Senior Product and Go-to-Market Strategist

About this role

SENIOR PRODUCT AND GO-TO-MARKET STRATEGIST

United States (Hub-based)

Let's face it, a company whose mission is human transformation better have some fresh thinking about the employer/employee relationship.

We do. We can't cram it all in here, but you'll start noticing it from the first interview.

Even our candidate experience is different. And when you get an offer from us (and accept it), you get way more than a paycheck. You get a personal BetterUp Coach, a development plan, a trained and coached manager, the most amazing team you've ever met (yes, each with their own personal BetterUp Coach), and most importantly, work that matters.

This makes for a remarkably focused and fulfilling work experience. Frankly, it's not for everyone. But for people with fire in their belly, it's a game-changing, career-defining, soul-lifting move.

Join us and we promise you the most intense and fulfilling years of your career, doing life-changing work in a fun, inventive, soulful culture.

If that sounds exciting, and the job description below feels like a fit, we really should start talking.

We are a hybrid company with a focus on in-person collaboration when necessary. Employees are expected to be available to work from one of our office hubs at least two days per week, or eight days per month. Our US hub locations include: Austin, TX; New York City, NY; San Francisco, CA; and the Washington, DC metro area. Please ensure you can realistically commit to this structure before applying.

THE OPPORTUNITY

BetterUp is hiring a Senior Product and Go-to-Market Strategist to own the positioning and narrative that drive our full customer journey, grounded in a deep understanding of the business problems our customers face and the market and customer intelligence that explains them. This is not a traditional product marketing role organized around a single product or a queue of field requests. You'll be deployed against BetterUp's highest-priority growth and go-to-market problems. You'll turn win/loss patterns, buyer and customer research, competitive signals, and account-level data into clear strategic choices about where and how BetterUp competes, and then into the messaging and assets the field uses every day. You'll report to the Vice President of Product Marketing and operate as a strategic partner to the business: structuring ambiguous problems fast, influencing Sales, Customer Success, Product, Demand Gen , and shipping high-craft work without waiting to be tasked. This is a senior individual contributor role with no direct reports, built for someone who wants to be in the room while BetterUp's multi-product platform story and AI-native operating model take shape.

WHAT SUCCESS LOOKS LIKE IN YOUR FIRST YEAR

- An executive-persona messaging framework grounded in the business problems CHROs, CEOs, CFOs, and transformation leaders are solving, and adopted as the single source the field works from.

- A unified platform story that replaces product-by-product pitching and positions BetterUp clearly against build-vs-buy and general-purpose AI.

- A CHRO business-case toolkit that equips our champions to win budget and buy-in from their CEO and executive team.

- A reusable deal-story system: frameworks and examples by business problem (M&A integration, restructuring, AI transformation) that sellers and squad leads run with, replacing one-off deck requests.

- A sharper category point of view on AI transformation and the new workforce that fuels executive thought leadership.

WHAT YOU'LL DO

- Start from the customer's business problem. Build a deep understanding of the enterprise-level problems that keep CEOs, CFOs, and CHROs up at night, such as integrating teams after an M&A deal, missing goals quarter after quarter, executing a strategy through a restructuring, scaling through rapid growth without losing performance, and driving AI transformation that the workforce actually adopts. Connect those problems to BetterUp's solution in a customer-centric way, so that positioning, messaging, and proof start from the customer's reality instead of our product features.

- Apply and inform market and customer intelligence. Partner with the team that leads market and customer intelligence. Use their win/loss, buyer, competitive, and account data to make strategic positioning and messaging choices, and feed back what you learn from the field, customer conversations, and your own analysis to sharpen their research.

- Own positioning and messaging across the customer journey. Define how BetterUp shows up to net-new buyers and existing customers, across web, campaigns, events, sales conversations, QBRs, and renewals. The platform story should land in 30 seconds and hold up over a long sales cycle.

- Lead the multi-product and platform narrative. Own the strategy and story that moves single-product accounts to platform accounts. Measure success in pipeline, net retention, and platform conversion, not in deck count.

- Lead product launches into market. Own end-to-end launch strategy and narrative for new products and capabilities, including positioning, naming, proof, sales narrative, and analyst story, in partnership with Product, Demand Gen, and Brand.

- Turn strategy into scalable field systems. Diagnose where deals and renewals stall, then build the reusable narratives, competitive plays, value-realization stories, and customer proof that fix it: the canonical pitch, battlecards, QBR and renewal playbooks, and a case-study engine, written tightly enough that Sales and CS don't rewrite them for every account.

- Sharpen BetterUp's category position. Help define how we talk about human transformation, what we stand for, and where the market is heading, and bring that point of view into analyst, executive, and field conversations.

- Operate AI-native. Use AI to compress research, synthesize across accounts, draft, and iterate faster, and contribute to the VP's operating model…