Director, SMB & Mid-Market Marketing
Description
This position is listed on behalf of a partner company, who manages all applications and next steps. Our partner is looking for a Director, SMB & Mid-Market Marketing based in the United States.
As Director, SMB & Mid-Market Marketing, you will lead the development and execution of a revenue-focused growth strategy designed to accelerate customer acquisition and generate qualified pipeline across multiple industries. You will own the inbound marketing engine, building scalable demand generation programs that drive measurable business results. Healthcare will be the primary market focus, offering an opportunity to develop targeted campaigns for a complex ecosystem of providers, payers, and healthcare technology stakeholders. Working closely with Sales, Revenue Operations, Marketing Operations, and executive leadership, you will transform customer insights and performance data into effective marketing strategies. You will oversee multi-channel campaigns, optimize the entire customer acquisition funnel, and establish clear performance metrics. This is a strategic yet hands-on leadership opportunity for a commercially minded marketing professional who wants to build repeatable growth systems and directly influence revenue performance.
Accountabilities
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Inbound Marketing and Pipeline Growth: Develop and own the inbound marketing strategy and lead-generation roadmap for SMB and Mid-Market sales segments, establishing clear pipeline targets, funnel KPIs, channel objectives, and performance benchmarks.
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Build and scale multi-channel acquisition programs across paid search, paid social, programmatic advertising, video, content syndication, email marketing, webinars, landing pages, retargeting, and other relevant channels.
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Monitor and optimize the entire marketing funnel, from initial engagement and lead generation through qualified opportunities, pipeline development, and closed-won revenue.
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Identify conversion gaps and performance opportunities, translating marketing analytics into actionable strategies that improve pipeline velocity, acquisition efficiency, and revenue generation.
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Healthcare and Multi-Industry Marketing: Lead the development of targeted marketing strategies for the healthcare sector, addressing the specific needs of independent practices, clinics, health systems, payers, and healthcare technology stakeholders.
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Create differentiated campaigns and messaging for practice owners, administrators, IT and security professionals, compliance leaders, finance teams, and revenue-cycle stakeholders.
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Develop scalable marketing frameworks that can be adapted to additional industries, customer segments, and evolving market opportunities.
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Sales and Revenue Collaboration: Build strong partnerships with SMB and Mid-Market Sales leadership, maintaining regular communication and incorporating frontline insights into marketing strategies.
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Review sales calls, customer feedback, competitive intelligence, and win/loss trends to improve campaign messaging, audience targeting, and conversion strategies.
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Collaborate with Sales and Revenue Operations to establish lead qualification criteria, routing processes, and follow-up service-level agreements.
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Equip Sales Development Representatives and Account Executives with relevant campaigns, content, audience insights, and competitive intelligence to accelerate opportunity conversion.
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Establish recurring Marketing and Sales pipeline reviews and take ownership of initiatives designed to improve marketing contribution to revenue.
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Data, Targeting, and Attribution: Partner with Marketing Operations and Revenue Operations to build a data-driven acquisition strategy using account, contact, intent, enrichment, and behavioral data.
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Leverage market intelligence and targeting platforms such as Definitive Healthcare, IDC, Clay, ZoomInfo, and similar tools to identify high-value accounts and buying signals.
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Collaborate with marketing technology and revenue teams on lead enrichment, scoring, routing, automation workflows, and API-driven integrations.
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Implement attribution methodologies using platforms such as HockeyStack or equivalent solutions to measure the actual pipeline and revenue contribution of marketing programs.
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Develop performance dashboards and reporting frameworks connecting marketing investment and campaign activity to qualified opportunities, pipeline velocity, and closed-won revenue.
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Optimize marketing budgets and resource allocation based on measurable performance and return on investment.
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Growth Systems and Continuous Improvement: Build repeatable marketing playbooks, campaign frameworks, audience prioritization models, and scalable operating processes rather than relying on isolated campaigns.
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Lead experimentation, conversion-rate optimization, and continuous testing to improve acquisition and customer conversion performance.
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Establish consistent lead-management processes, reporting standards, and Marketing/Sales operating rhythms.
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Perform additional responsibilities and strategic initiatives as required to support evolving business priorities.
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Bachelor's degree in Marketing, Business, Communications, or a related field.
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7–10+ years of experience in B2B marketing, with substantial ownership of demand generation, growth marketing, or revenue-focused pipeline initiatives.
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At least 3 years of experience leading inbound marketing or pipeline-generation strategies targeting SMB, Mid-Market, or similarly complex B2B customer segments.
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Proven track record of generating measurable qualified pipeline and revenue through integrated, multi-channel marketing programs.
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Demonstrated experience working closely with Sales leadership, Revenue Operations, Demand Generation, and Marketing Operations teams.
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Strong hands-on knowledge of performance marketing channels, including paid search, paid social, programmatic advertising, content syndication, email campaigns, and landing-page optimization.
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Solid understanding of CRM and marketing automation platforms, lead management, attribution, data enrichment, funnel analytics, and marketing technology integrations.
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Experience with Salesforce, HubSpot, Marketo, or comparable CRM and marketing automation solutions.
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Strong commercial and analytical mindset, with the ability to evaluate marketing performance through pipeline contribution, conversion rates, customer acquisition costs, sales velocity, and revenue.
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Ability to translate buyer behavior, customer insights, and sales feedback into compelling campaigns, differentiated messaging, and effective marketing offers.
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Experience marketing to complex organizations with multiple decision-makers, stakeholders, and buying influences.
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Ability to combine strategic leadership with hands-on execution, moving seamlessly between executive-level planning and detailed campaign optimization.
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Strong understanding of data-driven marketing, automation, experimentation, and scalable growth strategies.
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Demonstrated ability to take ownership, challenge assumptions, solve problems, and adapt quickly in a performance-oriented environment.
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Experience building repeatable processes and scalable marketing playbooks rather than relying exclusively on one-off campaigns.
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Ability to develop deep expertise in healthcare marketing while maintaining a broader perspective across industries.
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Excellent written, verbal, presentation, and executive communication skills, with the ability to influence senior leaders and cross-functional stakeholders.
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Experience with marketing intelligence and analytics platforms such as ZoomInfo, Clay, HockeyStack, Definitive Healthcare, 6sense, Demandbase, or equivalent tools.
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Direct experience developing and executing B2B marketing strategies within the healthcare industry.
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Familiarity with healthcare providers, health systems, payers, healthcare technology companies, healthcare services, or other complex healthcare ecosystems.
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Experience using healthcare-specific data and market intelligence platforms to identify and prioritize target audiences.
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Previous experience managing external agencies, media partners, and marketing vendors.
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Experience scaling demand generation and marketing operations in a high-growth business environment.
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Knowledge of Account-Based Marketing (ABM) strategies and account-based demand generation programs.
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Strong financial and analytical capabilities, including the ability to connect marketing investment, campaign performance, and resource allocation to measurable business outcomes.
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Competitive Salary: Annual base salary ranging from $140,000 to $155,000 USD.
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Performance-Based Compensation: Potential eligibility for an annual performance bonus based on the applicable compensation structure.
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Employee Stock Purchase Plan (ESPP): Opportunity to participate in an employee stock purchase program.
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Enhanced Time Off: Access to enhanced paid time-off packages.
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Comprehensive Benefits: Additional employee benefits designed to support health, well-being, and financial security.
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Remote Work Flexibility: Fully remote working arrangement within the United States.
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Travel Opportunities: Up to 10% business travel, including quarterly visits to the company's Los Angeles-based office.
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Leadership Opportunity: Strategic ownership of SMB and Mid-Market growth marketing, with direct influence on pipeline generation and revenue performance.
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Professional Impact: Opportunity to build scalable marketing systems and contribute to the expansion of innovative healthcare data exchange and interoperability solutions.
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Collaborative Environment: Work alongside Sales, Marketing, Product, and Revenue Operations professionals in a diverse and growth-oriented organization.
Requirements:
Preferred Qualifications: