Senior Manager, Demand Generation

Layer Health•Boston, MA

23h

About The Position

Layer Health is hiring a Senior Manager of Demand Generation to own, refine, and scale its demand generation engine. This hands-on, builder role will turn marketing infrastructure into pipeline by designing and running integrated campaigns for a defined list of several hundred U.S. health systems, building nurture and account-based marketing programs, and partnering closely with Sales on handoffs, service-level agreements, and pipeline reporting. The role combines strategic ownership with execution, including building workflows, writing sequences, and analyzing dashboards. The position owns integrated campaign planning across Layer Health’s quality- and clinical-focused solutions; persona-based campaigns for health-system buying committees; paid media strategy and execution; nurture programs; and coordination with content marketing. It also owns the ABM program, including the ideal customer profile and tiering framework, target-account list hygiene, engagement tracking, and account-based campaign execution. The Senior Manager will take marketing operations in-house, administer HubSpot as the marketing system of record, and partner with Sales on Salesforce synchronization, lead-to-account matching, routing, and campaign setup. Responsibilities also include campaign taxonomy, pipeline and attribution reporting, marketing-to-sales handoff, event campaign motions, and oversight of demand generation and marketing operations contractors and vendors. This is the company’s first dedicated demand generation hire, joining a Series A company preparing for its next stage of growth.

Requirements

6–10 years of experience in B2B demand generation.
At least 3 years running integrated, account-based programs.
Experience with long, committee-driven enterprise sales cycles.
Deep hands-on fluency in HubSpot, including marketing automation, workflows, and reporting.
Strong working knowledge of Salesforce campaigns, lead routing, and attribution.
Experience building or substantially rebuilding a marketing-to-sales handoff.
Comfort administering marketing operations systems, rather than only consuming their outputs.
Proven ownership of paid media on platforms such as LinkedIn and Google, including audience strategy, creative testing, and budget management against pipeline targets.
Ability to write persona-specific copy within defined positioning and messaging guidelines, and to recognize when claims require supporting sources.
A hands-on builder’s approach and ability to operate at startup pace, including configuring workflows and presenting pipeline reviews.
Analytical approach to data, distinguishing proven results from projections.
Strong partnership skills with Sales and a shared ownership mindset toward pipeline.

Nice To Haves

Healthcare or health IT experience selling into hospitals and health systems.

Responsibilities

Own the demand generation plan and campaign calendar across the company’s quality- and clinical-focused solutions.
Design and run persona-based campaigns for health-system buying committees, including audience builds, messaging variants, and email sequences.
Own paid media strategy and execution across platforms such as LinkedIn and Google; evaluate performance and make scaling and budget reallocation decisions.
Build nurture infrastructure and email programs that move accounts from awareness to sales readiness.
Work with content marketing to distribute existing content across channels and develop new content ideas to support campaign strategy.
Own the ABM program, including the ICP and tiering framework, target-account list hygiene, account-level engagement tracking, and account-based campaign execution.
Maintain account tagging across HubSpot and Salesforce and keep the target-account list current for campaigns, events, and Sales.
Lead ABM platform evaluation and selection if a dedicated tool becomes appropriate.
Take marketing operations in-house, including workflow and property changes, list management, form updates, campaign setup and cleanup, user provisioning, and integration monitoring.
Own HubSpot as the marketing system of record, including workflows, forms, progressive profiling, lists, lifecycle automation, and compliance workflows.
Partner with Sales to maintain reliable Salesforce synchronization, lead-to-account matching, routing, and Salesforce Campaign setup.
Maintain UTM and campaign taxonomy standards and enforce them across channels, events, and webinars.
Own campaign and pipeline reporting, including marketing-sourced and marketing-influenced pipeline, account-level engagement dashboards, and channel performance.
Evolve attribution from last-touch toward multi-touch as the program matures.
Own the marketing-to-sales handoff, including MQL definition, lead scoring and prioritization, SLAs, and reporting on marketing’s pipeline contribution.
Run regular reviews with Sales and Customer Success to discuss account engagement, agree on priority-account plays, and review conversion feedback.
Build pre-event, at-event, and post-event campaign motions for the conference calendar, including attendee-list mapping to target accounts and follow-up sequences.
Manage demand generation and marketing operations contractors and vendors, and own the roadmap for enrichment, intent, and AI-assisted tools in the marketing stack.