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Role Description

The GTM Manager is responsible for designing and executing a comprehensive, end-to-end go-to-market process for new product launches and strategic initiatives. This role ensures new solutions are positioned, adopted, and scaled in partnership with Blue Plans, brokers, and other distribution channels. Acting as the central orchestrator, the GTM Manager brings together cross-functional teams to deliver seamless market execution and measurable business outcomes.

• Develop structured GTM plans covering positioning, pricing, channel strategy, enablement, launch, and measurement
• Define success metrics and ensure post-launch feedback loops
• Convene and lead stakeholders from product, sales, marketing, service, compliance, and partner management
• Drive alignment on launch objectives, deliverables, and timelines
• Manage interdependencies and remove barriers to execution
• Partner with product and marketing teams to define compelling value propositions
• Ensure messaging resonates across employers, brokers, members, and Blue Plan partners
• Tailor positioning for competitive differentiation
• Coordinate enablement activities (sales training, broker tools, Blue Plan partner education, FAQs)
• Ensure supporting materials, campaigns, and digital assets are ready at launch
• Maintain detailed launch roadmaps and run regular GTM checkpoints
• Track launch readiness and escalate risks proactively
• Monitor adoption and refine approach post-launch
• Performs other related duties and responsibilities as assigned

Qualifications

• Bachelor’s degree in related field or equivalent military experience
• 7+ years of experience in product marketing, commercialization, or GTM execution, preferably in healthcare, insurance, or employee benefits
• Proven track record of orchestrating cross-functional product launches or commercialization initiatives
• Experience with broker distribution and health plan partnerships a plus

Requirements

• Ability to strategically orchestrate and align teams toward a common launch goal
• Strong program management with the ability to run complex, multi-threaded initiatives
• Strong understanding of ancillary insurance, broker/Partner dynamics, and competitive landscape
• Compelling communication skills with the ability to translate strategy into clear action, internally and externally
• Ability to use data-informed insights to refine strategy, measure impact, and drive continuous improvement
• Excellent collaboration skills with the ability to influence and lead without direct authority

Benefits

• A culture that values employees and celebrates, empowers, and inspires a diverse workforce
• Outstanding and affordable benefits package
• PTO provided at date of hire
• 11 paid holidays
• 401(k) with up to 6% match; fully vested from day 1
• Remote opportunities with company-provided equipment
• Team-oriented, collaborative group of peers
• Career advancement opportunities
• Tuition Reimbursement
• Employee Assistance Program
• Inclusion Council and Employee Resource Groups
• Recharge Days and Volunteer Time Off