The Employee Benefits Marketing Manager is responsible for bringing new commercial offerings to market and driving product commercialization across the Employee Benefits portfolio. This role partners closely with Product, Sales, Demand Generation, Creative, Communications, Operations, Legal, and Executive Leadership to develop go-to-market strategies that accelerate adoption, support revenue growth, and position Gen as a market leader in the Employee Benefits space.
This role will play a vital role from strategy to launch owning positioning, messaging, product marketing, launch planning, cross-functional readiness, and ongoing optimization. A key pillar of this role is establishing a strong thought leadership voice in the Employee Benefits market through strategic content creation, events and content syndication.
As the commercial portfolio expands, this individual will lead high-impact initiatives such as Financial Wellness, Executive solutions, and future strategic product launches while establishing repeatable GTM frameworks across the organization.
Go-to-Market Strategy
Help create the commercialization strategy for new and existing Employee Benefits solutions.
Develop GTM strategies that align product capabilities with customer and market needs.
Define launch objectives, success metrics, timelines, and commercialization plans.
Build repeatable GTM processes that scale across multiple products.
AI & Innovation
Champion the integration of AI tools and emerging technologies across the GTM lifecycle from market research and competitive intelligence to messaging development and launch planning.
Leverage AI-powered platforms to accelerate content creation, audience segmentation, and campaign personalization at scale.
Continuously seek emerging AI capabilities that improve marketing effectiveness, speed to market, and commercial impact.
Serve as an internal advocate for AI adoption within the Partner Marketing team, sharing best practices and enabling team-wide upskilling.
Product Marketing
Develop positioning, messaging, value propositions, and differentiation.
Translate complex product capabilities into compelling customer value.
Create messaging frameworks for employers, brokers, consultants, and sales teams.
Continuously refine positioning based on market feedback and competitive intelligence.
Thought Leadership & Content Creation
Develop and own a thought leadership strategy that elevates Gen's authority in the Employee Benefits, Financial Wellness, and Cyber Safety categories.
Support the production of insight-driven content including white papers, articles, and webinars.
Collaborate with subject matter experts across Sales and Product to distill complex topics into compelling narratives for employers, brokers, and HR/benefits decision-makers.
Build and maintain an editorial calendar that supports GTM launches, sales cycles, and demand generation campaigns.
Cross-Functional Leadership
Serve as marketing lead for new product launches.
Partner closely with Product Management throughout development.
Coordinate launch readiness across Sales, Demand Generation, Creative, Communications, Customer Marketing, Legal, Operations, and Executive Leadership.
Drive alignment across multiple stakeholders while balancing competing priorities.
Market & Customer Insights
Monitor industry trends, competitive activity, and customer needs.
Gather feedback from Sales, brokers, employers, and customers to inform commercialization strategies.
Identify market opportunities that support future product innovation.
Commercialization
Define launch plans and integrated marketing strategies.
Partner with Demand Generation on campaign strategy.
Partner with Customer Marketing on lifecycle experiences.
Ensure launch activities remain aligned throughout the customer journey.
Performance Optimization
Measure launch performance against defined KPIs.
Analyze adoption, pipeline, engagement, and customer feedback.
Recommend optimizations based on performance insights.
Required Knowledge & Skills
Product Marketing
Go-to-Market Strategy
Commercialization
Product Launch Management
Strategic Planning
Executive Communication
Cross-functional Leadership
Competitive Intelligence
Messaging & Positioning
Customer Research
Strong business acumen
Excellent presentation skills
Ability to influence without authority
Experience managing highly visible strategic initiatives
Bachelor's degree in Marketing, Business, Communications, or related field
8+ years of B2B marketing experience
Experience leading product launches
Experience developing GTM strategies
Employee Benefits, HR Technology, Financial Wellness, Cyber Safety, SaaS, or Financial Services experience preferred
Experience working with Product Management and Sales organizations
What's Next
Your CV will be reviewed together by the recruiter and hiring manager to assess the scope of your role, the impact you've delivered, and how your experience aligns with the position. If shortlisted, the recruiter will invite you to an initial Zoom conversation to discuss your background, what's compelling you to Gen, and walk you through the interview process.
Important Application Note When you apply, please include your current city and country and let us know your work status (e.g. visa status, right to work in the relevant country, etc.).
Gen is an equal opportunity employer, and we're committed to fair, inclusive practices at every stage of the candidate and employee journey. Employment decisions are based on merit, experience and business needs.
Interview Process
TA Call
Hiring Manager Interview
Panel Interview with Team
Final Interview - Hiring Manager
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