Description
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. Learn more at WebMDIgnite.com.
Role Overview
We’re seeking a strategic and agile Senior Marketing Manager to lead marketing for the Health Plans customer segment at WebMD Ignite. This role is responsible for shaping messaging, driving go-to-market strategy, and executing demand generation campaigns that grow engagement and pipeline within payer organizations. The ideal candidate brings deep B2B healthcare marketing experience, a passion for translating complex capabilities into clear value, and the ability to deliver measurable impact across multi-channel programs.
Key Responsibilities
Strategy & Planning
- Define and refine messaging frameworks and positioning to strengthen WebMD Ignite’s brand and value proposition with health plan buyers.
- Develop and execute multi-channel go-to-market strategies that accelerate pipeline growth and revenue across priority personas (marketing, clinical, IT, strategy leaders within payer organizations).
- Identify and scale high-performing channels—email, paid media, webinars, SEO, and events—to maximize ROI.
- Leverage data and market insights to uncover payer-specific opportunities, inform targeting, and refine campaigns.
- Contribute to go-to-market planning for payer product integrations, partnerships, and platform launches.
- Partner with Product Marketing to translate Ignite’s solutions into payer-specific value stories that drive adoption.
Campaigns & Execution
- Lead the development and execution of integrated campaigns targeting payer accounts, from top-of-funnel awareness through sales enablement.
- Build tailored assets—pitch decks, 1-pagers, case studies—that address the unique needs of health plans.
- Collaborate across content, design, and digital teams to launch landing pages, emails, paid media, webinars, and event activations.
- Leverage AI-enabled tools for faster execution, from drafting copy briefs to surfacing actionable insights.
- Experiment with new approaches and tools to improve campaign speed, efficiency, and impact.
Cross-functional Alignment
- Partner closely with Strategic Accounts, Sales, and Product to ensure alignment on payer strategy and messaging.
- Collaborate with the Demand Generation team to optimize funnel performance and segment-specific KPIs.
- Share buyer insights (payer decision-makers, influencers, and procurement stakeholders) to inform content and campaign strategies.
- Maintain the marketing calendar and editorial roadmap for health plan initiatives.
Measurement & Reporting
- Monitor campaign performance and deliver actionable insights to refine messaging, targeting, and segmentation.
- Track and report on KPIs including MQLs, SQLs, engagement, and influenced pipeline.
- Provide regular updates to leadership, highlighting wins, challenges, and next steps.
- Drive continuous improvement by leveraging 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 emerging payer business models, value-based care initiatives, and policy trends to inform strategy.
Required Qualifications
- 5+ years of B2B marketing experience in healthcare, ideally with health plans, payers, or health tech organizations.
- Proven success in go-to-market strategy, campaign execution, and demand generation for healthcare audiences.
- Strong storytelling and communication skills, able to simplify complex capabilities into compelling narratives for both technical and business audiences.
- Ability to lead cross-functional projects and influence across a matrixed organization.
- Data-driven mindset with experience leveraging CRM and marketing platforms (Salesforce, Pardot, 6sense, LinkedIn Campaign Manager, Monday.com).
Preferred Qualifications
- Experience in payer marketing, health IT, or digital health startups.
- Familiarity with diverse payer buyer personas, including product, clinical, strategy, and innovation leaders.
- Background in developing sales enablement and customer success materials.
- Comfortable navigating fast-moving, high-growth environments and embracing change.
What You’ll Gain
- Opportunity to shape WebMD Ignite’s go-to-market strategy with health plans and payers—a critical and growing segment.
- Exposure to emerging payer business models, technology adoption, and evolving healthcare-finance dynamics.
- A collaborative, mission-driven team committed to transforming healthcare engagement.
Salary range: $80,000 - $105,000
Bonus Eligible:
This position is also eligible for a discretionary company bonus, based upon business results.
Benefits:
Employees in this position are eligible to participate in the company sponsored benefit programs, including the following within the first 12 months of employment:
- Health Insurance (medical, dental, and vision coverage)
- Paid Time Off (including vacation, sick leave, and flexible holiday days)
- 401(k) Retirement Plan with employer matching
- Life and Disability Insurance
- Employee Assistance Program (EAP)
- Commuter and/or Transit Benefits (if applicable)
