Director, Product Marketing

About Equip 

Equip is the leading virtual, evidence-based eating disorder treatment program on a mission to ensure that everyone with an eating disorder can access treatment that works. Created by clinical experts in the field and people with lived experience, Equip builds upon evidence-based treatments to empower individuals to reach lasting recovery. All Equip patients receive a dedicated care team, including a therapist, dietitian, physician, and peer and family mentor. The company operates in all 50 states and is partnered with most major health insurance plans. Learn more about our strong outcomes and treatment approach at www.equip.health.

Founded in 2019, Equip has been a fully virtual company since its inception and is proud of the highly-engaged, passionate, and diverse Equipsters that have created Equip’s culture.  Recognized by Time as one of the most influential companies of 2023, along with awards from Linkedin and Lattice, we are grateful to Equipsters for building a sustainable treatment program that has served thousands of patients and families.

About the role

As the Director of Product Marketing, you will sit at the intersection of product marketing, brand strategy, and content creation. You will be responsible for two core missions: market-wide launching/positioning and downstream provider brand marketing to drive repeat business. We are looking for an experienced, highly nimble leader who thrives in a fast-paced environment, embraces a test-and-learn mindset, and proactively identifies new opportunities to innovate our market positioning.

Responsibilities

Product Marketing

• Craft compelling value propositions, differentiators, and messaging frameworks that resonate across diverse audiences and maintain brand consistency across all channels. Conduct competitive analysis to ensure the message is well differentiated in the market.

• Conduct research to build detailed provider and consumer personas (e.g., families with young patients, adult patients, hospital-based providers, primary care, etc.) that map their distinct pain points and motivations.

• Map out the high-level B2B and B2C customer journeys and how core positioning and value propositions seamlessly and logically flow through every phase of the lifecycle—from initial brand discovery to active onboarding and retention.

• Lead the end-to-end execution of go-to-market strategies for new services, care model enhancements or new target audiences

• Cultivate strong, trust-based relationships with C-suite and executive stakeholders, leveraging high emotional intelligence to navigate ambiguity, drive cross-functional alignment, and carry strategic initiatives forward.

Provider Brand Marketing

• Partner with VP, Marketing and Creative director to build a provider brand strategy that establishes clinical authority, fosters trust and builds long-term loyalty

• With the VP of Clinical Affairs, jointly lead the development and management of a Provider Advisory Board that serves an internal advisory function as well as external brand ambassadorship

• Collaborate with Commercial stakeholders and Clinical Affairs to determine which high-impact, value-added resources, collateral, content, and speaking opportunities that drive provider engagement, acquisition, and retention.

• Provide guidance and direction to channel owners on how to leverage the messaging and content in their respective channels

• Perform other duties as assigned.

Qualifications

• 8+ years of progressive experience in product marketing or GTM roles, with a proven track record of launching successful B2B and B2C products.

• Healthcare industry experience (working across payer, provider, or patient/consumer models) is required.

• Proven ability to manage, mentor, and develop a high-performing team, fostering an inclusive, high-trust environment through continuous coaching, clear goal-setting, and personalized professional growth.

• Exceptional interpersonal skills and emotional intelligence, with a prov