Sr Manager, Segment Marketing - HCO, Books & Membership

Association of Operating Room Nurses Inc•Denver, CO

25d•Remote

About The Position

Our Sr Manager, Segment Marketing – HCO, Books & Membership serves as the strategic and hands-on leader for AORN’s Health Care Organizations (HCO), Books and Membership Lines of Business (LOB). In collaboration with the Sr Director, Marketing and Corporate Communications, and LOB leaders, this role develops and executes segment strategies and integrated marketing programs that drive member and customer acquisition, engagement, retention, and revenue growth across institutional and professional audiences. The Sr Manager, Segment Marketing monitors, gathers, and provides market and member intelligence, builds compelling value propositions, and partners cross-functionally to deliver measurable results aligned to AORN’s mission and business goals. Operating within an internal agency model, the Sr Manager, Segment Marketing collaborates with internal clients to set quarterly plans and growth objectives, while supervising a team to execute high-impact, data-driven campaigns across channels. The Sr Manager, Segment Marketing partners with HCO, Books, Membership and leadership team members to provide regular and current segment insights, messaging for battle cards, sale support scripts and collateral, content for touchpoints, and other elements that accelerate pipeline and retention outcomes. This role will include facilitating work groups to identify best approaches for sales enablement elements such as pitch decks, competitive assessment reports, ABM (account-based marketing), and leading processes with team members for prioritizing and producing agreed-upon elements. Essential to this role is the ability to develop product life cycles, train salespeople on how to sell against competitors’ products in various life cycles including End of Life, and maintain Playbooks on best practices for closing sales, increasing account value, and securing referrals. Additionally, the Sr Manager, Segment Marketing will have strong leadership experience to manage the efforts of team members, including but not limited to a Project Marketing Manager while collaborating with cross-functional marketing team members, and all stakeholders throughout the organization.

Requirements

Bachelor’s degree in marketing, business, communications, healthcare administration or related field.
Minimum of 8 years of progressive strategic marketing experience in healthcare (medical industry, hospitals/health systems, or related healthcare industries).
Minimum of 3 years of experience managing a team.
Deep understanding of the healthcare landscape and healthcare buyer dynamics.
Exceptional communication skills including writing, presenting, reporting; ability to translate complex clinical/operational concepts into clear, compelling value.
Strong stakeholder management and collaboration across levels and functions.
Strong project management skills with the ability to juggle multiple priorities with on‑time delivery.
Ability to demonstrate and hold others accountable for organizational values of: Innovation, Communication, Quality, Diversity, Equity and inclusion, and Achievement.

Nice To Haves

Experience working for a membership association.
Experience in an agency setting, internal or external.
Market sales/strategy experience.
Experience with best practices for digital and traditional channels.
Proven success in segment/audience or lifecycle marketing with measurable outcomes in growth and retention.
Proficiency with marketing technology (CMS, CRM, marketing automation, paid media, social, analytics).

Responsibilities

Own the segment marketing strategy for HCO, Books and Membership audiences (e.g., hospital and ASC leaders, clinical decision-makers, procurement, perioperative teams), and related professional member segments.
Create and maintain personas, value propositions, and messaging frameworks that articulate AORN’s member and product value to institutional buyers and perioperative professionals.
In collaboration with the Sr Director and LOB leadership, translate market and member insights into clear go‑to‑market (GTM) plans, competitive messaging, touchpoints journeys and customer experiences.
Lead acquisition, onboarding, engagement, renewal, and re‑engagement campaigns to grow marketing quality leads and ultimately increase revenue.
Promote programs central to AORN’s mission (education, certifications, events, research, and advocacy), tailoring offers and journeys to HCO and Books stakeholders, members and perioperative nurses.
Prepare and execute integrated campaigns (email, web, paid, social, content, events/partnerships) with clear hypotheses, budgets, timelines, and KPIs in coordination with internal digital marketing team members.
Partner with downstream digital, web, and creative teams to deliver targeted, accessible, and compliant content and manage publication of such content across channels.
Own responsibility of quality control for all assets produced for public release, assuring accuracy of content, imagery, URLs and other active links.
Prepare and maintain creative briefs (audience insights, decision influencers, competitive context, success metrics).
Collaborate with Sales and LOB leaders to align on offers, pricing narratives, objection handling, and competitive positioning.
Build and refresh sales playbooks and toolkits (pitch decks, one-pagers, case studies, email sequences) and provide performance feedback loops from the field.
Define and report KPIs across the funnel (lead volume/quality, conversion, revenue/ARR, member growth and retention, engagement scores, campaign ROI).
Evaluate performance channel and platform performance; test, learn, and iterate to improve effectiveness and efficiency; prepare regular impact reports for the LOB leaders and Sr Director of Marketing & Corporate Communications.
Supervise employees and/or contractors supporting the LOBs; set goals, prioritize work, and ensure timely, high‑quality deliverables.
Provide coaching, mentorship, and performance feedback.
Model strong cross-functional partnership with Membership, Nursing Education, Events, Policy/Advocacy, Sales, and Analytics.
Other duties as assigned.

Benefits

Health insurance package options that include a HDHP plan and a PPO plan.
Dental and vision coverage.
Flexible Spending Account (FSA) and Healthcare Savings Account (HSA) options.
Employer paid short- and long-term disability, accidental death and dismemberment, and life insurance coverage.
Voluntary Life Insurance options including critical illness and accident insurance.
401(k) plan with immediate vesting.
Pet insurance.
Udemy Learning.
Paid time off and 10 paid holidays per year.
Paid sick time.
Paid parental leave.
Free subscription to Calm.
Up to 8 hours of paid volunteer time.
Employee Assistance Programs.
Staff Incentive Bonus.