Digital Product Marketing Manager

Company: The mission of Well (https://www.well.co/) is to transform healthcare through our unique impact on our members' health and happiness. We do this through our differentiated consumer experience and world-class data and analytics engine that drive engagement and behavior change. Our product — a consumer health engagement platform — integrates concierge services, behavioral health, telemedicine, care management and wellness services to drive sustained engagement, lower costs and improve the health of members. In addition to our product, we know our team makes us unique. We’re a highly diverse and engaged organization whose employees are passionate about the mission of the company and whose management is passionate about the employees. We promote an employee- and member-centric culture with generous benefits, which you can learn more about here: https://www.well.co/careers.

Position Title: Digital Product Marketing Manager

Reporting to: Senior Director of Product Marketing

Location: Chapel Hill, NC; Minneapolis, MN; Newton, MA; New York, NY

Compensation: Manager, Digital Product Marketing ($100,000), depending on qualifications, plus bonus potential and benefits

Job Summary: We are seeking a creative, execution-focused Digital Product Marketing Manager to build and optimize our full-funnel growth engine. In this pivotal role, you will own demand generation, paid acquisition, growth experiments, and martech infrastructure. This is an opportunity to shape our digital strategy, influence product–market fit, and drive exponential customer acquisition for our B2B well-being solution. You will work closely with product, sales, and content teams to ensure a consistent and compelling brand message that resonates with HR leaders, benefits managers, and other key stakeholders in the corporate wellbeing space. The ideal candidate is a self-starter who fosters a collaborative and team environment that supports innovation, creativity, and continuous learning.

Key Responsibilities: 

Sales Enablement Support:

• Collaborate with Sales to develop and maintain marketing collateral, including pitch decks, product one-pagers, case studies, and FAQs that clearly articulate value to employer clients and benefits consultants.
• Assist in maintaining and optimizing the internal sales asset library to ensure teams have access to the most current messaging and tools.

Cross-Functional Campaign Execution:

• Contribute to multi-channel campaigns focused on key client segments, verticals, or strategic initiatives (e.g., GLP-1 cost management, DEI, musculoskeletal health).
• Coordinate execution across email, paid media, social, and events.

Social Media Management:

• Develop, schedule, and publish engaging content across all relevant social media platforms (e.g., LinkedIn, Twitter, Facebook, Instagram) to promote product features, updates, and company news, specifically tailored for a B2B audience in the HR/benefits sector.
• Monitor social channels for trends, engagement opportunities, and competitor activity within the wellbeing and HR tech industries.
• Analyze social media performance and provide insights for continuous improvement.
• Email Marketing:
• Assist in the creation, segmentation, and deployment of email campaigns (e.g., newsletters, product updates, promotional emails, case studies) to nurture leads and engage existing B2B clients and prospects.
• Conduct A/B testing on email elements (subject lines, CTAs, content) to optimize performance.
• Track email campaign metrics (open rates, click-through rates, conversions) and report on effectiveness.
• Website Content Management:
• Support the regular updating and optimization of website content, including product pages, landing pages, and blog posts, ensuring accuracy and SEO best practices relevant to B2B wellbeing solutions.
• Collaborate with content creators to ensure all website content aligns with marketing objectives and brand guidelines, emphasizing value propositions for corporate clients.
• Paid Media Support:
• Assist in the execution and optimization of paid digital advertising campaigns (e.g., Google Ads, LinkedIn Ads) targeting HR professionals and decision-makers in the B2B space, under the guidance of the marketing manager.
• Monitor campaign performance, track KPIs, and contribute to reporting on ad spend effectiveness.
• Conferences & Events Coordination:
• Support the planning and execution of virtual and in-person industry conferences, webinars, and other events focused on HR, benefits, and corporate well-being.
• Coordinate logistics, marketing materials (e.g., brochures, presentations), and pre/post-event communications.
• Assist with lead capture and follow-up strategies for events, ensuring alignment with sales goals.

Preferred Qualifications

• Bachelor's degree in Marketing, Communications, Business, or a related field (MBA, MPH, MHA a plus). 
• 5+ years of proven digital marketing experience, with prior experience in demand generation, growth marketing, and event strategy - in the digital health or employer benefits space.
• Proven track record developing and executing multi-channel B2B digital campaigns (SEO, SEM, social media, email, content marketing, web analytics) that drive engagement and ROI
• Familiarity with email marketing platforms (e.g., Salesforce Marketing Account Engagement and Salesforce Marketing Cloud).
• Basic understanding of website content management systems (e.g., WordPress, Webflow).
• Knowledge of website analytics, including measurement, analysis, benchmarking and campaign measurement, as well as development of reporting, is required. 
• Exposure to paid media platforms (e.g., Google Ads, LinkedIn Ads Manager).
• Data-driven mindset with experience analyzing marketing metrics to drive decision-making and optimize performance.
• Ability to manage multiple projects simultaneously and meet deadlines in a fast-paced environment.
• Creative thinker, always open to trying innovative and unique marketing strategies.
• Desire and ability to succeed in a demanding, creative, and entrepreneurial environment.
• Direct experience in the well-being, HR, or benefits industry.
• Basic graphic design skills (e.g., Canva, Adobe Creative Suite).

Additional Job Information

Well is on a mission to redefine the healthcare experience. This is an opportunity to re-shape healthcare for America. We are developing solutions to improve the quality and affordability of healthcare. We welcome team members who are passionate about that mission. We embrace diversity and are committed to building an inclusive team.

Well is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, pregnancy, sexual orientation, gender identity, national origin, age, protected veteran status, or disability status.  We seek diversity and encourage individuals from underrepresented groups to apply.