The Integrated Marketing Specialist is a growth-focused campaign leader responsible for developing and executing full-funnel, omni-channel marketing programs that drive qualified new business pipeline and accelerate revenue growth for Greenway Health’s healthcare solutions.

Focused on net new logo acquisition, this role partners closely with Product Marketing, Digital Marketing, Events, Sales, and Revenue Operations to deliver coordinated messaging and integrated activation across awareness, engagement, and conversion stages. Working in alignment with the Manager, Integrated Marketing, the Specialist balances strategic planning with strong execution to deliver scalable, repeatable revenue outcomes.

Essential Duties & Responsibilities

Full-Funnel Campaign Strategy & Execution

• Design and execute integrated marketing campaigns focused on new logo acquisition, spanning awareness, engagement, conversion, and pipeline acceleration
• Develop campaign frameworks tied to product launches, industry moments, sales priorities, and growth initiatives
• Own the development of campaign content and written assets, including (but not limited to):
  • Campaign Assets (Benefit Overviews, Brochures, Infographics, Listicles, Whitepapers, eBooks)
  • Demand Generation Blog articles
  • Email copy and nurture sequences
  • Landing page copy
  • Webinar descriptions, slideware, scripting and promotional content
  • Campaign messaging briefs
• Ensure consistent narrative alignment with Product Marketing positioning and ICP messaging guardrails
• Partner with Digital Marketing & Events Marketing to ensure campaigns include coordinated activation across paid search, paid social, retargeting channels, and industry events as part of an integrated omni-channel strategy

Pipeline & Revenue Impact

• Partner with Sales leadership and Revenue Operations to support defined MQL, SQL, and pipeline targets
• Align campaigns to defined ICP segments and growth priorities
• Monitor funnel health, identify conversion and velocity gaps, and implement corrective actions
• Optimize programs to improve marketing-sourced pipeline contribution and cost efficiency

Cross-Functional Alignment

• Collaborate with Product Marketing to translate positioning and value propositions into effective campaign execution
• Coordinate with Sales to align messaging to field priorities and campaign follow-up strategies
• Work with Customer Marketing as appropriate to ensure clean separation between new business and expansion initiatives

Data & Performance Optimization

• Define campaign KPIs aligned to funnel progression (CTR, CVR, MQL conversion, SQL rate, pipeline contribution, opportunity velocity)
• Analyze campaign performance using CRM and BI tools
• Leverage A/B testing, audience refinement, creative optimization, and channel mix adjustments to improve ROI
• Deliver regular performance reporting and actionable insights to Marketing leadership

Messaging & Buyer Journey Integration

• Ensure campaign messaging reflects defined ICP pain points, buying committee dynamics, and healthcare IT buyer journeys
• Support clear articulation of value propositions and competitive differentiation in campaign execution
• Maintain alignment between campaign narrative and approved Product Marketing messaging