Responsibilities

• Journey Architecture & Full-Funnel Orchestration: design and operationalize dynamic, multi-channel buyer journeys across the full demand funnel—from top-of-funnel awareness and lead capture, through mid-funnel nurture and qualification, to bottom-of-funnel pipeline acceleration and closed-won conversion.
• Implement “next best action” logic that responds to real-time behavioral signals, intent data, and funnel stage—ensuring every touchpoint is contextually relevant and commercially grounded.
• Define and maintain journey maps at both the individual lead and buying-group level, reflecting the full spectrum of B2B buying dynamics across Zelis’s target segments and personas.
• Integrate account-based marketing (ABM) as a targeted layer within the broader journey architecture—deploying account-level signals and buying-group engagement data to prioritize and personalize outreach for high-value opportunities without sacrificing full-funnel coverage.
• Own the governance model for journey design, including naming conventions, versioning, access controls, and cross-functional review cadences.
• Marketing Automation & Technology Platform: Own the strategy, configuration, and ongoing optimization of HubSpot (or its replacement) as Zelis’s primary marketing automation platform—including lead scoring models, lifecycle stage management, journey automation, email programs, and campaign tracking across the full funnel.
• Partner with the Data & Analytics team to complete the activation of Zelis’s Snowflake-based composable audience data layer, translating first-party data assets into actionable, real-time audience segments that power personalized journeys across paid, owned, and email channels.
• Partner with the Digital Experience team on the strategy and execution of journey integration into the forthcoming Digital Experience Platform (DXP)—ensuring behavioral data, personalization logic, and content targeting are connected to the broader journey architecture.
• Deploy AI and machine learning capabilities within the journey stack to predict drop-off risk, accelerate lead scoring, and surface next-best-action recommendations at scale.
• Work in close partnership with the Marketing Data & Technology team to ensure seamless data flow between HubSpot, Snowflake, Salesforce CRM, the DXP, and ABM platforms—maintaining a single source of truth for lead and account data.
• Evaluate and implement emerging automation and orchestration tools, identifying capabilities that deliver measurable business impact and integrate cleanly with the existing stack.
• Demand Generation & Sales Alignment: Own the operational connection between marketing-generated demand and sales action—defining lead scoring thresholds, MQL-to-SQL handoff criteria, and SLA frameworks that keep Marketing and Sales accountable to shared pipeline goals.
• In partnership with Business Marketing, design and execute top-of-funnel programs that build awareness and generate net-new leads across target segments, working in close coordination with paid media, content, creative and digital experience marketing teams.
• Build mid-funnel nurture infrastructure that moves leads through the consideration stage efficiently—deploying the right content, cadence, and channel mix based on persona, segment, and behavioral signals.
• Partner with Revenue Operations and Sales leadership to maintain shared visibility into funnel health, velocity metrics, and conversion rates at every stage—and drive coordinated action when gaps emerge.
• Lead regular cross-functional reviews of journey and demand gen performance, translating data into prioritized recommendations for Sales and Marketing leadership.
• Measurement, Optimization & Reporting: Establish and maintain journey-level measurement frameworks that tie orchestration activity to commercial outcomes: pipeline velocity, conversion rates, retention lift, and cost-to-serve reduction.
• Design and execute A/B and multivariate experiments across journey branches, content, timing, and channel mix—with a disciplined methodology and a bias toward statistical rigor.
• Build and maintain executive-ready dashboards that communicate journey ROI, program health, and optimization priorities to senior stakeholders.
• Surface data integrity issues proactively and partner with the Marketing Data & Technology team to resolve discrepancies that could compromise journey accuracy or attribution.

Requirements

• 10-12 years of experience in B2B marketing, demand generation, or marketing operations, with at least 3 years in a senior leadership role with direct accountability for pipeline outcomes.
• Demonstrated expertise enabling and technically executing full-funnel demand generation programs—top-of-funnel lead generation, mid-funnel nurture, and bottom-of-funnel pipeline acceleration—in complex, long-cycle B2B or B2B2C environments.
• Deep hands-on proficiency with HubSpot as a marketing automation platform, including lifecycle stage management, workflow automation, lead scoring, and multi-touch campaign execution.
• Experience with ABM platforms (6sense, Demandbase, or equivalent) and the ability to integrate account-level intent and engagement signals into broader full-funnel journey programs.
• Comfort working cross-functionally with data and analytics teams to activate composable audience segments from cloud data platforms (e.g., Snowflake)—translating first-party data assets into actionable marketing programs without requiring deep warehouse engineering experience.
• Familiarity with Digital Experience Platforms (DXP) and the ability to connect web personalization, behavioral data, and content targeting to the broader journey and automation infrastructure.
• Proven ability to implement “next best action” logic and event-triggered automation that responds to buyer behavior across stages, channels, and personas.
• Strong command of data strategy, including first-party data architecture, identity resolution, and integration of behavioral signals into journey systems.
• Experience working with AI and machine learning tools applied to marketing—particularly for predictive lead scoring, personalization, and drop-off modeling.
• Track record of building measurement frameworks that connect journey and demand gen activity to commercial outcomes, and communicating those outcomes clearly to executive audiences.
• Exceptional cross-functional leadership and influence skills; able to drive shared accountability across Marketing, Sales, RevOps, and IT without direct authority.
• Visa sponsorship not accepted at this time.

Preferred

• Experience in healthcare technology, financial services, or other regulated, high-complexity B2B industries preferred.

Benefits

• Zelis’ full-time associates are eligible for a highly competitive benefits package as well, which demonstrates our commitment to our employees’ health, well-being, and financial protection.
• The US-based benefits include a 401k plan with employer match, flexible paid time off, holidays, parental leaves, life and disability insurance, and health benefits including medical, dental, vision, and prescription drug coverage.