Payer Product Marketing Director

Job description

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 req