Lyra Health

Sr. Product Marketing Specialist, Self-Care & Organizational Care

Job Description

About the Job
As we grow our preventive mental health offerings, we are seeking a Sr. Product Marketing Specialist for Self-Care & Organizational Care. This role will lead the go-to-market strategy for Lyra’s self-care and organizational care solutions, driving engagement with tools and resources that support sustainable mental well-being at both the individual and company levels.

The Sr. Product Marketing Specialist will be pivotal in launching and promoting Lyra’s preventive care offerings, including self-care tools and workplace well-being programs. This role requires a blend of B2C and B2B expertise to reach a diverse audience of members and benefits leaders. Working closely with Product, Clinical, Member Marketing, and Workforce Transformation teams, this individual will focus on strategies that engage members, foster workplace well-being, and enhance Lyra’s position as a leading partner in preventive mental health.


Responsibilities:
  • Product Development & Cross-Functional Collaboration: Collaborate with Product, Clinical, and Workforce Transformation teams to shape Lyra’s self-care and organizational well-being offerings. Collaborate with internal teams to develop new products that foster well-being and drive sustained engagement.
  • Market Insights & Voice of the Customer: Lead market research efforts to understand member and customer needs, competitive trends, and emerging preventive health and organizational well-being dynamics. Use these insights to guide product roadmap priorities and market positioning.
  • Go-to-Market Strategy: Develop comprehensive GTM strategies for self-care and organizational well-being solutions, coordinating with cross-functional teams to ensure alignment and maximize impact across B2C and B2B channels.
  • Positioning & Messaging: Craft compelling messaging that highlights the unique value of Lyra’s self-care and organizational care offerings, resonating with members, benefits leaders, and HR decision-makers. Tailor messaging to demonstrate Lyra’s impact on both personal and workplace well-being.
  • Engagement & Growth Strategy: Create strategies to drive adoption and sustained engagement with preventive programs, optimizing member utilization through data-driven insights. Identify and develop opportunities for cross-selling and upselling within Lyra’s organizational wellbeing portfolio. 
  • Launch Execution & Enablement: Oversee the end-to-end launch process for self-care and organizational initiatives, collaborating with Product, Clinical, Marketing, and Enablement teams. Develop buyer-facing content, webinars, release notes, and sales collateral to support successful launches.
  • Performance Tracking & Optimization: Define and track key performance metrics such as engagement rates, program utilization, and satisfaction among members and organizations. Use insights to refine and elevate strategies across preventive care initiatives.
  • Thought Leadership & Storytelling: Partner with internal and external stakeholders to build thought leadership content that positions Lyra as a leader in preventive mental health and organizational well-being. 

    • Qualifications:
  • 7+ years of product marketing experience, preferably in healthcare, wellness, technology, or mental health solutions.
  • Proven experience with both B2C and B2B go-to-market strategies, especially within health and wellness.
  • Strong skills in product positioning, messaging, and storytelling that resonate across diverse audiences.
  • Demonstrated ability to collaborate cross-functionally to create solutions that support self-care and organizational well-being.
  • Strategic mindset with a strong track record in data-driven decision-making for long-term growth.
  • Excellent communication and leadership skills, with a history of driving successful product launches and increasing engagement.

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