Director of Go-To-Market Strategy
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Director of Go-To-Market Strategy

Glen Allen, VA

At GENETWORx Laboratory, we improve the health and wellness of lives around the world through dedicated research, experienced scientists, 21-st century technology, and in-depth diagnostics. Healthcare is personal and as such, the future needs to be, too. By intersecting genetic testing with personalized medicine and pharmacogenomics, we’re positioning our patients and empowering physicians with more precise, individualized, effective results.
As a leader in precision COVID-19 testing, GENETWORx provides unparalleled support, results, and clarity during these uncertain times. GENETWORx has armed healthcare providers, employers and universities with rapid and accurate COVID-19 diagnostic and antibody testing which is essential for reopening businesses and communities.

Summary

GENETWORx is looking for an experienced Director of Go-To-Market Strategy to join our marketing team and play an important role in bringing our products to life. This is a hands-on role working across several cross-functional teams to define the product features, map out the messaging/positioning framework, and establish an outreach plan to our target audiences to help acquire, engage and retain new members. You will also collaborate with BII, Data Science, UX and other functions to build a comprehensive, data-driven go-to-market strategy.

Responsibilities

  • Partner with the Product team on specific development roadmaps and translate the technical details/features into consumer-facing benefits for the user
  • Develop comprehensive GTM plans that support the product development timeframes
  • Perform value proposition analysis, gain internal alignment with key stakeholders, and then work to bring messaging to life across all creative
  • Continue to test and optimize messaging with consumers
  • Be the expert on our target audience. Understand who they are, what they need, what competitive solutions they have available to them, how we fit in, and how to effectively communicate our value propositions directly to them
  • Initiate creative briefs required to kick-off asset development and create compelling consumer messages across all marketing channels; partner with Marketing Operations to manage the project through to delivery
  • Help to uncover new research needs to better understand our consumers; this includes qualitative/quantitative testing, as well as conducting ongoing A/B tests on product positioning and messaging
  • Be an expert on your product line’s performance. Work closely with Business Intelligence to map GTM program success across acquisition, engagement and retention. Leverage those learnings to identify new opportunities to keep people engaged throughout their lifecycle

Qualifications

  • 7+ years of progressive product marketing experiences, including demonstrated success positioning & promoting new product & service offerings
  • Proven track record of positioning/promoting new product & service offerings
  • Experience working on D2C (subscription) services is a plus
  • Customer-centric, results & detail oriented
  • Excellent communication skills with the ability to take multiple points of thought and weave them into a story to help create compelling content
  • Able to organize and manage multiple projects at once
  • Exceptional ability to work cross-functionally with the power to influence across departments

Compensation: TBD

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