• assist with product strategy, development, and achievement of strategic goals for enhancements and improvements to client programs • oversee the development and lifecycle of a product from conceptualization through iterative development and launch • ensure alignment with business goals and customer needs • act as a bridge between various teams • translate customer feedback and market insights into actionable plans to drive product success • oversee and advise the development of a product or products within the client product portfolio • lead, assist and/or guide the identification and articulation of client business program objectives and key results (OKRs) for product development or delivery • lead, assist and/or guide the identification of relevant performance outcome measures • lead, assist, and/or guide the development and management of product vision, product Roadmap, and serve as the content authority for the acceptance criteria for product features • lead, assist, guide, and monitor efforts to establish quantifiable and qualitatively measurable product performance measures • contribute to internal and external stakeholder understanding of and support for product management processes • collaborate with other vendors and state staff on team assignments • assist and support Product Owners to understand Stakeholder and User pain points, needs, opportunities, and priorities • consult with client Product Management leadership to guide and align individual products with the client Product Portfolio Vision, Goals and Roadmap • assist with driving product launches • conduct business solution research • participate in scrum ceremonies • assist with writing and refining user stories to support Product Owners • prepare and present product strategy, Roadmap, and priorities to internal and external stakeholders

• Own Benepass’ fintech stack strategy, including build vs. partner decisions, across multiple time horizons • Manage and deepen relationships with key partners • Ensure existing integrations are stable, scalable, and fully utilized • Identify gaps in current capabilities and drive solutions with partners or internal teams • Align partner capabilities with our product roadmap and influence roadmap decisions • Evaluate and onboard new partners to expand our product offering • Act as the primary point of contact for fintech partners across product, engineering, and executive stakeholders • Lead issue resolution, escalations, and ongoing optimization work with partners • Represent Benepass in partner conversations and industry events

Role Description We’re looking for a Sr. Product Marketing & Growth Manager to own the intersection of product, customer, and growth. This role is responsible for driving category and product performance, shaping innovation and renovation strategy, and leading go-to-market execution for new and existing products. You will partner cross-functionally with R&D, Brand, Growth, eCommerce, and Operations to bring products to life—from early concept through launch and lifecycle optimization. This is a highly strategic and hands-on role that blends consumer insights, storytelling, analytics, and execution. Responsibilities - Product & Innovation Strategy - Own the product marketing roadmap, identifying opportunities for innovation, renovation, and expansion within oral care categories. - Translate consumer insights, behavioral data, and market trends into actionable product opportunities. - Develop product briefs, business cases, and financial models to support new launches and portfolio decisions. - Partner with R&D to guide concept validation, including voice-of-customer research, testing, and iteration. - Ensure all innovation aligns with Larineco’s brand positioning, subscription model, and long-term growth strategy. - Product Positioning & Messaging - Define clear, differentiated product positioning, claims, and value propositions. - Own the development of messaging frameworks, naming, and storytelling across the product portfolio. - Create and maintain a centralized library of product assets (copy sheets, FAQs, claims, sales materials). - Ensure consistency and adaptability of product narratives across all channels (site, email, paid, social, PR). - Partner with Brand and Creative teams to bring product stories to life in a compelling, customer-centric way. - Go-to-Market (GTM) Leadership - Lead end-to-end GTM strategy and execution for new product launches, category expansions, and seasonal campaigns. - Develop integrated, cross-channel launch plans spanning eCommerce, lifecycle, paid media, organic, influencer, and PR. - Build seasonal GTM toolkits, including: - Product briefs - Line narratives - Trend POVs - Hero product strategies - Channel-specific messaging - Own and manage the GTM calendar, ensuring alignment across Marketing, Creative, and Commercial teams. - Monitor launch performance and optimize based on data and insights. - Customer Insights & Market Intelligence - Lead customer research initiatives to uncover needs, motivations, and barriers. - Conduct ongoing competitive analysis and category tracking. - Synthesize qualitative and quantitative data into clear, actionable insights. - Act as the voice of the customer across product, marketing, and leadership teams. - Content & Education Strategy - Partner with Content and Creative teams to develop educational and conversion-driven content for: - Landing pages - Product detail pages - Email and lifecycle campaigns - Blog and SEO content - Ensure all content is aligned with product messaging and brand voice. - Help translate complex oral care science into clear, engaging, and accessible narratives. - Customer Engagement & Advocacy - Develop strategies to increase customer engagement, loyalty, and advocacy. - Collaborate with Customer Experience teams to gather feedback and improve products. - Support influencer, community, and ambassador programs to amplify product storytelling. - Performance Analysis & Reporting - Define and track KPIs across product launches and product lifecycle performance. - Build regular reporting on: - Product performance - Campaign effectiveness - ROI and revenue impact - Use insights to continuously refine product strategy, messaging, and GTM execution. - Analyze product-level performance, identifying opportunities to optimize pricing, bundling, merchandising, and lifecycle strategies. - Partner with eCommerce and Growth teams to improve: - Conversion rates - Average order value (AOV) - Subscription retention and LTV - Support merchandising strategy across digital storefronts and subscription flows. - Cross-Functional Leadership - Act as the central connector across Product, R&D, Brand, Growth, and Operations. - Lead cross-functional initiatives to ensure seamless execution and alignment. - Present product strategies, insights, and performance updates to leadership. - Build strong relationships with internal teams and external partners. Qualifications - 5–8+ years of experience in product marketing, brand marketing, or category management, ideally in DTC, subscription, or CPG. - Strong experience with product launches, positioning, and lifecycle management. - Deep understanding of consumer behavior, retention, and subscription models. - Analytical mindset with experience using data to drive decisions. - Exceptional storytelling and communication skills. - Experience collaborating cross-functionally with R&D, creative, and growth teams. - Ability to operate both strategically and tactically in a fast-paced environment. Bonus Qualifications - Experience in oral care, personal care, wellness, or health brands. - Familiarity with regulated claims and science-backed products. - Background in subscription or membership-based businesses.

• Analyze market trends, competitive positioning, payor dynamics, pricing strategy and clinical evidence to develop data-driven product investment recommendations • Define and communicate market requirements and opportunity sizing to inform product development decisions; lead commercial stage-gate reviews and lifecycle planning through end-of-life • Serve as the commercial and customer voice throughout the product development process, building business models, contributing VOC findings, market insight, and competitive intelligence to inform product decisions • Define well-scoped problem statements and market requirements that give the product development team a clear picture of unmet customer needs • Build and own go-to-market plans for product launches and line extensions, including segment definition, value proposition, pricing rationale, channel strategy, and launch sequencing • Lead launch readiness reviews and coordinate across Sales, Marketing, Clinical Education, and Operations to ensure all downstream touchpoints are prepared • Track commercial KPIs – revenue performance, adoption metrics – and identify and resolve barriers to adoption through cross-functional solutions • Own the marketing brief for assigned product lines: define target audiences, key messages, proof points, and calls to action for each buyer and influencer segment (patient, Prosthetist, payer, referring physician) • Partner with Marketing and Communications to develop clinically credible, differentiated campaigns and sales enablement tools – training guides, objection handling, competitive positioning, product one-pagers, and demo scripts • Monitor adoption metrics post-launch, identify execution gaps, and develop corrective plans; support development of clinical evidence-based marketing content including outcome summaries and peer education materials • Design and lead VOC programs: clinician interviews, patient feedback sessions, field ride alongs, and KOL engagement • Synthesize qualitative and quantitative feedback into prioritized problem statements that inform product requirements, positioning, and commercial strategy • Analyze competitive positioning, payer trends, and market dynamics to surface actionable insights; close the loop with stakeholders on how feedback shaped decisions • Drive alignment across senior functional leaders on complex, multi-workstream initiatives. Lead cross-functional working groups to manage dependencies across functions without creating bottlenecks; escalate risks proactively with proposed solutions • Mentor and support the broader product management team across brands and portfolios, modeling PM best practices and contributing to team capability development • Define success metrics and measurement plans for each product; monitor performance and develop data-driven strategies supported by ROI analyses • Identify patterns in clinical utilization, sales, and outcomes data to inform prioritization; present clear, audience-appropriate reporting and strategic recommendations to leadership