Director, Product Marketing & GTM Strategy

Stepful is reimagining allied healthcare training by offering affordable, online, instructor-led, and AI-supported programs. The Director of Product Marketing & GTM Strategy will define and lead the B2B marketing strategy, focusing on employer-facing positioning and demand-generating programs that drive revenue.

Responsibilities:

• Own the B2B marketing strategy, roadmap, and success metrics, with clear alignment to company-level commercial goals
• Make explicit prioritization and tradeoffs across initiatives, audiences, and channels, focusing resources on the highest-impact opportunities
• Act as a senior cross-functional partner to Sales, Product, Learning, Solutions Architecture, and Client Success, leveraging market insights to align stakeholders and priorities
• Define and own Stepful’s B2B positioning, messaging frameworks, value propositions, and competitive differentiation
• Lead market and competitive research to surface insights that shape positioning, GTM roadmap, and sales enablement
• Develop and maintain core product marketing assets and frameworks (e.g., pitch narrative, ICPs and personas, competitive battlecards, objection handling) that equip sellers to clearly and confidently tell the Stepful story
• Lead launches for new products, programs, and features; own end-to-end rollout including targeting, positioning, and sales collateral in close partnership with Product, Learning, and Solution Architecture teams
• Lead B2B demand generation strategy, including account-based marketing, content-driven campaigns across channels, and events
• Position Stepful as a thought leader through compelling content marketing that builds trust in a risk-averse market

Requirements:

• 10+ years of experience in B2B marketing, with a proven track record in product marketing and demand generation, with at least several years experience marketing to large healthcare employers
• Demonstrated delivery against ambitious goals including setting strategy, owning execution it – making decisions and tradeoff
• Excellent storytelling instincts with the ability to craft strong narratives, impactful positioning, and messaging instincts, with the ability to translate these ideas into compelling collateral and equip GTM teams to use them effectively
• Experience partnering with senior stakeholders across the organization, including Sales, Product, Operations, and executive leadership, proactively collaborating and using insights to drive the business strategy
• You have experience marketing workforce or training solutions