Senior Marketing Manager — 

Role Overview

We’re seeking a strategic, agile Senior Marketing Manager to lead marketing for the Health Plans (payer) segment. You’ll shape messaging, drive go-to-market strategy, and execute demand-generation campaigns that grow engagement and pipeline within payer organizations. The ideal candidate can translate complex capabilities into clear value and deliver measurable impact across multi-channel programs.

Key Responsibilities

Strategy & Planning

• Define and refine messaging frameworks and positioning to strengthen the brand and value proposition with health plan buyers.

• Develop and execute multi-channel GTM strategies that accelerate pipeline and revenue across priority personas (marketing, clinical, IT, strategy leaders at payers).

• Identify and scale high-performing channels—email, paid media, webinars, SEO, events—to maximize ROI.

• Leverage data and market insights to uncover payer opportunities, inform targeting, and refine campaigns.

• Contribute to GTM planning for product integrations, partnerships, and platform launches.

• Partner with Product Marketing to translate solutions into payer-specific value stories that drive adoption.

Campaigns & Execution

• Lead integrated campaigns targeting payer accounts from awareness through sales enablement.

• Build tailored assets (pitch decks, one-pagers, case studies) for health plan needs.

• Collaborate across content, design, and digital teams to launch landing pages, emails, paid media, webinars, and event activations.

• Use AI-enabled tools to accelerate execution—from copy briefs to actionable insights.

• Experiment to improve campaign speed, efficiency, and impact.

Cross-Functional Alignment

• Partner closely with Strategic Accounts, Sales, and Product on payer strategy and messaging.

• Collaborate with Demand Generation to optimize funnel performance and segment KPIs.

• Share buyer insights (decision-makers, influencers, procurement) to guide content and campaign strategies.

• Maintain the marketing calendar and editorial roadmap for health plan initiatives.

Measurement & Reporting

• Monitor performance and deliver actionable insights to refine messaging, targeting, and segmentation.

• Track and report on KPIs (MQLs, SQLs, engagement, influenced pipeline).

• Provide regular leadership updates highlighting wins, challenges, and next steps.

• Drive continuous improvement using data for deeper personalization and better conversion.

Product & Market Expertise

• Serve as a subject-matter expert on payer audiences, market trends, and competitive dynamics.

• Maintain a library of reusable content and resources tailored for health plan engagement.

• Stay current on payer business models, value-based care, and policy trends to inform strategy.

Required Qualifications

• 5+ years of B2B healthcare marketing experience, ideally with health plans, payers, or health tech.

• Proven success in GTM strategy, campaign execution, and demand generation for healthcare audiences.

• Strong storytelling and communication skills—able to simplify complex capabilities for technical and business audiences.

• Demonstrated ability to lead cross-functional projects and influence in a matrixed environment.

• Data-driven mindset; hands-on with CRM and marketing platforms (e.g., Salesforce, Pardot/Marketo, 6sense, LinkedIn Campaign Manager, Monday.com/Asana).

Preferred Qualifications

• Experience in payer marketing, health IT, or digital health.

• Familiarity with diverse payer personas (product, clinical, strategy, innovation leaders).

• Background in sales enablement and customer success materials.

• Comfortable in high-growth, fast-moving environments and embracing change.