Senior Marketing Manager

What You'll Do

• Partner with the Senior Director of Marketing to develop long-term marketing strategies that align with licensure cycles, CEU demand, and professional development trends in the healthcare space. 
• Lead the planning and execution of omni-channel campaigns across digital (SEO, SEM, paid social, email) and traditional (direct mail, print) channels. 
• Manage and mentor a marketing coordinator as well as coordinate with copywriters and designers—providing clear direction, performance feedback, and professional development support. 
• Oversee campaign prioritization based on business needs, regulatory calendars, and customer segments (e.g., nurses nearing license renewal vs. newly licensed professionals). 
• Launch and monitor integrated marketing campaigns tailored to licensed healthcare audiences across states and disciplines. 
• Coordinate CEU campaigns timed to state-specific renewal windows and compliance deadlines. 
• Manage content calendars, campaign timelines, and testing plans to optimize channel performance. 
• Oversee direct mail strategy and execution, aligning physical touchpoints with digital journeys (e.g., book drops supported by follow-up emails or paid social). 
• Develop and execute content strategies that educate and convert, including promotional campaigns, workflow emails, course spotlights, and licensure reminders. 
• Optimize all content for SEO, integrating keyword strategies tied to CE needs, state boards, or specialty areas (e.g., Behavioral Health CE, Nursing CE in Florida). 
• Lead social media strategy with a focus on campaign cohesion, user engagement, and brand consistency. Leverage user-generated content and time-sensitive promotions. 
• Collaborate with SEO and product teams on podcast planning and thought leadership content. 
• Own top-of-funnel lead generation strategies across channels to acquire healthcare professionals entering or advancing in their CE journey. 
• Drive retention marketing initiatives to increase renewal rates, upsell premium memberships, and support long-term customer value. 
• Work closely with product marketing to launch new courses, packages, and memberships tied to regulatory shifts or industry trends. 
• Manage and report on marketing budget allocation across campaigns and channels. 
• Analyze performance using PowerBI, GA4 and Looker Studio dashboards. Translate data into actionable insights to improve campaign efficiency and ROI. 
• Provide executive-level campaign recaps with insights tied to user behavior, license cycles, and revenue performance. 
• Collaborate with product, analytics, customer service, and UX teams to ensure seamless learner experiences and campaign alignment. 
• Support initiatives related to regulatory changes (e.g., CEU deadlines, new board approvals) and reflect them in content, workflows, and messaging.

What You'll Need to Succeed

• Bachelor’s degree in Marketing, Communications, or a related field. 
• 6+ years of marketing experience, with at least 2+ years in a senior-level or team leadership role. 
• Proven success in omni-channel marketing strategy and execution, ideally in healthcare, education, or licensing-related fields. 
• Hands-on experience with HubSpot, GA4, Looker Studio, or similar CRM and analytics platforms. 
• Excellent written and verbal communication skills, with strong copy review instincts. 
• Experience in managing direct reports and leading cross-functional projects.

Preferred Qualifications

• Deep understanding of CEU markets, particularly in nursing, behavioral health, or allied health. 
• Experience marketing to licensed professionals with state-by-state variation in requirements. 
• Familiarity with regulatory bodies (e.g., ANCC) and CE accreditation language. 
• Knowledge of licensure cycles, professional renewal timelines, and learner pain points (e.g., "last-minute CE panic" or “new grad confusion”).