Digital Product Marketing Manager

Well.co-posted 12 days ago
Full-time • Mid Level
Boston, MA
Ambulatory Health Care Services
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We are seeking a creative, execution-focused Digital Product Marketing Manager to build and optimize our full-funnel growth engine. In this pivotal role, you will own demand generation, paid acquisition, growth experiments, and martech infrastructure. This is an opportunity to shape our digital strategy, influence product-market fit, and drive exponential customer acquisition for our B2B well-being solution. You will work closely with product, sales, and content teams to ensure a consistent and compelling brand message that resonates with HR leaders, benefits managers, and other key stakeholders in the corporate wellbeing space. The ideal candidate is a self-starter who fosters a collaborative and team environment that supports innovation, creativity, and continuous learning.

  • Collaborate with Sales to develop and maintain marketing collateral, including pitch decks, product one-pagers, case studies, and FAQs that clearly articulate value to employer clients and benefits consultants.
  • Assist in maintaining and optimizing the internal sales asset library to ensure teams have access to the most current messaging and tools.
  • Contribute to multi-channel campaigns focused on key client segments, verticals, or strategic initiatives (e.g., GLP-1 cost management, DEI, musculoskeletal health).
  • Coordinate execution across email, paid media, social, and events.
  • Develop, schedule, and publish engaging content across all relevant social media platforms (e.g., LinkedIn, Twitter, Facebook, Instagram) to promote product features, updates, and company news, specifically tailored for a B2B audience in the HR/benefits sector.
  • Monitor social channels for trends, engagement opportunities, and competitor activity within the wellbeing and HR tech industries.
  • Analyze social media performance and provide insights for continuous improvement.
  • Assist in the creation, segmentation, and deployment of email campaigns (e.g., newsletters, product updates, promotional emails, case studies) to nurture leads and engage existing B2B clients and prospects.
  • Conduct A/B testing on email elements (subject lines, CTAs, content) to optimize performance.
  • Track email campaign metrics (open rates, click-through rates, conversions) and report on effectiveness.
  • Support the regular updating and optimization of website content, including product pages, landing pages, and blog posts, ensuring accuracy and SEO best practices relevant to B2B wellbeing solutions.
  • Collaborate with content creators to ensure all website content aligns with marketing objectives and brand guidelines, emphasizing value propositions for corporate clients.
  • Assist in the execution and optimization of paid digital advertising campaigns (e.g., Google Ads, LinkedIn Ads) targeting HR professionals and decision-makers in the B2B space, under the guidance of the marketing manager.
  • Monitor campaign performance, track KPIs, and contribute to reporting on ad spend effectiveness.
  • Support the planning and execution of virtual and in-person industry conferences, webinars, and other events focused on HR, benefits, and corporate well-being.
  • Coordinate logistics, marketing materials (e.g., brochures, presentations), and pre/post-event communications.
  • Assist with lead capture and follow-up strategies for events, ensuring alignment with sales goals.
  • Bachelor's degree in Marketing, Communications, Business, or a related field (MBA, MPH, MHA a plus).
  • 5+ years of proven digital marketing experience, with prior experience in demand generation, growth marketing, and event strategy - in the digital health or employer benefits space.
  • Proven track record developing and executing multi-channel B2B digital campaigns (SEO, SEM, social media, email, content marketing, web analytics) that drive engagement and ROI.
  • Familiarity with email marketing platforms (e.g., Salesforce Marketing Account Engagement and Salesforce Marketing Cloud).
  • Basic understanding of website content management systems (e.g., WordPress, Webflow).
  • Knowledge of website analytics, including measurement, analysis, benchmarking and campaign measurement, as well as development of reporting, is required.
  • Exposure to paid media platforms (e.g., Google Ads, LinkedIn Ads Manager).
  • Data-driven mindset with experience analyzing marketing metrics to drive decision-making and optimize performance.
  • Ability to manage multiple projects simultaneously and meet deadlines in a fast-paced environment.
  • Creative thinker, always open to trying innovative and unique marketing strategies.
  • Desire and ability to succeed in a demanding, creative, and entrepreneurial environment.
  • Direct experience in the well-being, HR, or benefits industry.
  • Basic graphic design skills (e.g., Canva, Adobe Creative Suite).
  • Generous benefits package
  • Bonus potential
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