Marketing Manager – Lead Generation

Department: Marketing

Reports To: Director of Digital Marketing

Role Type: Individual Contributor / Manager-Level
Primary Functions: 

• Social media strategy, execution, and optimization
• Content development, publishing, and campaign integration
• Event promotion and social activation
• Employee advocacy, executive thought leadership, and community engagement
• HubSpot tracking, analytics, and performance reporting

The Social Media Marketing Manager is responsible for the strategy, execution, and ongoing optimization of HCHB’s social media marketing program. This role manages HCHB’s organic presence across LinkedIn, Meta, YouTube, and other relevant channels, with responsibility for content development and publishing, community engagement, employee advocacy, event and campaign activation, and performance measurement.

Working cross-functionally across marketing, this role connects social media to broader brand, content, demand generation, product marketing, and event initiatives. The Social Media Marketing Manager will use HubSpot, platform analytics, and other measurement tools to evaluate performance, identify opportunities, and translate social activity into actionable marketing insights.

This is a hands-on role that requires both strategic thinking and strong execution, with accountability for strengthening HCHB’s digital presence, engaging priority audiences, and continually improving the effectiveness of social media as part of the broader B2B marketing strategy.

• →Own social strategy and execution: Develop and execute HCHB’s organic social strategy, with a focus on increasing presence, reach, and meaningful engagement across LinkedIn, Meta, and YouTube.
• →Create and publish content: Build and manage the social calendar and personally develop, edit, schedule, and publish platform-native content, including copy, graphics, video, executive thought leadership, customer stories, and event content.
• →Integrate social into marketing campaigns: Partner with demand generation, content, product marketing, communications, creative, and events to integrate social into campaigns, product initiatives, webinars, thought leadership, and other marketing programs.
• →Activate events and trade shows: Develop and execute pre-event, live, and post-event social plans that extend the reach and value of HCHB conferences, trade shows, webinars, and customer events.
• →Lead employee advocacy: Build programs that help employees, executives, and subject matter experts authentically amplify HCHB content and participate in relevant industry conversations.
• →Engage and listen: Actively manage community engagement, social listening, and relevant industry conversations while monitoring competitors, trends, and emerging opportunities.
• →Measure marketing impact: Use HubSpot, social platform analytics, UTM tracking, Google Analytics, and other tools to evaluate performance across content, campaigns, traffic, audience engagement, and available attribution.
• →Optimize performance: Build regular reporting that goes beyond activity metrics to explain what is working, what isn't, and what HCHB should do next. Use insights, testing, and performance data to continuously improve the program.

• 5–7+ years of social media or digital marketing experience, including significant hands-on ownership of B2B social programs
• Demonstrated ability to take social programs from strategy through execution, rather than strategy or oversight alone
• Strong LinkedIn expertise, including B2B content, executive thought leadership, employee advocacy, and community engagement
• Experience managing LinkedIn, Facebook/Instagram, and YouTube programs
• Excellent writing, editing, and storytelling skills with the ability to translate complex topics into clear, engaging social content
• Experience integrating social with broader marketing campaigns, events, product initiatives, and content programs
• Hands-on experience with HubSpot, including campaign tracking, contact engagement, dashboards, reporting, lifecycle data, and available attribution
• Strong analytical skills and experience translating performance data into actionable recommendations
• Experience with social management and analytics platforms 
• Working knowledge of Google Analytics, UTM tracking, digital campaign measurement, and marketing attribution
• Strong project management skills and the ability to collaborate across teams while independently driving execution

• 5–7+ years of B2B social media or digital marketing experience 

• Proven ownership of social strategy and hands-on execution 

• Strong experience with LinkedIn, Meta, and YouTube 

• Excellent B2B writing, editing, and content development skills 

• Experience creating social graphics and short-form video content 

• Proficiency with Canva; Adobe Creative Suite or Adobe Express is a plus 

• Experience with HubSpot, social analytics, UTM tracking, and performance reporting 

• Experience supporting integrated campaigns, events, webinars, and trade shows 

• Experience with employee advocacy and executive thought leadership 

• Strong project management and cross-functional collaboration skills 

• B2B healthcare, health tech, SaaS, or regulated-industry experience preferred 

• Portfolio or work samples demonstrating hands-on social content, campaigns, creative, and/or video execution required

The Social Media Marketing Manager should operate as both a strategic marketer and a hands-on executor. This role requires someone who can move comfortably from planning to content creation, publishing, engagement, measurement, and optimization without losing sight of broader marketing priorities.

The right person will bring a test-and-learn mindset, using HubSpot, platform analytics, and campaign performance data to make informed decisions and continually improve results. They should be proactive in identifying opportunities, responsive to industry conversations, and disciplined in connecting social activity to meaningful marketing outcomes.

This role also requires strong cross-functional partnership and sound judgment. The Social Media Marketing Manager should be comfortable collaborating with executives, subject matter experts, content, demand generation, product marketing, events, creative, and marketing operations while maintaining a consistent HCHB brand voice and ensuring content is accurate, relevant, and appropriate for a B2B healthcare audience.