Product Marketing Manager – B2B & B2C (ADI Health Solutions BU)

About Analog Devices Analog Devices, Inc. (NASDAQ: ADI) is a global semiconductor leader that bridges the physical and digital worlds to enable breakthroughs at the Intelligent Edge. ADI combines analog, digital, AI, and software technologies into solutions that combat climate change, reliably connect humans and the world, and help drive advancements in automation and robotics, mobility, healthcare, energy and data centers. With revenue of more than $11 billion in FY25, ADI ensures today's innovators stay Ahead of What's Possible. Learn more at www.analog.com and on LinkedIn and X. Role Overview We’re looking for a Product Marketing Manager – B2B & B2C to lead awareness/demand generation, conversion & CRM efforts. This person will own: “What are we selling, to whom, why it matters, how we position it, and what the commercial team needs to win.” This role is ideal for someone with 6-7 years of experience in B2B and B2C product marketing who is comfortable operating in a fast-paced, growing environment covering a diverse range of markets. Key Responsibilities 1. Positioning & messaging • Build product positioning for all b2b and b2c products • Translate technical features into customer-relevant benefits. • Develop audience-specific messaging by segment: physicians, nurses, med students, pregnant women, winery labs, ingredient suppliers, R&D teams, etc. • Own messaging house, claims hierarchy, product narrative, and launch story. 2. Go-to-market planning • Build launch plans for each product: audience, channel, claims, hero message, priority use cases, asset needs. • Partner with you on launch calendars, campaign briefs, conference plans, pilots, and funnel strategy. • Own GTM readiness checklists before launches. 3. Sales enablement • Create sales decks, battlecards, objection handling, demo scripts, use-case one-pagers, FAQs. • Support customer discovery and pilot conversations, especially for SAM. • Translate pilot learnings into sharper messaging and product-market fit hypotheses. 4. Conferences, Events & KOL Engagement • Own conference and event marketing for key industry meetings (abstract submissions, booth design and messaging, demo storylines, collateral, giveaways). • Build conference playbooks: target audience, key messages, hero assets, lead capture flows, and post-event follow-up plans in coordination with sales. • Coordinate KOL and speaker engagements – from identifying the right experts to managing relationships, preparing content, and maximizing exposure. • Attend key conferences as needed to support on-the-ground execution, gather insights, and feed learnings back into product and marketing plans. 5. Customer and market insight • Conduct voice-of-customer interviews. • Analyze competitor positioning and pricing. • Build personas and buying journey maps. • Synthesize customer feedback from pilots, conferences, sales calls, Amazon reviews, HCP interviews, etc. 6. Launch asset briefing • Write strong briefs for agency, design, content, website, PR, paid media, and sales collateral. • Ensure all output is strategically consistent and technically accurate. Ideal Candidate Profile Experience & Background • 5–8 years of experience in product marketing, product management with a strong GTM focus, commercial strategy, or a hybrid marketing role, ideally with exposure to both B2B and B2C environments. • Experience in healthtech, medtech, diagnostics, scientific instruments, agri/plant health, life sciences, or related deep-tech categories is strongly preferred. • Proven track record of supporting product launches, major releases, pilots, or commercial rollouts in technically complex categories. • Experience developing product positioning, messaging, sales enablement, customer-facing assets, and launch materials. • Comfortable partnering closely with sales/commercial teams, including supporting customer conversations, pilot discussions, conference activation, and post-event follow-up. • Familiarity with digital marketing channels including website, paid media, email/CRM, social, webinars, and content, with an understanding of how these channels support awareness, lead generation, pipeline, adoption, and revenue. Skills & Competencies • Excellent storytelling, writing, and communication skills, with the ability to simplify complex technical concepts and make them clear, credible, and compelling for different audiences. • Strong product marketing fundamentals, including positioning, segmentation, customer personas, value proposition development, messaging architecture, claims hierarchy, and GTM planning. • Strong customer insight orientation, with the ability to conduct or support customer interviews, synthesize feedback, and translate insights into sharper messaging, assets, and commercial recommendations. • Strong sales enablement skills, including the ability to create pitch decks, one-pagers, FAQs, objection handling, demo narratives, battlecards, and conference materials. • Strong project management skills; organized, structured, and comfortable juggling multiple products, projects, timelines, and stakeholders. • Highly collaborative and able to work effectively with product, sales, marketing, technical teams, leadership, agencies, and external partners/KOLs. • Detail-oriented with a high sense of ownership, urgency, and follow-through. Mindset & Values • Customer-centric: genuinely curious about customer needs, pain points, use cases, decision criteria, and language. • Builder’s mindset: comfortable with ambiguity and energized by creating structure, processes, playbooks, and assets from a relatively blank slate. • Commercially minded: able to connect messaging, launches, assets, and campaigns to adoption, pipeline, revenue, and business outcomes. • Outcome-focused: measures success in terms of awareness, engagement, adoption, customer learning, sales readiness, and commercial impact, not just activity. • Curious and learning-oriented: eager to stay close to trends in healthtech, diagnostics, scientific instrumentation, plant health, and digital marketing. Education • Bachelor’s degree in Marketing, Business, Communications, Engineering, Life Sciences, or a related field required. • Additional certifications or coursework in product marketing, digital marketing, life sciences, project management, or commercial strategy is a plus. For positions requiring access to technical data, Analog Devices, Inc. may have to obtain export licensing approval from the U.S. Department of Commerce - Bureau of Industry and Security and/or the U.S. Department of State - Directorate of Defense Trade Controls. As such, applicants for this position – except US Citizens, US Permanent Residents, and protected individuals as defined by 8 U.S.C. 1324b(a)(3) – may have to go through an export licensing review process. Analog Devices is an equal opportunity employer. We foster a culture where everyone has an opportunity to succeed regardless of their race, color, religion, age, ancestry, national origin, social or ethnic origin, sex, sexual orientation, gender, gender identity, gender expression, marital status, pregnancy, parental status, disability, medical condition, genetic information, military or veteran status, union membership, and political affiliation, or any other legally protected group. EEO is the Law: Notice of Applicant Rights Under the Law. Job Req Type: Experienced Required Travel: Yes, 10% of the time Shift Type: 1st Shift/Days The expected wage range for a new hire into this position is $157,080 to $227,460. • Actual wage offered may vary depending on work location, experience, education, training, external market data, internal pay equity, or other bona fide factors. • This position qualifies for a discretionary performance-based bonus which is based on personal and company factors. • This position includes medical, vision and dental coverage, 401k, paid vacation, holidays, and sick time, and other benefits.