Senior Digital Marketing Specialist (User Marketing & Product Adoption)

Wolters Kluwer•Madison, WI

17h•$71,300 - $124,500

About The Position

At Wolters Kluwer Health, the Senior Digital Marketing Specialist plays a critical role in building and scaling a best-in-class post-sale, user-centric lifecycle marketing capability across their portfolio. This role focuses on driving faster time-to-value, feature adoption, and sustained product usage, especially for AI-enabled capabilities and mobile app workflows, within a recurring SaaS business model. The specialist is responsible for designing, activating, and optimizing data-driven, multi-channel lifecycle programs that engage end users, buyers, and administrators across every stage of the post-purchase journey. These programs aim to improve onboarding, activation, feature adoption, engagement, retention, and renewal readiness in a B2B2C environment where user behavior and buyer value realization are deeply connected. The role involves hands-on execution and optimization of lifecycle programs from onboarding through renewal readiness, partnering closely with Customer Success, Product Marketing, Product, Analytics, and Marketing Operations to deliver cohesive, high-impact lifecycle campaigns aligned to shared outcomes and OKRs.

Requirements

Bachelor’s degree in Marketing, Communications, Business, or a related field.
3+ years of experience in digital, customer, or lifecycle marketing within SaaS, subscription, B2B, or B2B2C environments.
Demonstrated experience executing behavior-based or trigger-based lifecycle campaigns that drive onboarding, activation, and product or feature adoption.
Strong analytical skills with the ability to translate data into actionable lifecycle and adoption improvements.

Nice To Haves

Strong user-first, product-adoption mindset with a passion for improving customer experience and driving behavior change.
Proven digital execution skills with a strategic lens toward lifecycle journey design and measurable impact.
Data-informed and insight-driven; comfortable working with usage data, behavioral signals, and performance metrics.
Programmatic, detail-oriented, organized, and proactive, with the ability to manage multiple initiatives simultaneously.
Collaborative and comfortable working across cross-functional, matrixed teams in a fast-moving environment.
Hands-on experience with marketing automation and CRM platforms (Marketo and Salesforce preferred).
Experience with in-product engagement or product analytics tools (e.g., Pendo or similar) strongly preferred.
Interest in leveraging AI-enabled tools and automation to improve personalization, experimentation velocity, and marketing efficiency.

Responsibilities

Own the hands-on execution of post-sale lifecycle marketing programs across email, in-product messaging, web, and other scalable digital channels to drive onboarding, activation, feature adoption, engagement, and renewal readiness.
Design and execute lifecycle journeys that prioritize end-user success, first meaningful use, and habit formation, while reinforcing value realization for buyers and administrators.
Build and manage end-to-end lifecycle programs—from brief and setup through QA, launch, testing, and optimization—using marketing automation tools (Marketo preferred).
Apply segmentation, role-based targeting, lifecycle stages, and behavior-based triggers to deliver personalized, relevant experiences for users and buyers.
Translate product usage, feature engagement, and behavioral signals into trigger-based lifecycle campaigns that reinforce next-best actions, including adoption of AI-powered features and mobile workflows.
Coordinate lifecycle moments where user and buyer journeys intersect, ensuring consistent messaging, timing, and value reinforcement across audiences.
Map and maintain core post-sale user and customer journeys, identifying friction points and opportunities to accelerate activation, adoption, and retention.
Monitor and analyze lifecycle performance metrics tied to usage and adoption outcomes (not just engagement), identifying trends and optimization opportunities.
Execute structured experimentation (A/B testing, holdouts, message and timing tests) across channels to continuously improve lifecycle effectiveness and time-to-value.
Use insights from reporting and analysis to inform prioritization, iteration, and future lifecycle roadmap decisions.
Partner closely with Customer Success, Product Marketing, Product, Analytics, and Marketing Operations to align lifecycle programs with customer needs, product priorities, and business goals.
Support product launches, feature releases, and strategic initiatives through coordinated post-sale and user adoption communications, including AI-enabled feature rollouts.
Ensure data quality, compliance, and accurate audience targeting in collaboration with Marketing Operations and Analytics teams.

Benefits

Medical Plans
Dental Plans
Vision Plans
401(k)
FSA/HSA
Commuter Benefits
Tuition Assistance Plan
Vacation and Sick Time
Paid Parental Leave
Well-being benefits (tools, programs, and resources to help employees feel healthy, happy, safe, and prosperous)
Global Together we thrive well-being program (supporting physical, mental, social, and financial well-being)
Welcoming environment and equitable opportunities for all employees regardless of background, nationality, race, ethnicity, gender, gender identity, age, sexual orientation, marital status, disability, or religion.
Workplace culture rooted in mutual respect, bringing forward insights from a wide range of backgrounds, perspectives, and experiences.
Commitment to complying with laws requiring equal opportunity in hiring, promotion, and other employment decisions.