What is the type of contract for this position?

The contract for this position is a Full-time contract

What's the salary range for the VP, Product Marketing position?

The suggested salary for this position is $150,000-$185,900*

Is telecommuting possible for this position?

Yes, telecommuting is possible for this position

VP, Product Marketing job at Lyra

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.

As the VP, Product Marketing, reporting to the SVP-Marketing, you will provide demonstrated leadership in building robust marketing strategy and clear, differentiated, defensible value proposition for Lyra Health based on a deep understanding of our customers, our products and the market.

You have experience developing strategic, innovative and integrated GTM programs for B2B and B2BTC technology products across diverse segments (governments, education and businesses - both mid-market and enterprise) and you have successfully launched products and marketing campaigns through research, analysis and segmentation at sustainable enterprise companies growing at scale.

You are a visionary, empathetic and experienced people leader who is highly experienced in hiring, coaching and building diverse and high performing product marketing teams.

Responsibilities

Value proposition, Messaging and Positioning:
Develop detailed buyer and influencer personas for Lyra’s product and solution areas across various segments, buyers and geographies.
Craft and optimize positioning and messaging (including company, platform, product, and competitive positioning) to equip sales teams to close deals, support successful product launches, and deploy through all market-facing communication touch points (website, sales messages, SDR, content, etc.) that evangelizes our product differentiation and establishes our leadership among our core audiences.
Product Agility: foster a meaningful relationship with Product leadership; maintain an in-depth understanding of our current product and product plans; partner with the Product team to inform the creation, design, and enablement of our product demos; and ensure that all PMM work is guided with intimate knowledge of our products.
Product Launch Strategy and Execution: Develop and execute on launch plans for new solution offerings both internally (via customer facing roles like Sales/”Partner” and Customer Success Teams) and externally (with customers, partners, analysts and influencers). Articulate what is built through pricing, packaging, positioning, messaging, sales enablement and content)
Partner & CS Enablement: Exhibits a commercial sensibility and sales orientation. Equip our sales teams to win more deals with messaging, sales strategies, materials, tools, demos, playbooks and market knowledge, with the aim of increasing close rates, competitor win rates, decreasing sales cycle length, increasing ACV.
Campaign and Integrated Marketing Communications Strategy: Design and architect integrated marketing campaigns for driving awareness and generating demand for various product and solution areas. Set the strategy, vision and process to drive stronger cross functional collaboration and integrated marketing campaign success.
Customer insights: Build a culture of continuous listening with on-going and programmatic capture of customer and market insights to inform future product roadmap and build, messaging, service and success and other aspects of Lyra’s customer and member experience. Partner with UXR team to elevate understanding of our economic buyer
Market Intelligence Insight and Process (“bringing the market to Lyra”): gather, analyze and synthesize market insights and competitive intelligence, including win/loss analysis. Lead a process to communicate, integrate feedback, set direction and respond in a timely manner that keeps our customer-facing and product teams confident and educated on how to articulate how Lyra Health is better and why we’re winning.
Pricing & Packaging: optimizing pricing and packaging for differing segments to maximize revenue and profitability and increase deal size

Cross functional Influence with Marketing Partners:
Customer advocacy: Establish strategic framework for content teams to develop compelling case studies, customer stories, references, testimonials and other forms of media capturing the success of Lyra’s customers and their employees with Lyra’s solutions
Analyst Relations: partner with the comms team to establish our AR program including a deep-dive product demos, a deep understanding of our industry landscape and how we differentiate, and advance our category design and leadership
Content Strategy: work with content team to craft a content strategy that addresses each part of the buyer’s journey, promoting thought leadership, SEO value and inbound leads across all content types Thought Leadership: build event presentations, write compelling articles, and brief decision makers, all in an effort to solidify our position as the thought leader in mental health

Marketing Functional and Stakeholder Leadership:
Team leadership: Recruit, retain and scale a team of world class product marketers to build the best Product Marketing team in Enterprise SaaS. Mentor and develop Product Marketing Managers by understanding their career goals and providing opportunities for personal and professional growth. Build a diverse and inclusive environment for all people to do the best work of their careers.
Internal leadership: Align and partner with cross-functional leaders. Establish credibility and strong working relationships with the senior leadership team and with leaders in Sales, Product, Customer success and Marketing leadership team.

Qualifications

15+ years experience. The ideal candidate has experience in 2-3 product marketing settings and has strong strategic, managerial and leadership experience.
Passionate about Lyra’s mission and transforming mental health.
Prior leadership experience in a high growth, multi-stakeholder environment (i.e. enterprise, healthcare, marketplaces) strongly preferred. Healthcare experience and international experience preferred, but not required if complemented with team hires.
Keen listener and collaborator who is able to partner with stakeholders to deeply understand the underlying needs of our clients, providers, customers/prospective customers, and problem solve creatively.
Intentional leader who can define and communicate a clear marketing vision that inspires the team to achieve new heights. Skilled at driving focus for the team to ensure strategy, insight, XF collaboration, deliverables and vision support business, team and individual goals. Thrives in a fast-paced environment. Strong bias to execution balanced with thoughtful strategic thinking.
Willingness to roll up sleeves and model best practices for team members as needed.
Ability to work with the SVP of marketing and other VP leads to build a state of the art high functioning marketing team. Strong track record of attracting, developing, managing and mentoring marketing leaders as well as structuring teams to scale with growth.

We are an Equal Opportunity Employer. We do not discriminate on the basis of race, color, religion, sex (including pregnancy), national origin, age (40 or older), disability, genetic information or any other category protected by law.

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VP, Product Marketing

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