Payer Product Marketing Director

HHAeXchange is the leading technology platform for home and community-based care. Founded in 2008, HHAeXchange was born out of an idea to create a fully comprehensive end-to-end homecare solution to help people who are aging or have disabilities thrive in their homes and communities. Our employees are passionate about transforming the healthcare space by building the only homecare ecosystem that fully connects patients, personal care providers, managed care organizations, and states.

The Payer Product Marketing Director will serve as the strategic owner of Product Marketing for HHAeXchange’s payer business. This role is accountable for defining product positioning, crafting compelling narratives around state and regulatory complexity, and building go-to-market strategy and sales motion that drives adoption, expansion, and revenue growth across the payer portfolio. Operating as a hands-on strategic leader, this person will drive alignment and strategic decision-making across Product, Sales, Growth, and executive stakeholders while serving as the glue between Product and Sales, ensuring payer-facing products are positioned, packaged, and sold effectively in a highly state-specific, regulated environment.

This is an individual contributor role for a product marketing leader with deep payer and healthcare domain expertise. Success requires fluency in Medicaid, state contracting, regulatory dynamics, and payer operations.

Success in this role will be measured by the clarity and impact of payer product positioning, the effectiveness of go-to-market launches, and contribution to pipeline generation, sales velocity, adoption, expansion, and revenue outcomes. This role is directly accountable for product marketing’s contribution to pipeline generation, sales velocity, expansion revenue, and the commercial success of payer product launches.

This is a hybrid position, with an expectation to report to the Midtown Manhattan, NYC office 3 days/week (typically Tues/Wed/Thurs).

To perform this job successfully, an individual must be able to perform each essential job duty satisfactorily with or without reasonable accommodations. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Essential Job Duties

Product Positioning & Market Strategy

• Own positioning and messaging strategy for HHAeXchange’s payer product portfolio, translating product capabilities into narratives that resonate with state Medicaid programs, payer organizations, and regulatory decision-makers.
• Establish codified positioning frameworks that articulate why payer customers choose HHAeXchange, grounded in deep understanding of state regulatory requirements, managed care economics, and operational challenges.
• Build state-specific positioning and messaging that addresses the unique regulatory landscape, contract requirements, and buyer personas across geographies and payer types.
• Influence and shape product roadmap, pricing, packaging, and go-to-market investment decisions at the leadership level through market, customer, competitive, and regulatory insights.
• Own competitive and market intelligence, including win/loss analysis, to continuously refine positioning and identify emerging opportunities or threats.
• Build and operationalize AI-enabled workflows and agentic systems to support payer market research, competitive intelligence, regulatory monitoring, customer insight synthesis, sales enablement, and go-to-market execution at scale.
• Identify opportunities to automate and scale Product Marketing operations through AI tools, experimentation, and modern enablement systems, improving operational efficiency and speed-to-market.

Sales Motion & Enablement

• Design and operationalize the sales motion and enablement strategy for payer products, working cross-functionally with Sales and Product to ensure clear, consistent, and compelling customer communication.
• Own the strategy and quality of all sales-facing product marketing assets: talk tracks, demo scripts, battlecards, competitive positioning, and state-specific materials that enable sales velocity and win rates.
• Establish feedback loops between Sales and Marketing to identify objections, emerging competitive threats, and customer pain points; translate insights into updated positioning and sales tools.
• Build and maintain standards for how products are represented across all sales channels; ensure alignment between product messaging, demo experience, and customer value prop across all touchpoints.
• Develop frameworks and content that help the sales team address complex regulatory questions, navigate state-specific contract requirements, and position HHAeXchange as the trusted operator in managed care environments.

Product Launch & Go-to-Market

• Own go-to-market strategy and execution for new products and major releases
• Define target segments, buyer personas, key messaging pillars, launch sequencing, and success metrics for each launch.
• Establish structured, repeatable launch processes that ensure product readiness, sales enablement, market communication, and post-launch measurement.
• Accountable for the pipeline and revenue impact of product launches, including adoption, conversion, expansion performance, and sales velocity.
• Partner with Product, Finance, and Revenue leadership to inform commercialization strategy and go-to-market investment decisions through market, customer, competitive, and regulatory insights.

Domain Fluency & Regulatory Alignment

• Stay fluent in payer and state-specific regulatory changes that impact go-to-market strategy; translate regulatory complexity into clear, compelling narratives for different buyer audiences.
• Maintain deep understanding of Medicaid managed care, state procurement processes, payer operations, and the regulatory landscape to inform all product positioning and sales strategy decisions.
• Contribute to product strategy and feature prioritization processes by surfacing state-specific needs, regulatory requirements, and competitive threats that inform roadmap decisions.

Other Job Duties

• Other duties as assigned by supervisor or HHAeXchange leader.

Travel Requirements

• Travel 10-25%, including overnight travel

Required Education, Experience, Certifications and Skills

Education:

• Bachelor’s degree required

Experience:

• 7-12 years of experience in Product Marketing, Product Management, or a related B2B SaaS role.
• Deep expertise in the payer and healthcare ecosystem, including Medicaid, managed care, health plans, state contracting/procurement, healthcare operations, and payer technology. Strong domain fluency is required.
• Proven success developing and executing go-to-market strategies, product positioning, and sales motions within complex, highly regulated environments.
• Demonstrated ability to improve commercial outcomes, including sales enablement effectiveness, conversion rates, deal velocity, pipeline growth, and revenue performance.
• Experience partnering closely with Product, Sales, and executive leadership in high-growth, matrixed organizations, with a track record of driving cross-functional alignment and influencing stakeholders.
• Strong understanding of payer economics, healthcare market dynamics, and regulatory considerations.
• Exceptional communication and storytelling skills, with the ability to translate complex product capabilities, market trends, and regulatory requirements into compelling value propositions for diverse buyer personas.
• Strategic and hands-on operator who can define positioning and GTM strategy while also executing through sales enablement tools, customer-facing assets, and field engagement.
• Analytical mindset with experience leveraging customer insights, competitive intelligence, market research, and performance data to inform strategy and decision-making.
• Comfortable navigating ambiguity, creating structure, and driving clarity in evolving business environments.
• Strong understanding of AI technologies and their practical application across product strategy, go-to-market execution, sales enablement, and business operations.

Other Requirements:

• You are curious and confident in your healthcare and payer domain expertise; you can educate cross-functional partners and make positioning recommendations backed by market knowledge.
• You bring clarity to chaos - you can take complex regulatory and market dynamics and make them simple and actionable for sales.
• You are comfortable operating in ambiguity and moving at pace; you prioritize impact over perfection.
• You are a collaborative partner with strong interpersonal skills - you unblock sales, translate between Product and Sales, and build alignment across functions