Staff Product Marketing Manager (PMM), Patient Growth

Headway.co; New York, San Francisco, Seattle (NY, CA, WA); Hybrid; USD 190,000 - 238,000; Full time

Benefits offered by this job

Equity compensation

Medical, Dental, and Vision coverage

HSA / FSA

401K

Work-from-home stipend

Therapy reimbursement

16-week parental leave

Carrot Fertility reimbursement

13 paid holidays + company holiday

Flexible PTO

EAP

Training and professional development

Job summary

Headway is scaling its mental health marketplace and seeks a Staff Product Marketing Manager to shape the patient journey from discovery to ongoing care. You will partner with Product, Research, and Creative to craft compelling, differentiated stories and drive acquisition, activation, and retention.

You will own messaging, positioning, and the go-to-market across Growth and Lifecycle, using customer insights and data to identify high-impact opportunities and build a test-and-learn engine for

Qualifications

• Significant experience product marketing or growth marketing (8+ years) including meaningful consumer-facing work and ownership of business outcomes.
• Deep customer curiosity and ability to turn qualitative insight and quantitative evidence into decisions.
• Understanding of consumer funnels and cross-functional collaboration across acquisition and lifecycle.
• Strong experimentation habit; think in testable hypotheses.
• Strategic writing skills for positioning, briefs, and narratives.
• Experience in regulated or highly constrained consumer categories.
• Comfort with ambiguity and ability to influence senior stakeholders.
• Clear viewpoints and openness to update thinking when evidence changes.
• Experience using AI thoughtfully in workflows while preserving human judgment.

Responsibilities

• Own patient journey positioning and messaging strategies from discovery to retention.
• Define what we bring to market across Growth and Lifecycle and for whom, when, where, and with what message.
• Build and lead a test-and-learn engine with hypotheses and experiments.
• Shape patient GTM and lead cross-functional collaboration with Product, Research, and Creative.
• Develop a messaging framework and launch narratives translating brand/value into reasons to choose Headway.
• Partner with Growth and Lifecycle to optimize acquisition, activation, and retention.
• Raise the PMM bar with craft, judgment, and scalable marketing approaches.

Skills

Product marketing

Growth marketing

Customer insight

Funnel analysis

Experimentation

Strategic writing

Regulated markets

Ambiguity tolerance

Stakeholder influence

AI tooling

Measurable impact

Job description

1 in 4 people in the US have a treatable mental health condition, but most providers don't accept insurance, making therapy too expensive for most people. Headway’s mission is to fix this by building a new mental healthcare system everyone can access. We started by solving the biggest barrier to care: insurance. The admin work - credentialing, claims, payment reconciliation - is a nightmare. We've automated that.

But we're going further. Over 90,000 providers across all 50 states run their practice on our software, serving over 2.6 million patients. We are building the best tools for therapists to run their entire practice, reimagining the experience of finding a therapist, and investing in the platform foundations to enable this at scale, and building much of it with AI. We aren't just a billing layer; we are becoming the platform where care actually happens.

We're a Series D company with $325M+ in funding (a16z, Accel, Spark Capital, etc.), looking for exceptional people to help us achieve this mission. We want your time here to be the most meaningful experience of your career. Join us, and help change mental healthcare for the better.

About the Role:

Headway has built the largest network of mental health providers in the country, with 85,000 active and growing. As we scale our marketplace, we have an opportunity to transform how patients find, choose, and stay in care, and ultimately how they know, trust, and love Headway.

We’re looking for a Staff Product Marketing Manager to help shape that journey, from the moment someone starts searching for care through the experiences that help them find the right provider and stay engaged. You’ll shape how we bring those experiences to market and tell a compelling, differentiated story about why patients should choose Headway.

This is a role for someone who likes building. You’ll work across Growth and Lifecycle, partnering closely with Product, Research, and Creative to turn patient insight into strategies that drive acquisition, activation, and retention.

• You Will:

  • Own the patient journey. Understand what patients believe, need, and experience at each step, and use those insights to influence Product and GTM.

  • Find the leverage. Use customer insight and funnel data to identify the highest-impact opportunities before a brief exists.

  • Make it easier to choose Headway. Reduce friction through better messaging, information sequencing, and experiences that anticipate what patients need.

  • Own patient positioning and messaging. Build the messaging framework and launch narratives that translate our brand and product value into a compelling reason to choose Headway.

  • Lead patient GTM. Partner across Growth and Lifecycle to define what we bring to market, for whom, when, where, and with what message.

  • Build a test-and-learn engine. Develop hypotheses, run experiments, and use the results to continuously improve the patient journey.

  • Raise the PMM bar. Bring strong craft and judgment that helps shape how we approach consumer Product Marketing as the team grows.

• You’d be a great fit if…

  • You have significant experience product marketing or growth marketing (8+ years) including meaningful consumer-facing work and ownership of business outcomes.

  • You have deep customer curiosity and can turn qualitative insight and quantitative evidence into clear decisions.

  • You understand consumer funnels and are comfortable working across both acquisition and lifecycle.

  • You have a strong experimentation habit and think in hypotheses that can actually be proven wrong.

  • You’re a strong strategic writer who can develop positioning, messaging, briefs, and narratives.

  • You’ve worked in a regulated or highly constrained consumer category and know how to build great marketing within those constraints.

  • You’re comfortable with ambiguity and would rather help shape the answer than wait for direction.

  • You have strong points of view, can influence senior stakeholders, and update your thinking when the evidence changes.

  • You use AI thoughtfully in your workflow while knowing where human judgment still matters.

  • You can point to measurable examples where your work changed customer behavior and business outcomes.

Compensation and Benefits

The expected base pay range for this position is $190,400-$238,00 based on a variety of factors including qualifications, experience, and geographic location.

We are committed to offering a comprehensive and competitive total rewards package, including robust health and wellness benefits, retirement savings, and meaningful ownership opportunities through equity. Compensation decisions are made holistically, ensuring fairness and alignment with market benchmarks while recognizing individual contributions and potential.

Benefits offered include:

• Equity compensation

• Medical, Dental, and Vision coverage

• HSA / FSA

• 401K

• Work-from-home stipend

• Therapy reimbursement

• 16-week parental leave for eligible employees

• Carrot Fertility reimbursement and membership

• 13 paid holidays + company holiday break

• Flexible PTO

• EAP

• Training and professional development

We believe a team's strength is in its people, and we cannot achieve this mission without a team that reflects the diversity of this problem – across race, ethnicity, gender, sexuality, age, national origin, religion, family status, disability, military status, and experience. Headway is committed to the full inclusion of all qualified individuals. As part of this commitment, Headway will ensure that persons with disabilities are provided with reasonable accommodations. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or receive other benefits and privileges of employment, please inform the recruiter when they contact you to schedule your interview.

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