Product Marketing Manager

Our Mission

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

Overview

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 channels.
• Map member journeys and identify key funnel stages where targeted campaigns can drive adoption.
• Collaborate with Product, Marketing, Technology, and Business Experience teams to integrate messaging seamlessly across digital touchpoints.

Digital Activation & Conversion

• Build and execute go-to-market campaigns that increase awareness and adoption of the product within the portal and mobile app.
• Develop and optimize channel strategies (email, push, in-app, SEO, paid) to drive engagement and conversion.
• Design and analyze experiments (A/B and journey testing) to improve conversion and reduce drop-off.
• Partner with broader Marketing (B2B, Consumer Engagement, Marketing Operations) and teams to align activation strategies across channels.

Measurement & Optimization

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

Benefits & Perks

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

Onboarding & Travel

This is a remote role, with an in-person onboarding training component. New team members must participate in Trailhead, HealthEquity’s immersive onboarding experience. Trailhead is designed to foster meaningful connections, support your integration into the organization, and equip you with a strong understanding of our business. Trailhead participation is a key expectation of this role. Trailhead is held onsite at our headquarters once per quarter. HealthEquity covers all required travel and accommodations.

This role may begin with a virtual, self-paced onboarding experience, followed by a mandatory onsite Trailhead session at a later date.

Key skills/competency

• Product Marketing
• Growth Marketing
• Digital Adoption
• Go-to-Market Strategy
• Campaign Management
• Conversion Optimization
• A/B Testing
• Marketing Analytics
• Cross-functional Collaboration
• Value Proposition Definition