Director of Marketing Operations & Demand Generation

Position Purpose

The Director of Marketing Operations & Demand Generation is responsible for building and leading the operational

engine that converts Viventium + Apploi marketing strategy into measurable pipeline and revenue impact. This role owns

the marketing technology ecosystem, demand generation and account-based marketing programs, commercial

performance reporting, and the processes that enable scalable, data-informed execution.

The Director partners closely with Product and Segment Marketing, Revenue Operations, Sales Effectiveness, Sales, and

other commercial stakeholders to ensure campaigns, systems, data, and sales motions operate as an integrated growth

engine. This leader also develops a team of marketing specialists and applies AI-enabled tools and workflows to improve

targeting, execution, quality, and efficiency.

Key Objectives

• Modernize and scale the marketing technology ecosystem, including HubSpot and its integration with Salesforce

• Build and optimize full-funnel demand generation and account-based marketing programs that create and

accelerate pipeline

• Establish reliable commercial reporting, attribution, and performance insights that support executive decisionmaking
• Lead development of a modern, high-performance website designed for discoverability, experimentation, and

conversion

• Create scalable campaign, data, project-management, and compliance processes across the marketing function
• Develop a high-performing team and use AI-enabled capabilities to increase marketing effectiveness and

efficiency

Essential Duties and Responsibilities

The essential functions include, but are not limited to the following:

Marketing Technology & Operations:

• Own, govern, and continuously optimize the marketing technology ecosystem, including HubSpot, AdRoll, Google

Analytics, Google Search Console, Clay, Monday.com, the company website, and the integrations that connect

them

• Own, architect, and optimize the marketing components of the HubSpot-Salesforce ecosystem, including lead

lifecycle management, scoring, routing, attribution, data hygiene, and closed-loop reporting; partner with

Revenue Operations to maintain a shared, trustworthy commercial data model and ensure accurate data flow,

lifecycle tracking, and commercial reporting across the funnel

• Establish scalable campaign operations, UTM governance, deliverability standards, consent management, and

data-quality controls within a HIPAA-aware healthcare environment

• Evaluate and implement AI-enabled technologies and workflows that improve audience segmentation,

personalization, campaign execution, content optimization, SEO/AEO performance, operational efficiency, and

overall marketing effectiveness.

Demand Generation & Account-Based Marketing:

• Develop and execute integrated demand generation strategies that support net-new pipeline creation and active

pipeline acceleration across post-acute care segments

• Develop account-based marketing strategies that engage decision-makers, influencers, champions, and multistakeholder buying committees across target accounts and market segments
• Lead paid media, SEO/AEO, lifecycle email, outbound support, and website conversion as an integrated fullfunnel system
• Partner with Product and Segment Marketing to operationalize positioning, content, sales enablement assets, and

segment strategies into measurable pipeline generation, pipeline acceleration, and revenue impact

• Partner with Sales Effectiveness and Sales leadership to align campaign execution, lead engagement, pipeline

progression, and revenue-generating sales behaviors across the commercial organization

• Continuously test and optimize campaign strategy, audience selection, channel mix, messaging, and conversion

paths based on performance data

Reporting & Analytics:

• Establish and maintain a single source of truth for commercial marketing performance, including pipeline

creation, marketing-sourced and marketing-influenced pipeline, funnel progression, channel efficiency,

attribution, and return on investment

• Define clear measurement standards and reporting cadences for campaigns, channels, account-based marketing,

website performance, and lifecycle programs

• Translate marketing, attribution, and pipeline performance data into actionable insights, strategic

recommendations, and credible executive-level narratives that support decision-making among senior leadership,

Finance, and the Board of Directors

• Partner with Finance, Revenue Operations, and Sales stakeholders to ensure pipeline and attribution

methodologies are credible, consistent, and decision-useful

Website, Project Coordination & Tooling:

• Lead the development and ongoing optimization of a modern, flexible, AI-enabled website architecture designed

for performance, SEO/AEO, experimentation, accessibility, and conversion

• Administer Monday.com as the Marketing team's project-management platform, including boards, workflows,

integrations, governance, and reporting

• Coordinate cross-functional initiatives by maintaining clear timelines, ownership, dependencies, handoffs, risks,

and status visibility

• Manage external partners and vendors, as applicable, to support timely, high-quality delivery of marketing

technology, website, campaign, and analytics initiatives

People Leadership & Team Development:

• Lead, coach, and develop a team responsible for HubSpot campaign development, commercial reporting and

project management, and account-based marketing and demand generation

• Establish clear priorities, performance expectations, development goals, and accountability aligned with business

objectives

• Create an operating rhythm that supports collaboration, visibility, continuous improvement, and high-quality

execution

• Assess team capabilities and resource needs, and participate in recruiting, onboarding, development, and

succession planning activities as needed

The essential functions listed above are representative of the primary duties required. Employees must be able to

perform these functions with or without reasonable accommodation.

This job description is not intended to be an exhaustive list of all duties and responsibilities. The Company reserves the

right to modify the role as needed. Employment is at-will and may be terminated at any time with or without cause or

notice, in accordance with applicable law.

Work Environment & Physical Requirements

• Ability to sit, stand, and work at a computer for extended periods

• Ability to communicate effectively via phone, video, and written channels
• Ability to operate effectively in a fast-paced, cross-functional, and technology-enabled work environment
• Travel as needed for internal meetings, client engagement, industry conferences, and vendor collaboration

(estimated 20%)

Reasonable accommodations will be provided in accordance with applicable law.

Qualifications (Knowledge, Skills, and Abilities)

Education

• Bachelor's degree in Marketing, Business, Analytics, Communications, or a related field required; equivalent relevant

experience may be considered

Minimum Qualifications

• 10+ years of experience in demand generation, marketing operations, growth marketing, or related disciplines,

including 3+ years in a people-leadership role

• Demonstrated experience leading and developing teams across campaign execution, analytics, project management,

and demand generation

• Deep, hands-on expertise with HubSpot and its integration with Salesforce, including experience architecting,

rebuilding, or materially scaling a marketing automation environment

• Proven success building account-based marketing programs and integrated demand generation strategies that

contribute to measurable pipeline impact

• Experience leading paid media, SEO/AEO, lifecycle email, website conversion, attribution, and full-funnel

performance optimization

• Advanced analytical skills with the ability to define metrics, evaluate attribution, interpret pipeline performance, and

communicate findings to executive and financial stakeholders

• Experience with Google Analytics (GA4), Google Search Console, AdRoll or comparable paid-media platforms, and

data enrichment tools such as Clay

• Demonstrated experience administering a project or work-management platform such as Monday.com
• Strong cross-functional leadership, stakeholder influence, project coordination, communication, and executive

presentation skills

• Demonstrated ability to evaluate and responsibly apply AI-enabled tools and workflows to business processes

Preferred Qualifications

• Experience in B2B SaaS with a sales-led, considered-purchase motion and multi-stakeholder buying committee

• Experience in healthcare, post-acute care, healthcare technology, HCM, payroll, workforce management, or another

regulated environment

• Experience leading delivery of a headless or composable website architecture
• Experience operating within a high-growth or transformational environment

Success Profile (What Good Looks Like in 12 Months)

• A scalable HubSpot environment and reliable HubSpot-Salesforce integration support clean data, disciplined lead

management, and closed-loop reporting

• Foundational marketing systems, processes, reporting infrastructure, and website capabilities are modernized and

scaled to support long-term company growth objectives

• Integrated demand generation and account-based marketing programs produce measurable pipeline creation and

progression

• Commercial marketing reporting provides a credible, consistent view of funnel performance, channel efficiency,

attribution, and return on investment

• The website roadmap is active and advances performance, search discovery, experimentation, accessibility, and

conversion objectives

• Marketing projects, workflows, ownership, and dependencies are visible and consistently managed through

Monday.com

• The team operates with clear priorities, strong accountability, effective development, and productive crossfunctional partnerships
• AI-enabled tools and workflows are applied responsibly to improve marketing speed, quality, targeting, and

efficiency

Performance Measures

• Pipeline creation, active pipeline, and marketing-sourced or marketing-influenced pipeline

• Account-based marketing funnel progression and engagement
• SEO and AEO visibility and performance
• Website traffic, engagement, and conversion to pipeline
• Email delivery, engagement, and conversion performance
• Paid-media reach, engagement, conversion, efficiency, and return on investment
• Data quality, reporting reliability, campaign execution, project delivery, and team effectiveness

Compensation & Pay Transparency

• Base Salary Range: $135,400 – $170,000 per year

• This range reflects the expected base salary for this position and is aligned with market data and internal equity

considerations

• Individual compensation will be determined based on factors such as experience, skills, qualifications, and

geographic location

• This role may also be eligible for discretionary bonus or other incentive compensation, in accordance with

Company plans

• Viventium + Apploi is committed to maintaining competitive, equitable, and transparent compensation practices

in compliance with all applicable law