HCP Engagement Manager

Position Title:
The Product Associate – Audience Growth & Engagement

Work Location:
Remote

Assignment Duration:
12 Months

Description:
The Product Associate – Audience Growth & Engagement is responsible for building and operating the systems that drive healthcare professional (HCP) audience growth and engagement across Digital-owned platforms, including HCN and POCN.

This role translates strategic direction into scalable lifecycle programs, coordinated multi-channel execution, and enabling platform capabilities. The position focuses on establishing repeatable, data-driven approaches to audience acquisition, onboarding, engagement, and retention. This role will report to the Head of HCP Partnerships & Engagement.

Key Responsibilities

Lifecycle & Growth Management

• Own the end-to-end HCP lifecycle, including awareness, acquisition, onboarding, engagement, and retention
• Translate business and audience strategies into structured, scalable growth programs
• Define lifecycle KPIs, success metrics, and performance benchmarks

Channel Strategy & Execution

• Lead execution across integrated engagement channels, including:
  • Email
  • Programmatic and digital media
  • Paid and organic social
  • Search (SEO and paid)
  • External publishers and partnerships
• Coordinate channels as a unified lifecycle system rather than standalone campaigns
• Continuously evaluate and expand channel mix to improve reach and efficiency

Audience Experience & Engagement

• Design and optimize engagement experiences aligned to HCP needs and behaviors
• Support key lifecycle moments (e.g., onboarding, event activation, ambassador pathways)
• Partner with Product and Content teams to ensure strong onboarding and early engagement experiences
• Ensure all experiences reflect a clear value exchange for HCP participants

Audience Growth & Community Development

• Execute recruitment initiatives across key programs and platforms
• Support expansion of influencer and ambassador programs
• Establish repeatable models for high-value audience acquisition and ongoing engagement
• Contribute to scaling community participation across HCN and POCN

Measurement & Optimization

• Track and report on lifecycle performance across acquisition, activation, engagement, and retention
• Develop and execute test-and-learn plans across channels, messaging, and experiences
• Analyze performance data and translate insights into actionable improvements
• Drive continuous optimization of growth programs and engagement models

Cross-Functional Collaboration & Enablement

• Collaborate across the HCP Partnerships and Engagement team and lead strategists, and with Product, GTM, external partners, and other stakeholders to ensure aligned execution
• Support development and enhancement of engagement infrastructure (e.g., marketing automation, targeting, analytics)
• Ensure alignment with Digital’s value exchange and consent-based engagement principles

Qualifications Required:

• Bachelor’s degree or equivalent experience
• 7–10+ years’ experience in growth, digital, lifecycle, or product-led engagement roles
• Demonstrated experience building and scaling multi-channel acquisition and engagement programs
• Experience working with cross-functional teams across product, content, data, and commercial functions
• Strong analytical and problem-solving skills

Preferred

• Experience in healthcare, HCP audiences, or regulated industries
• Hands-on experience with:
  • Paid media (programmatic, social, search)
  • SEO and content-driven growth strategies
  • Marketing automation and lifecycle journey development
  • Experience working with audience data and segmentation strategies

Key Competencies

• Lifecycle and growth mindset
• Data-driven decision making
• Cross-functional collaboration
• Execution focus with attention to detail
• Ability to translate strategy into operational programs

Role Context
This role works in partnership with HCP community strategists who define engagement priorities and direction. The Product Associate – Audience Growth & Engagement is responsible for operationalizing those strategies through scalable systems, coordinated execution, and continuous optimization.