Responsibilities

• Execute integrated demand generation campaigns to drive marketing-sourced and marketing-influenced pipeline
• Build and optimize campaign plans across channels (email, paid media, webinars, events, partner campaigns, retargeting)
• Translate ideal customer profiles and account targeting strategy into high-performing programs
• Support ABM execution for named accounts and priority verticals
• Coordinate account-specific plays in partnership with Sales
• Develop and operationalize 1:few and 1:many ABM programs
• Own channel-level performance tracking and optimization (conversion rates, cost per lead, customer acquisition costs, pipeline efficiency)
• Run A/B tests to improve engagement and conversion across the funnel
• Monitor lead quality and work with Sales to improve lead routing, scoring, and follow-up
• Partner with Marketing to produce high-performing campaign assets (ads, landing pages, email copy, webinar materials, one-pagers)
• Ensure messaging aligns with employer buyer needs (HR, Benefits, Total Rewards, Health & Wellbeing)
• Maintain tight weekly alignment with Sales on pipeline targets and campaign performance
• Support field enablement with campaign briefs, talk tracks, and follow-up sequences
• Coordinate with Client Success and member activation teams when employer demand programs require downstream activation support
• Marketing-sourced pipeline
• Marketing-influenced pipeline
• Engagement metrics by channel (CTR, CVR, attendance rates)

Requirements

• 5–8+ years of B2B demand generation experience (enterprise preferred)
• Bachelor’s degree in Marketing or related business degree; MBA or advanced business degree preferred.
• Proven track record of driving pipeline through multi-channel campaigns
• Strong understanding of ABM concepts and enterprise buyer journeys
• Experience partnering closely with Sales teams
• Strong analytical skills and comfort reporting on funnel metrics
• Hands-on experience with marketing automation and CRM systems (e.g., HubSpot, Marketo, Pardot, Salesforce)

Nice to Have

• Experience in healthcare, employer benefits, digital health, health services, or medical devices
• Experience marketing into HR/Benefits/Total Rewards stakeholders and/or health systems