Description
Position at WebMD
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)
Eligibility for specific benefits may vary based on job classification, schedule (e.g., full-time vs. part-time), work location and length of employment.
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Position at WebMD
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)
Eligibility for specific benefits may vary based on job classification, schedule (e.g., full-time vs. part-time), work location and length of employment.
#J-18808-Ljbffr