Responsibilities

• Partner closely with Product Marketing VPs to develop cohesive strategy for B2B and B2C in line with annual commercial goals.
• Own the integrated demand generation strategy across B2B enterprise pipeline and B2C direct acquisition — setting targets, channel mix, and budget allocation.
• Lead a team responsible for B2B marketing program and B2C including product websites. Evolve approach to ensure clear B2B2C hand offs and measurement approach.
• Lead the paid media team, leveraging a shared channel infrastructure, and creating new measurement and optimization approach.
• Build and own the cross-motion attribution model in partnership with Marketing Intelligence & Strategy, Customer Experience & Events, and Finance.
• Drive performance marketing at scale: paid search, paid social, programmatic, affiliate, and lifecycle across both motions.
• Set the acquisition strategy for B2C — understanding the distinct funnels for Osmosis, ClinicalKey AI, and Complete Anatomy direct purchasers.
• Partner with VP, Marketing Intelligence & Strategy on audience intelligence, segmentation, and investment optimization.
• Present performance & optimization approach to senior leadership on a regular cadence.

Requirements

• 12+ years of growth or demand generation experience; 4+ years in a senior leadership role owning pipeline or revenue targets.
• Track record of building and scaling demand generation in a complex, multi-motion environment (B2B and B2C, or enterprise and consumer).
• Deep fluency in performance marketing channels — paid search, paid social, programmatic, lifecycle/CRM — with the ability to build strategy and challenge the team on execution.
• Strong analytical instincts: you are comfortable owning a number, diagnosing pipeline problems, and adjusting levers quickly.
• Direct experience with AI-powered marketing tools, personalization platforms, and the emerging landscape of autonomous content operations.
• People leadership experience: you have built and led high-performing analytical and strategic marketing teams. Ability to attract, develop, and retain exceptional marketing talent.
• Experience buying media in-house coupled with experience outsourcing media buying to a partner.
• Experience with CRM (Salesforce), Marketing Automation (Braze, Marketo or HubSpot), and attribution or BI platforms.
• Experience in health tech, edtech, or professional information markets — particularly where enterprise and direct revenue coexist.
• Familiarity with HCP or clinical professional marketing and the compliance considerations involved.

Benefits

• We promote a healthy work/life balance across the organization. We offer an appealing working prospect for our people. With numerous wellbeing initiatives, shared parental leave, study assistance and sabbaticals, we will help you meet your immediate responsibilities and your long-term goals.
• Working flexible hours - flexing the times when you work in the day to help you fit everything in and work when you are the most productive