Director, Demand Generation Marketing

Director Of Demand Generation Marketing

This leader owns the full-funnel journey infrastructure at Zelis: top-of-funnel awareness and lead generation, mid-funnel nurture and qualification, and bottom-of-funnel conversion and pipeline acceleration. They will architect and operate the marketing automation systems, audience data activation layer, and digital experience capabilities that make that infrastructure run—including Hub Spot (or its replacement), a Snowflake-based composable audience platform, and a forthcoming Digital Experience Platform (DXP).

Reporting to the SVP of Digital Marketing, the Director of Demand Generation Marketing is a newly created, high-impact role at the intersection of marketing automation, demand generation, and revenue strategy. Zelis needs a leader who can transform disconnected campaigns into a unified, intelligent system—one that guides buyers from first awareness through consideration, evaluation, and expansion with the technical automation across every channel.

Journey orchestration at Zelis is not a campaign function. It is a business discipline. This role will build and govern the systems, models, and measurement frameworks that make the customer journey our competitive operating system—tying every buyer touchpoint to measurable outcomes including MQL volume, pipeline conversion, engagement and behavioral data capture.

Journey Architecture & Full-Funnel Orchestration

• Working with Business Marketing strategy and Creative Content, design and operationalize dynamic, multi-channel buyer journeys across the full demand funnel—from top-of-funnel awareness and lead capture, through mid-funnel nurture and qualification, to bottom-of-funnel pipeline acceleration and closed-won conversion.
• Implement "next best action" logic that responds to real-time behavioral signals, intent data, and funnel stage—ensuring every touchpoint is contextually relevant and commercially grounded, whether a buyer is discovering Zelis for the first time or evaluating a shortlist.
• Define and maintain journey maps at both the individual lead and buying-group level, reflecting the full spectrum of B2B buying dynamics across Zelis's target segments and personas.
• Integrate account-based marketing (ABM) as a targeted layer within the broader journey architecture—deploying account-level signals and buying-group engagement data to prioritize and personalize outreach for high-value opportunities without sacrificing full-funnel coverage.
• Own the governance model for journey design, including naming conventions, versioning, access controls, and cross-functional review cadences.

Marketing Automation & Technology Platform

• Own the strategy, configuration, and ongoing optimization of Hub Spot (or its replacement) as Zelis's primary marketing automation platform—including lead scoring models, lifecycle stage management, journey automation, email programs, and campaign tracking across the full funnel.
• Partner with the Data & Analytics team to complete the activation of Zelis's Snowflake-based composable audience data layer, translating first-party data assets into actionable, real-time audience segments that power personalized journeys across paid, owned, and email channels.
• Partner with the Digital Experience team on the strategy and execution of journey integration into the forthcoming Digital Experience Platform (DXP)—ensuring behavioral data, personalization logic, and content targeting are connected to the broader journey architecture.
• Deploy AI and machine learning capabilities within the journey stack to predict drop-off risk, accelerate lead scoring, and surface next-best-action recommendations at scale.
• Work in close partnership with the Marketing Data & Technology team to ensure seamless data flow between Hub Spot, Snowflake, Salesforce CRM, the DXP, and ABM platforms—maintaining a single source of truth for lead and account data.
• Evaluate and implement emerging automation and orchestration tools, identifying capabilities that deliver measurable business impact and integrate cleanly with the existing stack.

Demand Generation & Sales Alignment

• Own the operational connection between…