Marketing Associate Director, RCM

Position Objective 

The Associate Director, Marketing, RCM is responsible for developing the content strategy, positioning, messaging, content, proof, sales enablement, and market insight needed to support growth for Our Client’s revenue cycle management portfolio serving hospitals and health systems.

This role develops and executes the substance behind Our Client’s go-to-market motion: what we say, who we say it to, why it matters, how we prove it, and how Sales and Customer Success use it to advance conversations. The Associate Director will translate customer needs, market trends, competitive dynamics, product capabilities, and sales feedback into clear buyer messaging and practical tools that support demand generation, deal progression, customer expansion, and portfolio growth.

This is a hands-on growth role requiring strong content strategy and development, sales enablement, cross-functional collaboration, and a metrics-driven mindset. The Associate Director will partner closely with Demand Generation but will not own demand channel execution.

Essential Functions

Own content strategy and the content development engine

Own the content strategy for Our Client’s RCM portfolio, defining what content is created, for whom, at which stage of the buyer journey, and why. Build and maintain the content architecture, editorial calendar, messaging hierarchy, voice and style guidance, and content governance process so that content is consultative, proof-based, consistent with Our Client’s story, and aligned to priority RCM growth themes. Audit existing content, identify gaps by buyer role and journey stage, and prioritize new, repurposed, and retired content based on performance data and sales feedback. Create and manage buyer-relevant content that supports awareness, demand generation, sales progression, and customer expansion, including anchor POVs, executive guides, solution briefs, website copy, landing page messaging, campaign messaging, webinar content, thought leadership, case studies, FAQs, email copy, LinkedIn message inputs, and sales-support content. Direct external writers, designers, and agencies, and define how each anchor asset is repurposed across channels.

Contribute to RCM portfolio positioning and messaging

Partner with marketing leadership, Product, Sales, and Customer Success to develop and maintain positioning, value propositions, buyer messaging, solution narratives, and portfolio architecture for Our Client’s RCM portfolio serving hospitals and health systems. Tailor messaging by buyer role, revenue cycle challenge, use case, campaign theme, and buyer journey stage, and ensure it supports demand generation, strategic-account ABM, customer expansion, portfolio re-education, and market differentiation.

Build sales enablement and proof systems

Create and maintain sales enablement materials that help Sales, Customer Success, SMEs, and leadership communicate Our Client’sRCM portfolio value clearly and consistently. Develop pitch decks, solution one-pagers, talk tracks, discovery questions, objection handling, competitive battle cards, ROI/economic narratives, proof points, claims support, customer examples, and stage-based follow-up content. Build and maintain a proof library that includes customer outcomes, approved quotes, case examples, performance metrics, to support pitch-decks,  proposals, RFPs, analyst conversations, and executive-level selling.

Provide product marketing support for demand generation and ABM

Partner with Demand Generation by providing campaign briefs, buyer insights, messaging, content offers, proof points, audience guidance, sales follow-up content, and SEO/GEO/AEO content inputs. Ensure campaigns are grounded in the right buyer problem, differentiated message, solution narrative, and customer proof. Demand Generation owns campaign execution, channel activation, paid media, ABM platform operations, lead flow, and funnel reporting.

Drive portfolio growth and customer expansion messaging

Partner with Sales and Customer Success to support portfolio growth, install-base cross-sell, customer advocacy, references, and event-led growth opportunities. Develop messaging, proof points, and customer-facing materials that help health systems understand the broader RCM portfolio, and provide product marketing direction for webinars, executive roundtables, customer forums, industry events, and conferences so event themes, content, speaker preparation, and follow-up materials are aligned to growth priorities.

Lead market, customer, competitive, and performance insight

Use VOC research, win/loss input, sales feedback, customer interviews, analyst insight, product input, competitive monitoring, content performance, and sales adoption data to identify where Our Client can win, where the market needs education, and where messaging or enablement needs to change. Partner with Demand Generation, RevOps, Sales, and Customer Success to review dashboards, track asset usage and content performance, monitor buyer engagement, and pivot messaging or tools quickly based on what is working.

Nonessential Functions

·       Support special projects related to corporate marketing, events, analyst relations, customer advocacy, executive visibility, website updates, or internal communications as needed.

·       Participate in planning meetings, campaign reviews, product roadmap discussions, sales meetings, and cross-functional GTM initiatives.

·       Perform other duties as assigned.

Contacts

This role will have frequent contact with Marketing, Demand Generation, Sales, RevOps, Product, Customer Success, subject matter experts, and executive leadership to coordinate RCM portfolio messaging, content development, sales enablement, proof, competitive intelligence, customer expansion, and growth initiatives.

The role will also work regularly with external writers, designers, agencies, research partners, PR/media partners, analyst relations resources, and other vendors supporting content, campaigns, enablement, and market visibility. Occasional contact with customers, prospects, industry partners, and analysts may be required to support VOC research, customer storytelling, case studies, references, advisory input, launch readiness, and market insight.

Supervisory Responsibility

This position may have direct supervisory responsibility as the product marketing function grows.

Experience

·       8 years of B2B product marketing, solution marketing, healthcare marketing, content strategy, content marketing, sales enablement, or go-to-market experience.

·       Experience building and executing B2B content strategy, including editorial planning, content architecture, governance, and performance measurement, ideally for healthcare or other complex enterprise audiences.

·       Experience developing positioning, messaging, value propositions, buyer personas, launch plans, sales tools, campaign content, proof points, and competitive intelligence.

·       Experience creating content and sales enablement for long-cycle, multi-stakeholder enterprise sales processes.

·       Experience supporting demand generation through message strategy, content development, campaign briefs, buyer insights, proof points, and sales follow-up materials.

·       Experience partnering closely with Sales, Demand Generation, RevOps, Product, Customer Success, and executive stakeholders.

·       Experience in revenue cycle management, healthcare technology, healthcare services, SaaS, tech-enabled services, or complex enterprise healthcare sales

·       Experience targeting health system buyers, including revenue cycle, finance, CFO, managed care, patient access, patient financial services, denials, underpayments, or healthcare operations leaders.

Preferred

·       Familiarity with HubSpot, Salesforce, Google Analytics, Demandbase or similar ABM tools, content performance dashboards, SEO, GEO, AEO, and website analytics.

Education 

Bachelor’s degree in marketing, communications, business, healthcare administration, or related field. Pragmatic Marketing certification preferred.

Required Skills

·       Strong content strategy skills, including the ability to build editorial calendars and content architecture by buyer role and journey stage, set content priorities, govern quality and voice, and measure content performance against sales adoption and pipeline contribution.

·       Ability to build clear, differentiated positioning and messaging for complex RCM solutions serving hospitals and health systems.

·       Strong content development skills across thought leadership, solution briefs, web copy, landing page messaging, campaign assets, sales tools, executive content, and customer stories.

·       Strong sales enablement skills, including pitch decks, talk tracks, discovery questions, objection handling, battle cards, ROI narratives, and proof points.

·       Strong understanding of healthcare delivery, especially health system revenue cycle, finance, managed care, patient access, and patient financial services audiences.

·       Metrics-driven mindset with the ability to use dashboards, content performance, sales feedback, buyer engagement, and funnel data to monitor progress and pivot quickly.

·       Strong writing, editing, synthesis, and storytelling judgment.

·       Commercial mindset with the ability to connect messaging, content, and enablement to demand generation, deal progression, customer expansion, portfolio growth, and revenue impact.

·       Comfortable building new processes, improving existing tools, and operating in a fast-moving growth environment.

·       Self-starter, willing to navigate unchartered territory, developing new processes to optimize performance.

Physical Requirements

·       Ability to remain seated and work at a computer for extended periods.

·       Ability to communicate by phone, video conference, and email.

Work Environment

·       Remote work environment requires reliable internet connectivity.

·       Ability to participate in virtual meetings with camera enabled as needed.

Our Client is an Addiction Recovery and Behavioral Healthcare Network, operating in the State of Washington only. With 10 sites, including outpatient, inpatient, and specialty sites, and almost 700 employes, they believe in passion for their work, compassion for their clients, outstanding customer service, and collaborative problem solving.