Product Marketing Manager, Consumer/App

About SonderMind
At SonderMind, we believe everyone deserves one personalized, connected, and effective mental health destination to take care of their mental health and well-being at any stage of life. SonderMind care encompasses everything from therapy and medication management to meditation and mindfulness exercises. Our clinicians leverage our digital tools and research to deliver increasingly high-quality care and to develop thriving practices. Combining technology and human connection, SonderMind drives better outcomes through our comprehensive approach. Learn more about SonderMind at sondermind.com or download the mobile app, available on iOS and Android. 
To follow the latest SonderMind news, get to know our clients, and learn about what it's like to work at SonderMind, you can follow us on Instagram,Linkedin , andTwitter.
About the Role
AsProduct Marketing Manager, (Consumer/App),you will own the end-to-end strategy for positioning, messaging, and driving adoption of SonderMind's consumer-facing app. This app is the digital front door to our ecosystem, offering therapy, psychiatry, meditation, and self-guided mental health tools. The role requires a strategic, creative, and highly analytical marketer who can work cross-functionally to ensure our app resonates with clients, delivers value, and drives long-term engagement. We are seeking a strategic, innovative product marketing leader who can: (1) Transform complex product features into compelling user narratives; (2) Drive user acquisition and engagement through data-driven marketing strategies; and (3) Create a holistic approach to positioning SonderMind's digital mental health ecosystem.
This individual will partner closely with Product to translate consumer insights into impactful campaigns and feature launches, ensuring SonderMind continues to set the standard for innovation in digital mental health care.
What you'll be doing:
Strategic Positioning and Messaging: 
Develop a comprehensive positioning strategy that differentiates SonderMind's app in the competitive digital mental health market 
Create nuanced messaging frameworks that speak to diverse user personas (e.g. Millennial females, caregivers, teens/students) 
Craft compelling value propositions that articulate the unique benefits of our integrated mental health platform

Go-to-Market (GTM) Strategy: 
Design and execute comprehensive launch plans for new app features and product updates Develop multi-channel marketing strategies that drive awareness, user acquisition, and retention
Create detailed marketing playbooks for each product feature launch
Develop pre-launch and post-launch performance tracking mechanisms

User Insights and Research: 
Conduct deep-dive user research using qualitative and quantitative methodologies 
Analyze user behavior data to identify engagement patterns, drop-off points, and optimization opportunities 
Develop user personas and journey maps to inform product and marketing strategies Collaborate with UX research team to translate insights into actionable marketing strategies

Content Creation and Storytelling: 
Develop rich, empathetic content that demystifies mental health care 
Design user onboarding experiences that drive initial and sustained engagement 
Create compelling narratives across multiple channels: app copy, marketing emails, social media, website, app store descriptions 
Develop educational content that increases user understanding and comfort with mental health services

Cross-Functional Leadership: 
Act as a strategic bridge between Product, Design, Engineering, and Growth teams 
Facilitate cross-functional workshops to align product features with market needs 
Develop comprehensive communication plans for major product initiatives 
Create internal training materials to ensure team-wide understanding of product positioning

Performance Optimization: 
Establish and track comprehensive KPI dashboards for app performance 
Conduct regular competitive analysis to identify market opportunities 
Develop A/B testing strategies for marketing campaigns and in-app messaging 
Create monthly and quarterly performance reports for leadership

Innovative Growth Strategies: 
Design referral and viral marketing strategies to increase app adoption 
Explore partnerships with mental health influencers, organizations, and platforms 
Develop retention strategies that encourage long-term user engagement 
Create innovative campaign concepts that break through digital marketing noise

Thought Leadership: 
Represent SonderMind at industry conferences and events 
Contribute to thought leadership content in digital health publications 
Build SonderMind's reputation as an innovative leader in digital mental health care

What does success look like? 
X% year-over-year growth in app downloads and active users 
X% improvement in user retention rates 
X% increase in user engagement with app features 
Development of a clear, differentiated market position 
Successful launch of at least 8 major product features with measurable user adoption Establishment of SonderMind as a thought leader in digital mental health

Additional Key Metrics: 
Customer Acquisition Cost (CAC); 
Lifetime Value (LTV) 
Feature adoption rates; 
User satisfaction scores 
Referral rates; 
Conversion rates from free to paid services

Who You Are 
7–9 years of product marketing experience, ideally in consumer-facing apps, SaaS, or health tech.
Proven track record of driving GTM success and delivering measurable growth. 
Experience working with cross-functional teams, including Product, Growth, and Engineering. Exceptional storytelling skills with the ability to translate technical features into user-friendly benefits. 
Strong data and analytical skills; experience with tools like Google Analytics, Amplitude, or similar platforms. 
Ability to manage multiple priorities and thrive in a fast-paced, collaborative environment.

Personal Attributes: 
Strategic thinker with a creative approach to problem-solving. 
Passionate about mental health and digital innovation 
Results-driven, self-starter with a bias for action and accountability. 
Highly collaborative and adaptable 
Comfortable working in a fast-paced, evolving startup environment 
Passion for mental health awareness and technology 
Exceptional project management and prioritization skills

Our Benefits 
The anticipated salary range for this role will be $132,000-165,000 per year.
As leaders in redesigning behavioral health, we walk the walk with our employees' benefits. We want the experience of working at SonderMind to accelerate people's careers and enrich their lives, so we focus on meeting SonderMinders wherever they are and supporting them in all facets of their lives and work.
Our benefits include:
A commitment to fostering flexible hybrid work
A generous PTO policy with a minimum of three weeks off per year
Free therapy coverage benefits to ensure our employees have access to the care they need (must be enrolled in our medical plans to participate)
Competitive Medical, Dental, and Vision coverage with plans to meet every need, including HSA ($1,100 company contribution) and FSA options
Employer-paid short-term, long-term disability, life & AD&D to cover life's unexpected events. Not only that, we also cover the difference in salary for up to seven (7) weeks of short-term disability leave (after the required waiting period) should you need to use it.
Eight weeks of paid Parental Leave (if the parent also qualifies for STD, this benefit is in addition which allows between 8-16 weeks of paid leave)
401K retirement plan with 100% matching which immediately vests on up to 4% of base salary
Travel to Denver 1x a year for annual Shift gathering
Fourteen (14) company holidays
Company Shutdown between Christmas and New Years
Supplemental life insurance, pet insurance coverage, commuter benefits and more!

Application Deadline
This position will be an ongoing recruitment process and will be open until filled.
Equal Opportunity
SonderMind does not discriminate in employment opportunities or practices based on race, color, creed, sex, gender, gender identity or expression, pregnancy, childbirth or related medical conditions, religion, veteran and military status, marital status, registered domestic partner status, age, national origin or ancestry, physical or mental disability, medical condition (including genetic information or characteristics), sexual orientation, or any other characteristic protected by applicable federal, state, or local laws.