Healthcare go-to-market & product marketing
Seventeen years at one company. Four completely different markets.
I led healthcare go-to-market through the ACA rollout and the regulatory rebuild that followed, through the TriZetto–Cognizant integration, through the convergence of payer and provider economics, and through the enterprise shift to SaaS, cloud, and AI. Same employer, four market cycles, and a portfolio that grew past $500M. What carries across all of it: taking complex healthcare solutions and building the narratives that move C-suite, clinical, and technical buyers.
The record
| Payer portfolio ownedCommercial, managed Medicaid, Medicare Advantage, PBM | $500M+ |
| Revenue attainmentAgainst top-line objectives | 125% |
| ARR generatedAI, SaaS, and managed services solutions | $40M |
| Pipeline createdAccount-based marketing programs | $35M |
| Revenue influencedAcross 32 strategic accounts | $22M |
| Year-over-year growthFrom restructured sales programs | 122% |
| Customer stories producedIndustry awards program built from scratch | 80+ |
Four market cycles
Healthcare does not sit still. Every few years a mandate, an acquisition, or a technology shift resets what buyers care about. These are the resets I marketed through.
Healthcare GTM & Product Marketing Advisor
Independent practice
Advising healthcare technology and SaaS organizations on go-to-market strategy, positioning, and demand generation. Messaging frameworks and ICP refinement for growth-stage companies, regulatory landscape assessment across CMS, interoperability, and TEFCA, and sales enablement built for payer, provider, and employer audiences.
Associate Vice President, Product Marketing
Cognizant · formerly TriZetto
Market context: the TriZetto–Cognizant integration, payer-provider convergence, and the enterprise shift to SaaS, cloud, and AI. Owned end-to-end commercialization and go-to-market for a $500M+ payer portfolio, including the first-to-market campaign for the CMS prior authorization mandate.
Director, Product Marketing
TriZetto
Market context: the ACA rollout and the regulatory rebuild of the payer market. Positioned the organization as an ACA thought leader with health plans, driving 31 new core administration opportunities and 110% of revenue objectives across a $250M portfolio.
Enterprise software and managed care
Sybase · Sloans Lake Managed Care
Regional go-to-market and demand generation for a multi-product enterprise software portfolio, following operational leadership inside a managed care organization running HMO, PPO, and PIP lines of business. The payer economics came first; the marketing came after.
Selected work
Case study · CMS-0057 prior authorization
Selling the category before the product
CMS finalized the Interoperability and Prior Authorization rule and put every health plan in the country on a compliance clock. Vendors raced to market solutions. Very few actually had one, and neither did we yet. The challenge was owning the most urgent conversation in the payer market for months without a product we could sell.
Rather than pitch something we could not deliver, we led with the TriZetto® Unify strategy, a platform and framework for payer-provider collaboration. That reframed the conversation from a prior authorization point solution to how you build for prior authorization and everything that comes after it.
- 20+ payer clients into pipeline ahead of general market availability
- One full-funnel motion, re-run at each stage as the capability matured
- Counter-positioned against API-light competitors by reframing a compliance purchase as an architecture decision
How I work
I sit at the intersection of product, sales, and marketing, and I ask questions like a product person. Not what the market says, but what is actually true about the solution. Most healthcare messaging sounds identical because everyone stops at the category language. I keep going until we reach the one thing only this company can say, then build the go-to-market around it.
Go-to-market & product marketing
- Messaging and positioning
- Value propositions
- ICPs and buyer personas
- Competitive intelligence
- Win/loss analysis
- Analyst and public relations
Demand & performance
- Multichannel campaigns
- SEO, SEM, and paid media
- Account-based marketing
- Marketing automation
- Attribution modeling
- Lifecycle management
Leadership & strategy
- Team building
- OKRs and operating cadence
- Cross-functional alignment
- Sales enablement
- Executive communication
- Vendor and agency management