Head of Product Marketing

About CertifyOS

CertifyOS is building the data infrastructure that powers modern healthcare.

Today, healthcare organizations rely on fragmented and outdated provider data. This creates unnecessary administrative work, regulatory risk, and higher costs across the system. We’re solving that problem.

Our API-first platform automates provider licensing, enrollment, credentialing, and network monitoring by connecting directly to hundreds of primary data sources. We help healthcare organizations maintain accurate, compliant, and reliable provider networks at scale.

Our vision is simple: One API. One provider ID. Frictionless provider data.

We’re backed by leading investors and built by a team with deep experience in provider data systems. At CertifyOS, we value authenticity, accountability, collaboration, results, and openness to feedback. We’re building a high-ownership team focused on solving real infrastructure problems that impact millions of patients.

About the role:

We are seeking a Head of Research, Competitive Intelligence & Product Marketing to own market intelligence, pricing strategy, product portfolio optimization, and go-to-market execution for Certify's Provider Data Management platform. This is a high-impact, cross-functional role at the intersection of strategy, data, and commercialization — built for someone who can turn raw market signals into clear, revenue-driving decisions and translate those decisions into compelling market narratives that move buyers.

You will be the connective tissue between what the market demands and how Certify goes to market — owning not just the intelligence and strategy, but the activation of that strategy through product marketing, sales enablement, and positioning. This role is as much about execution as it is about insight.

About the role:

We are seeking a Head of Product Marketing to own market intelligence, pricing strategy, product portfolio optimization, and go-to-market execution for Certify's Provider Data Management platform. This is a high-impact, cross-functional role at the intersection of strategy, data, and commercialization — built for someone who can turn raw market signals into clear, revenue-driving decisions and translate those decisions into compelling market narratives that move buyers.

You will be the connective tissue between what the market demands and how Certify goes to market — owning not just the intelligence and strategy, but the activation of that strategy through product marketing, sales enablement, and positioning. This role is as much about execution as it is about insight.

What you'll do:

1. Competitive Intelligence & Market Research

• Own end-to-end competitive intelligence for the Provider Data Management (PDM) space — tracking competitor positioning, product roadmaps, pricing moves, and win/loss patterns.

• Build and maintain a continuous market monitoring system — synthesizing signals from analyst reports, customer interviews, sales conversations, and public filings into a living intelligence database.

• Deliver weekly, monthly, and quarterly market reports with clear insights and recommended actions for product, sales, and leadership — including building AI-driven architecture to automate reporting workflows.

• Conduct regular primary research (customer interviews, prospect calls, win/loss debriefs) to pressure-test hypotheses and surface ground-truth insights that secondary research can't provide.

2. Pricing Strategy & Revenue Optimization

• Develop and own Certify's pricing strategy across all products and segments — balancing customer value, competitive dynamics, and revenue growth objectives.

• Model pricing scenarios for new products, expansions, and enterprise deals — providing finance and sales with clear pricing frameworks that maximize deal velocity without leaving revenue on the table.

• Design and test pricing experiments (e.g., value-based vs. usage-based models) informed by customer willingness-to-pay data, cohort analysis, and market benchmarks.

3. Product Portfolio & Packaging Optimization

• Evaluate and optimize Certify's product portfolio to ensure packaging, bundling, and feature prioritization align with business goals and maximize revenue per customer.

• Identify cross-sell and upsell opportunities by analyzing product usage data, customer segments, and whitespace in the market — translating findings into actionable packaging recommendations.

• Monitor product performance metrics continuously and make data-backed recommendations for improvements across pricing, packaging, and feature differentiation.

4. Product Marketing & Messaging

• This is where research meets revenue. You won't hand off insights to a separate team — you'll own the translation of market intelligence into the positioning, messaging, and content that drives pipeline and closes deals.

• Own Certify's product positioning and messaging framework — defining how each product and capability is described, differentiated, and sold across all buyer segments and personas.

• Develop and maintain a full library of sales and marketing assets: battlecards, one-pagers, solution briefs, case studies, pitch decks, ROI calculators, and objection-handling guides — built from your own research and updated continuously as the market evolves.

• Lead go-to-market launches for new products, features, and packaging changes — coordinating with Product, Sales, and Marketing to ensure launches land with clarity and drive measurable adoption.

• Build and own Certify's buyer persona library — deeply understanding the motivations, objections, evaluation criteria, and success metrics of key decision-makers (health plan medical directors, credentialing ops leaders, procurement, IT, etc.).

• Develop thought leadership content and market narratives — white papers, market sizing analyses, industry benchmarks — that position Certify as the authoritative voice in the PDM space and support demand generation efforts.

• Partner with Marketing to ensure campaign messaging is grounded in validated market intelligence and resonates with target segments — bridging the gap between data and creative execution.

• Support demand generation by identifying the highest-value market segments and building the research-backed targeting rationale that informs campaign strategy and ABM prioritization.

5. Product Team Integration & Roadmap Influence

• This role has a uniquely close relationship with the Product team — functioning as the market-facing counterpart to Product's internal-facing focus. Where Product owns the what and how of the platform, you own the why and for whom — and the two must be deeply integrated.

• Serve as the primary voice of the market inside product planning — bringing customer research, competitive data, and market sizing into roadmap discussions to ensure investment flows toward the highest-value opportunities.

• Co-own the product discovery process with Product leadership — designing and running customer research programs (user interviews, surveys, advisory boards) that generate the qualitative and quantitative signals needed to prioritize effectively.

• Translate product capabilities into market-ready value propositions for every significant release — working hand-in-hand with Product Managers to ensure new features land with clear messaging, adoption materials, and sales training.

• Maintain a continuous feedback loop between Sales, Customer Success, and Product — capturing field intelligence, win/loss themes, and customer sentiment and synthesizing it into structured quarterly product input reports.

• Define and track product marketing KPIs — feature adoption rates, enablement utilization, message resonance scores — and use these to continuously refine positioning and packaging recommendations.

What Success Looks Like

• Market Intelligence Velocity: Weekly competitive briefings delivered to leadership; automated reporting pipeline live within 90 days.

• Pricing Impact: Measurable improvement in ACV and win rates within 6 months of pricing strategy implementation; ≥2 pricing model updates per year informed by data.

• Portfolio Clarity: 100% of product lines have a documented packaging and tiering rationale; portfolio reviewed and updated quarterly.

• GTM Enablement: Competitive battlecards and pricing guides maintained for 100% of active competitors; ≥80% of sales reps rating intelligence materials as highly useful in quarterly surveys.

• Product Marketing Coverage: Full positioning and messaging framework documented and live within 60 days; all major product releases launched with complete go-to-market packages.

• Revenue Contribution: Research insights directly traceable to at least two new revenue-generating initiatives per year, including upsell opportunities or new segment entry.

What you’ll need:

Must-Have Experience

• 5–8+ years in competitive intelligence, market research, pricing strategy, or product strategy in a SaaS or technology-driven industry.

• Demonstrated track record developing and deploying pricing models that improved win rates, ACV, or NRR in a B2B context.

• Strong analytical skills — fluent in data and able to independently build financial models, analyze usage data, and synthesize qualitative and quantitative signals into crisp recommendations.

• Background in healthcare SaaS, health plan operations, or provider data — familiarity with credentialing, network management, or regulatory compliance a strong plus.

• Proven ability to influence cross-functional teams (Product, Sales, Finance, Marketing) and drive strategic decisions without direct authority.

• Exceptional communication and executive presentation skills — able to distill complex market dynamics into clear, compelling narratives for senior leadership and board-level audiences.

Preferred Experience

• Experience building or scaling a competitive intelligence function from scratch, including designing research processes, tooling, and reporting cadences.

• Hands-on experience using AI tools to accelerate research workflows — e.g., automated monitoring, LLM-powered analysis, or data aggregation pipelines.

• Familiarity with usage-based or value-based pricing models, willingness-to-pay research methods, or conjoint analysis.

Our Research & Culture Principles

• Ground Truth First: No insight without validation. You talk to customers, prospects, and the market — you don’t just read reports.

• Insight to Action: Research without a recommended action is incomplete. You close the loop between intelligence and business impact.

• Low Ego, High Standards: Nothing is beneath you — you dive into the data, own the details, and hold yourself accountable to outcomes.

• Prioritize Relentlessly: The market generates infinite signals. You know which ones matter and focus your energy accordingly.

• Deliver A+ Work: “Good enough” is not our bar. The quality of your research reflects on Certify’s credibility with customers, investors, and partners.

Benefits of Working at Certify

• At Certify, we’re building with intention and taking care of the people doing the work.

• Your well-being matters to us. We provide 100% coverage of health, dental, and vision insurance premiums for employees. Our US-based team benefits from unlimited PTO, with at least two weeks off each year to recharge. In India, employees are supported with health insurance, statutory leave benefits, and additional wellness (menstrual) leave for women.

We are an equal opportunity employer committed to building an inclusive environment where everyone feels valued and empowered to do their best work, and we welcome applicants from all backgrounds and experiences.

If you require reasonable accommodations during the application process, please contact [email protected].

We are also committed to pay transparency and foster an open culture where compensation conversations are encouraged and respected.