Consumer Product Marketing Manager, Go-to-Market
Lyra Health
Marketing & Communications, Product
Remote
Posted on Oct 26, 2024
About Lyra Health
Lyra is transforming mental health care through technology with a human touch to help people feel emotionally healthy at work and at home. We work with industry leaders, such as Morgan Stanley, Uber, Amgen, and other Fortune 500 companies, to improve access to effective, high-quality mental health care for their employees and their families. With our innovative digital care platform and global provider network, 10 million people can receive the best care and feel better, faster. Founded by David Ebersman, former CFO of Facebook and Genentech, Lyra has raised more than $900 million.
About the job
The Consumer Product Marketing Manager, GTM plays a critical role in expanding access to life-changing mental health care among our members (consumers) by designing and executing curated go-to-market strategies for Lyra’s audiences, products, and services.
You will have strong expertise in defining target consumer audiences, personas, positioning, value propositions, and messaging, as well as campaign strategies for consumer-facing products. In partnership with our Member Acquisition and Lifecycle Marketing Leads, you will weave these GTM strategies into new and existing campaigns, thereby driving awareness, consideration, acquisition, and utilization of our products.
This role is an individual contributor role reporting to our Head of Consumer Marketing.
Responsibilities:
- Partner with our product team to understand our benefit-eligible members and their needs, segment our member audience, and identify which of our products and services can help improve lives within each segment
- Design remarkable and differentiated go-to-market strategies for each audience and the products that can best serve them. Strategies will clearly articulate target personas, positioning, value propositions, and messaging
- Collaborate with our Member Acquisition and Lifecycle Marketing Leads to incorporate GTM strategies into existing campaigns and new campaign launches
- Partner with customer marketing and customer success teams to develop enablement materials to communicate our products and services to our buyers (i.e. employers who purchase Lyra as a benefit for their employees)
- Partner with our product and customer success teams to pilot new products, features, and enhancements with consumers prior to full GA launch
- Work closely with our product team to understand member usage and sentiment of our products and services on an ongoing basis, and identify optimizations to strengthen product market fit
- Conduct regular competitive analyses to understand what our direct competitors and service providers in adjacent industries are doing, to help inform our GTM strategies and product roadmaps
Qualifications:
- 8+ years of B2C marketing experience, with at least three years of product marketing experience
- Extensive experience evaluating consumer insights and data, and synthesizing them into stand out go-to-market strategies
- Strong project management and collaboration skills, with the ability to form effective partnerships with cross-functional teams—–product, lifecycle marketing, acquisition marketing, customer marketing, customer success—–to successfully execute on your strategy
- Strong verbal and written communication skills, with the ability to clearly articulate your marketing strategy and performance to a broad set of stakeholders
- Self-starter who can deliver on initiatives with little guidance. As Lyra is a high-growth startup, you must be flexible at times and roll with the punches
- Experience in the health tech or general tech industry a plus
"We are an Equal Opportunity Employer. We do not discriminate on the basis of race, color, religion, sex (including pregnancy), national origin, age, disability, genetic information or any other category protected by law.
By applying for this position, you acknowledge that your personal information will be processed as per the Lyra Health Workforce Privacy Notice. Through this application, to the extent permitted by law, we will collect personal information from you including, but not limited to, your name, email address, gender identity, employment information, and phone number for the purposes of recruiting and assessing suitability, aptitude, skills, qualifications, and interests for employment with Lyra. We may also collect information about your race, ethnicity, and sexual orientation, which is considered sensitive personal information under the California Privacy Rights Act (CPRA) and special category data under the UK and EU GDPR. Providing this information is optional and completely voluntary, and if you provide it you consent to Lyra processing it for the purposes as described at the point of collection, for example for diversity and inclusion initiatives. If you are a California resident and would like to limit how we use this information, please use the Limit the Use of My Sensitive Personal Information form. This information will only be retained for as long as needed to fulfill the purposes for which it was collected, as described above. Please note that Lyra does not “sell” or “share” personal information as defined by the CPRA. Outside of the United States, for example in the EU, Switzerland and the UK, you may have the right to request access to, or a copy of, your personal information, including in a portable format; request that we delete your information from our systems; object to or restrict processing of your information; or correct inaccurate or outdated personal information in our systems. These rights may be subject to legal limitations. To exercise your data privacy rights outside of the United States, please contact globaldpo@lyrahealth.com. For more information about how we use and retain your information, please see our Workforce Privacy Notice."