Marketing Manager

Genova Diagnostics•Asheville, NC

About The Position

The Marketing Manager leads integrated marketing and product marketing efforts that strengthen Genova Diagnostics’ market position and drive provider awareness, engagement, and adoption across its advanced testing portfolio. Partnering cross-functionally with New Product Development, Sales, Clinical Education, Learning and Development, Operations, and leadership, this role delivers effective campaigns, compelling content, and measurable commercial results across digital, field, webinar, event, podcast, affiliate, and sales-support channels. The position is accountable for lead generation, funnel performance, marketing ROI, KOL engagement support, and brand-consistent, evidence-based communications.

Requirements

Bachelor’s degree in marketing, business, life sciences, healthcare, communications, or a related field required.
5–8+ years of progressive marketing experience required, ideally in specialty diagnostics, clinical laboratory services, healthcare, medical device, biotech, or a similarly complex scientific category.
Experience supporting clinician audiences, provider education, or scientifically grounded commercial messaging strongly preferred.
Strong command of integrated marketing principles, campaign planning, content development, lead generation, and performance analytics.
Ability to manage multiple projects simultaneously while maintaining strong attention to detail, deadlines, and stakeholder alignment.
Excellent written, verbal, and presentation communication skills, including the ability to communicate effectively across functions and organizational levels.
Strong analytical mindset with the ability to translate data into actionable recommendations.
Demonstrated ability to work successfully in a cross-functional, fast-paced, results-oriented environment.
Experience with CRM platforms required; Salesforce strongly preferred.
Proficiency in Microsoft PowerPoint, Excel, Word, and related business productivity tools required.

Nice To Haves

MBA or advanced degree is a plus.
Experience in conference marketing, webinars, promotional planning, and sales enablement preferred.
Experience with marketing automation platforms, project management tools, and reporting dashboards preferred.
Demonstrated ability to apply AI tools to enhance marketing efficiency, content creation, segmentation, campaign optimization, and commercial decision-making while maintaining healthcare-appropriate compliance standards.

Responsibilities

Develop and execute integrated marketing and product marketing plans that support Genova Diagnostics’ strategic growth priorities, revenue objectives, and market positioning.
Own positioning, messaging, and go-to-market support for priority solution areas, while partnering with commercial leadership to increase awareness, demand, test utilization, and provider retention.
Help define and reinforce clear, differentiated messaging that communicates Genova’s scientific credibility, clinical relevance, and practical value to providers.
Support market research, competitive awareness, and voice-of-customer insight gathering to identify opportunities for growth, improved messaging, and stronger campaign performance.
Support affiliate and partner marketing programs by developing promotional assets, coordinating campaigns, and monitoring partner performance to expand awareness and engagement through approved external relationships.
Help identify, engage, and support key opinion leaders, sponsored speakers, and clinical influencers who can strengthen Genova’s educational reach, brand credibility, and provider adoption.
Lead the planning and execution of multichannel marketing campaigns across email, web, webinars, conferences, paid and organic digital, direct outreach, and sales collateral.
Manage lead generation initiatives and collaborate with Sales and Operations to improve lead routing, follow-up discipline, nurture effectiveness, and conversion performance.
Oversee campaign calendars, project timelines, creative development, and production workflows to ensure on-time, high-quality delivery.
Support conference and event strategy, including pre-event promotion, booth engagement planning, speaker support, onsite coordination, and post-event lead follow-up.
Lead webinar strategy and execution support, including topic planning, speaker coordination, audience development, registration growth, event promotion, post-event nurture, and conversion tracking.
Support promotion and campaign integration for Genova’s The Lab Report podcast, including audience growth, episode amplification, and alignment with broader demand generation and brand objectives.
Partner with internal teams to create marketing materials that enable the sales organization and support provider education, account growth, and product adoption.
Ensure consistent corporate identity and message alignment across product lines, promotional materials, educational assets, and events.
Manage development and distribution of promotional, digital, and collateral materials that support sales, marketing, and brand-building goals.
Contribute to content strategies that explain complex clinical concepts in a clear, compliant, provider-relevant way.
Support product launch readiness, field messaging, and portfolio storytelling in collaboration with internal stakeholders.
Develop and adapt content for KOL programs, affiliate initiatives, webinars, podcast promotion, and other expert-led educational campaigns in ways that are clinically relevant, brand-consistent, and evidence-based.
Repurpose webinar, podcast, and expert-led content into digital campaigns, sales tools, provider education materials, and follow-up assets to extend audience engagement and commercial value.
Lead cross-functional marketing projects from briefing through execution, including scope definition, timeline management, stakeholder communication, and issue resolution.
Coordinate communication across product, digital, sales, operations, IT, finance, and leadership teams to drive alignment and execution quality.
Provide training and internal support for campaign launches, tools, workflows, or other implementation needs tied to marketing initiatives.
Track and evaluate campaign performance using relevant data, dashboards, and reporting tools to assess effectiveness and identify opportunities for improvement.
Monitor key performance indicators such as lead volume, conversion rates, engagement, influenced pipeline, event performance, and return on marketing investment.
Manage assigned budget components, analyze spend versus plan, and recommend adjustments that improve efficiency and business impact.
Prepare concise analytical updates and recommendations for marketing leadership and cross-functional stakeholders.
Work with appropriate internal stakeholders to ensure that promotional materials and educational communications are accurate, appropriately substantiated, and aligned with company and industry standards.
Uphold brand quality, process discipline, and documentation standards across all marketing activities.
This role may directly supervise selected employees, contractors, or agency partners supporting marketing initiatives. Responsibilities may include interviewing, onboarding, assigning work, coaching performance, and ensuring accountability in accordance with company policy and applicable laws.