Zelis - Tallahassee, FL
posted 3 months ago
The Segment Marketing Director is responsible for developing and executing Account Based Marketing (ABM) strategies specifically tailored for the Regional Health Plan segment. This role encompasses a comprehensive approach that begins with account selection and prioritization, followed by identifying key contacts and personas, nurturing these relationships, and ultimately driving conversion. A critical aspect of this position involves creating and curating content that resonates with the audience's unique needs, in collaboration with product marketing and the internal content development team. The content produced will blend thought leadership with product information, aimed at enhancing sales and digital marketing efforts. In this strategic role, the Segment Marketing Director will work closely with sales and product marketing teams to identify and develop unique personas and competitive positioning for the segment. This collaboration will also define the program's goals and objectives, focusing on demand creation, pipeline acceleration, and brand awareness. On a tactical level, the director will partner with performance marketing to execute activities that align with these objectives and will leverage marketing analytics to assess and communicate the impact of these initiatives to the business. To succeed in this role, it is essential to cultivate a deep understanding of the regional health plan audience. This can be achieved through various means, including reviewing secondary market research, engaging with sales leaders and industry analysts, and attending relevant industry conferences. Candidates with experience as an industry marketing manager in a technology company, particularly those who have outlined specific use cases for a vertical segment, will find this position aligns well with their background. Preferred qualifications include experience in the healthcare industry, particularly with healthcare payers, and familiarity with technology-enabled B2B enterprise solutions. Key success factors for this role include the ability to lead initiatives across a matrixed organization, uncover and communicate new insights, and effectively prioritize and manage complex projects.