Position Overview:

The Category Marketing Lead owns the marketing-sourced pipeline number for their category and is accountable for overall performance across the go-to-market engine. You will plan and forecast the category's pipeline and orchestrate the full portfolio of programs and campaigns, holding the line on how each channel contributes to the pipeline organisation has committed to the business.

You will work hand-in-hand with every marketing function - inbound and outbound demand generation, product marketing, and brand - as well as Sales and Client Success, to turn strategy into committed, measurable pipeline. This is a strategy-and-execution leadership role for someone who can zoom out to set category direction and zoom in to interrogate data, challenge assumptions, and operationalize insight into pipeline. It requires a blend of commercial acuity, marketing-science expertise, and deep analytical leadership.

Key Responsibilities:

This role requires a blend of commercial acuity, marketing science expertise, and deep analytical leadership. It is ideal for someone who can zoom out to set strategy and zoom in to challenge assumptions, interrogate data, and operationalize insights.

1. Forecasting, Target Setting, Marketing Planning & Management:

- Own the category's marketing-sourced pipeline and SQL targets; build the bottoms-up forecast and the plan to deliver it.

- Translate company revenue commitments into a category marketing plan - channel mix, program calendar, budget allocation, and capacity.

- Own and continuously reallocate the category budget toward the highest-yielding programs and segments.

- Run the planning cadence (annual - quarterly - monthly) and keep the plan live against actuals, flagging risk to pipeline coverage early.

2. Program & Campaign Oversight - Progress to Target:

- Oversee the full slate of category programs and campaigns end-to-end, keeping every initiative on pace against its pipeline and revenue targets.

- Maintain a single, always-current view of what is in flight, what is at risk, and what is converting - stepping in to unblock, re-prioritize, or reallocate when programs drift off plan.

- Safeguard a sharp, consistent, best-in-class category brand and narrative across every program and campaign, partnering with Brand & MarComm and Product Marketing as the content owners.

- Hold program owners accountable to milestones, launch dates, and quality bars, and keep delivery on schedule.

3. Cross-Functional Operations & Coordination:

- Run the operating cadence for the category - planning, stand-ups, and program reviews - keeping Demand Generation, Brand & MarComm, Product Marketing, and Marketing Ops aligned and on schedule.

- Coordinate hand-offs and dependencies across functions so campaigns ship on time and nothing falls between the cracks.

- Manage the category calendar, budget pacing, and resourcing across competing programs.

- Partner with Sales and Client Management on pipeline coverage, lead hand-offs, follow-up discipline, and conversion.

- Be the operational point of contact for the category - the person who knows the status of everything and keeps it all moving toward target.

4. Category Performance, Reporting & Insights:

- Own the end-to-end measurement framework for the category's GTM engine, spanning inbound, outbound, demand generation, product marketing, brand, customer marketing, and retention.

- Be the single owner of category performance reporting - pipeline sourced and influenced by channel, coverage vs. target, program status, and ROI - surfacing risks early.

- Partner with every marketing function, Sales, and Client Management to assess program and channel impact and optimize channel mix and investment decisions.

- Lead monthly and quarterly business reviews with actionable insights, trend analysis, and executive-ready narratives.

Required Qualifications:

- 8+ years of experience in B2B marketing across channels, with a track record of owning a pipeline or revenue number.

- Demonstrated ability to forecast, plan, and report on marketing-sourced pipeline.

- Proven cross-functional leadership across Sales, Product, and Client Management.

Preferred Qualifications:

- Experience marketing in healthcare, risk adjustment, or value-based care.

- Experience working with AI/ML-based products and a strong understanding of "Agentic AI" applications in healthcare.

- Experience supporting Account-Based Marketing (ABM) initiatives for high-value enterprise accounts.

Technical Skills:

- Proficiency in CRM platforms (Salesforce / HubSpot) and Marketing Automation tools (Marketo, Pardot).

- Experience with Sales Intelligence and Research tools (LinkedIn Sales Navigator, HubSpot, SFDC, ZoomInfo).

- Strong command of data analytics to measure campaign impact and pipeline influence.