Senior Manager, Marketing Nurture & Automation Strategy

athenahealth is a company dedicated to creating a thriving ecosystem for accessible, high-quality healthcare. They are seeking a Senior Manager of Marketing Operations to lead orchestration and automation strategies across the buyer journey, focusing on data-driven engagement and operational architecture.

Responsibilities:

• Design and govern the operational framework for how prospects move across marketing programs, nurture streams, digital experiences, SDR motions, events, and campaigns working in close partnership with the inbound/outbound strategists
• Own contact strategy, including audience prioritization, communication frequency standards, eligibility rules, and engagement governance
• Define how competing programs should be prioritized when multiple teams are targeting the same audience
• Partner with Demand Generation and Digital Experience teams to ensure campaign and channel strategies fit into a coordinated buyer journey
• Support in the planning stages of new journeys helping to define audience strategy, automation needs, suppression logic and handoff requirements before campaigns launch
• Translate journey strategies into clear operating rules, automation logic, program governance, and scalable execution models
• Identify gaps, overlaps, and friction across the buyer experience and recommend improvements to simplify and improve engagement
• Define journey logic, entry and exit criteria, trigger rules, suppression logic, and prioritization standards across lifecycle programs. Document orchestration rules, lifecycle logic, campaign interaction models, and governance standards
• Define scalable ways of working that allow teams to execute coordinated journeys without slowing down campaign velocity
• Partner with Marketing Operations peers responsible for campaign execution, lead flow, platform administration, analytics, and AI enablement
• Continuously test and refine journey logic, segmentation, personalization, and automation approaches through structured experimentation
• Support broader marketing transformation efforts by helping translate strategic priorities into scalable operating models, workflows, and execution plans
• Partner with Marketing, Sales, Revenue Operations, IT, and AI leadership to identify opportunities to modernize how marketing work gets done through process improvement, automation, and AI-enabled capabilities
• Proactively assess cross-functional workflows to uncover opportunities for automation, AI, and process optimization, and lead initiatives to implement improvements through influence and partnership
• Operationalize AI-enabled capabilities in partnership with AI leadership, ensuring use cases are practical, measurable, and aligned to business priorities
• Support adoption of new tools, workflows, and AI-enabled capabilities across the marketing organization through documentation, enablement, stakeholder alignment, and change management
• Help define repeatable frameworks, best practices, and governance approaches that enable marketing teams to scale transformation efforts consistently
• Serve as a connector between strategy and execution, helping teams move from transformation concepts to measurable, operationalized programs

Requirements:

• 7+ years in Marketing Operations, Lifecycle Marketing, Demand Generation, Revenue Operations, or a related B2B marketing role
• Familiarity with AI-enabled marketing capabilities and a track record of applying them in real-world use cases
• Experience building segmentation, personalization, suppression, prioritization, trigger, and eligibility frameworks
• Strong understanding of lifecycle architecture, data flows, lead management, audience governance, and marketing-to-sales handoff processes
• Experience designing and governing complex customer journeys, nurture programs, campaign interaction models, or lifecycle engagement strategies
• Hands-on expertise with marketing automation platforms (Marketo, HubSpot, Pardot) and CRM systems (Salesforce)
• Strong analytical skills with experience using reporting/BI tools (Tableau, Power BI, or similar)
• Systems thinker with the ability to design and communicate complex workflows
• Strong collaborator who can influence across teams and translate strategy into execution
• Strong understanding of data models, data flows, and lifecycle architecture
• Strong collaborator who can influence Marketing, Sales, and IT
• Ability to translate strategy into execution and communicate complex concepts to non-technical stakeholders
• Demonstrated experience applying AI in marketing use cases (e.g., segmentation, personalization, lead scoring, journey decisioning, campaign optimization)
• Familiarity with modern AI tooling (e.g., generative AI, predictive analytics, CDPs, intent data platforms) and ability to evaluate/build use cases
• Understanding of prompt engineering, workflow automation, and/or integration of AI into marketing stacks
• Knowledge of AI governance, data privacy, and ethical considerations in marketing applications