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

• wellbeing initiatives, shared parental leave, study assistance and sabbaticals
• Working flexible hours