Senior Marketing Manager, B2B Programs

Overview

WebMD Ignite
, a division of WebMD and Internet Brands, is the growth partner for healthcare organizations. We guide people to better health at all stages of their journey, from discovery to recovery. Our combination of leading brands in the industry—including WebMD, Medscape, Krames, PulsePoint, Vitals, The Wellness Network, Mercury Healthcare, and Healthwise—offers comprehensive solutions that engage individuals with timely, relevant messaging that optimizes experiences and outcomes, driving loyalty and lifetime value for our clients.

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The Senior Marketing Manager leads design, development, implementation, and evaluation of business-to-business marketing programs to successfully drive revenue and positively position the Company in the marketplace.

• In conjunction with upper management, creates strategic marketing plans – cross matrixed to product line and market – and develops and oversees the tactical plans that will be executed to support the strategic plan. Marketing plans should include SWOT analysis; competitor analysis; unique selling propositions (USPs); brand positioning statements, promotional and advertising campaigns and public relations opportunities, trade show/conferences, and sales enablement tools.
• Plans and directs brand execution in the look, feel and editorial position of all sales and marketing materials used to promote the complete suite of products and services in all mediums including, but not limited to both print and online.
• Manage prospect targeting and lead generation activities including: prospect database management, email campaigns, digital and print advertising, social media campaigns, SEO and paid search, direct mail marketing, and measurement of campaign effectiveness.
• Create, execute, and measure the impact of various marketing campaigns and initiatives including digital strategies, direct marketing/mail campaigns, and advertising and utilize data to adjust future programming.
• Collaborate with peers in Sales Management to ensure Marketing strategies align with Sales strategies, in an effort to meet mutually understood revenue goals.
• Maintain a portfolio of effective marketing materials and selling tools including brochures, case studies, presentation and proposal templates, video testimonials, eBooks, articles, guides, and infographics, ensuring all messaging is consistent and supportive of marketing plans, solicit feedback from internal and external stakeholders, and continually improve upon the toolkit to differentiate the company’s solutions.
• Manages and updates digital marketing channels including such assets as the corporate website, areas of the company intranet, certain social media channels and lead-generating landing pages and microsites.
• Research, prepare and deliver regular and ad hoc reports for keeping abreast of market trends and provides frequently scheduled and/or ad hoc reporting on market conditions to colleagues in sales, marketing, and product development.
• Develop leading and lagging metrics for which elements of the marketing plan will be measured and consistently report on the performance of key indicators to the appropriate stakeholders.
• Ensure that all activities are on strategy and within budget, ensuring Company obtains maximum value without exceeding budget. Overall responsibility for clarity, consistency, and strategic integrity for all materials/programs. Help to manage B2B budgets and provide input to leadership for the monthly budget and projection process.
• Collaborate with Events Team to assist with brainstorming and deliver on tasks that support the overarching conference strategy including: trade show participation, related sponsorship opportunities, booth design and logistics, client hospitality events, and tracking/measurement of results.
• May or may not supervise others. As a supervisor, carries out supervisory responsibilities in accordance with the organization's policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and…