About the position
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. We’re looking for a strategic and agile B2B Marketing Manager to help drive go-to-market execution and demand generation for two critical buyer segments: Partnerships (e.g., EHRs like Epic, analytics platforms, patient access vendors) and Direct-to-Consumer Healthcare Providers (e.g., Oak Street Health, One Medical, Amazon Clinic). This role sits within the WebMD Ignite Marketing team. The ideal candidate is a strategic communicator, experienced in B2B marketing, and excited by the evolving healthcare landscape. You’ll play a pivotal role in shaping messaging, building segment campaigns, and driving high-quality pipeline growth.
Responsibilities
- Help define and refine messaging frameworks and positioning for partner and DTC segments
- Define and execute a multi-channel demand generation strategy that supports pipeline goals across our key personas
- Identify high-leverage channels and programs (email, paid, events, webinars, SEO, etc.) and prioritize for scale
- Leverage data to find trends that others don't, and recommend ways to capitalize on those trends
- Set performance targets and define success metrics
- Report weekly/monthly to leadership on what's working and what's not
- Contribute to go-to-market planning for partner integrations and platform launches
- Work with product marketing to translate capabilities into relevant value stories for each segment
- Plan and execute integrated campaigns targeting partnership and DTC accounts
- Develop sales enablement tools (e.g., pitch decks, 1-pagers, case studies) tailored to buyer types
- Collaborate with content, design, and digital teams to launch landing pages, emails, ads, and webinar content
- Leverage AI to move faster and smarter: from drafting copy briefs to surfacing insights
- Experiment with tools to accelerate execution without sacrificing quality
- Partner with internal stakeholders - Strategic Accounts, Sales, and Product on promoting WebMD Ignite’s integrated capabilities
- Collaborate with Demand Gen team to optimize funnel performance and track KPIs by segment
- Feed buyer and purchase stakeholder insights into the team to inform top of funnel activities
- Maintain the marketing calendar and editorial roadmap
- Monitor campaign performance and deliver insights to optimize messaging and targeting
- Track KPIs such as MQLs, SQLs, engagement, and influenced pipeline
- Use data to inform campaign refinement and personalization
Requirements
- 3-5 years of experience in B2B marketing, healthcare preferred
- Experience working with or marketing to healthcare organizations, such as digital health, health tech, or provider organizations or similar
- Strong writing, positioning, and storytelling skills for technical and business audiences
- Ability to manage cross-functional projects from concept to execution
Nice-to-haves
- Background in marketing / strategy, ideally in healthcare, health IT, or digital health startups
- Experience marketing to diverse buyer personas - product, strategy, or innovation leaders at provider or tech orgs
- Familiarity with marketing platforms (e.g., Salesforce, Pardot, 6Sense, LinkedIn Campaign Manager, Monday.com)
- Comfortable navigating a matrixed organization and multiple stakeholders
- Collaborative and responsive contributor to the WebMD Ignite marketing organization
- Willingness to embrace change and lean in to learning opportunities
Benefits
- 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)
