Principal of Product Marketing

Role Overview

We are hiring our first dedicated Principal of Product Marketing focused on Business Development (BD) — the team that builds referral demand from primary care, health systems, and ecosystem partners.

You will partner directly with our 30‑person sales organization (clinician liaisons, account managers, sales executives) and our marketing leadership to define how Life Stance shows up in the market: who we talk to, what we say, what we put in front of them, and how we measure whether it is working. You will own positioning, messaging, persona development, sales collateral, and lead‑generation campaign briefs for the BD team.

You will also provide secondary support (20–30%) for our clinician recruiting team.

You are the connective tissue between what sales and clinician recruiting need to win, and the strategic positioning of Life Stance in a fragmented market.

• Value proposition and messaging architecture. Understand the psychology of physician referrals and build the positioning of Life Stance as a referral destination — by persona (PCP, practice manager, health system referral leader, ACO clinical operations, payor case manager), by service line (psychiatry vs. therapy, adult vs. child/adolescent, in‑person vs. virtual), and by stage of buyer journey. Maintain a living messaging house everyone uses.
• Sales collateral and enablement. Build and maintain the BD content arsenal: pitch deck, leave‑behinds, outcomes one‑pagers, compelling email content, case studies, clinical‑affiliation overview, competitive battle cards, EHR‑integration briefs, exam room “show up for care” conversation structure, and ACO/value‑based‑care talking points. Partner with sales enablement on training and rollout.
• B2B digital lifecycle strategy. Define how referral partners are engaged through automated email, SMS, and other marketing touchpoints across the journey, extending and reinforcing BD in‑person engagement and direct outreach. Partner with Lifecycle Marketing to translate strategy into active programs and ongoing optimization;
  Lifecycle Marketing owns execution.
• Lead‑generation campaign strategy. Write campaign briefs (target audience, message, offer, channels, success metrics) that our demand‑generation team executes. You do not run paid ads or write the email send — you define what to say to whom and why, and you measure whether it converted.
• Competitive intelligence. Maintain a live view of our competitive set — national virtual‑first players, payor‑aligned mental health networks, regional IPAs and group practices. Win/loss interviews monthly. Battle cards refreshed quarterly.
• Sales partnership. Embed with sales leadership and clinician liaison field teams. At least one full day per month in field with CLs. Run a structured sales feedback loop: what is working, what is not, what we need next.
• Clinician‑side support (secondary). Provide messaging refresh and collateral support for the clinician recruiting team. You are not the owner of clinician acquisition strategy; you are a senior partner to the function that owns it.

• 5–8 years of B2B product marketing experience with at least 3 years directly supporting a field or inside sales team. You have been a trusted business partner of sales leaders, being a strategic thought‑partner and helping a sales team win in the market.
• Demonstrable positioning and messaging chops. You can point to a category or product where you authored the positioning the company adopted, and you can defend why that positioning was right.
• Campaign brief fluency. You can hand a demand‑generation partner a brief they can execute against, with sharp message hierarchy, target audience definition, and measurable success criteria.
• CRM proficiency (Salesforce). Experience working within Salesforce (or similar CRM) to understand referral pipeline stages, partner engagement and conversion, and to translate those data and insights into marketing strategy. Partners closely with BD and Analytics; does not own system administration.
• Operational discipline. You ship on a calendar, instrument what you build, and replace what is not working without becoming attached to…