Product Marketing Mgr

HealthEquity is dedicated to saving and improving lives by empowering healthcare consumers. As a Product Marketing Manager, you will drive awareness, activation, and conversion for key product lines within the member portal and mobile app, ensuring members engage with HealthEquity's digital tools.

Responsibilities:

• 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
• 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
• 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

Requirements:

• 5+ years of experience in product, growth, or digital marketing with a focus on driving 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
• Experience in healthcare, fintech, or other regulated industries
• Background in B2B2C digital adoption
• Hands-on experience with mobile/web SDKs, attribution, and deep linking