---
title: 'Senior Product and Go-to-Market Strategist at BetterUp'
canonical: 'https://feeny.ai/job/senior-product-and-go-to-market-strategist-betterup-all-hubs-s15thp9k9dxe'
type: 'job'
last_seen: '2026-10-17'
---

# Senior Product and Go-to-Market Strategist at BetterUp

- **Company:** BetterUp
- **Location:** All Hubs
- **Employment:** full-time
- **Work type:** hybrid
- **Posted:** 2026-10-09
- **Last confirmed live:** 2026-10-17
- **Apply:** https://jobs.ashbyhq.com/betterup/187caa1a-8839-4d95-9ce0-a89cdd41a0ef

## Job description

Senior Product and Go-to-Market Strategist United States (Hub-based)

Let's face it, a company whose mission is human transformation better have some fresh thinking about the employer/employee relationship.

We do. We can't cram it all in here, but you'll start noticing it from the first interview. Even our candidate experience is different. And when you get an offer from us (and accept it), you get way more than a paycheck. You get a personal BetterUp Coach, a development plan, a trained and coached manager, the most amazing team you've ever met (yes, each with their own personal BetterUp Coach), and most importantly, work that matters.

This makes for a remarkably focused and fulfilling work experience. Frankly, it's not for everyone. But for people with fire in their belly, it's a game-changing, career-defining, soul-lifting move.

Join us and we promise you the most intense and fulfilling years of your career, doing life-changing work in a fun, inventive, soulful culture.

If that sounds exciting, and the job description below feels like a fit, we really should start talking.

We are a hybrid company with a focus on in-person collaboration when necessary. Employees are expected to be available to work from one of our office hubs at least two days per week, or eight days per month. Our US hub locations include: Austin, TX; New York City, NY; San Francisco, CA; and the Washington, DC metro area. Please ensure you can realistically commit to this structure before applying.

The Opportunity BetterUp is hiring a Senior Product and Go-to-Market Strategist to own the positioning and narrative that drive our full customer journey, grounded in a deep understanding of the business problems our customers face and the market and customer intelligence that explains them. This is not a traditional product marketing role organized around a single product or a queue of field requests. You'll be deployed against BetterUp's highest-priority growth and go-to-market problems. You'll turn win/loss patterns, buyer and customer research, competitive signals, and account-level data into clear strategic choices about where and how BetterUp competes, and then into the messaging and assets the field uses every day. You'll report to the Vice President of Product Marketing and operate as a strategic partner to the business: structuring ambiguous problems fast, influencing Sales, Customer Success, Product, Demand Gen , and shipping high-craft work without waiting to be tasked. This is a senior individual contributor role with no direct reports, built for someone who wants to be in the room while BetterUp's multi-product platform story and AI-native operating model take shape.

What success looks like in your first year

- An executive-persona messaging framework grounded in the business problems CHROs, CEOs, CFOs, and transformation leaders are solving, and adopted as the single source the field works from.
- A unified platform story that replaces product-by-product pitching and positions BetterUp clearly against build-vs-buy and general-purpose AI.
- A CHRO business-case toolkit that equips our champions to win budget and buy-in from their CEO and executive team.
- A reusable deal-story system: frameworks and examples by business problem (M&A integration, restructuring, AI transformation) that sellers and squad leads run with, replacing one-off deck requests.
- A sharper category point of view on AI transformation and the new workforce that fuels executive thought leadership.

## What you'll do

- Start from the customer's business problem. Build a deep understanding of the enterprise-level problems that keep CEOs, CFOs, and CHROs up at night, such as integrating teams after an M&A deal, missing goals quarter after quarter, executing a strategy through a restructuring, scaling through rapid growth without losing performance, and driving AI transformation that the workforce actually adopts. Connect those problems to BetterUp's solution in a customer-centric way, so that positioning, messaging, and proof start from the customer's reality instead of our product features.
- Apply and inform market and customer intelligence. Partner with the team that leads market and customer intelligence. Use their win/loss, buyer, competitive, and account data to make strategic positioning and messaging choices, and feed back what you learn from the field, customer conversations, and your own analysis to sharpen their research.
- Own positioning and messaging across the customer journey. Define how BetterUp shows up to net-new buyers and existing customers, across web, campaigns, events, sales conversations, QBRs, and renewals. The platform story should land in 30 seconds and hold up over a long sales cycle.
- Lead the multi-product and platform narrative. Own the strategy and story that moves single-product accounts to platform accounts. Measure success in pipeline, net retention, and platform conversion, not in deck count.
- Lead product launches into market. Own end-to-end launch strategy and narrative for new products and capabilities, including positioning, naming, proof, sales narrative, and analyst story, in partnership with Product, Demand Gen, and Brand.
- Turn strategy into scalable field systems. Diagnose where deals and renewals stall, then build the reusable narratives, competitive plays, value-realization stories, and customer proof that fix it: the canonical pitch, battlecards, QBR and renewal playbooks, and a case-study engine, written tightly enough that Sales and CS don't rewrite them for every account.
- Sharpen BetterUp's category position. Help define how we talk about human transformation, what we stand for, and where the market is heading, and bring that point of view into analyst, executive, and field conversations.
- Operate AI-native. Use AI to compress research, synthesize across accounts, draft, and iterate faster, and contribute to the VP's operating model for how the team uses AI in strategy and narrative work.

If you have some or all of the following, please apply:

- 8+ years of experience in strategy consulting with Bain & Company, McKinsey, or BCG. Additional experience in a lean, high-growth scale-up is a plus. Direct product marketing, HR tech, or B2B SaaS experience is helpful but not required if you bring strong strategy, synthesis, and storytelling skills
- Strategic and analytical excellence: You combine structured, analytical thinking with creative problem-solving. You can take a messy, ambiguous situation, frame the issue, map the options, and turn data into clear strategic choices within days.
- Relentless curiosity: You want to understand how a business works, why a buyer said no, and what the data isn't telling you yet. You ask the next question before someone asks you.
- A customer-centric instinct for enterprise problems: You're energized by understanding the business problems executives face and connecting them to a solution in language they recognize and repeat.
- Craft of writing: You can write a pitch that lands, a narrative that builds, and a customer-facing line a CHRO repeats word for word. You care about sentences.
- Cross-functional influence: You build trust quickly with Product, Sales, Customer Success, Demand Gen, and senior executives, and you bring structure to the work, which makes every room sharper.
- Hypothesis-driven thinking with shipping discipline: You form a point of view, pressure-test it against data and customer signal, and then ship. You build; you don't just recommend.
- Agility and resilience: You thrive in a fast-paced, ambiguous environment where priorities shift, and you stay focused on impact.
- AI fluency: You drive strategy for how AI improves your function, identifying high-leverage opportunities and quantifying the impact on key business metrics. You also teach and influence others through your AI expertise.
- Enterprise buyer exposure: Experience selling to or working directly with executive buyers such as CHROs, CFOs, and CEOs, and with the buying committees around them.
- Pace and environment: Experience in a lean, high-growth scale-up where the work is built as it goes, not maintained.

AI at BetterUp Our team thrives at the intersection of human expertise and AI capability. As an AI-forward company, adaptation and continuous learning are part of our daily work. We're looking for teammates who are excited to evolve alongside technology: people who experiment boldly, share their discoveries openly, and help define best practices for AI-augmented work. These professionals thoughtfully integrate AI into their work to deliver exceptional results while maintaining the human judgment and creativity that drives real innovation. During our interview process, you'll have opportunities to showcase how you harness AI to learn, iterate, and amplify your impact.

## Benefits

At BetterUp, we are committed to living out our mission every day and that starts with providing benefits that allow our employees to care for themselves, support their families, and give back to their community.

- Access to BetterUp coaching; one for you and one for a friend or family member
- A competitive compensation plan with opportunity for advancement
- Medical, dental, and vision insurance
- Flexible paid time off
- Per year:
- All federal/statutory holidays observed
- 4 BetterUp Inner Workdays (https://www.betterup.co/inner-work)
- 5 Volunteer Days to give back
- Learning and Development stipend
- Company wide Summer & Winter breaks
- Year-round charitable contribution of your choice on behalf of BetterUp
- 401(k) self contribution

We are dedicated to building diverse teams that fuel an authentic workplace and sense of belonging for each and every employee. We know applying for a job can be intimidating, please don't hesitate to reach out. We encourage everyone interested in joining us to apply. BetterUp Inc. provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, disability, genetics, gender, sexual orientation, age, marital status, veteran status. In addition to federal law requirements, BetterUp Inc. complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training. The base salary range for this role is as follows: $156,000 – $195,00 USD: New York City and San Francisco $140,000 – $193,000 USD: All other US locations

## About BetterUp

## Company Overview
- **One-liner**: BetterUp provides a human transformation platform that combines AI coaching, human expertise, and behavioral science to help organizations improve employee performance, resilience, and well-being.
- **Entity Type**: Private (venture-backed)
- **Headquarters**: San Francisco, CA, US
- **Founded**: Not publicly available (company description references “over a decade” of history)
- **Founders**: Alexi Robichaux (CEO), Eduardo (Eddie) Medina (COO)

## Core Business
- **Primary industry/industries**: Employee coaching, mental health & well-being, human resources technology, workforce transformation
- **Target customers**: B2B Enterprise – works with over 750 enterprise customers including NASA, Google, Snap Inc., Hilton, and Warner Media; serves executives, managers, high-potential talent, and frontline teams
- **Mission**: “To help people live with greater clarity, purpose, and energy at work, and to help organizations turn that human capacity into sustained performance.”

## Products & Services
- **BetterUp Grow™**: AI coaching delivered in-the-moment to the entire workforce, personalized to the skills the business requires. Type: SaaS (AI + human coaching platform)
- **BetterUp Manage™**: Always-on coaching for managers to develop their teams, execute priorities, and improve performance. Type: SaaS
- **BetterUp Ready™**: Resilience and adaptability coaching to keep employees productive during organizational change. Type: SaaS
- **BetterUp (Core Platform)**: The full Human Transformation Platform combining human + AI coaching, behavioral science, and enterprise data analytics. Includes a network of over 4,000 coaches across 70+ countries.

## Market Standing
- **Valuation/Market Cap**: Not disclosed
- **Key Metric**: Not publicly available (company is private; 14× average ROI reported from customer studies)
- **Notable Investors/Partners**: Not specified in available sources (press reports include Wellington Management, ICONIQ Growth, Lightspeed Venture Partners; not confirmed by provided data)
- **Growth Signals**: 656 US‑based employees (medium-size company); 14× average return on investment; 50% reduction in voluntary turnover; 7.5% increase in revenue; 41% lift in percentage of employees rated as top-tier; 90% of employees say it’s a great place to work; 96% are proud to work there

## Competitive Advantages
- **Human + AI coaching** grounded in behavioral science and enterprise data – built to prove that growing people grows the business
- **World’s largest virtual coaching network** (4,000+ coaches, 70+ countries, 64 languages)
- **Trusted by prestigious organizations** (NASA, Google, Snap, Hilton, Warner Media, and other Fortune 1000 companies)
- **Enterprise‑grade security**: ISO 27001 and SOC 2 Type II certified; AI governance and data ethics framework
- **Science Board** featuring renowned researchers such as Brené Brown, PhD; Adam Grant, PhD; and Martin E.P. Seligman, PhD
- **Proven ROI metrics** tracked against CFO‑ and board‑level outcomes (regretted attrition, internal mobility, team performance)

## Strategic Focus
- **AI‑era workforce transformation**: Tailoring programs for AI adoption, leadership bench strength, and change readiness
- **Scaling coaching access**: Expanding AI‑powered coaching (BetterUp Grow) to reach entire workforces, not just executives
- **Manager effectiveness**: Invest heavily in manager coaching (BetterUp Manage) to improve execution and team performance
- **Resilience & adaptability**: Helping organizations maintain productivity through disruption via BetterUp Ready

## Why Work Here
- **Culture**: Values include Courage, Empathy, Grit, Playfulness, Craftspersonship, and Zest – described as intense, fast‑paced, and fulfilling; 90% of employees call it a great place to work
- **Work model**: HQ in San Francisco; remote/hybrid policy not explicitly stated in provided sources
- **Benefits & perks** (from careers page):
  - Competitive base salary + equity
  - Comprehensive medical, dental, vision insurance; 401(k)
  - Flexible Time Off (FTO), paid parental leave, backup childcare/eldercare reimbursement
  - $20k family planning stipend
  - $1k annual learning & development stipend
  - $600 annual wellness stipend
  - 5 volunteer days and 4 paid “Inner Work™” days per year
  - Full access to BetterUp platform (coaches, experts, workshops, research)
- **Recognition**: Fortune Best Workplace in Tech, Inc. Best Workplaces, Built In 2024 Best Places to Work, Fast Company Best Workplaces for Innovators, PEOPLE Companies That Care, and more

## Sources
1. [betterup.com/careers](https://www.betterup.com/about-us/careers)
2. [betterup.com/about-us](https://www.betterup.com/about-us)
3. [betterup.com](https://www.betterup.com/)
4. [greatplacetowork.com/certified-company/7005176](https://www.greatplacetowork.com/certified-company/7005176)
5. [linkedin.com/company/betterup](https://www.linkedin.com/company/betterup)

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