Director, Digital Marketing

Overview

W ho We Are

Because health is personal. Thats why Personify Health created the first and only personalized health platformbringing health plan administration holistic wellbeing solutions and comprehensive care navigation together in one place. We serve employers health plans and health systems with data-driven solutions that reduce costs while actually improving health outcomes. Together our team is on a mission to empower people to lead healthier lives.

Learn even more about the work that drives us at .

This role is remote; however candidates located in the NY/NJ area are strongly preferred.

Responsibilities

What Youll Actually Do

Own the digital channels that produce qualified pipeline: websites paid media email and search including how we show up in AI-generated answers. Turn performance data into spend decisions and make it easy for marketing sales and executives to see whats working.

Digital strategy and budget

• Set the digital channel mix across paid and owned media working with the Sr. Director Demand Generation.
• Plan forecast and reallocate the paid media budget through the year. Recommend cuts as readily as increases.
• Present performance and recommendations in weekly monthly and quarterly leadership reviews tied to MQLs SQLs opportunities and closed-won revenue.
• Contribute to target segment definition across employers health plans health systems consultants and brokers.
• Align with social and PR owners so campaigns work across channels.

Search and AI visibility

• Lead our SEO AEO and GEO approach including how our brand is ranked and cited in large language model answers.
• Track brand visibility across AI platforms and run tests as those platforms change.
• Define how success is measured when organic clicks fall and zero-click behavior rises.
• Share what LLMs cite with PR and social since their placements shape what AI tools say about us.
• Direct content and technical optimization work across the two specialists. The Senior Specialist leads technical SEO and analytics. The Specialist leads channel execution and content optimization.

Website

• Own performance conversion technical health and fix prioritization for the US site and its three localized versions. Marketing Operations owns the underlying platform and tooling.
• Run a regular conversion testing program.

Paid media and media buys

• Lead campaigns across search display programmatic video and paid social.
• Own buys with publications and industry partners such as sponsored webinars and judge them on ROAS and pipeline contribution.
• Work with copywriters and designers to adapt messaging and creative by channel.
• Manage agency and vendor relationships including contracts and negotiation.

Reporting and attribution

• Build and maintain dashboards covering MQLs MQAs SALs SQLs pipeline generated attributed and influenced opportunities and ROAS. Consult on strategy for metric prioritization.
• Add efficiency measures that fit our long employer buying cycles: cost per SQL cost per opportunity and payback period.
• Own the attribution approach including how we treat self-reported attribution and dark social.
• Give marketing sales and executives a clear view of performance and a recommendation on what to do next.
• Support social and PR with digital reporting as needed.

Account-based and intent marketing

• Use 6sense intent data to focus paid and nurture on active multi-stakeholder deals including the brokers and consultants who influence them.

Partnership with Sales

• Work with SDRs so they can prioritize inbound leads by quality and pain point with the aim of producing more quality SALs.
• Bring SDR insight on prospect pain points back into campaigns and keep SDRs informed on whats launching.

Partnership with Marketing Operations

• You set channel priorities and lead quality standards. Marketing Ops builds and runs the platforms and programs.
• Develop a long-term lead nurture program with them.
• Make sure third-party vendor lead lists are imported correctly.
• Represent marketing on CRM deduplication and field standardization and confirm reporting reconciles afterward.

Privacy compliance and responsible AI

• Partner with Legal and Security on tracking and pixel governance consent management state privacy laws and GDPR/PECR for the localized sites.
• Keep web accessibility (WCAG) on the site roadmap.
• Make sure health-related claims in digital content get proper review.
• Use only approved AI tools. Keep client and member data out of them and review AI output for accuracy and brand fit before it ships.

Leading the team

• Coach and develop both specialists set clear goals and build their skills including AI-enabled work.
• Build AI-assisted workflows that let a lean team cover more ground.

What good looks like

First 90 days

• Paid budget baselined with a channel-level view of cost per SQL and cost per opportunity
• Agreed attribution approach and one shared dashboard that Sales and Marketing both trust
• Baseline measurement of brand visibility in AI answers
• Documented split of responsibilities with Demand Gen Content PR and Marketing Ops
• Strategy and partial execution of bifurcated divisional brands in the context of digital properties (namely web & social)

First 12 months

• Significant change in SALs or pipeline from digital channels quality of MQLs vs quantity

• Measurable improvement in CPL/CPO

• A tested AEO/GEO program with results reported to leadership

• Privacy and accessibility review completed for the US and localized sites

• Both specialists with clear growth plans and AI-assisted workflows in daily use

Qualifications

What You Bring to Our Team

• 8 or more years of B2B digital marketing experience with a demand generation track record

• Experience owning a paid media budget and shifting spend based on results

• Experience leading or developing people

• Ability to build your own dashboards and draw clear conclusions from data across platforms

• Full-funnel reporting experience for marketing sales and executive audiences

• Hands-on AI use in your own work with examples of what changed

• Working knowledge of HubSpot Salesforce and GA4 and familiarity with intent platforms such as 6sense

• Clear writing and the ability to produce strong copy

• Strong project management with the ability to move between strategy and hands-on work

Preferred

• SEO experience and exposure to AEO and GEO. A test-and-learn approach counts as much as years in the field.

• Experience with media buys through publications and vendors

• Experience in healthcare benefits or wellbeing markets

• Experience with conversion testing and CMS platforms

Benefits

The Highlights:

• Competitive base salary and benefits effective day one
• Comprehensive medical and dental through our own health solutions (yes we use what we build)
• Unlimited PTOrest and recharge time is non-negotiable
• Mental health support retirement planning and financial protection
• Professional development with clear career progression and learning budgets
• Mission-driven culture where diverse perspectives drive real impact on peoples health

Want the full picture Visit explore our complete benefits package wellness programs and other employee perks.

Our Commitment: Personify Health is an equal opportunity employer committed to diversity equity inclusion and belonging. We cultivate a work environment where differences are celebrated and employees of all backgrounds are empowered to thrivebecause diversity is core to who we are and critical to our work in health and wellbeing.

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Director