Performance Marketing Lead (HCP Engagement)

HCEsquared® is a leading healthcare solutions platform focused on enhancing patient care through educational content for healthcare professionals. The Performance Marketing Lead will be responsible for developing and executing marketing strategies to engage healthcare providers, utilizing multi-channel campaigns and analyzing performance data to drive results.

Responsibilities:

• Develop and execute comprehensive marketing plans for each initiative, encompassing audience segmentation, messaging strategy, channel mix, timeline, and budget allocation
• Define performance targets (e.g., traffic, leads, learners, completers, or registrations, depending on the initiative) in partnership with leadership and build campaign roadmaps designed to achieve or exceed those goals
• Conduct competitive and market analysis to identify positioning opportunities and refine promotional strategies
• Analyze past campaign performance data (including pacing curves, conversion rates by channel, lifecycle stage patterns, and audience demographics) to identify trends and inform marketing strategies
• Build predictive performance models for each initiative based on historical benchmarks, providing data-backed inputs into marketing plans including projected performance timelines and channel contribution forecasts
• Establish and maintain pacing benchmarking frameworks that enable comparison across initiatives and performance over time
• Use historical analysis to set realistic milestone targets at key campaign intervals and flag deviations early with supporting data
• Own a yield management approach to campaign performance: understand and map the full set of promotional levers available (pricing or enrollment incentives, discount or promo codes, flash promotions, content or speaker announcements, partner activations, retargeting, extended deadlines, SEO/SEM adjustments) and their historical effectiveness
• Develop tiered contingency playbooks that specify which levers to deploy at each stage of the campaign lifecycle, along with the incremental budget required and the expected performance lift for each tactic
• Model cost-per-outcome (e.g., cost-per-visit, cost-per-learner, cost-per-registration) by channel and tactic to ensure promotional spend is allocated for maximum return, reallocating budget in real time based on performance
• Present yield management scenarios to leadership with clear trade-offs: projected performance impact, budget implications, and margin considerations for each recommended action
• Own the strategy and performance across all promotional channels: email marketing, social media, paid digital advertising, website/landing page optimization, and influencer programs
• Brief and direct creative services, email marketing and paid media specialists on campaign deliverables, ensuring assets are on-brand, on-message, high-impact, and delivered on schedule
• Serve as the single point of ownership for the initiative's primary performance KPI (e.g., website traffic, completers, registrations)
• Prepare and deliver weekly status reports detailing progress against targets, channel performance metrics, and trend analysis
• Proactively identify when performance pacing falls behind target and present data-driven contingency plans with clear recommendations, timelines, and resource requirements
• Partner with creative services and paid media manager to produce compelling promotional assets, including digital ads, social graphics, emails, and landing pages
• Work closely with the email marketing specialist to optimize send strategy, list segmentation, A/B testing, and deliverability
• Coordinate with events, sales, and content teams to align messaging, leverage speaker announcements, and capitalize on promotional opportunities
• Conduct post-campaign marketing retrospectives, documenting key learnings, performance benchmarks, and improvement opportunities
• Stay current on digital marketing trends, tools, and best practices to continuously elevate campaign effectiveness

Requirements:

• 5+ years of experience in marketing, with a strong emphasis on performance-driven promotion (digital products, educational programs, events/conferences, or similar)
• Demonstrated track record of owning a primary performance KPI (e.g., traffic, online program engagement, learners/completers, registrations, or lead generation) and consistently meeting or exceeding targets
• Proven expertise managing successful multi-channel marketing campaigns across email, social, paid media, and web
• Strong analytical skills with experience building reports, interpreting performance data, and translating insights into action
• Demonstrated ability to analyze historical campaign performance data and use findings to build predictive models or forecasts that shape future strategy
• Experience with yield management concepts, including understanding promotional levers, cost-per-acquisition modeling, and budget scenario planning to accelerate performance against targets
• Exceptional organizational skills and meticulous attention to detail in planning, execution, and reporting
• Excellent written and verbal communication skills, including the ability to present status updates and strategic recommendations to leadership
• Experience directing creative and specialist resources to deliver campaign assets on time and on brief