The Role
Lead go-to-market strategy and execution for virtual healthcare products in B2B. Manage launches, develop pricing strategies, and align cross-functional teams for success.
Summary Generated by Built In
ABOUT US
At Vida, we help people get better- and we're helping the healthcare system get better, too.
Vida is a virtual, personalized obesity care provider that uses evidence-based treatment to help patients manage obesity and related conditions like diabetes, high blood pressure, anxiety and depression. Vida's team of Obesity Medicine-Certified Physicians, Registered Dietitians, Expert Coaches and Licensed Therapists takes a whole-person approach to care, helping people lose weight, reduce stress and improve their overall health.
By combining advanced technology with top-notch healthcare providers, Vida is breaking down the barriers that have historically kept people from getting the best care. It's trusted by Fortune 100 companies, major national payers and large providers to enable their employees to live their healthiest lives.
**Vida is authorized to do business in many, but not all, states. If you are not located in or able to work from a state where Vida is registered, you will not be eligible for employment. Please speak with your recruiter to learn more about where Vida is registered.
Please note: all Vida Employees must be able to work from the U.S.- international work is prohibited.
Vida is looking for a Product Marketing Manager to lead go-to-market strategy and execution for our virtual healthcare products in the B2B market. You’ll be the connective tissue between Product, Sales, Clinical, Customer Success and Marketing—shepherding launches from early concept through enablement, release and adoption.
This role will report to the Head of B2B Communications & Content. You will work in close partnership on messaging, bringing market and customer insight into product narratives and ensuring launches are anchored to Vida’s core positioning.
Responsibilities:
- Own end-to-end GTM plans for new products and major releases, from discovery through launch and post-launch optimization.
- Help define pricing approach and packaging structure for new products and releases.
- Build integrated launch roadmaps—defining goals, target segments, timelines and success metrics.
- Lead cross-functional launch squads, ensuring alignment, accountability and on-time delivery.
- Drive launch readiness across Marketing, Sales, CS, Clinical and Product, flagging risks early and keeping work-streams unblocked.
- Partner with the Product team and Head of B2B Communications & Content to adapt and extend messaging for specific products, features, segments and launches.
- Translate clinical, technical and operational product capabilities into clear, outcomes-first value stories for B2B buyers.
- Ensure launch messaging is consistent with core brand and category narratives and well integrated into sales and client-facing materials.
- Maintain product-level messaging artifacts (value props, proof points, FAQs, persona-specific angles) that ladder up to Vida’s overarching positioning.
- Conduct market, competitor and customer research to inform product strategy and GTM decisions.
- Partner with Product to define target personas, unmet needs and differentiated value.
- Use voice of customer, win/loss, usage insights and partner feedback to refine GTM strategy over time.
- Train Sales, Partnerships and CS teams on new launches, positioning and objection handling.
- Support strategic deals and renewals with tailored narratives, proof points and competitive context.
- Develop pricing/packaging narratives, ROI framing and objection-handling guidance tied to buyer needs and procurement realities.
- Define launch KPIs (pipeline impact, activation, adoption, retention, expansion) and monitor performance.
- Run post-launch retrospectives and incorporate learnings into future GTM cycles.
- Identify levers to increase adoption and client impact in partnership with CS, Sales and Product.
Qualifications:
- 4–5 years in product marketing, GTM, or adjacent roles, with a strong B2B focus.
- Direct experience in virtual healthcare/digital health/telehealth/healthcare technology.
- Proven track record leading cross-functional launches and managing multiple stakeholders.
- Strong strategic thinking paired with operational rigor—comfortable building plans and executing them.
- Excellent written and verbal communication skills; able to simplify complex clinical or technical topics.
- Experience supporting sales teams in consultative, enterprise or mid-market motions.
Preferred:
- Experience marketing healthcare solutions to employers, health plans, PBMs or benefits consultants.
- Familiarity with care delivery models, clinical program launches and regulated healthcare environments.
- Comfort with data: building business cases, defining KPIs and using insights to drive decisions.
- Experience with pricing/packaging strategy and/or partner/channel GTM.
- Jira and Looker experience.
Vida is proud to be an Equal Employment Opportunity and Affirmative Action employer.
Diversity is more than a commitment at Vida—it is the foundation of what we do. All qualified applicants will receive consideration for employment without regard to race, color, ancestry, religion, gender, gender identity or expression, sexual orientation, marital status, national origin, genetics, disability, age, or Veteran status. We also consider qualified applicants with criminal histories, consistent with applicable federal, state and local law.
We seek to recruit, develop and retain the most talented people from a diverse candidate pool. We don’t just accept differences — we celebrate them, we support them, and we thrive on them for the benefit of our employees, our platform and those we serve. Vida is committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans in our job application procedures.
We do not accept unsolicited assistance from any headhunters or recruitment firms for any of our job openings. All resumes or profiles submitted by search firms to any employee at Vida in any form without a valid, signed search agreement in place for the specific position will be deemed the sole property of Vida. No fee will be paid in the event the candidate is hired by Vida as a result of the unsolicited referral.
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The Company
What We Do
Vida is a virtual care company that combines a human-centric approach with technology to address chronic and co-occurring physical and behavioral health conditions. We provide personalized chronic condition management combined with health coaching and therapy through a mobile and online platform that supports individuals in managing and significantly improving conditions such as diabetes, hypertension, obesity, depression, anxiety, etc. Our platform integrates deeply individual expert care with machine learning and remote monitoring to deliver lasting behavior change, health outcomes and cost savings. Vida is in the business of enabling self-insured employers, health plans and providers to take better care of their employees and members. We are trusted by Fortune 1000 companies, major national payers, and large providers to activate, engage, and empower their employees to live their healthiest lives. Based in San Francisco, CA, Vida is backed by investors including Khosla Ventures, StartX, Aspect Ventures, Canvas, Workday, and Nokia.
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