Job Description – B2C Product Marketing Manager (US Support)
Role Overview
The B2C Product Marketing Manager is a senior individual contributor based in Optum India, operating as an integrated extension of the US product marketing team. The role supports consumer and provider-facing pharmacy products and enhancements across digital, retail, and care channels and functionally reports to a US-based Director, Product Marketing. The PMM develops positioning, messaging, and naming; creates product and product-family materials; and drives disciplined go-to-market execution for offerings such as digital pharmacy features, mail service and specialty pharmacy programs, affordability tools, adherence initiatives, and provider enablement. The role demands strong judgment, executive-ready communication, and comfort in a matrixed, regulated PBM environment (with legal/compliance review and accessibility standards), while working with minimal guidance.
Reporting & Governance
- Functional reporting to Director, Product Marketing.
- Day-to-day priorities and performance aligned to US product marketing roadmaps.
- Embedded offshore role; not a shared services or agency model.
- Evaluated on business outcomes (quality, impact, adoption), not volume of output.
Key Responsibilities
- Product Strategy, Positioning & Messaging:
- Develop value-based positioning, messaging, and naming for consumer/provider products focused on affordability, access, adherence, and experience.
- Build and maintain messaging frameworks and product-family narratives that stay consistent across channels (web/app, CRM/email/SMS, IVR/call scripts, pharmacy counter materials).
- Go-to-Market & Launch Execution:
- Lead launch planning and readiness; coordinate product, clinical, legal/compliance, brand, UX/content design, digital, CX, sales/account teams.
- Manage timelines, asset creation and approvals, and enablement for digital feature releases, program rollouts, and communications (e.g., formulary changes, prior authorization updates).
- Enablement & Content Systems:
- Create and maintain consumer-facing materials (one-pagers, landing-page copy, app store descriptions, FAQs) and provider-facing talking points.
- Develop executive presentations and standardized content libraries for reuse across campaigns, channels, and product families.
- Stakeholder Partnership & Compliance:
- Assess stakeholder needs, translate ambiguity into structured outputs, and propose solutions to nonstandard requests.
- Ensure all materials meet legal/regulatory and brand guidelines; apply accessibility and plain-language standards; substantiate claims with conservative proof-points.
- Analytics & Optimization:
- Partner on measurement plans (activation, first fill, refill adherence, CTR/engagement, CSAT/NPS) and incorporate A/B learnings to improve clarity and conversion.
Required Qualifications
- Bachelor's degree in communications, public relations, marketing, business, or related field; or equivalent experience.
- Overall 10 -12 years of experience with 5+ years in communications/marketing and 5+ years project management in a matrix organization.
- 5+ years professional writing/editing;
- Demonstrated ability to clarify, manage, and prioritize multiple deliverables; proven organizational skills.
- Healthcare/PBM experience preferred; consumer marketing in regulated environments a strong plus.
