About the position
The Senior Manager, Field Marketing & ABM Strategy develops and executes account-based marketing (ABM) strategies for state public health and Medicaid agencies. This role will work closely with state account leaders and sector growth leaders to create customized strategic marketing plans targeting decision-makers and influencers in each state. The successful candidate will drive personalized marketing programs that align with the unique growth opportunities for each account, focusing on strategic account messaging development, target persona engagement, and strategic digital marketing plan creation and execution.
Responsibilities
- Develop Strategic Account-based Marketing Plans: Analyze account share of wallet and develop strategic marketing plans by state based on timing of RFPs and other factors
- Execute Marketing Programs and Campaigns: Collaborate with account and sector leaders to design and implement targeted campaigns tailored to the priorities of each state.
- Custom Marketing Programs: Create and manage custom field marketing initiatives, including campaigns, events, webinars, and digital marketing strategies that resonate with state agencies.
- Stakeholder Alignment: Partner with internal teams such as sales, product marketing, and corporate communications to ensure messaging is consistent and aligned with business objectives.
- Target Audience Identification: Analyze data to identify key decision-makers and influencers within state agencies, tailoring content and outreach strategies to their specific needs.
- Campaign Management: Oversee the development and execution of multi-channel campaigns aimed at improving customer engagement and growing account relationships.
- Performance Tracking: Establish KPIs and track the effectiveness of marketing efforts, optimizing strategies based on results to drive continuous improvement.
- Budget Management: Manage field marketing budgets, ensuring that resources are allocated effectively to maximize impact.
Requirements
- Bachelor’s degree in Marketing, Communications, Business, or related field.
- 7+ years of experience in field marketing, account-based marketing, or B2G marketing, preferably in the healthcare public sector industry.
- Demonstrated ability to build and manage ABM campaigns for complex, multi-stakeholder accounts.
- Strong collaboration skills with experience working cross-functionally with sales, account management, and product marketing, and content teams.
- Proven experience in creating and executing marketing plans to target decision-makers and influencers at state and government levels.
- Strong analytical skills and ability to translate data into actionable insights.
- Excellent communication, presentation, writing, and project management skills.
- Familiarity with marketing automation tools (e.g., Demandbase, HubSpot) and CRM platforms (e.g., Salesforce).
Benefits
- Generous, flexible vacation policy
- 401(k) employer match
- Comprehensive health benefits
- Educational assistance
- Leadership and technical development academies
