Director, Demand Generation Marketing

Responsibilities Journey Architecture & Full-Funnel Orchestration Working with Business Marketing strategy and Creative Content, design and operationalize dynamic, multi-channel buyer journeys across the full demand funnel—from top-of-funnel awareness and lead capture, through mid-funnel nurture and qualification, to bottom-of-funnel pipeline acceleration and closed-won conversion. Implement “next best action” logic that responds to real-time behavioral signals, intent data, and funnel stage—ensuring every touchpoint is contextually relevant and commercially grounded, whether a buyer is discovering Zelis for the first time or evaluating a shortlist. Define and maintain journey maps at both the individual lead and buying-group level, reflecting the full spectrum of B2B buying dynamics across Zelis’s target segments and personas. Integrate account-based marketing (ABM) as a targeted layer within the broader journey architecture—deploying account-level signals and buying-group engagement data to prioritize and personalize outreach for high-value opportunities without sacrificing full-funnel coverage. Own the governance model for journey design, including naming conventions, versioning, access controls, and cross-functional review cadences. Marketing Automation & Technology Platform Own the strategy, configuration, and ongoing optimization of HubSpot (or it’s replacement) as Zelis’s primary marketing automation platform—including lead scoring models, lifecycle stage management, journey automation, email programs, and campaign tracking across the full funnel. Partner with the Data & Analytics team to complete the activation of Zelis’s Snowflake-based composable audience data layer, translating first-party data assets into actionable, real-time audience segments that power personalized journeys across paid, owned, and email channels. Partner with the Digital Experience team on the strategy and execution of journey integration into the forthcoming Digital Experience Platform (DXP)—ensuring behavioral data, personalization logic, and content targeting are connected to the broader journey architecture. Deploy AI and machine learning capabilities within the journey stack to predict drop-off risk, accelerate lead scoring, and surface next-best-action recommendations at scale. Work in close partnership with the Marketing Data & Technology team to ensure seamless data flow between HubSpot, Snowflake, Salesforce CRM, the DXP, and ABM platforms—maintaining a single source of truth for lead and account data. Evaluate and implement emerging automation and orchestration tools, identifying capabilities that deliver measurable business impact and integrate cleanly with the existing stack. Demand Generation & Sales Alignment Own the operational connection between marketing-generated demand and sales action—defining lead scoring thresholds, MQL-to-SQL handoff criteria, and SLA frameworks that keep Marketing and Sales accountable to shared pipeline goals. In partnership with Business Marketing, design and execute top-of-funnel programs that build awareness and generate net-new leads across target segments, working in close coordination with paid media, content, creative and digital experience marketing teams. Build mid-funnel nurture infrastructure that moves leads through the consideration stage efficiently—deploying the right content, cadence, and channel mix based on persona, segment, and behavioral signals. Partner with Revenue Operations and Sales leadership to maintain shared visibility into funnel health, velocity metrics, and conversion rates at every stage—and drive coordinated action when gaps emerge. Lead regular cross-functional reviews of journey and demand gen performance, translating data into prioritized recommendations for Sales and Marketing leadership. Measurement, Optimization & Reporting Establish and maintain journey-level measurement frameworks that tie orchestration activity to commercial outcomes: pipeline velocity, conversion rates, retention lift, and cost-to-serve reduction. Design and execute A/B and multivariate experiments across journey branches, content, timing, and channel mix—with a disciplined methodology and a bias toward statistical rigor. Build and maintain executive-ready dashboards that communicate journey ROI, program health, and optimization priorities to senior stakeholders. Surface data integrity issues proactively and partner with the Marketing Data & Technology team to resolve discrepancies that could compromise journey accuracy or attribution. Team Leadership & Cross-Functional Influence Lead and develop a high-performing team responsible for journey strategy, automation build, and performance analytics. Act as an internal center of excellence for journey orchestration, educating and enabling stakeholders across Marketing, Sales, and Customer Success on journey principles and shared accountability models. Champion the organizational shift from activity-based marketing to outcome-based journey management—influencing how teams structure priorities, funding, and measurement. What You’ll Bring 10-12 years of experience in B2B marketing, demand generation, or marketing operations, with at least 3 years in a senior leadership role with direct accountability for pipeline outcomes. Demonstrated expertise enabling and technically executing full-funnel demand generation programs—top-of-funnel lead generation, mid-funnel nurture, and bottom-of-funnel pipeline acceleration—in complex, long-cycle B2B or B2B2C environments. Deep hands-on proficiency with HubSpot as a marketing automation platform, including lifecycle stage management, workflow automation, lead scoring, and multi-touch campaign execution. Experience with ABM platforms (6sense, Demandbase, or equivalent) and the ability to integrate account-level intent and engagement signals into broader full-funnel journey programs. Comfort working cross-functionally with data and analytics teams to activate composable audience segments from cloud data platforms (e.g., Snowflake)—translating first-party data assets into actionable marketing programs without requiring deep warehouse engineering experience. Familiarity with Digital Experience Platforms (DXP) and the ability to connect web personalization, behavioral data, and content targeting to the broader journey and automation infrastructure. Proven ability to implement “next best action” logic and event-triggered automation that responds to buyer behavior across stages, channels, and personas. Strong command of data strategy, including first-party data architecture, identity resolution, and integration of behavioral signals into journey systems. Experience working with AI and machine learning tools applied to marketing—particularly for predictive lead scoring, personalization, and drop-off modeling. Track record of building measurement frameworks that connect journey and demand gen activity to commercial outcomes, and communicating those outcomes clearly to executive audiences. Exceptional cross-functional leadership and influence skills; able to drive shared accountability across Marketing, Sales, RevOps, and IT without direct authority. Experience in healthcare technology, financial services, or other regulated, high-complexity B2B industries preferred. Strong analytical instincts with an ability to translate data into actionable strategy—and a habit of auditing data before drawing conclusions. Keys to Success The strongest candidates for this role will combine technical depth with strategic vision and commercial fluency. Specifically: You see journey orchestration as a business discipline, not a campaign tactic. You measure success in pipeline and revenue terms, not sends and opens. You can build and govern complex systems while keeping stakeholders—including Sales and executive leadership—aligned and engaged on shared outcomes. You treat AI as a catalyst, not a shortcut. You know how to scale insights and personalization while maintaining the shared mental models that prevent silo optimization. You’re a credible cross-functional leader who can influence without authority and make journey management a durable organizational capability, not a one-time project. You have a genuine bias toward measurement rigor: you lock methodology early, flag data issues when you see them, and build reporting that stands up to scrutiny. Please note at this time we are unable to proceed with candidates who require visa sponsorship now or in the future. Location and Workplace Flexibility Zelis is headquartered in the U.S., with multiple locations across the country and in Hyderabad, India. Check out our locations to learn more about our offices. All employee work locations are based on the needs of the position and are determined by the Leadership team. In-office work and activities vary based on work and team objectives in accordance with Company policies. While location expectations vary by role, candidates within approximately 50 miles of a U.S. office are generally preferred to support collaboration when needed. Our hybrid approach is flexible, and in-office presence is guided by team and business needs rather than a fixed weekly schedule. Equal Employment Opportunity Zelis is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. We welcome applicants from all backgrounds and encourage you to apply even if you don’t meet 100% of the

qualifications for

the role. We believe in the value of diverse perspectives and experiences and are committed to building an inclusive workplace for all. Accessibility Support We are dedicated to ensuring our application process is accessible to all candidates. If you are a qualified individual with a disability or a disabled veteran and require a reasonable accommodation with any part of the application and/or interview process, please email [email protected]. Disclaimer The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all

responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal

responsibilities, duties, and skills from time to time. Zelis is modernizing the healthcare financial experience across payers, providers, and healthcare consumers. We serve more than 750 payers, including the top five national health plans, regional health plans, TPAs and millions of healthcare providers and consumers across our platform of solutions. Zelis sees across the system to identify, optimize, and solve problems holistically with technology built by healthcare experts – driving real, measurable results for clients. Zelis maintains a transparent, fee-free recruitment process. All genuine offers originate from our Talent Acquisition team using the “@zelis.com” domain. We do not use WhatsApp or personal emails for recruitment. Forward any suspected fraud to [email protected] for prompt investigation. Thank you for staying vigilant.

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