Sr Manager, Segment Marketing - Industry & Enterprise Events

AORN is an association focused on patient and staff safety through perioperative nursing care and is seeking a Sr Manager, Segment Marketing – Industry & Enterprise Events. This role involves developing and executing marketing strategies to drive member engagement and revenue growth, while collaborating with various internal teams and managing a marketing team.

Responsibilities:

• Own the segment marketing strategy for Industry and Enterprise Events audiences (e.g., hospital and ASC leaders, clinical decision-makers, procurement, perioperative teams), and related professional member segments
• Establish processes for ongoing collection and analysis of market intelligence
• Create and maintain personas, value propositions, and messaging frameworks that articulate AORN’s member and product value to institutional buyers and perioperative professionals
• In collaboration with the Sr Director and LOB leadership, translate market and member insights into clear go‑to‑market (GTM) plans, competitive messaging, touchpoints journeys and customer experiences
• Lead acquisition, onboarding, engagement, renewal, and re‑engagement campaigns to grow marketing quality leads and ultimately increase revenue
• Promote programs central to AORN’s mission (education, certifications, events, research, and advocacy), tailoring offers and journeys to Industry, Enterprise Events stakeholders and perioperative nurses
• Prepare and execute integrated campaigns (email, web, paid, social, content, events/partnerships) with clear hypotheses, budgets, timelines, and KPIs in coordination with internal digital marketing team members
• Partner with downstream digital, web, and creative teams to deliver targeted, accessible, and compliant content and manage publication of such content across channels
• Own responsibility of quality control for all assets produced for public release, assuring accuracy of content, imagery, URLs and other active links
• Prepare and maintain creative briefs (audience insights, decision influencers, competitive context, success metrics)
• Collaborate with Industry Sales and the LOB leader to align on offers, pricing narratives, objection handling, and competitive positioning
• Build and refresh sales toolkits (pitch decks, one-pagers, case studies, email sequences) and provide performance feedback loops from the field
• Define and report KPIs across the funnel (lead volume/quality, conversion, revenue/ARR, member growth and retention, engagement scores, campaign ROI)
• Evaluate performance channel and platform performance; test, learn, and iterate to improve effectiveness and efficiency; prepare regular impact reports for the LOB leader and Sr Director of Marketing & Corporate Communications
• Supervise employees and/or contractors supporting the Industry and Enterprise Events segments; set goals, prioritize work, and ensure timely, high‑quality deliverables
• Provide coaching, mentorship, and performance feedback
• Model strong cross-functional partnership with Membership, Nursing Education, Events, Policy/Advocacy, Sales, and Analytics
• Other duties as assigned

Requirements:

• Bachelor's degree in marketing, business, communications, healthcare administration or related field
• Minimum of 8 years of progressive strategic marketing experience in healthcare (medical industry, hospitals/health systems, or related healthcare industries)
• Minimum of 3 years of experience managing a team
• Experience working for a membership association
• Experience in an agency setting, internal or external
• Market sales/strategy experience
• Experience with best practices for digital and traditional channels
• Proven success in segment/audience or lifecycle marketing with measurable outcomes in growth and retention
• Proficiency with marketing technology (CMS, CRM, marketing automation, paid media, social, analytics)