Executive Director, Diagnostics Customer Marketing

Labcorp•Durham, NC

5d•Hybrid

About The Position

Labcorp is seeking an Executive Director, Diagnostics Customer Marketing, to join our Team in Burlington, NC or Durham, NC with the flexibility of a hybrid work schedule! As a global leader in laboratory services, Labcorp is driven by our mission to improve health and improve lives. Understanding our customers’ needs—and a relentless focus on optimizing their experience and engagement—is essential to delivering on this mission. Diagnostics is at the heart of Labcorp’s commercial growth strategy. Every test result, every clinical interaction, and every touchpoint across our diagnostics portfolio begins with a customer—a primary care physician, a specialist, or a patient making decisions about their care. The Executive Director, Diagnostics Customer Marketing is accountable for leading integrated, segment-first marketing across the full diagnostics customer continuum. This leader owns the customer marketing strategy and execution for Labcorp’s diagnostics business, leading a team of Customer Marketers who serve distinct, high-priority segments—including primary care, specialty medicine , oncology, women’s health, and patient audiences. The leader will drive brand differentiation, demand generation, and measurable commercial impact across each of these customer segments. The Executive Director brings a modern, AI-forward marketing mindset and deep expertise in customer segmentation, behavioral targeting, and omnichannel growth. They translate customer and market intelligence into precise, data-driven go-to-market strategies that drive measurable expansion of diagnostic adoption across all segments. This strategic marketing leader builds and scales a customer growth engine—leveraging AI-enabled insights, digital innovation, and disciplined performance marketing to deepen customer relationships and strengthen Labcorp’s leadership in diagnostics. The Executive Director partners closely with commercial, medical, and enterprise teams to ensure every marketing investment drives real commercial outcomes. The Executive Director leads and develops a team of Customer Marketers responsible for executing integrated, segment-centric strategies and growth initiatives across the full Dx customer portfolio. Applicants will follow a hybrid schedule that includes a minimum of three in-office days per week at the Burlington, NC or Durham, NC location, supporting both collaboration and flexibility.

Requirements

Bachelor's degree.
15 or more years of progressive marketing experience in healthcare with demonstrated expertise in customer segment marketing across diverse healthcare audiences.
8 or more years of progressive people management experience, including direct team leadership, performance management, coaching, and oversight of skip-level reports in a complex, matrixed environment.
Advanced skills in building and refining AI-enhanced customer personas across multiple audience segments to enable precise and effective targeting.
Expertise in segmentation, insights, lifecycle marketing, and performance optimization across diverse customer audiences including physicians, specialists, and patients.
Demonstrated experience leveraging AI and marketing technology platforms to drive smarter targeting, content personalization, journey orchestration, and program optimization at scale.
Proven ability to storytell and marry data with compelling narratives that inspire, persuade, and drive action across multiple audience types and channels.
Strong omnichannel marketing expertise spanning digital, content, search, social, email, events, and field engagement—with a track record of driving growth across all channels.
Demonstrated ability to influence and align cross-functional stakeholders at senior levels in a matrixed organization.
Strong analytical, strategic thinking, and budget management capabilities.
Experience leading and developing high-performing, multi-disciplinary marketing teams.
Ability to operate with pace and discipline in a fast-moving, matrixed, highly collaborative environment.

Nice To Haves

An advanced degree (Master of Science, Master of Public Health, or Master of Business Administration).
Proven track record leading large-scale, multi-segment customer engagement and acquisition strategies that deliver measurable commercial growth across diverse healthcare audiences.

Responsibilities

Own the annual customer marketing growth agenda across all Dx customer segments—setting strategy, defining success metrics, and ensuring marketing investments drive measurable audience expansion, adoption, and brand preference across primary care, specialty providers oncology, women’s health, patients, and other high-priority audiences.
Lead the development and ongoing refinement of a segment-first customer marketing framework—ensuring each audience has a differentiated strategy grounded in their specific clinical workflows, decision-making drivers, and channel preferences.
Build and maintain deep, AI-enhanced customer personas for each segment, integrating behavioral data, claims insights, and clinical intelligence to enable precision targeting and personalization at scale.
Define the end-to-end customer marketing strategy for each Dx segment, aligned to enterprise priorities, commercial needs, and market opportunities.
Serve as the enterprise voice for customer segment strategy—influencing investment priorities, go-to-market decisions, and long-term growth planning across the diagnostics business.
Partner with customer segment leaders, portfolio leads, and sales to translate Labcorp’s diagnostics positioning into targeted go-to-market campaigns and messaging tailored to each audience.
Own the end-to-end messaging architecture across all Dx customer segments—developing distinct, segment-specific value propositions and positioning frameworks that clearly articulate Labcorp’s differentiation for primary care, specialists, health systems, and patients.
Lead content strategy for the Dx customer marketing function—defining content pillars, editorial direction, and a content roadmap that builds clinical credibility, drives engagement, and supports customers at every stage of their journey.
Develop and steward a library of high-impact content assets—clinical evidence summaries, thought leadership, educational tools, case studies, and patient-facing materials—tailored to the evidence needs and decision-making contexts of each segment.
Ensure strong connection between brand storytelling and commercial activation—translating Labcorp’s diagnostics brand into credible, emotionally resonant narratives that build trust and preference across every audience.
Drive consistent, differentiated messaging across all campaigns, channels, and customer touchpoints—maintaining brand integrity across a complex, multi-segment portfolio while allowing for audience-specific customization.
Elevate Labcorp’s brand as the preferred diagnostics partner through compelling storytelling, customer testimonials, scientific proof points, and multi-channel activation—tailored per segment and channel.
Partner with Medical Affairs, Portfolio leads, and Brand to ensure all messaging is clinically credible, commercially sharp, and aligned to Labcorp’s enterprise brand standards.
Convert business goals, market dynamics, and customer insights into data-driven go-to-market strategies and disciplined growth plays across all Dx customer segments.
Design and execute integrated, omnichannel campaigns that engage customers across digital, content, web, search, social, email, events, and field—orchestrated for relevance and impact at every stage of the customer journey.
Oversee campaign test-and-learn roadmaps across creative, messaging, offers, channels, and cadence to continuously improve performance and return on investment.
Oversee the customer marketing calendar and activation roadmap—ensuring cohesive, insight-driven, content-led go-to-market execution across all segments.
Champion the use of AI and advanced marketing technology to accelerate every dimension of customer marketing—from segmentation and targeting to journey orchestration, content personalization, and performance measurement.
Anchor strategy in a deep understanding of customer behaviors, clinical workflows, evidence needs, and decision-making drivers across each Dx audience segment.
Lead the development, evolution, and application of AI-enhanced customer personas to enable precision targeting and personalization at scale across primary care, specialist, and patient segments.
Track competitors, emerging technologies, scientific advances, clinical guidelines, payer dynamics, and macro trends to anticipate shifts, identify opportunities, and inform segment-level positioning.
Collaborate with Analytics, Medical Affairs, and Insights teams to leverage customer data, market intelligence, and performance metrics for continuous optimization.
Build a culture of data fluency and AI experimentation across the customer marketing team—setting high expectations for insight-driven decision-making at every level.
Design and lead a disciplined, full-funnel growth system across all Dx customer segments—from awareness and engagement to conversion, retention, and advocacy.
Establish KPIs tied to commercial outcomes (e.g., provider adoption, test utilization, revenue growth, retention/LTV), plus reputation metrics (e.g., unaided leadership rank, awareness, perception lifts) across all customer segments.
Lead measurement of customer behavior, channel and campaign performance, and lifecycle outcomes, establishing success metrics to ensure strategic investment and maximum return.
Lead Quarterly Business Reviews with actionable insights and clear connections from marketing activity to pipeline and commercial results.
Manage marketing investment and campaign budgets to maximize ROI across all customer segments and channels.
Establish prioritization processes; allocate resources based on impact, strategic alignment, and commercial potential.
Lead, mentor, and develop a high-performing team of Customer Marketers responsible for executing segment-specific strategies—with clear accountability, a culture of excellence, and a bias toward innovation and continuous improvement.
Partner closely with Portfolio Management, Medical Affairs, Brand, Market Access, Sales, Channel teams, and executive leadership to harmonize strategies and ensure flawless execution across all Dx customer segments.
Drive simplification, adoption of best practices, scalable processes, and shared capabilities across the customer marketing team.