Sr. Digital Marketing Specialist

ABOUT US

At VITAL WorkLife we strive to support the emotional, mental, and behavioral well-being of the organizations, employees and family members we serve. We pursue innovation with an entrepreneurial spirit to ensure we achieve the highest standards in our business and professional practices, are an industry thought leader, hold ourselves accountable for outcomes, and uphold our core values.

We are committed to hiring people who are optimistic and collaborative by nature, and who value doing the right thing—whether that involves working with integrity to meet objectives, going above-and-beyond to meet a client need or business objective, or tactfully speaking up when a difficult conversation is necessary. We believe living out these values will make a positive difference for those we serve—while also ensuring the success and prosperity of our company, our employees, our clients and members, and our partners.

VITAL WorkLife has a deep commitment to our employees and works hard to be a preferred workplace. We are committed to a healthy environment with a fun, engaging and collaborative culture focused on developing the right combination of programs and tools to meet varying client and member needs.

ABOUT THE ROLE:

VITAL WorkLife is seeking a strategic, results-oriented marketing specialist to drive demand generation, brand awareness, and customer engagement across the healthcare sector. This is a critical role in accelerating our growth and establishing VITAL WorkLife as the healthcare engagement solution of choice for healthcare organizations and physicians. VITAL WorkLife currently offers two flagship products, Physician Well-Being Resources and an Employee Assistance Program, and maintains a holistic web presence.

Reporting directly to the Senior Marketing Manager, the Senior Digital Marketing Specialist

will be responsible for executing high-impact marketing initiatives, including website optimization and demand and lead generation campaigns using HubSpot, along with planning events/webinars and content creation. This role will also track and report on key marketing metrics to inform strategy and demonstrate ROI. HubSpot expertise is required.

KEY RESPONSIBILITIES:

Marketing Strategy, Execution & Reporting:

• Oversee national marketing campaigns, including demand generation efforts, brand awareness initiatives, and lead nurturing activities to accelerate customer acquisition and retention.
• Develop a deep understanding of our target markets, customer personas, and key challenges to tailor marketing strategies effectively.
• Track, analyze and report on marketing metrics such as website traffic, inbound leads, event attendance, lead conversions, and campaign ROI.

Lead Generation & Demand Generation:

• Execute demand generation efforts, including digital advertising, content marketing, and email campaigns.
• Optimize and update VITAL WorkLife’s website to enhance lead generation, SEO, conversion rates, and customer engagement through continuous improvements in user experience (UX) and content.
• Manage paid search campaigns across different platforms.
• Plan and execute virtual and in-person events including webinars, conferences, and trade shows.
• Collaborate with sales and product teams to align marketing efforts with broader business goals, including new customer acquisition, and cross-sell opportunities.
• Achieve KPIs such as increase in traffic to VITAL WorkLife website, pipeline influence and brand lift, increase in number of MQLs, webinar and/or event attendance.
• HubSpot expertise is required.

Marketing Operations & Automation:

• Own end-to-end HubSpot operations including lead nurturing workflows, lifecycle management, and marketing to sales process automation.
• Build and optimize marketing and sales workflows to improve lead quality, routing, and conversion rates.
• Maintain data integrity and reporting across marketing and sales operations in HubSpot.

Brand & Product Positioning:

• Contribute to brand strategy, ensuring the company’s positioning, values, and message are communicated consistently across all channels, while tailoring content and messaging to resonate with market nuances and customer needs
• Create high-quality content, including social media and blog posts, case studies, white papers, and videos.
• Create or contribute to graphic design deliverables using Adobe Creative suite, Canva and other design programs.

Customer Growth, Engagement & Retention:

• Collaborate with the Sales, Account Management, User Journey and Product teams to ensure that marketing materials and campaigns address customer pain points, promoting growth, retention and upsell opportunities.
• Develop customer advocacy programs, leveraging existing clients for testimonials and case studies.

The above list reflects the general details necessary to describe the principle and essential functions of the position and shall not be construed as the only duties that may be assigned for the position. An individual in this position must be able to successfully perform the essential duties and responsibilities listed above. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of this position.

HOURS/SCHEDULE

Full-Time M-F

BENEFITS

• Fully remote and flexible schedule
• Comprehensive healthcare coverage (including medical, dental, vision, FSA/HSA, life, and disability insurances)
• Generous paid time off plus holidays and well-being days
• Paid parental leave
• Employer sponsored 401(k) match up to 4%
• Monthly well-being allowance
• Employee Assistance Program for employees and family members
• Virtual assistant through our Concierge Program
• Professional pathways for continuing education, ongoing training, and career development
• Up to $250 employer charitable match, plus 8 hours of volunteer PTO annually

REPORTS

Reports to the Senior Marketing Manager

QUALIFICATIONS:

• BA/BS degree in Marketing/Journalism/Communications/related study.
• 5+ years of experience in a B2B marketing role in healthcare, mental and behavioral health, wellness, well-being, or insurance.
• Proven expertise in demand generation, digital marketing, optimizing websites, and content creation with a track record of driving measurable results.
• Hands-on experience with marketing automation tools, CRM systems, and analytics platforms. HubSpot expertise is required.
• Understanding of SEO concepts and experience managing SEO implementation and tools such as SEMRush.
• Excellent written and verbal communication skills with the ability to tailor messaging to different audiences.
• Strong project management skills, with the ability to coordinate multiple initiatives across teams and channels in a fast-paced environment.

OTHER CRITICAL SUCCESS FACTORS:

• Willingness to travel to conferences, events, company, or team meetings as needed.
• Willingness to embrace change and adapt strategies dynamically with continuous improvement.
• Displays VITAL WorkLife's core values of client-centric approach, collaboration, doing the right thing, and optimism.

EEO STATEMENT

VITAL WorkLife is committed to hiring a diverse and qualified team. We will not consider any characteristic or category protected by state of federal law in hiring or employment decisions, including but not limited to race, national origin, color, religion, sex, sexual orientation, gender identity, disability, age, parental status, or genetic information.