Principal of product marketing

At LifeStance Health, we strive to help individuals, families, and communities with their mental health needs. Everywhere. Every day. It’s a lofty goal; we know. But we make it happen with the best team in mental healthcare. Thank you for taking the time to explore a career with us. As the fastest growing mental health practice group in the country, now is the perfect time to join our team!

LifeStance Health Values

• Belonging: We cultivate a space where everyone can show up as their authentic self.
• Empathy: We seek out diverse perspectives and listen to learn without judgment.
• Courage: We are all accountable for doing the right thing - even when it's hard - because we know it's worth it.
• One Team: We realize our full potential when we work together towards our shared purpose.

Benefits

As a full-time employee of LifeStance Health, the following benefits are offered: medical, dental, vision, AD&D, short and long-term disability, and life insurance. Additional benefits include a 401k retirement savings with employer match, paid parental leave, paid time off, holiday pay and an Employee Assistance Program.

ROLE OVERVIEW

We are hiring our first dedicated Principal of Product Marketing focused on Business Development (BD) — the team that builds referral demand from primary care, health systems, and ecosystem partners. You will partner directly with our 30-person sales organization (clinician liaisons, account managers, sales executives) and our marketing leadership to define how LifeStance shows up in the market: who we talk to, what we say, what we put in front of them, and how we measure whether it is working. You will own positioning, messaging, persona development, sales collateral, and lead-generation campaign briefs for the BD team. You will also provide secondary support (20–30% of your time) for our clinician recruiting team — a separate 30-person team that sells LifeStance as a place for clinicians to practice. You are the connective tissue between what sales and clinician recruiting need to win, and the strategic positioning of LifeStance in a fragmented market.

Consistent with LifeStance’s values, every member of the LifeStance team is expected to support each other and the mission, which may mean participating in projects and initiatives and performing functions and responsibilities not specifically outlined in this job description.

KEY RESPONSIBILITES

• Value proposition and messaging architecture. Understand the psychology of physician referrals and build the positioning of LifeStance as a referral destination — by persona (PCP, practice manager, health system referral leader, ACO clinical operations, payor case manager), by service line (psychiatry vs. therapy, adult vs. child/adolescent, in-person vs. virtual), and by stage of buyer journey. Maintain a living messaging house everyone uses.
• Sales collateral and enablement. Build and maintain the BD content arsenal: pitch deck, leave-behinds, outcomes one-pagers, compelling email content, case studies, clinical-affiliation overview, competitive battle cards, EHR-integration briefs, exam room “show up for care” conversation structure, and ACO/value-based-care talking points. Partner with sales enablement on training and rollout.
• B2B digital lifecycle strategy. Define how referral partners are engaged through automated email, SMS, and other marketing touchpoints across the journey, extending and reinforcing BD in person engagement and direct outreach. Partner with Lifecycle Marketing to translate strategy into active programs and ongoing optimization, with Lifecycle Marketing owning execution.
• Lead-generation campaign strategy. Write campaign briefs (target audience, message, offer, channels, success metrics) that our demand-generation team executes. You do not run paid ads or write the email send — you define what to say to whom and why, and you measure whether it converted.
• Competitive intelligence. Maintain a live view of our competitive set — national virtual-first players, payor-aligned mental health networks, regional IPAs and group practices. Win/loss interviews monthly. Battle cards refreshed quarterly.
• Sales partnership. Embed with sales leadership and clinician liaison field teams. At least one full day per month in field with CLs. Run a structured sales feedback loop: what is working, what is not, what we need next.
• Clinician-side support (secondary). Provide messaging refresh and collateral support for the clinician recruiting team. You are not the owner of clinician acquisition strategy; you are a senior partner to the function that owns it.

REQUIREMENTS

• 5–8 years of B2B product marketing experience with at least 3 years directly supporting a field or inside sales team. You have been a trusted business partner of sales leaders being a strategic thought-partner and helping a sales team win in the market.
• Demonstrable positioning and messaging chops. You can point to a category or product where you authored the positioning the company adopted, and you can defend why that positioning was right.
• Campaign brief fluency. You can hand a demand-generation partner a brief they can execute against, with sharp message hierarchy, target audience definition, and measurable success criteria.
• CRM proficiency (Salesforce). Experience working within Salesforce (or similar CRM) to understand referral pipeline stages, partner engagement and conversion, and to translate those data and insights into marketing strategy. Partners closely with BD and Analytics; does not own system administration.
• Operational discipline. You ship on a calendar, instrument what you build, and replace what is not working without becoming attached to it.
• Sales credibility. Sellers respect you because you have been in the field with them and you understand our go-to-market motions.
• Qualified candidates must be legally authorized to be employed in the United States.
• LifeStance is an EEO/Affirmative Action Employer and does not discriminate on the basis of age, race, color, religion, gender, sexual orientation, gender identity, gender expression, national origin, protected veteran status, disability, or any other legally protected status.
• Demonstrates awareness, inclusivity, sensitivity, humility, and experience in working with individuals from diverse ethnic backgrounds, socioeconomic statuses, sexual orientations, gender identities, and other various aspects of culture.

PREFERRED SKILLS AND KNOWLEDGE

• Healthcare experience, especially provider-side: hospitals, health systems, physician practices, managed care, behavioral health, or value-based care. If not healthcare, then a heavily regulated B2B2C industry (financial services, insurance, education, regulated software).
• Experience marketing into primary care, health system referral channels, or ACO / value-based-care decision makers.
• Familiarity with EHR ecosystems (Epic, Oracle Health/Cerner, athenahealth, eClinicalWorks) and closed-loop referral workflows.

PHYSICAL REQUIREMENTS

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of the job. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to sit, stand, bend, talk and hear. The employee is frequently required to walk. The employee must be able to lift and/or move objects up to 25 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and the ability to adjust focus.

COMPENSATION

$132,000 - 162,000/annually in addition to a competitive bonus plan. LifeStance provides the compensation range and benefits that it in good faith believes it might pay and/or offer for this position. LifeStance reserves the right to ultimately pay more or less than the posted range and offer additional benefits and other compensation, depending on circumstances not related to an applicant’s sex or other status protected by local, state, or federal law.

#LI-TS1 LifeStance is an equal opportunity employer. We celebrate diversity and are fully committed to creating an inclusive work environment for all our employees. Learn more about Diversity, Equity and Inclusion at LifeStance. LifeStance Health complies with federal and state disability laws and makes reasonable accommodations for applicants and employees with disabilities. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact our Human Resources Team at ADA@lifestance.com. Please note: This contact is intended solely for accommodation requests. Inquiries regarding applications, resumes and applicant status should not be sent to this email address as they will not be reviewed or responded to. To apply for a position, please use our official careers page.

At LifeStance Health, we know that mental health care jobs are more than careers, they are missions. When people choose careers in mental health, they do it because they care about their impact on the world. So do we. That’s why we’re assembling the very best team for both telehealth and in-person care. Are you ready to change lives together? Not finding the right fit? Let us know you're interested in a future opportunity by clicking Get Started below or create an account by clicking 'Sign In' at the top of the page to set up email alerts as new job postings become available that meet your interest!