Digital Marketing Manager

Genova Diagnostics is hiring a Digital Marketing Manager to lead digital marketing for practitioners and grow customer acquisition, ordering activity, and revenue. The role owns digital strategy and campaigns across channels, manages lead flow and funnel performance, and partners with Sales and cross-functional teams to improve the practitioner experience while ensuring compliant marketing.

Responsibilities:

• Set and run digital strategy for practitioner marketing across email, web, paid, social media, SEO, and webinars, with goals tied to new customers, ordering activity, and revenue
• Build campaigns, email sequences, and workflows in HubSpot and keep leads flowing cleanly into Salesforce, so the right rep gets the right lead with context
• Partner with Sales leadership on lead definitions (MQL/SQL), scoring, routing, and follow-up standards
• Track the funnel, from lead source through conversion to first order, using KPIs such as cost per acquisition, pipeline, and return on ad spend, and show leadership what’s working and what isn’t
• Shape the practitioner web experience, including landing pages, test menus, and ordering paths
• Run nurture and lifecycle programs that activate new practitioners and grow ordering from existing accounts
• Manage agency and vendor relationships day to day and make channel-spending recommendations
• Team up with Design, Product Marketing, Clinical Education, and Events to turn strong messaging into campaigns that perform
• Make sure digital content clears medical, regulatory, and legal review and follows HIPAA, FTC, CAN-SPAM, and platform advertising rules for healthcare

Requirements:

• A bachelor's degree in marketing or a related field, or equivalent experience
• At least 7 years of digital marketing experience
• including experience managing agencies or vendor relationships
• Hands-on experience building and managing campaigns in Meta Ads and Google Ads
• Experience managing organic and paid social media for a professional audience, especially LinkedIn
• Experience with SEO
• Working knowledge of web content management systems, UI/UX best practices, and A/B testing
• Hands-on HubSpot and Salesforce experience, including email sequences, workflows, lead flow, scoring, and reporting
• Proficiency with Google Analytics 4, Google Tag Manager, and dashboarding tools, including campaign attribution
• Experience with audience segmentation
• Experience using AI and large language model (LLM) tools to speed up content, analysis, and campaign work
• A record of growing customers through digital channels, with numbers to back it up
• Sharp analytical skills and the ability to explain data to people who aren't in it every day
• Clear writing and good judgment about what you can and can't say in regulated marketing, including experience with medical, legal, and regulatory review and HIPAA-compliant data practices
• ideally in healthcare, diagnostics, life sciences, or another regulated industry
• Experience with generative engine optimization (GEO), so Genova shows up in AI-generated answers
• Experience marketing to clinicians or practitioners, and familiarity with functional or integrative medicine
• Experience with HTML, enough to edit emails and landing pages
• HubSpot or Salesforce certifications
• Experience with account-based marketing or marketing to multi-provider clinics and health systems