Senior Product Marketing Manager (B2B)

About Maple
Founded in 2015, Maple is a fast-growing health tech company with a vision to power the future of healthcare by building a connected and superior experience for patients, doctors, and other types of health providers.
We offer virtual care services across multiple distribution channels, including Direct-to-Consumer ("D2C"), Employers and Private Insurers ("B2B") and Public Sector Institutions ("B2I"). With a growing network of 2,000+ healthcare providers and nearly 4 million Canadians with access to our services, Maple is one of Canada’s fastest-growing virtual care companies.
We have established an entrepreneurial culture centered around our purpose to support people’s health and well-being, and to strengthen the healthcare system. We attribute our success to our team, who has helped us achieve numerous noteworthy awards including: Globe and Mail's #6 Top Growing Companies in Canada in 2021, #2 in Deloitte Canada’s Technology Fast 50 2021, LinkedIn's Top 10 Startups in Canada 2020, and Bay Street Bull’s The Power 50: Canada’s Most Impactful Companies 2022.
THE POSITION
In support of a high-growth mandate, we’re hiring for a Senior Product Marketing Manager to help us win in the B2B market. This is a newly-created role in our growing Product Marketing function that will have a large impact on B2B client acquisition and satisfaction and recurring revenue. You’ll have the opportunity to personally impact the future of healthcare by empowering millions of Canadians to discover a better healthcare experience.
In this position, you’ll work cross-functionally with key partners across Sales, Client Success, Product and Marketing to develop a deep understanding of our clients’ needs, challenges, and jobs to be done, as well as Maple’s unique value proposition. You’ll create successful go-to-market strategies by identifying target client segments, developing messaging, positioning, pricing and packaging, and collaborating with Marketing to develop winning marketing strategies along the buyer journey. You’ll arm our client-facing teams with winning enablement collateral, tools, and training, and contribute to our social proof and advocacy efforts to increase client engagement, including identifying opportunities for case studies, speaking opportunities, and testimonials.
Critical to success in this role will be your focus on creating solutions that solve real-world client problems, coupled with your passion for driving business results. You are deeply curious with exceptional analytical abilities and understand the importance of using data to make decisions. As a systems thinker, you naturally drive projects from start to finish in a strategic manner. You value collaboration, work well with different stakeholder groups and lead cross-functional initiatives to achieve strong product-market fit and scale the business in a cost-efficient way. You have a growth mindset and feel highly comfortable operating in a fast-moving environment.
Note: A healthcare background is not required for this position, however, it may be considered an asset depending on the level of experience. Past experience working in group health benefits is also considered an asset.
12 – 18 MONTH DELIVERABLES

• Within the first 90 days, you will have developed a deep understanding of our B2B client segments, market, and competition. You will understand the products we are selling, our current sales and marketing channels, our financial KPIs, and how you will drive them. You will have established strong relationships with cross-functional stakeholders in sales, product, and marketing and have processes in place to work with them to drive shared success. You will have built a product marketing plan to increase market share, achieve product-market fit, and have begun execution.
• In the next 12 to 18 months, you will have significantly grown market share and recurring revenue for our B2B business through pricing, packaging, and positioning targeted to each of our client segments. The Maple app will have been improved with features that increase product market fit, and client engagement, and command a higher willingness to pay from our target clients. You will have executed your go-to-market plans, incorporated learnings to improve them, and be strongly partnered with sales and channel marketing leaders to use your insights to drive adoption through their channels. The Sales team will feel like they are more efficient, giving a more consistent message and being equipped with all the sales collateral, tools, and training they need to be effective.

CANDIDATE PROFILE

• The ideal candidate has 5+ years of experience in Product Marketing, or equivalent demonstrated experience with B2B marketing, gained in complex and high-growth SaaS and/or technology-driven organizations with digitally based operations.
• The candidate has a successful track record of building go-to-market plans in a B2B environment including compelling marketing messaging, positioning, pricing and packaging to stand out amongst the competition.
• Collaborative and inspiring by nature, the candidate has a demonstrated ability to communicate ideas effectively to senior management to get buy-in and drive projects forwards, coupled with the ability to lead cross-functional initiatives by engaging and motivating key stakeholders along the way.
• The candidate is data-driven with exceptional analytical and research skills, with a proven track record of using insights to inform key projects and using learnings to apply to other projects. They are an effective planner who can successfully roll out large-scale product marketing initiatives and identify and implement scalable process improvements.
• The candidate is a gifted storyteller, demonstrating strong writing and presentation skills, and the ability to tailor their communication style and content for different audiences.

Not checking every box? Please apply anyway. We understand that candidates have different experiences that may make them a fantastic fit for this position, and for Maple. We value equity, diversity, and inclusion, and we’re committed to providing fair and equal opportunities to all applicants. We also want to provide an accessible interview process, so if there’s any accommodations that would make your experience more comfortable, please let us know.
KEY COMPETENCIES

• Ownership
• Growth mindset
• Passion for results
• Collaborator
• Deeply curious
• Analytical thinking

CULTURE AND ORGANIZATIONAL FIT
The Maple Team Is

• United: We leave our egos at the door and act with humility. We work collaboratively to overcome obstacles that arise, and we’re united in our purpose and bringing our ambitious goals to life.
• Passionate: We believe deeply in our company’s purpose and what we’re trying to accomplish as a team. We want all colleagues to feel passionate about improving access to high-quality healthcare through the power of technology, and to make a positive impact with the work we do, where we work, and in the community.
• Creative: We challenge the status quo of what we think is possible with how we approach our work and projects, celebrating bold thinking. We’re focused on our priorities yet remain agile in how we deliver on our goals.
• Supportive: We’re a diverse community that recognizes and embraces the individual differences of our people. We have fun coming to work and bringing the best out of each other. We value and encourage different and diverse perspectives from all parts of the organization.

WORKING AT MAPLE
We want you to love working at Maple. We want you to feel challenged and supported, cared for, and driven. Just as we’re driven to grow, to improve, to iterate our products and services, we want you to take the same mindset as you work towards achieving your personal best. We can all learn, we can all develop, and we can all power the future of healthcare. But we can only do it together. At Maple, we are a team first and foremost. Your success is our success.
In order to support your health and well-being, we offer a comprehensive set of benefits and perks, including:

• Professional Development Budget: We encourage all team members to seek opportunities for growth and learning to support professional development. That’s why your Branch Out Budget (“BOB”) is designed to reimburse you for expenses related to any meaningful professional development opportunities.
• Pregnancy and Parental Leave: We support parents who are welcoming a child into their life in a variety of ways, including a Supplemental Unemployment Benefit based on eligibility.
• Dedicated Health Spending Account (“HSA”): An additional budget available for you to spend on health-related expenses (e.g. eyeglasses, therapy).
• Paid Health Days: In addition to paid vacation, you’ll receive 10 Paid Health Days for you to use when you’re suddenly feeling sick and unable to work, whether it’s a physical or mental health condition, to attend healthcare appointments and procedures, or if you need to support a loved one with their healthcare needs.
• Health and dental benefits, insurance: Through our Group Benefits, you’ll get access to dental benefits, extended healthcare benefits for drugs, vision, paramedical coverage (e.g. massage therapists, dieticians, mental health professionals), counseling, health service navigation, life insurance, critical illness and disability insurance, and more.
• Dedicated Wellness Budget: Spend your budget on activities that support your physical and mental wellness.
• Maple Coverage: You’ll get unlimited access to Maple for primary care, and a package of therapy consultations.

Other

• Office Location: This position requires weekly in-person presence at our office in downtown Toronto (355 Adelaide St W Suite 100, Toronto, ON M5V 1S2)
• Job type: Full-time
• Vacation: 3 weeks
• Hiring manager: Director, Product Marketing
• Start date: April/May 2023

Please note that any offer of employment may be subject to verification of employment and education background checks, including a criminal record check.
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