Segment Marketing Manager

Position Overview: Own the go-to-market (GTM) Healthcare segment strategy execution for Healthcare vertical and adjacent segments, such as: Home Health and Long-Term Care, with a focus on customer experience. Lead planning, messaging, and execution of integrated campaigns designed to build funnel, increase revenue, and strengthen the company’s position within the segment. Execute marketing strategies and campaigns tailored to a specific customer segment or industry vertical, ensuring that all messaging, content, and GTM plans resonate with the segment’s unique pain points, priorities, and buying behaviors. Champion continuous learning and digital marketing mastery to keep the segment at the forefront of industry trends. Within this domain, reporting activity, results and insights for strategic decisions to Senior Manager, Healthcare Segment Marketing. Responsibilities: Segment Strategy Planning Execute annual/quarterly marketing plans for the assigned segment Build a deep understanding of the segment’s trends, challenges, and opportunities Build and maintain a databank of market insights, trends, and key segment metrics Identify funding opportunities, policy changes, and emerging needs in healthcare vertical and adjacent segments, such as: Home Health and Long-Term Care Provide actionable insights to inform marketing plans and product development Align marketing plans with sales priorities and revenue targets Messaging Positioning Develop and refine segment-specific messaging and value propositions Develop segment-specific value propositions and messaging Create customer personas and map buyer journeys within the segment Collaborate with product marketing to adapt offerings to segment needs Campaign Program Leadership Lead integrated segment-specific campaigns across digital, events, field, and content channels Ensure marketing programs resonate with the segment and drive demand Partner with Sales to support regional/industry-specific activities Sales Partner Alignment Provide sales with segment-specific playbooks, pitch decks, and collateral Develop enablement materials that address segment challenges and solutions Collaborate with partner marketing for co-marketing into the segment Market Insights Thought Leadership Track competitors and industry developments within the segment Produce insights to influence product roadmaps and GTM strategies Build credibility through thought leadership programs (content, webinars, events) Represent the segment in cross-functional meetings and strategy sessions Performance Optimization Define KPIs (pipeline contribution, segment revenue growth, campaign ROI) Monitor campaign performance and adjust based on results Report segment-specific marketing impact to leadership