The posting
About the Company
Zenara Health is a technology-driven mental healthcare organization dedicated to improving the accessibility and quality of mental wellness services. We combine AI-powered platforms with expert clinical care to deliver personalized and effective mental health solutions, creating a smooth digital experience for both patients and providers. As a startup, we operate beyond the constraints of a typical department.
About the Role
This is NOT a social media role. If your experience mainly involves managing Instagram accounts, this position may not be suitable for you.
As Zenara’s first dedicated marketing professional, you will take ownership of product positioning, messaging, content strategy, go-to-market materials, and demand generation initiatives for the US behavioral health market. You will collaborate closely with our Chief of Staff, who oversees Product and GTM strategy, as well as our Content Lead.
This role is based in India but focuses primarily on the US market. A solid understanding of American healthcare buyers, psychiatric concerns, and how to effectively present AI-powered tools to skeptical clinical audiences is essential. You will be expected to work during US overlap hours and communicate fluently with American healthcare professionals.
We are looking for a product marketer who will drive top-of-funnel demand generation—an individual who can turn technical capabilities into compelling value propositions for psychiatrists, practice managers, and health systems, and subsequently develop and implement marketing programs that transform positioning into tangible pipelines. You will produce one-pagers that engage, case studies that convert, pitch decks that facilitate deals, and campaigns that generate qualified leads.
What You Will Own
1. Growth & Demand Ownership
You will be responsible for the strategy, execution, and performance of marketing initiatives designed to create qualified top-of-funnel demand.
- Develop and execute online and offline marketing campaigns (focused on content, email, events, partnerships, and conferences).
- Lead top-of-funnel lead generation efforts in collaboration with sales and leadership.
- Create and manage campaign calendars aligned with product launches, ideal customer profile segments, and sales priorities.
- Monitor and report on ROI by channel and campaign (including costs, conversion metrics, and pipeline impact).
- Continuously experiment, iterate, and enhance messaging and channels based on performance insights.
2. Positioning & Messaging
Develop credible and distinct narratives tailored for psychiatrists, practice managers, and healthcare operators. Convert technical AI features into clinical value propositions. Ensure that each piece of marketing material addresses the question: “Why should a psychiatrist care?”
3. Go-to-Market Execution
Introduce new products, features, and services with clearly defined target customer profiles, use cases, and proof points. Produce an extensive suite of GTM collateral, including one-pagers, pitch decks, case studies, ROI calculators, sales enablement tools, and documents for prospects. Each item must be engaging, concise, and relevant to the clinical setting.
4. Sales Enablement
Create one-pagers, pitch decks, case studies, ROI narratives, and objection handling resources. Assist the Sales/GTM team with materials aimed at prospects. Develop battle cards, guides for objection management, and scripts for demonstrations. Ensure the sales team is equipped with everything they need to successfully close deals.
5. Content Strategy
Manage an editorial calendar, thought leadership initiatives, and product narratives. Establish and oversee a content calendar across blogs, emails, and social media platforms. Define content themes, collaborate with the Content Lead for execution, and guarantee cohesive messaging throughout all channels.
6. Competitive Intelligence
Monitor the market, develop battlecards, and identify differentiation. Conduct ongoing analysis of competitive behavioral health technology. Grasp competitive positioning, pinpoint differentiation opportunities, and guide product strategy using market insights.
7. Web & Landing Pages
Write conversion-focused copy in partnership with design and SEO experts. Manage website content and optimize landing pages. Ensure that the website clearly articulates value propositions and fosters conversions. Collaborate with design and engineering teams on updates.
8. Performance Tracking
Assess funnel metrics, campaign ROI, and their effects on pipeline and revenue. Evaluate content performance, website conversions, and the effectiveness of campaigns. Optimize strategies based on outcomes rather than assumptions.
9. Customer Storytelling
Create customer case studies and success narratives. Interview customers, extract engaging stories, and transform them into marketing assets that showcase real-world value.
Your First 90 Days
Weeks 1-2: Immerse yourself in understanding Zenara's products, target customers, and competitive landscape. Review current marketing materials and conduct customer interviews to gauge their motivations and challenges.
Month 1: Develop a core positioning and messaging framework. Create initial sales enablement materials. Start building the content calendar and defining content themes. Design the first demand generation campaign.
Months 2-3: Launch the first batch of content, including blog posts, case studies, and updated website copy. Initiate the first demand generation campaign and monitor its performance. Establish measurement frameworks for evaluating content and campaign effectiveness. Begin regular competitive tracking and market research routines.
Ongoing: Continuously refine positioning based on feedback from the market. Expand the content library. Provide sales support with targeted materials. Optimize campaigns through ROI analysis. Gradually assume greater responsibility for the marketing strategy as the team grows.
Values & Vibe (Who You Are)
You perceive product marketing as fundamentally about clarity, conversion, and demand generation rather than creativity for its own sake. You excel in interpreting complex technical products and expressing them in terms that resonate with buyers, subsequently creating the programs that convert that positioning into sales pipelines.
You find marketing that prioritizes features over tangible outcomes to be inadequate. Your writing is geared toward buyers rather than your personal preferences. You recognize that psychiatrists are less concerned with "AI-powered LLMs" and more focused on reducing their documentation time to increase patient interaction.
Your experience includes marketing to healthcare professionals with a deep understanding of the unique dynamics involving clinical buyers. You effectively balance technical credibility with approachable messaging and have successfully launched products in regulated sectors while navigating compliance requirements.
You are a strong writer—your work is not only grammatically correct but also persuasive and succinct. You can craft a one-pager that is fully engaging. You gauge the effectiveness of your marketing efforts and optimize them based on data rather than opinions. You recognize that, in healthcare, offline channels (such as conferences, field partnerships, and provider networks) are as crucial as digital ones.
What Success Looks Like
- Clear and resonant positioning that connects with target buyers—sales team feedback indicates that messaging is effective.
- Regularly utilized GTM materials that the sales team employs in their efforts.
- Active demand generation programs that yield qualified top-of-funnel leads.
- Improvement in campaign ROI tracking—you are aware of costs per lead, conversion rates, and the pipeline impact by channel.
- A consistent content calendar—regular and high-quality content across blogs, emails, and social media platforms.
- The website effectively communicates value propositions and stimulates conversions.
- Case studies and customer narratives showcase real-world outcomes.
- Competitive intelligence contributes valuable insights to product and GTM strategies.
- Marketing materials meet clinical review standards—accurate, credible, and compliant.
- The marketing function is stronger, more strategic, and more effective than when you joined.
Requirements
Required
- 4-8 years of experience in product marketing for B2B SaaS — you have successfully positioned and launched products targeting enterprise buyers.
- Experience in owning or significantly influencing demand generation or campaign-led growth — you have designed and executed marketing programs that effectively generate a sales pipeline, rather than merely creating collateral.
- Familiarity with marketing performance metrics (CAC, conversion rates, funnel drop-off, ROI by channel) — you consistently track, analyze, and optimize activities based on data insights.
- Experience with event or conference-driven marketing (healthcare preferred) — you are knowledgeable in booth strategy, lead capture, and field marketing.
- Experience marketing to US healthcare buyers (providers, practices, health systems) — you have a solid understanding of the buyer journey and clinical decision-making processes.
- Excellent writing skills — you can create compelling, concise, and clinically relevant marketing copy. (Please include a writing sample with your application.)
- B2B SaaS marketing experience — you are familiar with the enterprise sales cycle, buyer personas, and effective content strategies.
- Willingness to work US-overlap hours (IST evenings) and communicate fluently with American healthcare professionals.
- Strong command of English communication — you excel in asynchronous communication, producing clear written briefs, positioning documents, and campaign plans.
Strongly Preferred
- Experience in the behavioral health or mental health industry.
- Background in marketing AI/technology products to clinical audiences.
- Familiarity with HubSpot or other marketing automation platforms.
- Understanding of healthcare compliance (e.g., HIPAA, clinical accuracy standards).
- Experience managing multi-channel campaigns (content, email, paid advertisements, events).
Nice to Have
- Basic design skills for creating quick collateral (Canva, Figma).
- Experience in SEO and content marketing.
- Experience with video content creation and webinars.
- Previous experience working at a startup (Series A or earlier).
Schedule
Evening IST hours with 4–8 hours of daily overlap with US Pacific (9am–5pm PT). You are encouraged to propose a schedule that works best for you — our priority is on ensuring overlap and communication availability rather than adhering to strict clock-in times.
Benefits
Salary range between ₹18–30 LPA, based on skills and responsibilities
Remote work options available throughout India
Equipment allowance provided
Locally recognized holidays (India)
Flexible paid time off policy
Direct access to product and GTM leadership
Opportunity to build marketing practices from the ground up
