Senior Product Marketing Manager - Health Plans

Who are we and why should you join us?

BetterHelp is on a mission to remove the traditional barriers to therapy and make mental health care more accessible to everyone. Founded in 2013, we are now the world’s largest online therapy service, providing affordable and convenient therapy across the globe. Our network of over 30,000 licensed therapists has helped millions of people take ownership of their mental health and change their lives forever. And we’re not stopping there – as the unmet need for mental health services continues to grow, BetterHelp is committed to being part of the solution.

As a Senior Product Marketing Manager focused on Health Plans, you won’t just be marketing a product—you’ll be shaping how the mental health needs of millions are met through innovative partnerships with the largest insurers in the country. This is a rare opportunity to build something meaningful at the intersection of behavioral health, payer innovation, and consumer experience.

You’ll work closely with a cross-functional team of product builders, clinical experts, and growth leaders to define how BetterHelp communicates its value to health plans—and how we drive adoption at scale. If you’ve ever wanted to use your marketing skills to create real, lasting impact, this is that role.

What are we looking for?

We’re looking for a Senior Product Marketing Manager to lead the charge in how we bring BetterHelp’s value to life for health plans. You’ll develop the positioning, messaging, and go-to-market strategy that drives adoption and engagement across key payers like Aetna, Blue Cross, and others. From crafting compelling sales materials to arming our teams with the right story to tell, you’ll be at the center of how we grow and deepen these partnerships.

This role is perfect for someone who knows how to navigate the world of B2B2C healthcare, understands how payers think, and can translate complex solutions into messaging that resonates—both with enterprise buyers and the members they serve. You’ll collaborate across Sales, Product, Marketing, and Customer Success to deliver a unified, strategic narrative that connects BetterHelp’s mission to partner outcomes.

What will you do? 

• Own the go-to-market strategy for our health plan offerings, from positioning and messaging to sales enablement and launch planning.
• Translate complex mental health solutions into clear, compelling value propositions tailored to payers and their member populations.
• Develop content and collateral—including pitch decks, one-pagers, FAQs, case studies, and product overviews—to support sales and partner success teams.
• Partner with Product and Growth teams to bring the voice of the payer into roadmap and feature development.
• Conduct market research and gather competitive intelligence to inform messaging, segmentation, and positioning strategy.
• Collaborate with Sales to refine buyer personas, objection handling, and training content that drives deal velocity and partner satisfaction.
• Lead storytelling efforts that showcase outcomes and ROI for health plan partners and their members.
• Track engagement metrics and performance data to continuously optimize messaging and materials.

What will you NOT do?

• You will NOT worry about "runway", "cash left", or "how much time we have until the next round". We have the startup DNA but we're fully backed and funded, all the way to success.
• You will NOT be confined to your "job". You will get involved in product, marketing, business strategy, and almost everything we do.
• You will NOT be bogged down by office politics, ego, or bad attitude. Only positive, pleasure-to-work-with people are allowed here!
• You will NOT get yourself burned out. We work hard but we believe in maintaining a sustainable work/life balance. Really.

Can I work remotely?

Yes. We operate in Pacific Time and candidates in any time zone are welcome to apply. 

Requirements

• 5–7+ years of experience in product marketing, ideally within digital health, payer/health plan ecosystems, or B2B2C healthcare solutions.
• Proven ability to lead go-to-market initiatives for complex solutions with multiple stakeholders (e.g., payers, employers, or providers).
• Strong understanding of payer dynamics (e.g., Medicare, Medicaid, commercial insurance) and how to speak their language.
• Excellent communication skills—you can distill nuance into narrative and adapt messaging by audience.
• Experience collaborating cross-functionally with product, sales, and customer success teams.
• Analytical mindset and ability to turn data into strategic insights.
• Self-starter who thrives in fast-paced, high-growth environments.

Bonus (nice to have)

• Experience with mental health, digital therapeutics, or virtual care models.
• Familiarity with HIPAA, CMS, or other payer compliance frameworks.
• Experience building or scaling partner-facing marketing at a health tech company.

Benefits

• The chance to build something that changes lives – and that people love 
• Free BetterHelp accounts for all team members
• An awesome community of co-workers

The is a remote contract position with an annual salary of $145,000 - $190,000.

At BetterHelp we thrive on difference and individuality, and as part of the Teladoc Health family, we are proud to be an Equal Opportunity Employer. We never have and never will discriminate against any job candidate or employee due to age, race, ethnicity, religion, sex, color, national origin, gender, gender identity, sexual orientation, medical condition, marital status, parental status, disability, or Veteran status.