Manager, Content Lifecycle & Conversion

About the role

The Manager, Content Lifecycle & Conversion is a dynamic full-funnel content strategist responsible for driving athenahealth's demand generation across various channels, including email, paid media, web, and webinars. This role requires a blend of strategic judgment and executional expertise, enabling the candidate to design content systems and develop messaging frameworks that effectively guide prospects through the buying journey.

Responsibilities

• Design and own the content strategy for all lifecycle email programs, including sequencing logic and CTA architecture.
• Author or direct copy at the segment, persona, and funnel-stage level, ensuring alignment with buyer intent signals.
• Partner with marketing operations and demand generation to evaluate program performance and iterate on content strategy.
• Serve as the primary content strategist for paid media programs, advising on copy and creative direction.
• Maintain and evolve content architecture for athenahealth.com conversion-focused web pages and campaign landing pages.
• Source, brief, and manage freelance writers for content assets, ensuring quality and brand voice standards.
• Analyze existing page content for funnel alignment, search visibility, and conversion readiness.
• Collaborate with web production and creative teams on content specifications before design begins.
• Develop and maintain messaging frameworks for paid creative campaigns.
• Audit and improve existing content for effectiveness and alignment with strategic goals.
• Support newsletter strategy and content execution as part of the lifecycle email program.
• Manage freelance budget and production timelines in partnership with content operations.
• Contribute to the overall content strategy and execution across various platforms.
• Advocate for necessary changes to enhance content performance and user experience.

Qualifications

• 5–7 years of content marketing experience with a focus on email lifecycle, landing page, and paid content strategy in a B2B environment.
• Proven experience in designing email nurture architecture and determining sequence logic.
• Strong knowledge of paid media targeting and audience segmentation.
• Experience managing freelance writers and maintaining brand voice at scale.
• Ability to operate with limited creative direction and generate briefs independently.
• PREFERRED: Experience in healthcare technology or B2B SaaS environments.
• FAMILIARITY: With marketing automation platforms and web CMS environments.
• DEEP UNDERSTANDING: Of SEO, UX, and CRO principles and their impact on content performance.