Head of Marketing

**Company Mission:** To be the best provider of comprehensive and innovative clinical laboratory services for the prevention, diagnosis and treatment of complex chronic disease. **Position Summary** The Head of Marketing leads integrated marketing and product marketing efforts that strengthen Genova Diagnostics’ market position and drive provider awareness, engagement, and adoption across its advanced testing portfolio. Partnering cross-functionally with New Product Development, Sales, Clinical Education, Learning and Development, Operations, and leadership, this role delivers effective campaigns, compelling content, and measurable commercial results across digital, field, webinar, event, podcast, affiliate, and sales-support channels. The position is accountable for lead generation, funnel performance, marketing ROI, KOL engagement support, and brand-consistent, evidence-based communications. **Essential Duties and Responsibilities** Responsibilities include, but are not limited to, the following: **Strategic Marketing** - Develop and execute integrated marketing and product marketing plans that support Genova Diagnostics’ strategic growth priorities, revenue objectives, and market positioning. - Own positioning, messaging, and go-to-market support for priority solution areas, while partnering with commercial leadership to increase awareness, demand, test utilization, and provider retention. - Help define and reinforce clear, differentiated messaging that communicates Genova’s scientific credibility, clinical relevance, and practical value to providers. - Support market research, competitive awareness, and voice-of-customer insight gathering to identify opportunities for growth, improved messaging, and stronger campaign performance. - Support affiliate and partner marketing programs by developing promotional assets, coordinating campaigns, and monitoring partner performance to expand awareness and engagement through approved external relationships. Genova Connect publicly references partner and affiliate opportunities. - Help identify, engage, and support key opinion leaders, sponsored speakers, and clinical influencers who can strengthen Genova’s educational reach, brand credibility, and provider adoption. Genova’s educational programming and partner activity support this type of expert-led engagement model. **Campaigns and Demand Generation** - Lead the planning and execution of multichannel marketing campaigns across email, web, webinars, conferences, paid and organic digital, direct outreach, and sales collateral. - Manage lead generation initiatives and collaborate with Sales and Operations to improve lead routing, follow-up discipline, nurture effectiveness, and conversion performance. - Oversee campaign calendars, project timelines, creative development, and production workflows to ensure on-time, high-quality delivery. - Support conference and event strategy, including pre-event promotion, booth engagement planning, speaker support, onsite coordination, and post-event lead follow-up. - Lead webinar strategy and execution support, including topic planning, speaker coordination, audience development, registration growth, event promotion, post-event nurture, and conversion tracking. Genova actively uses webinars as part of its provider education model. - Support promotion and campaign integration for Genova’s **The Lab Report** podcast, including audience growth, episode amplification, and alignment with broader demand generation and brand objectives. - Partner with internal teams to create marketing materials that enable the sales organization and support provider education, account growth, and product adoption. **Content and Brand** - Ensure consistent corporate identity and message alignment across product lines, promotional materials, educational assets, and events. - Manage development and distribution of promotional, digital, and collateral materials that support sales, marketing, and brand-building goals. - Contr…