Director – Product Marketing and Commercialization

The Role

Lead the product marketing and commercialization organization responsible for turning product strategy into clear market value, successful launches, strong commercial readiness, and sustained customer adoption.

At Wolters Kluwer Health, the UpToDate suite supports millions of clinical decisions every day. As our portfolio evolves through AI-enabled experiences, new clinical workflows, major product enhancements, and expanded customer solutions, we need a strong product marketing and commercialization function that connects customer needs, market dynamics, product capabilities, and business priorities.

As Director, Product Marketing & Commercialization, you will lead the organization responsible for Product Marketing, Market Intelligence, Competitive Intelligence, Market Research, and Product Packaging and Go-to-Market for the Clinical Decision Support portfolio.

You will define how products are validated, positioned, packaged, launched, enabled, adopted, and optimized throughout the product lifecycle. You will lead and develop a team of product marketing and insights professionals and work closely with Product Management, Marketing, Sales, Customer Success, Professional Services, Partnerships, Strategy, Finance, Training, Operations, and Executive Leadership.

This role requires a leader who can set strategy, build organizational capabilities, develop talent, align complex cross-functional teams, and ensure high-quality execution. You will serve as a senior advisor to Product and business leadership on customer needs, market dynamics, competitive differentiation, commercialization choices, and growth opportunities.

What You’ll Do

Product Marketing and Commercialization Leadership

• Define and execute the Product Marketing and Commercialization strategy for the Clinical Decision Support portfolio.
• Lead and develop the organization responsible for Product Marketing, Market Intelligence, Competitive Intelligence, Market Research, and Product Packaging and Go-to-Market.
• Establish clear priorities, roles, responsibilities, operating rhythms, and decision rights across the function.
• Allocate resources across product launches, portfolio initiatives, market opportunities, and strategic priorities.
• Build a high-performing, customer-centric, and market-driven team with strong capabilities in product marketing, commercialization, research, packaging, and competitive strategy.
• Coach and develop product marketing and market insights leaders and specialists.
• Serve as a senior advisor to Product and Executive Leadership on commercialization strategy, portfolio opportunities, customer needs, market dynamics, and competitive risks.

Product Positioning and Messaging

• Own the product positioning and messaging architecture for the Clinical Decision Support portfolio.
• Ensure products and capabilities have clear, differentiated positioning grounded in customer needs, market evidence, product value, and competitive advantage.
• Oversee the development and maintenance of value propositions, persona-based messaging, use cases, proof points, product narratives, and Product Value Messaging documents.
• Ensure messaging is accurate, compelling, consistent, and usable across sales materials, campaigns, training, demos, partnerships, and customer communications.
• Establish standards and governance for product messaging and customer-facing product content.
• Ensure customer and market feedback is regularly incorporated into positioning, messaging, campaign planning, and product decisions.

Go-to-Market and Launch Strategy

• Own the commercialization framework from early opportunity validation through Early Engagement, Limited Market Release, General Availability, adoption, and lifecycle optimization.
• Lead go-to-market strategy for new products, AI-enabled capabilities, major enhancements, and priority portfolio initiatives.
• Establish launch governance, readiness criteria, milestones, decision points, commercialization plans, and cross-functional accountability.
• Ensure Product Marketing is involved early enough to influence target customer selection, use cases, value propositions, market validation, packaging, and commercial viability.
• Coordinate launch activities across Product, Marketing, Sales, Customer Success, Professional Services, Partnerships, Training, Finance, Legal, Operations, and other stakeholders.
• Ensure launches have clear target customers, validated customer needs, differentiated positioning, effective packaging, enablement plans, adoption strategies, and measurable outcomes.
• Drive consistency and continuous improvement across product launches and commercialization practices.

Packaging and Commercial Strategy

• Lead product packaging and offer strategy across the portfolio.
• Establish the approach for solution packaging, feature and capability grouping, offer design, naming, bundling, and portfolio architecture.
• Partner with Product, Strategy, Finance, Sales, and business leadership to inform pricing strategy, willingness-to-pay research, business cases, market sizing, pipeline assumptions, and revenue opportunities.
• Ensure packaging decisions are grounded in customer needs, purchasing behavior, competitive dynamics, product value, and operational feasibility.
• Identify opportunities to simplify the portfolio, improve customer understanding, strengthen differentiation, and support commercial growth.

Commercial Enablement and Readiness

• Provide leadership for commercial readiness across Sales, Customer Success, Professional Services, Partnerships, Marketing, Training, and other market-facing teams.
• Establish governance and quality standards for sales enablement, product collateral, pitch decks, demo narratives, sell sheets, FAQs, release communications, and customer-facing materials.
• Ensure market-facing teams understand product value, target customers, priority use cases, competitive differentiation, packaging, and launch strategy.
• Partner with Sales Training and functional leaders to develop product and competitive training programs.
• Measure the usefulness, adoption, and effectiveness of product marketing and enablement materials.
• Drive alignment across market-facing teams to support successful launches, adoption, customer value realization, and portfolio growth.

Market and Customer Intelligence

• Lead the market intelligence strategy for the Clinical Decision Support business.
• Ensure customer, buyer, user, market, and industry insights inform product strategy, portfolio decisions, positioning, packaging, and commercialization priorities.
• Oversee Voice of Customer programs, customer interviews, user forums, market trend monitoring, segmentation, market sizing, and primary and secondary research.
• Ensure the organization proactively identifies emerging customer needs, purchasing dynamics, technology shifts, market risks, and growth opportunities.
• Establish a regular cadence of market insights, customer need themes, leadership briefings, and actionable recommendations.
• Ensure market insights are clearly communicated to Product teams, Strategy, Marketing, commercial stakeholders, and Executive Leadership.

Competitive Intelligence

• Provide leadership and oversight for the competitive intelligence function.
• Ensure timely and actionable competitive intelligence helps Product, Sales, Customer Success, Marketing, and Executive Leadership anticipate market shifts and respond effectively.
• Oversee competitor monitoring, rapid-response analysis, battlecards, competitive briefings, conference intelligence, product comparisons, and field enablement.
• Ensure competitive insights are translated into implications for product strategy, positioning, messaging, packaging, roadmap decisions, and commercial execution.
• Increase awareness, adoption, and effective use of competitive intelligence resources across the organization.
• Foster a culture of competitive awareness and market responsiveness.

Analytics and Performance

• Define the performance framework for Product Marketing and Commercialization.
• Establish metrics and executive dashboards that measure launch readiness, commercialization effectiveness, product adoption, enablement effectiveness, market insight delivery, competitive readiness, and organizational impact.
• Lead operating reviews that evaluate launch performance, adoption, customer and field feedback, market developments, and progress against strategic priorities.
• Ensure product marketing and insights teams use data to identify risks, opportunities, and areas for improvement.
• Translate performance insights into changes to messaging, packaging, enablement, commercialization strategy, resource allocation, and organizational practices.
• Communicate results, recommendations, risks, and tradeoffs clearly to senior and executive stakeholders.

What You’ll Bring

• 12+ years of experience in product marketing, commercialization, go-to-market strategy, portfolio marketing, market strategy, or related roles.
• Significant leadership experience building and managing product marketing, commercialization, market intelligence, competitive intelligence, market research, or related teams.
• Demonstrated success commercializing complex healthcare, enterprise SaaS, technology, data, information, workflow, content, or platform products.
• Experience establishing and scaling product marketing operating models, launch frameworks, governance, messaging standards, and commercialization practices.
• Strong understanding of product positioning, messaging, customer segmentation, buyer and user personas, value propositions, product launches, adoption, and lifecycle marketing.
• Experience with product packaging, offer design, bundling, pricing inputs, willingness-to-pay research, market sizing, business cases, and commercial strategy.
• Demonstrated ability to use customer, market, competitive, and performance insights to influence product strategy, portfolio decisions, and executive priorities.
• Strong people-leadership skills, including organizational design, talent development, coaching, performance management, and resource prioritization.
• Ability to lead through influence and align Product, Marketing, Sales, Customer Success, Finance, Strategy, Legal, Operations, and executive stakeholders.
• Strong strategic and analytical thinking, with the ability to connect market dynamics and customer needs to practical business and product decisions.
• Excellent executive communication, storytelling, and presentation skills.
• Ability to operate effectively in a complex, global, and highly matrixed organization.
• Ability to move comfortably between enterprise strategy, organizational leadership, cross-functional alignment, and detailed execution.

Preferred Background

• Experience in healthcare technology, clinical decision support, digital health, professional information, enterprise workflow, or regulated markets.
• Experience commercializing AI-enabled products, clinical workflow solutions, data products, search, content, platforms, or decision-support products.
• Experience supporting products with multiple customer segments, buyer types, users, geographic markets, and commercial models.
• Experience leading Early Engagement, Limited Market Release, pilot, beta, and General Availability programs.
• Experience with enterprise healthcare buyers, health system purchasing processes, clinical users, long sales cycles, and complex customer implementations.
• Experience overseeing Voice of Customer, market research, competitive intelligence, segmentation, pricing, packaging, or win-loss programs.
• Experience building or transforming product marketing and commercialization capabilities.
• Familiarity with competitive intelligence, market research, enablement, analytics, and product marketing technology platforms.

What Success Looks Like

• The Product Marketing and Commercialization organization has a clear strategy, operating model, priorities, and measures of success.
• Product Marketing, Market Intelligence, Competitive Intelligence, Market Research, and Packaging and Go-to-Market operate as an integrated function.
• Products and portfolio initiatives have clear target customers, differentiated positioning, compelling value propositions, effective packaging, coordinated launch plans, and measurable outcomes.
• Product Marketing is involved early enough to influence product strategy, customer validation, packaging, business cases, launch decisions, and adoption planning.
• Product, commercial, and executive teams are aligned on customer needs, market dynamics, competitive differentiation, commercialization priorities, and growth opportunities.
• Sales, Customer Success, Professional Services, Partners, Marketing, and Training teams are prepared to communicate product value and support successful customer adoption.
• Customer, market, and competitive insights regularly shape roadmap decisions, portfolio strategy, positioning, packaging, and commercial execution.
• Launches are more consistent, coordinated, measurable, and effective across the portfolio.
• Packaging and product offers are understandable to customers, commercially viable, operationally practical, and aligned with customer value.
• Leadership has clear visibility into commercialization performance, product adoption, market shifts, competitive risks, and organizational effectiveness.
• The function is recognized as a strategic partner that improves customer value, product adoption, market differentiation, and business growth.

Our Interview Practices

To maintain a fair and genuine hiring process, we kindly ask that all candidates participate in interviews without the assistance of AI tools or external prompts. Our interview process is designed to assess your individual skills, experiences, and communication style. We value authenticity and want to ensure we’re getting to know you—not a digital assistant. To help maintain this integrity, we ask to remove virtual backgrounds and include in-person interviews in our hiring process. Please note that use of AI-generated responses or third-party support during interviews will be grounds for disqualification from the recruitment process.

Applicants may be required to appear onsite at a Wolters Kluwer office as part of the recruitment process.

Compensation:

$151,700.00 - $270,950.00 USDThis role is eligible for Bonus.

Compensation range listed is based on primary location of the position.  Actual base salary offer is influenced by a wide array of factors including but not limited to skills, experience and actual hiring location. Your recruiter can share more information about the specific offer for the job location during the hiring process. 

Additional Information:

Wolters Kluwer offers a wide variety of competitive benefits and programs to help meet your needs and balance your work and personal life, including but not limited to: Medical, Dental, & Vision Plans, 401(k), FSA/HSA, Commuter Benefits, Tuition Assistance Plan, Vacation and Sick Time, and Paid Parental Leave. Full details of our benefits are available upon request.