Job opening

PurpleLab® is seeking a highly motivated and results-oriented Demand Generation Marketing Manager to spearhead growth within our Payer / Provider vertical. This role will be dedicated to developing, implementing, and optimizing multi-channel demand generation programs specifically healthcare insurers, healthcare provider organizations (HCOs) and digital health companies. You will be instrumental in building a strong pipeline for our sales team focused on this specialized market segment, capitalizing on the
significant growth potential within this vertical and directly impacting PurpleLab’s market leadership.

What You’ll Do:

• Develop and Execute Targeted Demand Generation Strategies: Design and implement comprehensive demand generation strategies and campaigns deeply tailored to the unique needs of the healthcare vertical, considering the typically longer B2B sales cycles in this sector. This includes leveraging a mix of digital marketing channels such as SEO/SEM, content marketing, email marketing, social media, webinars, paid advertising, and industry events relevant to this sector, as well as potentially relevant traditional channels.
  
  
• Niche Audience Campaign Management: Plan, execute, and optimize highly targeted marketing campaigns that demonstrate a deep and nuanced understanding of the specific pain points, overarching business objectives, and unique interests of key decision-makers within the healthcare ecosystem. Campaigns must explicitly address the regulatory and compliance considerations intrinsic to this industry, including HIPAA and FDA regulations.
  
  
• Specialized Content Marketing Collaboration: Partner with internal SMEs to develop compelling and relevant content (e.g., white papers, case studies showcasing real world data success, blog posts addressing industry challenges, infographics highlighting data-driven improved outcomes and ROI) that not only attracts and nurtures leads but also educates and builds enduring trust with this sophisticated audience. This involves showcasing verifiable success stories and addressing the unique challenges of data-driven decision making, striking a balance between promotion and high-value education. Collaboration with industry experts or KOLs and exploring formats like peer-reviewed publications and expert roundtables may also be beneficial.
  
  
• Email Marketing Payers and Providers: Develop and manage highly segmented and deeply personalized email marketing campaigns tailored to the specific pain points and interests of payers, providers and digital health ICPs , including sophisticated automation workflows for effective lead nurturing and thorough performance analysis. Email content should be succinct, highly relevant, and provide immediate value, adhering to email marketing best practices.
  
  
• Strategic Paid Advertising: Plan, execute, and optimize paid advertising campaigns across relevant platforms (e.g., LinkedIn, industry specific publications and websites serving the verticals, Google Ads for targeted keywords, retargeting campaigns) to reach target audiences and generate qualified leads within budget, strategically utilizing the most effective platforms for this B2B audience.
  
  
• Webinars and Industry Engagement: Conceptualize, plan, and execute webinars, virtual events, and participation in industry conferences and forums relevant to payers, providers and digital health companies to generate leads and build brand awareness, offering genuine value and insightful educational content.
  
  
• Marketing Automation for Targeted Nurturing: Utilize our marketing automation platform (HubSpot) to build and manage highly targeted and personalized lead nurturing workflows specifically designed for the ICPs within the payer / provider vertical, track campaign performance, and optimize lead scoring based on their engagement.
  
  
• Performance Measurement and ROI Analysis: Track, measure, and report on the performance of demand generation campaigns targeting this vertical, defining and diligently tracking relevant KPIs (e.g., lead generation rate, conversion rates, website traffic, engagement metrics, ROI), providing specific insights and recommendations for continuous improvement and optimization of ROI within this niche.
  
  
• Specialized Sales Alignment: Collaborate closely with the sales team focused on the payer / provider vertical to ensure alignment on lead quality, volume targets, and sales enablement initiatives, proactively developing and providing specialized sales enablement materials tailored to the needs and language of advertising agencies and ad tech companies.
  
  
• Market Intelligence for Advertising: Stay informed about trends, challenges, and opportunities within the payer, provider and digital health markets, proactively gathering, analyzing, and disseminating market intelligence focused on the evolving data and technology needs of these organizations.
  
  
• Budget Management for Vertical Focus: Manage the demand generation budget specifically allocated to programs targeting the payer / provider vertical, ensuring strategic and meticulous resource allocation and maximizing campaign effectiveness within this segment.

What You’ll Bring:

• Bachelor’s degree in Marketing, Business, Advertising, or a related field. MBA a plus.
• Minimum of 5+ years of experience in demand generation marketing, with a proven track record of developing and executing successful campaigns.
• Direct experience marketing to healthcare provider and/or insurers is essential.
• Familiarity with the payer and provider markets and the unique challenges within this industry is essential. 
• Strong understanding of the healthcare landscape, pain points and the data needs of these organizations.
• Hands-on experience with marketing automation platforms (HubSpot experience is essential).
• Excellent analytical skills with the ability to interpret data, generate insights, and make data-driven decisions specific to advertising campaign performance.
• Strong project management and organizational skills with the ability to manage multiple projects simultaneously and meet deadlines in a fast-paced environment.
• Excellent written and verbal communication skills, with the ability to articulate value propositions relevant to advertising agencies and ad tech providers.
• Ability to work independently and collaboratively within a fast-paced, dynamic environment.
• A proactive, results-oriented mindset with a passion for driving growth within the advertising technology sector.
• Proven track record of developing and executing successful demand generation campaigns specifically targeting the payer and/or provider vertical, with demonstrable results in lead generation, pipeline growth, and ROI optimization.
• Preferred: Experience with account-based marketing (ABM) strategies and their successful implementation in reaching and engaging advertising agency and ad tech clients within a B2B context.

Why PurpleLab?

• Be part of a rapidly growing and innovative company at the intersection of healthcare data and advertising technology.
• Make a significant impact by empowering payers and providers with actionable data that they can use to improve health outcomes.
• Work with a talented and passionate team dedicated to innovation.
• Enjoy a competitive salary and benefits package.
• Opportunity for professional growth and development within a specialized and evolving market.
• A collaborative and supportive work environment.
• Opportunity to be a key player in a company that is at the forefront of revolutionizing the impact of healthcare data, a rapidly evolving and high-demand market with significant and untapped growth potential.
• Be at the vanguard of enabling data-driven advertising solutions specifically for the life sciences and healthcare industries, directly contributing to measurable improvements in campaign performance, demonstrably enhanced client outcomes, and significant advancements in how critical health information is strategically communicated.

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The above is intended to describe the general content of and requirements for the performance of this job. It is not to be construed as an exhaustive statement of duties or responsibilities. Nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.