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

We are looking for a Product Marketing Manager to drive awareness, activation, and conversion for key HealthEquity product line(s) within our member portal and mobile app. This role bridges strategy and execution: you will develop value propositions, build campaigns, and measure performance across digital funnel stages to ensure members discover, understand, and adopt the product as part of their HealthEquity experience.

This is not a traditional brand or upstream marketing role. You will focus on digital activation and measurement-optimizing how your product is presented, engaged with, and converted in the channels where our members live. If you are a technically minded marketer who thrives on data, experiments, and funnel optimization, we want to talk to you.

What you'll be doing

Strategy & Messaging

Define value propositions, positioning, and messaging for the product line, ensuring clarity across portal, app, and partner channels.
• Map member journeys and identify key funnel stages where targeted messaging and campaigns can drive adoption.
• Partner with product, design, and business experience teams to ensure seamless integration of messaging in the portal and app.

Digital Activation & Conversion

• Build and execute go-to-market campaigns that increase awareness and adoption of the product within the portal and mobile app.
• Define and optimize the channel strategy (email, push, in-app, SEO, paid) to drive the best engagement and conversion at each funnel stage.
• Design and analyze experiments (A/B tests, journey tests) to improve conversion and reduce drop-off.
• Partner with growth, lifecycle, and acquisition teams to ensure consistent activation strategies across channels.

Measurement & Optimization

• Define KPIs for the product line within the portal/app funnel and build dashboards with analytics partners.
• Collaborate with data/engineering teams to implement event tracking, attribution models, UTM structures, and deep linking for campaigns.
• Diagnose funnel bottlenecks and implement optimizations to increase adoption and repeat use.
• Report on campaign ROI and actionable insights to leadership and cross-functional stakeholders.

What you will need to be successful

Must-haves

• 5+ years in product marketing, growth marketing, or digital marketing, with experience driving adoption of a digital product line inside a broader platform.
• Proven experience building messaging and activation strategies that move users through a funnel (awareness adoption conversion engagement).
• Strong analytics orientation: defining funnel KPIs, working with attribution, interpreting dashboards, running experiments.
• Familiarity with marketing and analytics toolsets (Braze/Iterable, Branch/AppsFlyer/Adjust, GA4, Mixpanel, Amplitude, etc.).
• Comfort working with technical stakeholders (engineering, analytics, product) to implement measurement and optimize journeys.
• Strong cross-functional collaboration and communication skills.

Preferred

• Experience in healthcare, fintech, or other regulated industries.
• Experience with digital adoption in a B2B2C environment.
• Hands-on experience with mobile/web SDKs, attribution, and deep linking.

#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.

HealthEquity is committed to your privacy as an applicant for employment. For information on our privacy policies and practices, please visit HealthEquity Privacy.