Responsibilities

• Foundation Building & Strategy - Learn our existing core messaging framework that positions and differentiates us from competitors - iterate accordingly. - Audit our current digital presence and create a comprehensive, multi-phased Marketing/Demand Gen roadmap. - Establish baseline metrics and implement tracking across Marketing/Demand Gen activities, then increase brand awareness in a measurable way (e.g. search volume, organic traffic, social engagement).
• Demand Generation & Growth - ABM (Account-Based Marketing): Build targeted campaigns for enterprise and mid-market accounts, working closely with GTM/Sales to penetrate high-value organizations. - SEO/GEO: Own our organic search strategy, from technical SEO to content optimization, ensuring we capture high-intent healthcare technology searches - Paid Ads: Launch and optimize campaigns across LinkedIn, Google Ads, and healthcare-specific platforms, with rigorous ROI tracking. - Events & Conferences: Strategize and execute our presence at key industry events (e.g. HIMSS, ViVE, HLTH), from booth design to speaking opportunities. - Content & Collateral: Create compelling content across the funnel (e.g. blog posts, case studies, whitepapers) - Webinars & Digital Events: Host educational sessions that position us as thought leaders in healthcare interoperability. - Email Marketing & Nurture: Construct nurture sequences that educate, provide value, and guide prospects towards the top-of-funnel.
• GTM/Sales Partnership - Partner with GTM/Sales to generate the highest impact on the activities above, as well as shared pipeline accountability. - Join customer calls to understand pain points and refine messaging. - Own marketing-sourced pipeline targets and work backwards to hit them.
• Analytics & Optimization - Run continuous A/B tests across landing pages, ad copy, and email campaigns. - Build and maintain marketing dashboards tracking MQLs, pipeline contribution, CAC, and ROI by channel.