Director, Product Marketing & Commercialization

The Role

Lead the product marketing and commercialization organization responsible for turning product strategy into clear market value, successful launches, strong commercial readiness, and sustained customer adoption.

At Wolters Kluwer Health, the UpToDate suite supports millions of clinical decisions every day. As our portfolio evolves through AI-enabled experiences, new clinical workflows, major product enhancements, and expanded customer solutions, we need a strong product marketing and commercialization function that connects customer needs, market dynamics, product capabilities, and business priorities.

As Director, Product Marketing & Commercialization, you will lead the organization responsible for Product Marketing, Market Intelligence, Competitive Intelligence, Market Research, and Product Packaging and Go-to-Market for the Clinical Decision Support portfolio.

You will define how products are validated, positioned, packaged, launched, enabled, adopted, and optimized throughout the product lifecycle. You will lead and develop a team of product marketing and insights professionals and work closely with Product Management, Marketing, Sales, Customer Success, Professional Services, Partnerships, Strategy, Finance, Training, Operations, and Executive Leadership.

This role requires a leader who can set strategy, build organizational capabilities, develop talent, align complex cross-functional teams, and ensure high-quality execution. You will serve as a senior advisor to Product and business leadership on customer needs, market dynamics, competitive differentiation, commercialization choices, and growth opportunities.

What You’ll Do

Product Marketing and Commercialization Leadership

• •Define and execute the Product Marketing and Commercialization strategy for the Clinical Decision Support portfolio.
• •Lead and develop the organization responsible for Product Marketing, Market Intelligence, Competitive Intelligence, Market Research, and Product Packaging and Go-to-Market.
• •Establish clear priorities, roles, responsibilities, operating rhythms, and decision rights across the function.
• •Allocate resources across product launches, portfolio initiatives, market opportunities, and strategic priorities.
• •Build a high-performing, customer-centric, and market-driven team with strong capabilities in product marketing, commercialization, research, packaging, and competitive strategy.
• •Coach and develop product marketing and market insights leaders and specialists.
• •Serve as a senior advisor to Product and Executive Leadership on commercialization strategy, portfolio opportunities, customer needs, market dynamics, and competitive risks.

Product Positioning and Messaging

• •Own the product positioning and messaging architecture for the Clinical Decision Support portfolio.
• •Ensure products and capabilities have clear, differentiated positioning grounded in customer needs, market evidence, product value, and competitive advantage.
• •Oversee the development and maintenance of value propositions, persona-based messaging, use cases, proof points, product narratives, and Product Value Messaging documents.
• •Ensure messaging is accurate, compelling, consistent, and usable across sales materials, campaigns, training, demos, partnerships, and customer communications.
• •Establish standards and governance for product messaging and customer-facing product content.
• •Ensure customer and market feedback is regularly incorporated into positioning, messaging, campaign planning, and product decisions.

Go-to-Market and Launch Strategy

• •Own the commercialization framework from early opportunity validation through Early Engagement, Limited Market Release, General Availability, adoption, and lifecycle optimization.
• •Lead go-to-market strategy for new products, AI-enabled capabilities, major enhancements, and priority portfolio initiatives.
• •Establish launch governance, readiness criteria, milestones, decision points, commercialization plans, and cross-functional accountability.
• •Ensure Product Marketing is involved early enough to influence target customer selection, use cases, value propositions, market validation, packaging, and commercial viability.
• •Coordinate launch activities across Product, Marketing, Sales, Customer Success, Professional Services, Partnerships, Training, Finance, Legal, Operations, and other stakeholders.
• •Ensure launches have clear target customers, validated customer needs, differentiated positioning, effective packaging, enablement plans, adoption strategies, and measurable outcomes.
• •Drive consistency and continuous improvement across product launches and commercialization practices.

Packaging and Commercial Strategy

• •Lead product packaging and offer strategy across the portfolio.
• •Establish the approach for solution packaging, feature and capability grouping, offer design, naming, bundling, and portfolio architecture.
• •Partner with Product, Strategy, Finance, Sales, and business leadership to inform pricing strategy, willingness-to-pay research, business cases, market sizing, pipeline assumptions, and revenue opportunities.
• •Ensure packaging decisions are grounded in customer needs, purchasing behavior, competitive dynamics, product value, and operational feasibility.
• •Identify opportunities to simplify the portfolio, improve customer understanding, strengthen differentiation, and support commercial growth.

Commercial Enablement and Readiness

• •Provide leadership for commercial readiness across Sales, Customer Success, Professional Services, Partnerships, Marketing, Training, and other market-facing teams.
• •Establish governance and quality standards for sales enablement, product collateral, pitch decks, demo narratives, sell sheets, FAQs, release communications, and customer-facing materials.
• •Ensure market-facing teams understand product value, target customers, priority use cases, competitive differentiation, packaging, and launch strategy.
• •Partner with Sales Training and functional leaders to develop product and competitive training programs.
• •Measure the usefulness, adoption, and effectiveness of product marketing and enablement materials.
• •Drive alignment across market-facing teams to support successful launches, adoption, customer value realization, and portfolio growth.

Market and Customer Intelligence

• •Lead the market intelligence strategy for the Clinical Decision Support business.
• •Ensure customer, buyer, user, market, and industry insights inform product strategy, portfolio decisions, positioning, packaging, and commercialization priorities.
• •Oversee Voice of Customer programs, customer interviews, user forums, market trend monitoring, segmentation, market sizing, and primary and secondary research.
• •Ensure the organization proactively identifies emerging customer needs, purchasing dynamics, technology shifts, market risks, and growth opportunities.
• •Establish a regular cadence of market insights, customer need themes, leadership briefings, and actionable recommendations.
• •Ensure market insights are clearly communicated to Product teams, Strategy, Marketing, commercial stakeholders, and Executive Leadership.

Competitive Intelligence

• •Provide leadership and oversight for the competitive intelligence function.
• •Ensure timely and actionable competitive intelligence helps Product, Sales, Customer Success, Marketing, and Executive Leadership anticipate market shifts and respond effectively.
• •Oversee competitor monitoring, rapid-response analysis, battlecards, competitive briefings, conference intelligence, product comparisons, and field enablement.
• •Ensure competitive insights are translated into implications for product strategy, positioning, messaging, packaging, roadmap decisions, and commercial execution.
• •Increase awareness, adoption, and effective use of competitive intelligence resources across the organization.
• •Foster a culture of competitive awareness and market responsiveness.