Director, Digital Marketing

Personify Health • Morristown, NJ

3d • Remote

About The Position

Personify Health is seeking a Director, Digital Marketing to own digital channels that generate qualified pipeline, including websites, paid media, email, search, and the company’s visibility in AI-generated answers. This remote role strongly prefers candidates located in the NY/NJ area. The director sets digital channel strategy and budget, turns performance data into investment recommendations, and communicates results to marketing, sales, and executive audiences. The role works with the Senior Director, Demand Generation, and partners across marketing, sales, Marketing Operations, Legal, Security, PR, and social.

The director leads SEO, AEO, and GEO strategy; oversees website performance, conversion, and technical health; directs paid media and publication or industry-partner buys; and owns reporting, dashboards, and attribution. The role also applies intent data to account-based marketing, partners with SDRs on lead quality, and works with Marketing Operations on nurture programs, lead-list imports, and CRM data standards. Privacy, consent, accessibility, responsible AI use, and appropriate review of health-related claims are part of the work.

The position leads and develops two specialists, establishes clear goals and growth plans, and creates AI-assisted workflows for a lean team. Initial objectives include baselining paid-media performance, agreeing on attribution and a shared dashboard, measuring AI-answer brand visibility, documenting team responsibilities, and beginning work on divisional brand digital properties. Longer-term goals include improving qualified leads and pipeline, demonstrating more efficient media performance, establishing a tested AEO/GEO program, completing privacy and accessibility reviews, and supporting both specialists’ development.

Requirements

• At least 8 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 dashboards and draw clear conclusions from data across platforms.
• Full-funnel reporting experience for marketing, sales, and executive audiences.
• Hands-on AI use in personal work, with examples of what changed.
• Working knowledge of HubSpot, Salesforce, and GA4.
• Familiarity with intent platforms such as 6sense.
• Clear writing and ability to produce strong copy.
• Strong project-management skills and ability to move between strategy and hands-on work.

Nice To Haves

• SEO experience and exposure to AEO and GEO; a test-and-learn approach is valued as much as years of experience in these areas.
• Experience with media buys through publications and vendors.
• Experience in healthcare, benefits, or wellbeing markets.
• Experience with conversion testing and CMS platforms.

Responsibilities

• Set the digital channel mix across paid and owned media in partnership with the Senior Director, Demand Generation.
• Plan, forecast, and reallocate paid-media budget; recommend both increases and cuts based on performance.
• 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.
• Coordinate with social and PR owners so campaigns work across channels.
• Lead SEO, AEO, and GEO strategy, including brand ranking and citations in large language model answers.
• Track brand visibility across AI platforms, test as platforms change, and define success measures as organic clicks and zero-click behavior shift.
• Share LLM citation insights with PR and social teams.
• Direct content and technical optimization work across the Senior Specialist and Specialist.
• Own performance, conversion, technical health, and fix prioritization for the US website and its three localized versions; Marketing Operations owns the underlying platform and tooling.
• Run a regular website conversion-testing program.
• Lead paid campaigns across search, display, programmatic, video, and paid social.
• Own publication and industry-partner media buys, including sponsored webinars, and assess them for 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.
• Build and maintain dashboards covering MQLs, MQAs, SALs, SQLs, generated pipeline, attributed and influenced opportunities, and ROAS.
• Consult on metric prioritization and add efficiency measures such as cost per SQL, cost per opportunity, and payback period.
• Own the attribution approach, including treatment of self-reported attribution and dark social.
• Provide marketing, sales, and executives with clear performance reporting and recommendations; support social and PR with digital reporting as needed.
• Use 6sense intent data to focus paid media and nurture on active, multi-stakeholder deals, including influential brokers and consultants.
• Work with SDRs to prioritize inbound leads by quality and pain point, improve quality SALs, bring prospect pain-point insights into campaigns, and keep SDRs informed about launches.
• Set channel priorities and lead-quality standards in partnership with Marketing Operations, and develop a long-term lead-nurture program with them.
• Ensure third-party vendor lead lists are imported correctly; represent marketing in CRM deduplication and field standardization and confirm reporting reconciles afterward.
• Partner with Legal and Security on tracking and pixel governance, consent management, state privacy laws, and GDPR/PECR for localized sites.
• Keep web accessibility (WCAG) on the website roadmap and ensure health-related digital claims receive 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 publication.
• Coach and develop both specialists, set clear goals, build their skills including AI-enabled work, and create AI-assisted workflows.
• Develop and partially execute a strategy for bifurcated divisional brands across digital properties, particularly web and social.

Benefits

• Competitive base salary and benefits effective day one.
• Comprehensive medical and dental coverage.
• Unlimited PTO.
• Mental health support.
• Retirement planning.
• Financial protection.
• Professional development, clear career progression, and learning budgets.
• Wellness programs and other employee perks are referenced as part of the complete benefits package.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed