Manager, B2B Content Lifecycle & Conversion

Join us as we work to create a thriving ecosystem that delivers accessible, high-quality, and sustainable healthcare for all.

JOB TITLE: Manager, B2B Content Lifecycle & Conversion

Position Summary:

The Manager, B2B 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. Based in a hybrid work environment, this position requires one day per week in the office and reports to the Director of Content Strategy.

About the Team: The Content Marketing team is dedicated to enhancing athenahealth's demand generation efforts through innovative content strategies. They collaborate closely with marketing operations, demand generation, and paid media teams to ensure alignment and effectiveness in messaging. The team utilizes various tools and systems to optimize content performance and drive engagement across multiple platforms.

Essential Job 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.

Additional Job Responsibilities:

• 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.

Expected Education & Experience:

• 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.

Expected Compensation

$74,000 - $126,000

The base salary range shown reflects the full range for this role from minimum to maximum. At athenahealth, base pay depends on multiple factors, including job-related experience, relevant knowledge and skills, how your qualifications compare to others in similar roles, and geographical market rates. Base pay is only one part of our competitive Total Rewards package - depending on role eligibility, we offer both short and long-term incentives by way of an annual discretionary bonus plan, variable compensation plan, and equity plans.