Product Marketing Manager – B2B & B2C (ADI Health Solutions BU) — US, MA

About Analog Devices

Role Overview

We’re looking for a Product Marketing Manager – B2B & B2C to lead awareness/demand generation, conversion & CRM efforts.

This person will own: “What are we selling, to whom, why it matters, how we position it, and what the commercial team needs to win.”

This role is ideal for someone with 6-7 years of experience in B2B and B2C product marketing who is comfortable operating in a fast-paced, growing environment covering a diverse range of markets.

Key Responsibilities

• Positioning & messaging
• Build product positioning for all b2b and b2c products
• Translate technical features into customer-relevant benefits.
• Develop audience-specific messaging by segment: physicians, nurses, med students, pregnant women, winery labs, ingredient suppliers, R&D teams, etc.
• Own messaging house, claims hierarchy, product narrative, and launch story.
• Go-to-market planning
• Build launch plans for each product: audience, channel, claims, hero message, priority use cases, asset needs.
• Partner with you on launch calendars, campaign briefs, conference plans, pilots, and funnel strategy.
• Own GTM readiness checklists before launches.
• Sales enablement
• Create sales decks, battlecards, objection handling, demo scripts, use-case one-pagers, FAQs.
• Support customer discovery and pilot conversations, especially for SAM.
• Translate pilot learnings into sharper messaging and product-market fit hypotheses.
• Conferences, Events & KOL Engagement
• Own conference and event marketing for key industry meetings (abstract submissions, booth design and messaging, demo storylines, collateral, giveaways).
• Build conference playbooks: target audience, key messages, hero assets, lead capture flows, and post-event follow-up plans in coordination with sales.
• Coordinate KOL and speaker engagements – from identifying the right experts to managing relationships, preparing content, and maximizing exposure.
• Attend key conferences as needed to support on-the-ground execution, gather insights, and feed learnings back into product and marketing plans.
• Customer and market insight
• Conduct voice-of-customer interviews.
• Analyze competitor positioning and pricing.
• Build personas and buying journey maps.
• Synthesize customer feedback from pilots, conferences, sales calls, Amazon reviews, HCP interviews, etc.
• Launch asset briefing
• Write strong briefs for agency, design, content, website, PR, paid media, and sales collateral.
• Ensure all output is strategically consistent and technically accurate.

Ideal Candidate Profile

Experience & Background

• 5–8 years of experience in product marketing, product management with a strong GTM focus, commercial strategy, or a hybrid marketing role, ideally with exposure to both B2B and B2C environments.
• Experience in healthtech, medtech, diagnostics, scientific instruments, agri/plant health, life sciences, or related deep-tech categories is strongly preferred.
• Proven track record of supporting product launches, major releases, pilots, or commercial rollouts in technically complex categories.
• Experience developing product positioning, messaging, sales enablement, customer-facing assets, and launch materials.
• Comfortable partnering closely with sales/commercial teams, including supporting customer conversations, pilot discussions, conference activation, and post-event follow-up.
• Familiarity with digital marketing channels including website, paid media, email/CRM, social, webinars, and content, with an understanding of how these channels support awareness, lead generation, pipeline, adoption, and revenue.

Skills & Competencies

• Excellent storytelling, writing, and communication skills, with the ability to simplify complex technical concepts and make them clear, credible, and compelling for different audiences.
• Strong product marketing fundamentals, including positioning, segmentation, customer personas, value proposition development, messaging architecture, claims hierarchy, and GTM planning.
• Strong customer insight orientation, with the ability to conduct or support customer interviews, synthesize feedback, and translate insights into sharper messaging, assets, and commercial recommendations.
• Strong sales enablement skills, including the ability to create pitch decks, one-pagers, FAQs, objection handling, demo narratives, battlecards, and conference materials.
• Strong project management skills; organized, structured, and comfortable juggling multiple products, projects, timelines, and stakeholders.
• Highly collaborative and able to work effectively with product, sales, marketing, technical teams, leadership, agencies, and external partners/KOLs.
• Detail-oriented with a high sense of ownership, urgency, and follow-through.

Mindset & Values

• Customer-centric: genuinely curious about customer needs, pain points, use cases, decision criteria, and language.
• Builder’s mindset: comfortable with ambiguity and energized by creating structure, processes, playbooks, and assets from a relatively blank slate.
• Commercially minded: able to connect messaging, launches, assets, and campaigns to adoption, pipeline, revenue, and business outcomes.
• Outcome-focused: measures success in terms of awareness, engagement, adoption, customer learning, sales readiness, and commercial impact, not just activity.
• Curious and learning-oriented: eager to stay close to trends in healthtech, diagnostics, scientific instrumentation, plant health, and digital marketing.

Education

• Bachelor’s degree in Marketing, Business, Communications, Engineering, Life Sciences, or a related field required.
• Additional certifications or coursework in product marketing, digital marketing, life sciences, project management, or commercial strategy is a plus.

Job Req Type: Experienced

Required Travel: Yes, 10% of the time

Shift Type: 1st Shift/Days

• Actual wage offered may vary depending on work location, experience, education, training, external market data, internal pay equity, or other bona fide factors.
• This position qualifies for a discretionary performance-based bonus which is based on personal and company factors.
• This position includes medical, vision and dental coverage, 401k, paid vacation, holidays, and sick time, and other benefits.