Position SummaryThe Payer Marketing Manager is responsible for developing and executing the payer segment go-to-market strategy, driving integrated marketing programs that accelerate pipeline growth, market penetration, and revenue outcomes across the payer business. This role serves as the strategic marketing lead for the payer segment, translating market insights, customer needs, and business objectives into coordinated marketing strategies and campaigns.
Reporting to the Director of Payer Marketing, this individual will partner closely with Sales, Sales and Marketing Operations, Product Marketing, and Commercial Operations teams to orchestrate multi-channel marketing programs that engage payer buyers throughout the customer journey. Success in this role requires strong expertise in segment strategy, audience segmentation, campaign planning, performance analysis, and cross-functional leadership.
The ideal candidate combines strategic thinking, analytical rigor, and executional excellence to ensure all marketing investments and activations align to payer growth objectives and deliver measurable business impact.
Essential Job Responsibilities - Develop and execute payer segment go-to-market strategies aligned to business objectives, priority audiences, buyer needs, and revenue growth goals.
- Analyze payer market trends, competitive dynamics, buyer personas, audience sub-segments, and performance signals to inform segmentation, messaging, campaign planning, and strategic recommendations.
- Partner with Sales, SDR/Inside Sales, Product Marketing, Integrated Campaigns, Marketing Operations, and Commercial Operations to align strategy, execution, data quality, stakeholder communications, and sales outreach plays.
- Oversee integrated marketing program execution from planning through post-launch analysis, ensuring coordinated messaging, channel activation, campaign performance tracking, and continuous optimization.
- Build executive-ready reporting that connects marketing activity to KPIs such as engagement, conversion, meetings, pipeline, bookings, revenue influence, and segment growth; provide weekly, monthly, quarterly, and ad hoc insights with clear recommendations.
- Maintain segment marketing calendars, activation plans, and operational rhythms that support visibility, accountability, and timely delivery across cross-functional teams.
Minimum Qualifications - Bachelor's degree in Marketing, Communications, Healthcare Administration, Business, or a related field.
- 6+ years of experience in B2B marketing, segment marketing, marketing strategy, commercial operations, demand generation, or related roles; healthcare technology or payer market experience preferred.
- Demonstrated ability to develop go-to-market strategies, audience segmentation plans, integrated campaigns, and performance reporting across multiple channels and stakeholder groups.
- Strong analytical skills with experience translating market, campaign, sales, and operational data into actionable recommendations for leadership and cross-functional partners.
- Proven ability to collaborate with and influence Sales, Marketing, Product, Operations, and other stakeholders to drive aligned execution and measurable business outcomes.
- Excellent communication, organization, and project management skills, with the ability to manage multiple priorities and deliver high-quality work on deadline.
Preferred Qualifications - Experience working with or for a health payer in marketing, population health, quality, or a similar function.
- Experience in healthcare technology, SaaS, or enterprise software
- Experience with marketing automation, CRM, attribution, dashboards, or campaign reporting.
- Experience leveraging and integrating AI tools into campaign planning, content creation, and performance analysis workflows to improve efficiency, uncover insights, and support data-driven decision-making
Expected Compensation$96,000 - $164,000
The base salary range shown reflects the full range for this role from minimum to maximum. At athenahealth, base pay depends on multiple factors, including job-related experience, relevant knowledge and skills, how your qualifications compare to others in similar roles, and geographical market rates. Base pay is only one part of our competitive Total Rewards package - depending on role eligibility, we offer both short and long-term incentives by way of an annual discretionary bonus plan, variable compensation plan, and equity plans.
