What are the responsibilities and job description for the Digital Marketing/Advertising Director, Paid Media - Military Veterans Encouraged To Apply position at HMP Global?
Healthcare Industry – Medical Communications and Marketing - Paid Search – Display – Triggered Advertising – Strategy and Execution – Social Media – Web – Video – Campaign Orchestration and Optimization
Location: Hybrid East Windsor, NJ/Malvern, PA or Remote (depending on your location)
Comprehensive Benefits (Medical, Dental, Vision, 401k w/company match)
HMP Global is a leading healthcare event and education company, holding a dominant position in several therapeutic areas, including oncology, psychiatry and behavioral health, cardiovascular, wound care, and public safety. With a mission to improve patient care, we deliver information and education to healthcare professionals through over 400 global, regional, and local events, and reach more than 4 million users monthly through digital networks and social channels.
Position Overview
We are seeking an accomplished Digital Marketing/Advertising & Paid Media Director with deep expertise in healthcare education and engagement with healthcare professionals (HCPs). The ideal candidate will be both a strategic leader and a hands-on innovator, with proven success in building paid media programs that drive measurable impact across digital, social, and programmatic channels.
This role requires proficiency in healthcare-specific ad tech platforms, including IQVIA, Lasso, Deep Intent, Google Ads, LinkedIn, Facebook, AdRoll, and other DSPs and social marketing platforms, with experience in activating campaigns targeting healthcare specialties at the NPI level. The successful candidate will bring additional expertise in continuing medical education (CME) credit promotion, live and virtual event marketing, and modern customer journey orchestration to support the complete marketing and sales funnel.
Key Responsibilities
Paid Media & Campaign Strategy
- Lead paid media planning and execution across omnichannel campaigns (digital, email, web, social, programmatic, and search).
- Develop innovative media strategies to engage HCPs and healthcare stakeholders using compliant, data-driven approaches.
- Activate campaigns using healthcare AdTech platforms (IQVIA, Lasso, Deep Intent) with precision NPI-level targeting and audience segmentation by specialty.
Event & CME Marketing
- Design and execute integrated marketing campaigns to drive registrations and engagement for live and virtual CME programs.
- Tailor messaging and outreach strategies to highlight CME credit opportunities, ensuring campaigns resonate with HCPs’ professional development needs.
- Partner with event and education teams to synchronize media efforts with program launches, speaker promotions, and learner engagement initiatives.
Customer Journey & Funnel Management
- Develop and implement customer journey orchestration frameworks to nurture leads through awareness, engagement, registration, participation, and retention.
- Build automated workflows and nurture campaigns that guide healthcare audiences through the marketing and sales funnel.
- Establish and track conversion KPIs for funnel stages (impressions → engagement → lead capture → registration → attendance → post-event follow-up).
Segmentation, Messaging & Collaboration
- Leverage audience segmentation by healthcare specialty, demographics, and behavior to activate precise campaigns.
- Collaborate with content, CRM, and social media teams to craft compelling messaging and value positioning tailored to specific HCP segments.
- Ensure omnichannel alignment with partners across marketing, events, and sales to maximize reach and campaign effectiveness.
Analytics & Optimization
- Measure campaign performance, report on ROI, and optimize paid media strategies for maximum conversion and registration impact.
- Monitor funnel progression, troubleshoot drop-off points, and implement refinements to accelerate lead-to-customer journeys.
- Share insights and recommendations with leadership to inform future campaigns and improve engagement with HCP audiences.
Qualifications
- 8 years in digital advertising, paid media, or performance marketing, with a minimum of 4 years in the healthcare or healthcare education industry.
- Proven expertise with IQVIA, Lasso, Deep Intent, or similar healthcare-specific AdTech platforms.
- Strong understanding of CME credit programs and marketing strategies to promote live and virtual healthcare education events.
- Demonstrated experience in event marketing with measurable success in driving event registrations and attendance.
- Deep knowledge of NPI-level targeting, HCP segmentation, and specialty-based campaign activation.
- Experience in customer journey orchestration and funnel management for tracking and accelerating customer progression.
- Proficiency in building nurture campaigns and automated workflows that align with audience needs and behaviors.
- Strong analytical mindset with the ability to monitor KPIs, optimize campaign spend, and deliver actionable insights.
- Excellent collaboration skills with cross-functional partners, including digital advertising, CRM, content, events, and social marketing teams.
Preferred Attributes
- Familiarity with compliance and regulatory requirements for healthcare and CME marketing.
- Experience with marketing automation platforms, CRM systems, and journey orchestration tools.
- Ability to thrive in a fast-paced, matrixed environment, balancing multiple priorities.
- Creative thinker with a passion for innovation in healthcare marketing.
Job Type: Full-time
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Employee assistance program
- Flexible schedule
- Flexible spending account
- Health insurance
- Health savings account
- Life insurance
- Paid time off
- Vision insurance
Work Location: Hybrid remote in Malvern, PA 19355
