Associate Director, Marketing

Salary: Commensurate with experience

Location: Hybrid – (Malvern, PA - 2 days in-office/3 days work-from-home)

Annual discretionary bonus eligible

Comprehensive Benefits (Medical, Dental, Vision, 401k w/company match)

HMP is a leading healthcare event and education company, with a dominant position in several therapeutic areas including Oncology, Psychiatry & Behavioral Health, Cardiovascular, Wound Care and Public Safety. With a mission to improve patient care, we deliver information and education to healthcare professionals through 400+ global, regional, and local events and reach over 4 million users monthly through digital networks and social channels.

Role Overview:

The Associate Director, Marketing will be responsible for leading and executing a data-driven, full-funnel marketing strategy within HMP Global's portfolio of events. You will manage every stage of the customer journey—from acquisition through retention—by designing programs that deliver measurable business results including audience growth, lead generation, pipeline velocity, retention, and revenue acceleration.

This role is for a data-savvy orchestrator fluent in HubSpot, AI tools, persona strategy, and behavioral targeting—someone who can drive measurable impact at every touchpoint from awareness to loyalty.

Key Responsibilities

Full Funnel Marketing Strategy & Execution

• Develop and execute a full-funnel strategy – from awareness to loyalty using TAM/SAM/SOM analysis to inform growth strategy and achieve campaign goals.
• Translate audience research into robust persona profiles, capturing needs, motivators, pain points, and engagement preferences.
• Create campaign flows and funnel journeys that drive high-quality leads, nurture relationships, and accelerate marketing-qualified leads (MQLs) to pipeline and revenue.
• Work within attribution modeling frameworks to measure and optimize ROI across all marketing touchpoints.
• Oversee campaign execution across all relevant channels: email, content, social, digital ads, SEO and owned media.
• Use insights to build personalized nurture tracks with content segmentation by role, specialty, and behavior.

Cross-Functional Collaboration

• Align closely with stakeholders across Editorial, Education, Video, Sales, Events, and Data to ensure cohesive execution.
• Support quarterly reporting, marketing planning, and campaign presentations to leadership.

Content & Digital Strategy

• Create and manage high-quality content, ensuring alignment with audience needs across key personas (e.g., clinicians, researchers, healthcare providers).
• Leverage content, video, and thought leadership assets to create compelling journeys that fuel funnel movement.
• Utilize social media content per funnel stage, including UGC, influencer quotes, reels, testimonials, and urgency messaging.
• Optimize landing pages, agendas, and videos for AIO/SEO/GEO/AEO discoverability.
• Apply AI tools to accelerate content production, personalize user experiences, and optimize performance analytics.
• Collaborate with medical, editorial, and event teams to integrate content themes into omnichannel campaigns.

Event & Engagement Strategy

• Oversee marketing execution for events, including pre-event campaigns, onsite activations, and post-event nurturing.
• Partner with event and education teams to create content-driven campaigns that increase attendance, engagement, and revenue.
• Build influencer, speaker and KOL engagement programs to extend reach and authority.

Analytics, Reporting & Optimization

• Monitor and report on portfolio and event KPIs including lead generation, content engagement, event registrations, conversion rates, and revenue attribution using HubSpot, Power BI, and BlueConic to track across funnel stages: TOFU, MOFU, BOFU, and Loyalty.
• Monitor and audit structured content tagging (schema, metadata), audience behavior, and workflow performance.
• Implement ongoing test-and-learn cycles to optimize creative, cadence, content structure, and audience segmentation.
• Prepare regular performance reports and presentations for leadership, communicating insights and recommendations clearly.

Qualifications & Skills

• Bachelor's degree in marketing, business, or a related field. 5–7 years of marketing experience, preferably within healthcare, medical education or healthcare provider engagement.
• Proven success with full-funnel strategy, attribution modeling, and content execution.
• Deep expertise in HubSpot, campaign automation, funnel optimization, and AI applications in marketing.
• Proficiency in Blue Conic, Power BI, Google Ads, LinkedIn Ads, and other digital marketing tools.
• Experience working with Hive project management software or similar platforms.
• Strong analytical skills with the ability to develop and act on insights from complex data sets.
• Demonstrated ability to work cross-functionally and translate strategy into actionable marketing plans.
• Strong leadership, project management, and communication skills.

Success Metrics

• Growth in audience size, engagement, and lead quality.
• Marketing-sourced and influenced pipeline and revenue.
• Funnel performance: MQLs, SQLs, conversion rates, CAC.
• Content performance and channel ROI.
• Event marketing ROI: registrations, lead capture, and follow-up conversion.
• Martech adoption, campaign velocity, and automation effectiveness.
• Retention, CLTV, and NPS.
• Expansion of our audience database (TAM/SAM growth).

Please follow HMP Global on LinkedIn for news and updates.

Job Type: Full-time

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Employee assistance program
• Flexible schedule
• Flexible spending account
• Health insurance
• Health savings account
• Life insurance
• Paid time off
• Vision insurance

Work Location: Hybrid remote in Malvern, PA 19355