Job description

Digital Marketing Manager
Overview
Blue Health Intelligence® (BHI®), a Blue-owned organization committed to developing data and analytic solutions at drive strategic value for the BCBS system and Blue plans, is seeking an experienced Digital Marketing Manager to join the marketing team. This position reports to the head of marketing and is responsible for improving brand awareness, driving demand generation, and supporting growth strategies through the execution and optimization of digital marketing efforts, including targeted email and social media campaigns, website updates, paid and organic search programs, and comprehensive content marketing activities. The ideal candidate will have extensive experience with HubSpot and Salesforce, leveraging them to drive effective multi-channel marketing campaigns. This is an exciting opportunity to join a collaborative and tight-knit team, working dynamically across internal teams at all levels of the organization.
Position Summary:
This role will lead the day-to-day strategic and tactical fulfillment of the various BHI B2B marketing strategies and campaigns. Working closely with members of the BHI product management, account executive, and sales and marketing teams, the Digital Marketing Manager will use marketing technologies and digital tools to improve brand awareness, drive demand generation, and support growth strategies.
The Digital Marketing Manager will design our system for capturing marketing metrics and identify practical opportunities for improvement through continual assessment of the impact and ROI of these campaigns, working with the rest of the marketing team to adjust the channel and messaging mix to optimize results and produce both marketing and sales qualified/accepted leads.
This role will oversee marketing tools, workflows, data, automation, integrations, and the marketing technology stack to help accelerate the company’s sales pipeline and create a strong operations framework to support the marketing team with digital programs to reach conversion goals.

Goals of This Position:

• Leverage and optimize system functionality of BHI’s marketing automation tool, HubSpot, to drive best practices, and oversee marketing programs (i.e. email, lead capture and scoring, nurturing, and analytics reporting) to improve efficiency and build the pipeline for demand generation
• Conduct and leverage market research and marketing metrics to improve BHI’s marketing execution capabilities and brand awareness
• Expand existing and develop new standard operating procedures (SOPs) to improve marketing effectiveness to help BHI meet revenue targets
• Manage all digital marketing tactics and channels, including ABM, SEO, SEM, social and email marketing
• Build, maintain, and execute the social media calendar, updating frequently based on campaign needs and opportunities for audience engagement
• Oversee marketing tools, workflows, data, automation, integrations, and marketing technology stack to help accelerate the company’s sales pipeline
• Create a strong marketing operations framework, and support the marketing team with digital programs to reach conversion goals
• Maintain a high-quality marketing database through data enrichment, lead scoring, segmentation, and reporting

Responsibilities:

• Generate new marketing- and sales-qualified leads by converting website traffic through calls-to-action, landing pages, and lead generation content
• Work with product marketing managers to design paid advertising, email, and paid social media campaigns for optimal open and click-through rates, through split testing and segmentation, and reporting
• Develop content strategies and campaigns based on keyword research
• Design, implement, and improve marketing automation tools to increase lead generation and achieve business goals
• Partner with Sales Operations to fully ensure the integration of HubSpot and SFDC to ensure data hygiene, accurate reporting, and forecasting
• Design, capture, and report analytics for all aspects of a marketing campaign (e.g., email, social media, website performance, calling efforts, ads) for marketing ROI
• Create, administer, and report on campaign lead generation and nurturing email flow ensuring that the recipient gets the email needed per the previous action in the journey
• Interface with outside vendors as necessary to collect, reconcile, and integrate third-party analytics to reinforce BHI’s marketing campaign and ROI measurement standards
• Assure that critical marketing campaign data and metrics are shared with relevant sales, product, and account management teams
• Develop and document critical marketing SOPs, and provide training to others
• Ensure that marketing SOPs support collaboration with sales, product, experience, operations, etc.
• Serve as the primary day-to-day operational contact for any secondary marketing and sales data providers used by BHI, e.g., Zoom Info, MITT, Definitive Healthcare, etc.

Desired Experience, Qualities, and Skills:

• Bachelor's degree required; a master’s degree is a plus and 4-6 years of demand generation/digital marketing experience, including experience with marketing automation software, trigger and nurture campaign execution, CRM, and database management.
• 2+ years of marketing automation experience with HubSpot
• Demonstrated ability to perform lead scoring, grading, and attribution modeling through HubSpot
• 2+ years of Salesforce experience required
• Graphic design experience a plus (Adobe Photoshop, Illustrator, or InDesign)
• Certifications preferred (or in progress) should include Google AdWords, Google Analytics, or other industry-relevant certifications
• Demonstrated understanding of web best practices, site optimization and landing page conversions.
• Strong interest in web technology/digital trends
• Mastery of and the ability to train others on the best and most effective use of various marketing automation solutions.
• Analytics development and reporting know-how
• Process-driven with proven ability to deliver SOPs where none exist and refine SOPs already in place
• Excellent project management and communication skills, including managing multiple priorities
• Highly organized with keen attention to detail and an eye for quality
• Creative problem solver
• Willing to learn new things and make work fun
• Is familiar with SOC 2 compliance and its impact on company policies and processes.
• Understands the importance of adhering to SOC 2 requirements and maintains compliance.

Equal Employment Opportunity
It is the policy of BHI to provide equal employment opportunity and advancement opportunities to all colleagues and qualified applicants for employment without regard to race, color, religion, national origin, sex, age, disability, sexual orientation, gender identity, or any other classification protected by the federal, state or local laws

Job Type: Full-time

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