Product Marketing Manager

ADP, Inc.; Buffalo (NY); On-site; USD 90,000 - 110,000; Full time

Job summary

OneBridge Benefits in Buffalo, NY is seeking a strategic Product Marketing Manager to guide market-facing initiatives. You will turn research into actionable product positioning, messaging frameworks, and sales enablement materials for healthcare and employee benefits offerings.

The role emphasizes collaboration with leadership, sales, operations, and product teams to align strategy with customer needs and market opportunities. This is a full-time in-office position based in downtown Buffalo.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, Healthcare Administration, or related field; equivalent experience considered.
• Seven+ years of progressive experience in product marketing, market research, or go-to-market planning.
• Experience with audience segmentation, market assessments, positioning, and product launch readiness.
• Strong research, analytical, and critical-thinking skills.
• Ability to translate market and product information into clear recommendations for stakeholders.
• Excellent written, verbal, presentation, and relationship-building abilities.

Responsibilities

• Conduct customer, broker, employer, participant, and market research to identify opportunities and unmet needs.
• Develop audience segments, profiles, buyer considerations, and adoption drivers.
• Assess market demand, competitive conditions, and potential value for products.
• Create positioning, messaging frameworks, differentiation, and proof points.
• Translate healthcare concepts into clear, audience-specific messaging.
• Define knowledge and content needs for sales, brokers, clients, and participants.
• Provide product marketing direction for solution briefs, FAQs, and trainings.
• Partner with leadership and cross-functional teams to strengthen market strategy and launch readiness.
• Monitor market response and field insights to evaluate positioning and assumptions.
• Turn learnings into recommendations for product improvements and future GTM decisions.

Skills

Audience segmentation

Market research

Positioning

Value propositions

Product launch readiness

Analytical thinking

Communication skills

Education

Bachelor’s degree in Marketing

Job description

Salary Range: $90,000.00 To $110,000.00 Annually

Who We Are

OneBridge Benefits was founded in 2013 by members of our current leadership team who set out to build better technology and smarter processes to support account-based health plans. Today, we’ve grown into a technology-enabled benefits administrator serving more than 380,000 participants and managing $4.48 billion in assets.

Joining OneBridge means becoming part of a group of bright, driven, and collaborative individuals. We’ve built an environment where people can contribute to meaningful work, grow their skills, and pursue their individual passions. While each team’s day-to-day responsibilities vary, you’ll find that we consistently value idea-sharing, encourage innovation, and enjoy tackling the challenges that come with achieving our mission.

The Opportunity

OneBridge Benefits is seeking a strategic and analytical Product Marketing Manager to help bring our products, services, and strategic initiatives to market with clarity and purpose.

This role serves as our product marketing expert, turning customer, broker, competitor, and market insights into compelling positioning, actionable recommendations, product education, and sales enablement. The ideal candidate is naturally curious, comfortable navigating complex information, and skilled at transforming research into meaningful market opportunities that support adoption, differentiation, and business growth.

• Conduct customer, broker, employer, participant, market, and competitive research to identify opportunities, trends, barriers, and unmet needs.
• Develop audience segments, ideal customer profiles, buyer considerations, and adoption drivers.
• Assess market demand, audience needs, competitive conditions, and potential business value for proposed products and initiatives.
• Create positioning recommendations, value propositions, messaging frameworks, differentiation, and proof points for OneBridge products and services.
• Translate complex healthcare and employee benefits concepts into clear, audience-specific messaging.
• Define the product knowledge, use cases, learning objectives, objections, and content requirements needed by sales teams, brokers, clients, participants, and other key audiences.
• Provide product marketing direction for solution briefs, comparison tools, FAQs, presentations, training, onboarding, and other enablement resources.
• Partner with leadership, sales, operations, product, marketing, and subject matter experts to strengthen market strategy and launch readiness.
• Monitor market response, adoption signals, customer feedback, and field insights to evaluate product assumptions and positioning.
• Turn market learnings into recommendations for product improvements, audience priorities, positioning, and future go-to-market decisions.

Qualifications

Required

• Bachelor’s degree in Marketing, Business, Communications, Healthcare Administration, or a related field; equivalent experience will be considered.
• Seven or more years of progressive experience in product marketing, market research, competitive intelligence, commercialization, or go-to-market planning.
• Demonstrated experience with audience segmentation, market assessments, positioning, value propositions, and product launch readiness.
• Strong research, analytical, and critical-thinking skills, including the ability to distinguish evidence from assumptions.
• Ability to translate complex market and product information into clear recommendations for a variety of stakeholders.
• Excellent written, verbal, presentation, and relationship-building skills.
• Experience collaborating across leadership, sales, operations, product, marketing, and subject matter experts.
• Strong judgment, organization, and the ability to manage multiple research and planning priorities.

Preferred

• Experience in healthcare, insurance, employee benefits, technology, or professional services.
• Experience supporting broker, channel, or partner-based market models.
• Understanding of ICHRA, HRA, HSA, FSA, or related employee benefits solutions.
• Experience using AI-powered tools and emerging technologies to improve research, analysis, and product marketing effectiveness.

The OneBridge Way

At OneBridge Benefits, we are committed to helping people navigate healthcare with confidence. You’ll join a collaborative team that values curiosity, innovation, continuous improvement, and evidence-based decision-making.

This is an opportunity to shape how OneBridge understands its audiences, communicates the value of its solutions, and brings new products and initiatives to market. Your work will help teams make informed decisions, strengthen product differentiation, and create clearer, more engaging experiences for our clients, partners, and participants.

This is a full-time position based in-office in downtown Buffalo, NY.