Product Associate - Audience Growth & Engagement

Job Title: Product Associate - Audience Growth & Engagement
Job Type: Contract
Duration: 12 Months
100% Remote role

Description:
The Product Associate - Audience Growth & Engagement is responsible for building and operating the systems that drive healthcare professional (HCP) audience growth and engagement across Digital-owned platforms, including HCN and POCN.
This role translates strategic direction into scalable lifecycle programs, coordinated multi-channel execution, and enabling platform capabilities. The position focuses on establishing repeatable, data-driven approaches to audience acquisition, onboarding, engagement, and retention. This role will report to the Head of HCP Partnerships & Engagement

Role Context:
This role works in partnership with HCP community strategists who define engagement priorities and direction. The Product Associate - Audience Growth & Engagement is responsible for operationalizing those strategies through scalable systems, coordinated execution, and continuous optimization.

Key Responsibilities:
Lifecycle & Growth Management:

Own the end-to-end HCP lifecycle, including awareness, acquisition, onboarding, engagement, and retention
Translate business and audience strategies into structured, scalable growth programs
Define lifecycle KPIs, success metrics, and performance benchmarks

Channel Strategy & Execution:

Lead execution across integrated engagement channels, including:
Email
Programmatic and digital media
Paid and organic social
Search (SEO and paid)
External publishers and partnerships
Coordinate channels as a unified lifecycle system rather than standalone campaigns
Continuously evaluate and expand channel mix to improve reach and efficiency

Audience Experience & Engagement:

Design and optimize engagement experiences aligned to HCP needs and behaviors
Support key lifecycle moments (e.g., onboarding, event activation, ambassador pathways)
Partner with Product and Content teams to ensure strong onboarding and early engagement experiences
Ensure all experiences reflect a clear value exchange for HCP participants

Audience Growth & Community Development:

Execute recruitment initiatives across key programs and platforms
Support expansion of influencer and ambassador programs
Establish repeatable models for high-value audience acquisition and ongoing engagement
Contribute to scaling community participation across HCN and POCN

Measurement & Optimization:

Track and report on lifecycle performance across acquisition, activation, engagement, and retention
Develop and execute test-and-learn plans across channels, messaging, and experiences
Analyze performance data and translate insights into actionable improvements
Drive continuous optimization of growth programs and engagement models

Cross-Functional Collaboration & Enablement:

Collaborate across the HCP Partnerships and Engagement team and lead strategists, and with Product, GTM, external partners, and other stakeholders to ensure aligned execution
Support development and enhancement of engagement infrastructure (e.g., marketing automation, targeting, analytics)
Ensure alignment with Digital's value exchange and consent-based engagement principles

Qualifications:
Required:

Bachelor's degree or equivalent experience
7-10+ years' experience in growth, digital, lifecycle, or product-led engagement roles
Demonstrated experience building and scaling multi-channel acquisition and engagement programs
Experience working with cross-functional teams across product, content, data, and commercial functions
Strong analytical and problem-solving skills

Preferred:

Experience in healthcare, HCP audiences, or regulated industries
Hands-on experience with:
Paid media (programmatic, social, search)
SEO and content-driven growth strategies
Marketing automation and lifecycle journey development
Experience working with audience data and segmentation strategies

Key Competencies:

Lifecycle and growth mindset
Data-driven decision making
Cross-functional collaboration
Execution focus with attention to detail
Ability to translate strategy into operational programs