Role Description PracticeTek is building the definitive financial solutions platform for specialty healthcare — and Payments is at the center of that strategy. This is not a single-product, single-market PMM role. You will own the go-to-market motion for a platform payments product that spans four distinct EHR brands and their respective physician markets: chiropractic, vision/optometry, orthodontics, and wellbeing. The person in this seat must be equally fluent in product positioning, revenue-cycle nuance, physician business models, and cross-functional GTM execution. You will define how Payments is positioned in each vertical, manage multiple concurrent launch timelines, and extend the core value proposition to address the specific clinical, operational, and financial realities of each ICP — while maintaining a coherent, platform-level narrative. The role is responsible for translating product capability into market-ready positioning, equipping sales to win, and driving the programs that accelerate attach across all four verticals. Reporting in to the VP of Portfolio Marketing, this person will work in close partnership with counterparts in Marketing, Product and Sales across the verticals. The mandate is clear: make Payments impossible to ignore, easy to sell, and easy to buy. The stakes are high. Payments is the EBITDA engine of PracticeTek — the single highest-impact growth lever in the portfolio and the #1 commercial priority for the business. Attach rate is not a marketing metric; it is a company metric. The person in this role will have direct line of sight to outcomes that matter at the board level, and will be expected to operate with the urgency, rigor, and strategic clarity that reflects that responsibility. What You’ll Do - Platform GTM Strategy & Vertical Localization - Develop and own a unified Payments go-to-market strategy that serves as the platform-level foundation, with vertical-specific extensions for chiropractic, vision/optometry, orthodontics, and wellbeing. - Translate the core Payments value proposition into market-specific messaging that reflects the distinct ICP, business model, reimbursement environment, and workflow context of each vertical. - Manage multiple, simultaneous launch timelines/feature releases across verticals/brands and within their respective roadmaps with Customer experience at the epicenter — balancing platform consistency with vertical relevance. - Define and maintain Payments ICP profiles per vertical, including clinical workflow nuances, payer mix, payment plan preferences, and practice size considerations. - Messaging, Positioning & Content - Own the Payments messaging architecture from core positioning through to vertical-specific proof points — ensuring differentiation from competitors and clarity for every buyer persona. - Build and maintain a comprehensive content library: case studies (by vertical), ROI calculators, white papers, battlecards, one-pagers, demo scripts, and digital assets. - Translate complex financial and payments concepts — including insurance workflows, payment plans, RCM integration, and collections — into clear, compelling language for practice owners, office managers, and front-desk staff. - Partner with the Brand & Creative team to ensure visual and narrative consistency across all Payments marketing touchpoints. - Sales Enablement & Pipeline Acceleration - Develop and deliver targeted sales enablement programs that increase rep confidence and attach rates across all four EHR brands. - Build and maintain vertical-specific pitch decks, objection-handling guides, and competitive intel that equip AEs to sell Payments effectively in each market context. - Serve as the PMM counterpart to the Revenue Marketing and Sales teams for pipeline-generating campaigns tied to Payments. - Partner with the Customer Success and CRO teams to build post-sale expansion playbooks for upsell and cross-sell of Payments features. - Market Intelligence & Competitive Positioning - Maintain a current, actionable view of the healthcare payments competitive landscape — including incumbent PMS-bundled solutions, standalone payment processors, and RCM platforms. - Monitor regulatory and industry trends affecting physician payment workflows (e.g., No Surprises Act, price transparency, payer mix shifts, HSA/FSA adoption) to ensure positioning remains timely and defensible. - Synthesize VOC (voice of customer) research, win/loss analysis, and sales feedback into messaging and product roadmap input. - Performance Measurement & Marketing Contribution - Define, track, and report on KPIs for Payments marketing — including attach rate by vertical, influenced pipeline, content engagement, and enablement utilization. - Provide regular reporting to the VP, Portfolio Marketing and CMO with data-driven insights and recommended adjustments. - Collaborate with the Marketing Analyst function to build dashboards and measurement frameworks that connect marketing activity to revenue outcomes. - RCM Expansion Readiness (H2 Objective) - Build foundational knowledge of PracticeTek's RCM offerings during H1 to prepare for expanded marketing responsibilities in H2. - Develop an integrated financial solutions marketing strategy that bridges Payments and RCM into a cohesive narrative for the market. How Success is Measured - In your first 90 days: - Deep ICP immersion across all four verticals — you can articulate the payment workflow, competitive alternatives, and buying triggers for each. - Messaging architecture drafted for core Payments product and at least two verticals. - Sales enablement audit complete with priority gaps identified and roadmap in place. - By end of H1: - Platform messaging live and adopted across all four EHR brands. - Full content library in market — case studies, battlecards, sales decks, and digital assets across verticals. - Payments attach rate trend line moving in the right direction with clear marketing-attributed influence. - RCM product immersion underway and integrated financial solutions positioning in draft. Qualifications - 5–8+ years of B2B product marketing experience; demonstrated ability to own launch, adoption, and expansion across a product lifecycle from alpha through mature stages. - Working knowledge of physician practice payment workflows, insurance reimbursement, patient payment plans, and RCM fundamentals; healthcare payments experience strongly preferred. - Experience managing concurrent launch timelines and adapting a platform-level value proposition across distinct buyer segments, ICPs, or verticals. - Proven ability to translate complex technical or financial products into clear, differentiated messaging for non-technical buyers; skilled in building messaging architectures and content that convert. - Track record of building enablement programs that measurably improve sales confidence and win rates; comfortable working directly with AEs, SEs, and sales leadership. - Data-driven decision-maker; experience defining marketing KPIs, interpreting funnel data, and connecting marketing activity to revenue outcomes (attach rate, pipeline influence, ARR impact). - Effective at working across Product, Sales, CX, and Marketing without direct authority; skilled at driving alignment in matrixed, fast-moving environments. Education - Bachelor's degree in Marketing, Business, Finance, or related field required; Pragmatic Marketing or similar PMM certification a plus. Ready to Join? If you’re excited to bring your ideas, energy, and expertise to a team that’s shaping the future of healthcare, we can’t wait to hear from you. Apply today and let’s make healthcare simpler, smarter, and better. Together. The Fine Print (That Really Matters) At PracticeTek, we determine compensation by considering market data, internal equity, and each candidate’s skills and experience. For this position, we reasonably expect to pay a base pay between [SALARY RANGE]. This role is also eligible for benefits, including health, dental, vision, paid time off, 401(k) with company match, and may be eligible for additional compensation such as bonuses or equity, as applicable.