anticipate market shifts and respond effectively

Oversee competitor monitoring, rapid-response analysis, battlecards, competitive briefings, conference intelligence, product comparisons, and field enablement

Ensure competitive insights are translated into implications for product strategy, positioning, messaging, packaging, roadmap decisions, and commercial execution

Increase awareness, adoption, and effective use of competitive intelligence resources across the organization

Foster a culture of competitive awareness and market responsiveness

Analytics and Performance

Define the performance framework for Product Marketing and Commercialization

Establish metrics and executive dashboards that measure launch readiness, commercialization effectiveness, product adoption, enablement effectiveness, market insight delivery, competitive readiness, and organizational impact

Lead operating reviews that evaluate launch performance, adoption, customer and field feedback, market developments, and progress against strategic priorities

Ensure product marketing and insights teams use data to identify risks, opportunities, and areas for improvement

Translate performance insights into changes to messaging, packaging, enablement, commercialization strategy, resource allocation, and organizational practices

Communicate results, recommendations, risks, and tradeoffs clearly to senior and executive stakeholders

What Success Looks Like

The Product Marketing and Commercialization organization has a clear strategy, operating model, priorities, and measures of success

Product Marketing, Market Intelligence, Competitive Intelligence, Market Research, and Packaging and Go-to-Market operate as an integrated function

Products and portfolio initiatives have clear target customers, differentiated positioning, compelling value propositions, effective packaging, coordinated launch plans, and measurable outcomes

Product Marketing is involved early enough to influence product strategy, customer validation, packaging, business cases, launch decisions, and adoption planning

Product, commercial, and executive teams are aligned on customer needs, market dynamics, competitive differentiation, commercialization priorities, and growth opportunities

Sales, Customer Success, Professional Services, Partners, Marketing, and Training teams are prepared to communicate product value and support successful customer adoption

Customer, market, and competitive insights regularly shape roadmap decisions, portfolio strategy, positioning, packaging, and commercial execution

Launches are more consistent, coordinated, measurable, and effective across the portfolio

Packaging and product offers are understandable to customers, commercially viable, operationally practical, and aligned with customer value

Leadership has clear visibility into commercialization performance, product adoption, market shifts, competitive risks, and organizational effectiveness

The function is recognized as a strategic partner that improves customer value, product adoption, market differentiation, and business growth

12+ years of experience in product marketing, commercialization, go-to-market strategy, portfolio marketing, market strategy, or related rolesExperience establishing and scaling product marketing operating models, launch frameworks, governance, messaging standards, and commercialization practicesAbility to move comfortably between enterprise strategy, organizational leadership, cross-functional alignment, and detailed executionStrong people-leadership skills, including organizational design, talent development, coaching, performance management, and resource prioritizationAbility to operate effectively in a complex, global, and highly matrixed organizationDemonstrated ability to use customer, market, competitive, and performance insights to influence product strategy, portfolio decisions, and executive prioritiesStrong understanding of product positioning, messaging, customer segmentation, buyer and user personas, value propositions, product launches, adoption, and lifecycle marketingStrong strategic and analytical thinking, with the ability to connect market dynamics and customer needs to practical business and product decisionsAbility to lead through influence and align Product, Marketing, Sales, Customer Success, Finance, Strategy, Legal, Operations, and executive stakeholdersExcellent executive communication, storytelling, and presentation skillsDemonstrated success commercializing complex healthcare, enterprise SaaS, technology, data, information, workflow, content, or platform productsSignificant leadership experience building and managing product marketing, commercialization, market intelligence, competitive intelligence, market research, or related teamsExperience with product packaging, offer design, bundling, pricing inputs, willingness-to-pay research, market sizing, business cases, and commercial strategyFamiliarity with competitive intelligence, market research, enablement, analytics, and product marketing technology platformsExperience building or transforming product marketing and commercialization capabilitiesExperience with enterprise healthcare buyers, health system purchasing processes, clinical users, long sales cycles, and complex customer implementationsExperience overseeing Voice of Customer, market research, competitive intelligence, segmentation, pricing, packaging, or win-loss programsExperience leading Early Engagement, limited effort? credential? (some stray text) ...

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