Responsibilities

• Define and own the annual demand generation strategy, translating company growth targets into channel plans, segment priorities, and a pipeline model that maps marketing investment to revenue outcomes.
• Own the demand generation budget, allocating spend across channels, managing vendor and agency relationships, forecasting pipeline contribution by quarter, and presenting ROI to senior leadership.
• Serve as the primary marketing stakeholder for pipeline reporting, co-owning pipeline targets with Sales leadership and participating in QBRs with clear, data-backed readouts on marketing’s contribution.
• Partner with the VP of Sales, VP of Channel, and Chief Commercial Officer to set pipeline coverage goals and continuously evaluate the efficiency of the demand engine relative to other lead sources and growth targets.
• Lead end-to-end demand generation planning and execution across all key channels, including email nurture, paid social, paid search, webinars, content syndication, and emerging programs aligned to pipeline goals.
• Design and run integrated, multi-touch campaigns from concept through launch and optimization, including targeting strategy, offers, landing pages, automation workflows, and conversion paths.
• Build and own an Account-Based Marketing (ABM) program targeting high-value health system and senior care accounts, coordinating 1:1 and 1:few plays with Sales across the buying committee.
• Leverage intent data and audience signals to prioritize in-market accounts, improve targeting precision, and inform content and channel strategy.
• Manage campaign measurement and optimization, including structured testing plans, audience and creative iteration, and clear attribution of spend to pipeline impact.
• Extend demand generation scope beyond new logo acquisition to include lifecycle marketing programs that support customer expansion, cross-sell, and retention in partnership with Account Management and Customer Success.