DescriptionPosition Title: Product Marketing Manager, Operations
Reporting to: Senior Director, Product Marketing
Location: Chapel Hill, NC; Newton, MA; New York, NY; or remote
Compensation: $100,000 per year, depending on qualifications, plus bonus potential and benefits
Job Summary
Well is seeking a Product Marketing Manager, Operations to own the connective tissue for Product Marketing:
- The analytics that tell us what's working
- CRM and marketing automation foundation that makes campaigns and scoring trustworthy
- Knowledge library that keeps sales and proposals win-ready and current
- Our discoverability across traditional and AI-powered search
- Our website as our primary hub for introducing Well
- Supporting the events and consultant relations program that puts Well in front of the right rooms
This role reports to the Product Marketing Manager, Operations alongside the Product Marketing Manager, Content & Digital and owns the operational and technical infrastructure behind Product Marketing's growth efforts. This is a hands-on, execution-oriented role for someone who is equally comfortable in a dashboard, a CRM, and a venue-sourcing spreadsheet - and who brings rigor, detail orientation and organization to all three.
Key Responsibilities
1. Analytics
- Build and maintain core dashboards across Salesforce, LinkedIn, and third-party media outlets, covering funnel performance, campaign results, pipeline by source, and paid media performance for top-of-funnel campaigns.
- Establish a regular reporting cadence for Product Marketing leadership, flagging trends, anomalies, and opportunities across channels.
- Standardize definitions and data sources across dashboards so metrics are consistent and trusted team-wide.
2. Marketing Technology & AI Integration
- Serve as the connective layer across Well's marketing technology stack - Salesforce Account Engagement, LinkedIn, Account Engagement, design and creative tools, future CRM systems and marketing analytics tools (Google Analytics, Google Tag Manager), and other marketing software - ensuring these systems are integrated and work together rather than in silos.
- Maintain working knowledge of how AI tools, including Claude, run and operate within and across the marketing technology stack, and identify opportunities to apply AI to streamline reporting, content operations, campaign workflows and design.
3. CRM Optimization
- Partner with the GTM Operations team to maintain and enhance the CRM system (Salesforce and Account Engagement) in support of sales and product marketing activities, ensuring data accuracy and usability for the team.
- Refine lead scoring and grading rules in Account Engagement based on high-value, product-specific behavioral triggers.
4. Knowledge Library Governance
- Maintain an organized library of standard responses that are accurate, win-ready, and consistent with Well's brand voice.
- Establish a regular review cycle to keep content current as products, positioning, and proof points evolve.
5. Search & AI Discovery Ownership
- Own end-to-end SEO, AEO (answer engine optimization), and GEO (generative engine optimization) strategy and execution for Well - including technical SEO, keyword research, and on-page optimization.
- Drive brand citations across AI answer engines and optimize buyer-intent content
- Establish and enforce strict publishing quality gates for search- and AI-facing content, and set the SEO briefs and guidelines that Content & Digital Marketing writes to.
- Measure and report on pipeline growth alongside organic traffic and AI citation share.
6. Website Operations & Optimization Ownership
- Own the website end-to-end: day-to-day maintenance, content activation, and architectural updates.
- Partner with Design to align site experiences with product positioning.
- Monitor website performance metrics - traffic, engagement, conversion rate, page speed, and user experience - and lead a rapid A/B testing program to optimize conversion paths and pipeline based on those insights.
7. Event Strategy & Coalition Auditing
- Audit industry memberships and coalitions to maximize ROI, and select high-impact sponsorships.
- Own end-to-end management and streamline project management execution for all event and conference appearances.
- Coordinate the production and shipment of materials, presentations, and promotional items.
Requirements- Experience: 3+ years in marketing operations, digital marketing, or product marketing, ideally in B2B or B2B2C or employer health benefits; experience supporting an enterprise sales motion strongly preferred.
- CRM & MarTech Fluency: Hands-on experience with Salesforce and a marketing automation platform (Account Engagement/Pardot preferred), including lead scoring, dashboard-building, and reporting.
- AI & Martech Fluency: Working understanding of how AI tools such as Claude integrate with and operate across a connected marketing technology stack (Salesforce, LinkedIn, design/creative platforms, marketing automation), and a proactive eye for where AI can streamline workflows and reporting.
- Search, AEO & GEO Expertise: Deep, hands-on expertise in SEO, AEO, and GEO - technical SEO, keyword and content strategy, and structuring content for AI answer engines - since this role owns search and AI discovery end-to-end with no SEO counterpart on the content team.
- Web & Testing Acumen: Experience with web content management systems (e.g., WordPress) and web analytics (Google Analytics 4).
- Program & Event Management: Proven ability to manage multiple concurrent projects - from sponsorship ROI analysis to venue logistics - with strong attention to detail and follow-through.
- Communication & Brand Judgment: Excellent written communication skills and a sharp ear for brand voice, with experience maintaining sales enablement or knowledge-base content.
- Analytical Rigor: Comfort building and interpreting dashboards across multiple data sources, and translating data into clear recommendations for a marketing leadership audience.
