Note: The job is a remote job and is open to candidates in USA. LifeStance Health is a leading mental health practice group dedicated to helping individuals and communities with their mental health needs. They are seeking a Principal of Product Marketing to focus on Business Development, collaborating with sales and marketing teams to define their market presence and support clinician recruiting efforts.
Responsibilities
- Value proposition and messaging architecture. Understand the psychology of physician referrals and build the positioning of LifeStance as a referral destination — by persona (PCP, practice manager, health system referral leader, ACO clinical operations, payor case manager), by service line (psychiatry vs. therapy, adult vs. child/adolescent, in-person vs. virtual), and by stage of buyer journey. Maintain a living messaging house everyone uses
- Sales collateral and enablement. Build and maintain the BD content arsenal: pitch deck, leave-behinds, outcomes one-pagers, compelling email content, case studies, clinical-affiliation overview, competitive battle cards, EHR-integration briefs, exam room “show up for care” conversation structure, and ACO/value-based-care talking points. Partner with sales enablement on training and rollout
- B2B digital lifecycle strategy. Define how referral partners are engaged through automated email, SMS, and other marketing touchpoints across the journey, extending and reinforcing BD in person engagement and direct outreach. Partner with Lifecycle Marketing to translate strategy into active programs and ongoing optimization, with Lifecycle Marketing owning execution
- Lead-generation campaign strategy. Write campaign briefs (target audience, message, offer, channels, success metrics) that our demand-generation team executes. You do not run paid ads or write the email send — you define what to say to whom and why, and you measure whether it converted
- Competitive intelligence. Maintain a live view of our competitive set — national virtual-first players, payor-aligned mental health networks, regional IPAs and group practices. Win/loss interviews monthly. Battle cards refreshed quarterly
- Sales partnership. Embed with sales leadership and clinician liaison field teams. At least one full day per month in field with CLs. Run a structured sales feedback loop: what is working, what is not, what we need next
- Clinician-side support (secondary). Provide messaging refresh and collateral support for the clinician recruiting team. You are not the owner of clinician acquisition strategy; you are a senior partner to the function that owns it
Skills
- 5–8 years of B2B product marketing experience with at least 3 years directly supporting a field or inside sales team. You have been a trusted business partner of sales leaders being a strategic thought-partner and helping a sales team win in the market
- Demonstrable positioning and messaging chops. You can point to a category or product where you authored the positioning the company adopted, and you can defend why that positioning was right
- Campaign brief fluency. You can hand a demand-generation partner a brief they can execute against, with sharp message hierarchy, target audience definition, and measurable success criteria
- CRM proficiency (Salesforce). Experience working within Salesforce (or similar CRM) to understand referral pipeline stages, partner engagement and conversion, and to translate those data and insights into marketing strategy. Partners closely with BD and Analytics; does not own system administration
- Operational discipline. You ship on a calendar, instrument what you build, and replace what is not working without becoming attached to it
- Sales credibility. Sellers respect you because you have been in the field with them and you understand our go-to-market motions
- Qualified candidates must be legally authorized to be employed in the United States
- Demonstrates awareness, inclusivity, sensitivity, humility, and experience in working with individuals from diverse ethnic backgrounds, socioeconomic statuses, sexual orientations, gender identities, and other various aspects of culture
- Healthcare experience, especially provider-side: hospitals, health systems, physician practices, managed care, behavioral health, or value-based care. If not healthcare, then a heavily regulated B2B2C industry (financial services, insurance, education, regulated software)
- Experience marketing into primary care, health system referral channels, or ACO / value-based-care decision makers
- Familiarity with EHR ecosystems (Epic, Oracle Health/Cerner, athenahealth, eClinicalWorks) and closed-loop referral workflows
Benefits
- Medical, dental, vision, AD&D, short and long-term disability, and life insurance
- 401k retirement savings with employer match
- Paid parental leave
- Paid time off
- Holiday pay
- Employee Assistance Program
Company Overview