Product Marketing Manager

Our mission is to SAVE AND IMPROVE LIVES BY EMPOWERING HEALTHCARE CONSUMERS. Come be part of remarkable.

How you can make a difference

At HealthEquity, you'll help millions of members confidently manage their health and financial wellbeing. As a Product Marketing Manager, you'll drive awareness, activation, and conversion for key product lines within the member portal and mobile app-ensuring members not only discover but also adopt and engage with HealthEquity's digital tools. You'll play a pivotal role in creating a smarter, simpler experience that empowers members to Save, Spend, and Invest in their health with confidence.

What you'll be doing

Strategy & Messaging

Define value propositions, positioning, and messaging for your assigned product line(s), ensuring consistency across portal, app, and partner/broker/client/member marketing.

• Map member journeys and identify key funnel stages where targeted campaigns can drive awareness, engagement, and adoption.

• Collaborate with Product, Marketing, Technology, and Business Experience teams to integrate messaging seamlessly across digital touchpoints and enable go-to-market readiness.

Digital Activation & Conversion

• Build and execute go-to-market campaigns that increase awareness, engagement, and adoption of the product within the portal and mobile app.

• Develop and optimize channel strategies (email/SMS, push, web and in-app content, SEO, paid media) to drive engagement and conversion.

• Design and analyze experiments (A/B and journey testing) to improve conversion and reduce drop-off.

• Partner and serve as "quarterback" with broader Marketing (B2B, Consumer Engagement, Marketing Operations) and teams to align activation strategies across channels & tactics.

Measurement & Optimization

• Define Marketing KPIs for your product line(s) that inform dashboards in partnership with Product and broader Marketing teams.

• Collaborate with Product and Technology to implement event tracking, attribution models, UTM structures, and deep linking.

• Diagnose funnel bottlenecks and implement optimizations to increase adoption and repeat use.

• Report on campaign ROI and provide actionable insights to leadership and cross-functional partners.

What you will need to be successful

Must-haves

• 5+ years of experience in product, growth, or digital marketing with a focus on driving adoption of digital products within a broader ecosystem.

• Proven ability to build messaging and activation strategies that move users through a digital funnel (awareness adoption conversion engagement).

• Strong analytics mindset with experience defining funnel KPIs, interpreting dashboards, and running experiments.

• Proficiency with marketing and analytics tools such as Braze/Iterable, Branch/AppsFlyer/Adjust, GA4, Mixpanel, or Amplitude.

• Comfort collaborating with technical teams to implement measurement frameworks and optimize user journeys.

• Excellent communication, camapign strategy and planning, and cross-functional collaboration skills.

Preferred

• Experience in healthcare, fintech, or other regulated industries.

• Background in B2B2C digital adoption.

• Hands-on experience with mobile/web SDKs, attribution, and deep linking.

Success metrics

• Increased awareness of product line among eligible members.

• Higher conversion rates from awareness adoption.

• Reduced drop-off across key funnel stages.

• Growth in engagement and attributable ROI from campaigns.

#LI-Remote

This is a remote position.

The actual compensation offer is determined based on job-related knowledge, education, skills, experience, and work location. This position will be eligible for performance-based incentives as part of the total compensation package, in addition to a full range of benefits including:

• Medical, dental, and vision

• HSA contribution and match

• Dependent care FSA match

• Uncapped paid time off

• Paid parental leave

• 401(k) match

• Personal and healthcare financial literacy programs

• Ongoing education& tuition assistance

• Gym and fitness reimbursement

• Wellness program incentives

HealthEquity has a vision that by2030 we will make HSAs as wide-spread and popular as retirement accounts. We are passionate about providing a solution that allows American families to connect health and wealth. Join us and discover a work experience where the person is valued more than the position. Click here to learn more.

You belong at HealthEquity!

HealthEquity, Inc. is an equal opportunity employer, and we are committed to being an employer where no matter your background or identity - you feel welcome and included. We ensure equal opportunity for all applicants and employees without regard to race, age, color, religion, sex, sexual orientation, gender identity, national origin, status as a qualified individual with a disability, veteran status, or other legally protected characteristics. HealthEquity is a drug-free workplace. For more information about our EEO policy, or about HealthEquity's applicant disability accommodation, drug-free-workplace, background check, and E-Verify policies, please visit our Careers page.

HealthEquity uses Microsoft Copilot to transcribe screening interviews between candidates and their direct Talent Partner for note taking and interview summaries. By scheduling a screening interview with us, you consent to Microsoft Copilot's AI technology recording and transcribing your interview with your Talent Partner. This information will be reviewed for accuracy and then used by HealthEquity to summarize the interview, ensure accuracy, and facilitate our hiring process. We take privacy seriously. You have the option to opt out. If you wish to opt out of this Microsoft Copilot transcription, please notify your Talent Partner in advance of the interview. If we do not receive an opt-out request from you, we will assume that you consent to the use of Microsoft Copilot.

At HealthEquity, our goal is to save and improve lives by empowering healthcare consumers. This shared purpose inspires everything we do, including how we approach hiring. Our process is designed to get to know the real you: your skills, experiences, and potential to make a difference. We value honesty, originality, and the courage to do the right thing, even when it is not the easiest path. Showing up as your authentic self reflects these values and helps us build something truly remarkable together.

As AI is becoming a common tool throughout the application process, we want to be clear about its appropriate use at HealthEquity. Using AI to support resume writing, research, or interview preparation is perfectly acceptable, provided the content is accurate and genuinely represents your qualifications and skills. For other key parts of our interview process, however, it is important that the ideas, communication, and work you share reflect your own voice, experiences, and thinking. We ask that you participate in our live interviews and complete any assessments without AI assistance unless instructions explicitly indicate otherwise or a specific exception is discussed and approved in advance. This approach ensures fairness, celebrates your individuality, and allows your authentic perspective to shine. Behaviors that do not align with these guidelines may result in disqualification from the hiring process or termination of employment if later discovered. We appreciate your understanding and look forward to learning about the unique contributions only you can bring to HealthEquity.

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