Director, Marketing - Demand Generation

About the Role

Key Responsibilities

• Develop and implement marketing strategies to achieve business goals, including market penetration, brand awareness, and product adoption.
• Own the full demand engine: website/SEO, paid search/social, ABM, email/nurture, webinars, content syndication, and partner marketing —building integrated campaigns tied to clinical and economic value propositions.
• Build persona-based journeys for ED clinicians, lab leaders, and hospital executives, aligning messages to clinical, operational, quality and financial outcomes.
• Operate as a player/coach; manage and mentor direct reports while contributing as an individual expert.
• Establish tight Sales alignment: shared pipeline targets, lead routing/SLAs, meeting-set rates, and feedback loops with field teams; co-own quarterly integrated business reviews (QBRs).
• Manage segmentation strategy and refine account-based programs across priority IDNs based on hospital size, ED volume, and sepsis protocol maturity.
• Oversee marketing automation and CRM to optimize lead generation, nurturing, and conversion; define scoring models, UTM governance, and multi-touch attribution; maintain clean data and dashboards for performance visibility.
• Maintain a deep understanding of the competitive landscape and market dynamics; translate insights into claim-aligned campaigns in partnership with Upstream Marketing, Medical/Regulatory, adhering to promotional guidelines.
• Monitor and report on marketing performance metrics; own the demand generation budget and reallocate to high-ROI channels; publish monthly spend and pipeline reports.
• Build scalable operational playbooks to improve speed, quality, and repeatability of campaigns.
• Champion a culture of experimentation and continuous learning, including A/B testing.
• Own national tradeshow and webinar strategy, including pre-show ABM, on-site activation, lead capture QA, and post-show workflows; define event ROI models and follow-up cadences.

Requirements

• Minimum of 7 years of marketing experience, with a focus on enterprise-level marketing within the acute-care hospital sector.
• Proven experience supporting successful go-to-market strategies and omnichannel promotional campaigns.
• Strong background in strategy development, segmentation, targeting, and positioning.
• Experience marketing for disruptive technologies in a startup environment.
• Demonstrated ability to lead and develop high-performing teams.
• Proficiency with Microsoft Office and marketing automation tools (e.g., Salesforce, HubSpot).
• Experience with Google Analytics and web CMS (e.g., Webflow /WordPress).
• Proficiency with sales enablement tools (e.g., Showpad).
• Experience managing a national tradeshow circuit (e.g., SCCM, AONL, ADLM, ACEP, IHI).
• Ability to travel 25%-35% of the time.
• MBA preferred.
• Healthcare compliance literacy (on-label promotion, AdvaMed, HIPAA-aware data practices) strongly preferred.
• Diagnostics/MedTech experience (hospital lab purchasing cycles, IDN selling, reimbursement considerations) a plus.

Nice to Have

• MBA degree.
• Healthcare compliance literacy (on-label promotion, AdvaMed, HIPAA-aware data practices).
• Diagnostics/MedTech experience (hospital lab purchasing cycles, IDN selling, reimbursement considerations).

Qualifications

• 7 years of marketing experience, with a focus on enterprise healthcare marketing.
• Proven success supporting go-to-market strategies and omnichannel campaigns.
• Experience marketing disruptive technologies in a startup environment.
• Leadership experience in managing high-performing teams.
• Proficiency with marketing automation and analytics tools.
• Ability to travel 25%-35% of the time.

Benefits & Perks

• Opportunity to work in a mission-driven organization making a real impact on patient care.
• Work in a dynamic startup environment with opportunities for growth and innovation.
• Collaborate with a passionate and dedicated team of professionals.