Senior Director, Marketing

POSITION SUMMARY

The Senior Director, Marketing serves as the strategic and operational leader responsible for building and executing Allied's integrated marketing engine. This role owns the full spectrum of marketing disciplines that drive brand equity, market visibility, and pipeline growth. The Senior Director will translate Allied's business strategy and value proposition into marketing programs that resonate with brokers, employers, and key influencers across the mid-market and self-funded employer segments. This leader will build scalable, insight-driven marketing infrastructure while serving as a key cross-functional partner to Sales, Client Management, Product, and Operations. The role requires a balance of strategic vision and executional rigor, with a proven ability to build programs from the ground up, lead and develop high-performing teams, and drive measurable business outcomes.

ESSENTIAL FUNCTIONS: 

• Define and own Allied's brand strategy, visual identity, messaging architecture, and market positioning — ensuring a differentiated, consistent value proposition across all external touchpoints including sales materials, digital presence, events, and partner-facing assets
• Monitor competitive positioning, market trends, and broker/employer perception to inform ongoing brand evolution and strategic messaging updates; partner with executive leadership to shape Allied's external voice.
• Own the national field and event marketing strategy, including industry conferences, broker summits, client events, and Allied-hosted experiences; define the strategic framework, priorities, and success metrics that guide the events function and its execution.
• Oversee the events function and direct reports responsible for execution, ensuring programs deliver against pipeline, retention, and engagement objectives; establish post-event reporting standards and hold the team accountable to measurable outcomes
• Define and execute a comprehensive content strategy that positions Allied as a trusted authority in TPA services, self-funded healthcare, and cost containment; develop a thought leadership platform encompassing white papers, case studies, webinars, and executive content for broker and employer audiences, with a longer-term vision of building and leading a team to scale this capability.
• Define and execute Allied's content distribution strategy across paid and organic channels, establishing the framework, channel mix, and performance benchmarks that drive brand visibility, audience growth, and lead generation, with a long-term vision of scaling a team to own execution.
• Lead paid digital marketing with an emphasis on LinkedIn, including sponsored content, targeted advertising, and audience segmentation strategies tailored to broker, employer, and industry personas to amplify thought leadership and generate qualified pipeline.
• Build and manage Allied's email marketing program, including audience segmentation, content cadence, and performance optimization; develop email as a core channel for nurturing broker and employer relationships across the full sales and retention cycle.
• Oversee organic content distribution and discoverability across digital channels, including article publishing, editorial placements, social amplification, and AI Engine Optimization (AEO) strategies, to extend the reach of Allied's thought leadership and reinforce brand authority in the self-funded market.
• Define the lifecycle marketing strategy and build the foundational infrastructure, including audience segmentation frameworks, communication architecture, and platform capabilities, required to support full-funnel programs across brokers, employer decision-makers, and stop-loss carriers; own the long-term roadmap for scaling lifecycle execution as the function and team mature.
• Define and own Allied's marketing technology stack and operations infrastructure, including CRM integration, marketing automation, campaign analytics, and content management systems; lead build vs. buy decisions and vendor evaluation, selection, and management.
• Develop and maintain executive-level dashboards and reporting cadences that provide visibility into marketing performance, pipeline contribution, and ROI; establish governance frameworks for campaign planning, budget management, and performance accountability.
• Serve as a strategic partner to Sales, Client Management, Product, and Operations — leading cross-functional working groups to align go-to-market strategy, messaging, and campaign execution across teams.
• Lead, coach, motivate, and develop a high-performing marketing team across brand, events, content, and lifecycle disciplines; responsible for one-on-one meetings, performance reviews, growth opportunities, and attracting new talent; clearly communicate expectations, actively engage, coach, counsel, and provide timely and constructive performance feedback; build team capacity and organizational structure to support Allied's growth trajectory
• Other duties as assigned

EDUCATION

• Bachelor’s degree or equivalent work experience required.

EXPERIENCE AND SKILLS

• At least 10 years of progressive marketing experience, with demonstrated sustained performance and impact at department level required.
• At least 5 years at a Director level with successfully demonstrated leadership competencies required.
• Proven experience owning and executing integrated marketing programs across brand, events, content, and lifecycle disciplines.
• Experience in healthcare, TPA, health plan, or benefits administration strongly preferred; familiarity with self-funded employer and broker distribution models highly desired.
• Demonstrated ability to develop and execute B2B marketing strategies that drive measurable pipeline and retention outcomes.
• Experience leading field marketing and event programs at scale, including national conferences, proprietary events, and broker-facing activations.
• Strong content strategy and thought leadership background, with experience translating complex subject matter into compelling narratives for broker, employer, and executive audiences.
• Experience building and managing lifecycle marketing programs using CRM and marketing automation platforms (e.g., HubSpot, or equivalent).
• Proven ability to build and manage marketing technology infrastructure, including vendor evaluation, selection, and integration.
• Experience developing and managing multi-million-dollar marketing budgets with accountability to ROI and business outcomes.
• Exceptional communication, storytelling, and executive presence; ability to influence senior stakeholders and represent marketing at the leadership level.
• Demonstrated success leading, developing, and scaling cross-functional marketing teams in a fast-paced, evolving environment.
• Experience working cross-functionally with Sales, Account Management, Product, and Operations to align marketing to business objectives.
• Strong analytical mindset with experience leveraging data and performance metrics to drive marketing strategy and continuous improvement.

POSITION COMPETENCIES

• Accountability
• Business Acumen
• Communication
• Enterprise Influence
• Leading Change
• Results Leadership
• Strategic Thinking
• Talent & Culture Leadership

PHYSICAL DEMANDS 

• This is a standard desk role requiring extended periods of sitting and computer work.

WORK ENVIRONMENT

• Remote. Role includes travel requirements for events, conferences, and client-facing activations.

Here at Allied, we believe that great talent can thrive from anywhere. Our remote friendly culture offers flexibility and the comfort of working from home, while also ensuring you are set up for success. To support a smooth and efficient remote work experience, the internet connection must be obtained through a cable broadband or fiber optic internet service provider with speeds of at least 100Mbps download/25Mbps upload. Reliable internet service is essential for staying connected and productive.

The company has reviewed this job description to ensure that essential functions and basic duties have been included. It is not intended to be construed as an exhaustive list of all functions, responsibilities, skills, and abilities. Additional functions and requirements may be assigned by supervisors as deemed appropriate.

Compensation is not limited to base salary.  Allied values our Total Rewards, and offers a competitive Benefit Package including, but not limited to, Medical, Dental, Vision, Life and Disability Insurance, Generous Paid Time Off, Tuition Reimbursement, EAP, and a Technology Stipend.

Allied reserves the right to amend, change, alter, and revise, pay ranges and benefits offerings at any time.  All applicants acknowledge that by applying to the position you understand that the specific pay range is contingent upon meeting the qualification and requirements of the role, and for the successful completion of the interview selection and process.  It is at the Company's discretion to determine what pay is provided to a candidate within the range associated with the role.