Experienced & Strategic Marketing Lead

Scottsdale, AZ ***** 415-***-**** ***********@*****.*** linkedin.com/in/aimee-kapfer/

VALUE-BASED MARKETING CROSS-FUNCTIONAL LEADERSHIP GO-TO-MARKET STRATEGY PRODUCT POSITIONING & MESSAGING

SALES ENABLEMENT CUSTOMER INSIGHT & MARKET ANALYSIS

Product marketing leader with a track record of translating complex, technical products into clear, compelling value for everyday users. Skilled at partnering across product, design, and go-to-market teams to craft positioning, drive adoption, and support growth. Thrives in mission-driven environments that prioritize simplicity, accessibility, and real impact for individuals and families.

KEY SKILLS

>Start-to-Scale Solution Marketing

>Customer-Centric Solution Marketing

>Go-to-Market Strategy & Launch Execution

>Demand Generation & Funnel Optimization

>Market Research & Competitive Intelligence

>Thought Leadership & Multimedia Content

>Cross-Functional Collaboration & Stakeholder Alignment

>Voice-of-Customer (VOC) & Customer Advocacy Programs

CAREER EXPERIENCE DRAWBRIDGE HEALTH, New York, NY (March 2024-March 2025)

Director of Product Marketing

•Defined product positioning and messaging for diagnostic technologies aligned with provider workflows.

•Led Go-To-Market planning and cross-functional launch execution across sales, product, and marketing.

•Created thought leadership and ROI content for buyer personas, enhancing engagement and sales performance.

•Conducted competitive assessments and market trend analysis to inform roadmap investments and strategic pivots.

•Delivered sales tools, release communications, and educational materials for product adoption and conversion.

GENOME MEDICAL, San Francisco, CA

Director of Product Marketing (March 2022 - September 2022)

•Built messaging frameworks aligned with evolving payer and provider business models.

•Produced defensible differentiators and solution value content for digital health partners,B2B buyers and patients.

•Collaborated with product teams to integrate VOC insights into roadmap decisions and release planning.

•Supported pricing and commercial strategy with market intelligence and client feedback loops.

Senior Marketing Manager (April 2018 - February 2022)

•Led demand generation strategy that drove 30+ enterprise health customer acquisitions.

•Drove partner enablement and co-marketing for integrated payer/provider/lab value offerings.

•Developed conversion-focused content including sales collateral, client case studies, and web experiences.

•Partnered with clinical and success teams to gather satisfaction metrics and build patient-centered messaging.

EXPLORAGEN, Scottsdale, AZ (April 2017-May 2018)

Senior Product Marketing Manager

•Drove GTM strategy for consumer genomics tools targeting health-conscious end users.

•Conducted VOC and pricing research to refine roadmap and market fit.

•Created launch collateral and digital content across all phases of the marketing funnel.

•Translated customer insights into narrative-led brand campaigns that improved acquisition efficiency and lifetime value.

•Managed end-to-end creation of marketing assets, including digital content, investor decks, and trade show collateral.

EDUCATION

Arizona State University

Bachelor of Arts in Mass Communications & Sociology Magna Cum Laude

MARKETING TOOLS & TECHNOLOGY

Marketing Automation & CRM: HubSpot, Salesforce (Marketing, Sales and Health Cloud), MixPanel Analytics & Optimization: Google Analytics, Google Tag Manager, Looker, Tableau, Qualtrics, Redox Industry Data Sources: Definitive Healthcare, CMS Care Compare

Web & CMS Platforms: WordPress, Webflow, Shopify, WooCommerce

Creative & Design Tools: Adobe Creative Suite, Canva, Figma

Project & Product Management: JIRA, Trello, Aha, Basecamp

Social & Campaign Management: Meta Ads Manager, Google Marketing Platform, LinkedIn, Twitter (X), Instagram

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