About Canopy
At Canopy (canopyworks.com), we are driven by a vital mission: to help hospitals ensure that healthcare workers feel safe, appreciated, and empowered every day to deliver the highest quality of care. We are a technology company providing critical safety solutions tailored for the demanding environment of US healthcare systems. Our portfolio, featuring a wearable safety (duress) system and Real-Time Location System (RTLS) capabilities, is delivered as a comprehensive, end-to-end service combining hardware, software, ongoing support, and management. If you thrive in a collaborative, mission-driven environment and want to make a tangible impact on the safety and well-being of healthcare professionals, Canopy is the place for you.
About the Role
Canopy is seeking a foundational Product Marketing leader to join our dynamic Growth team. Reporting directly to the VP of Growth, this is a fully remote position open to candidates based in the United States. We are hiring for either a Senior Product Marketing Manager or a Director of Product Marketing, depending on the depth of your experience and strategic capabilities.
This is a unique opportunity to build the product marketing function for our innovative healthcare safety portfolio. You will start as a key individual contributor, laying the groundwork and driving immediate impact, with the clear expectation and opportunity to build and lead a product marketing team in the near future. You will be responsible for shaping our go-to-market strategy, empowering our sales and customer success teams, and ensuring the successful launch and adoption of our life-saving technologies.
What You'll Do
Your primary focus will be on equipping our go-to-market teams and successfully bringing our solutions to the US healthcare market:
- #1 Priority: Drive Sales & Customer Success Enablement: Own the strategy, creation, and iteration of high-impact enablement materials. You'll translate complex technical capabilities into clear value propositions for our target audiences. Key deliverables include: compelling sales decks, insightful product one-pagers and data sheets, effective demo scripts and support guides, and persuasive customer case studies. Your goal is to ensure our Sales and Customer Success teams are confident and effective in positioning Canopy's solutions.
- #2 Priority: Lead Product Launch Go-to-Market: Plan, manage, and execute the comprehensive go-to-market strategy for a significant product launch scheduled for the end of 2025. You will coordinate efforts across marketing, sales, product, and support to ensure a well-orchestrated and successful market introduction.
- Shape Positioning & Messaging: Develop, refine, and evangelize clear product positioning and messaging tailored specifically for the enterprise US healthcare market.
- Be the Market Voice: Serve as the internal "voice of the customer" and market expert. Provide crucial insights and feedback to Product Management and Engineering teams to inform product strategy and roadmap development. You'll act as a strategic hub connecting market needs with product development.
- Articulate Value: Deeply understand our existing pricing and packaging structure and effectively communicate its value proposition to the market through your messaging and enablement efforts.
- Stay Informed: Lightly contribute to competitive analysis and market intelligence gathering (approx. 5% of your time initially) to ensure our positioning remains relevant and differentiated.
What You'll Need (Qualifications)
- 5-10 years of dedicated B2B product marketing experience, ideally within enterprise software or technology.
- A proven track record of successfully launching B2B technology products/services and driving market adoption.
- Demonstrable expertise in creating impactful sales enablement content (presentations, datasheets, battle cards, case studies, etc.) for complex solutions sold to enterprise buyers.
- Exceptional ability to translate technical product features into clear, compelling benefits and value propositions for diverse audiences.
- Strong strategic thinking skills combined with a hands-on, execution-oriented approach to go-to-market planning and implementation.
- Outstanding written, verbal communication, and presentation skills.
- Bachelor's degree or equivalent relevant experience.
Bonus Points (Nice-to-Haves)
- Direct product marketing experience targeting the US healthcare industry (hospitals, health systems).
- Familiarity with Real-Time Location Systems (RTLS), physical security technology, communication platforms, or related concepts.
Tools We Use
- Experience with project management tools (we use Monday.com) and survey tools (we use Typeform) is beneficial.
- You may interact with engineering workflow tools (e.g., Linear).
- Proficiency in standard office and productivity suites is required.
- Familiarity with Salesforce (SFDC) is helpful for collaboration with sales and tracking GTM impact.
- We are open to investing in new tools to empower our Product Marketing function!
Measuring Success
Your success in this role will be measured by your impact on key go-to-market metrics, including:
- Successful product launch outcomes (meeting timelines, adoption goals, market reception).
- Adoption rates for new products and features.
- Measurable usage and perceived effectiveness of sales enablement materials by the Sales and Customer Success teams.
- Contribution to sales pipeline and revenue growth through effective messaging and enablement programs.
- Quality, clarity, and resonance of product positioning in the market.
- Improvements in competitive win rates.
Why Join Canopy?
- Purpose-Driven Work: Contribute directly to our mission of enhancing safety and support for essential healthcare workers.
- Build & Lead: Shape the product marketing function from the ground up and grow into a leadership role managing a future team.
- High Impact: See the direct results of your work as you launch critical technologies and empower our go-to-market teams.
- Collaborative Environment: Join a passionate, supportive team dedicated to shared success.
- Remote Work: Enjoy the flexibility and autonomy of a fully remote position within the US.
If you are an experienced, strategic, and execution-focused product marketer ready to build something meaningful and contribute to a vital mission, we encourage you to apply!
