Director of Payer Marketing

Join us as we work to create a thriving ecosystem that delivers accessible, high-quality, and sustainable healthcare for all.

Director of Payer Marketing

We are looking for a Director of Payer to join the Customer Marketing team within our Marketing division here at athenahealth. In this role, the Director of Payer Marketing will work to accelerate the growth of athenahealth’s high-growth Payer segment. This individual will bring deep health plan expertise and a strong understanding of payer buying centers, personas, priorities, and market dynamics. This individual will also shape how athenahealth positions its payer-focused solutions, build compelling messaging and campaigns, and partner across the organization to drive awareness, pipeline, and revenue.

The Director of Payer Marketing will l be responsible for launching new payer products and solutions into the market, identifying emerging personas, use cases, and growth opportunities across the payer ecosystem to inform go-to-market strategy and unlock new demand. This is a high-visibility role that sits at the intersection of payer strategy, product marketing, demand generation, awareness building, sales alignment, and go-to-market execution.

Job Responsibilities

• Lead payer market analysis to understand buying centers, decision-making dynamics, strategic priorities, and competitive landscapes across National, Regional, Medicaid, Medicare Advantage, and PACE plans.

• Develop clear persona frameworks (clinical, operational, network, risk/quality, IT, informatics, interoperability, etc.) to inform campaign design and messaging.

• Build differentiated value propositions and related campaigns for athenahealth’s full Payer Platform portfolio, including:

• Health Plan Data Exchange providing data exchange and interoperability between health plans and providers.

• Moments of Care designed for care and diagnosis gap closure.

• Risk & quality solutions, including Admission, Discharge, and Transfer (ADT); Provider Network Directory (PND); Electronic Prior Authorization (ePA) capabilities; Clinical chart retrieval and clinical data exchange solutions; Member experience and engagement tools designed to improve communication, close care gaps, and support value-based care performance.

• Programs of All-Inclusive Care for the Elderly (PACE), supporting coordinated care, complex case management, and regulatory reporting.

• Develop compelling marketing content: web, collateral, case studies, sales tools, presentations, aligned to payer pain points and buying cycles.

• Ensure consistent, compelling, and differentiated messaging across all channels and events.

• Partner with Demand Gen, Marketing Ops, Sales executives, and the SDR team to develop multichannel campaigns that drive awareness and funnel growth and acceleration.

• Build annual and quarterly payer campaign calendars with themes, audiences, channels, content assets, and success metrics.

• Work in concert with Marketing Operations and Sales to optimize campaigns using data-driven insights.

• Work closely with Product Marketing, Product Management, and Sales teams to translate product capabilities into buyer-relevant value.

• Provide market input that shapes product roadmaps and go-to-market strategy.

• Support the development of launch plans for new payer solutions and feature releases.

• Lead payer industry event strategy and execution, including AHIP, RISE National, BCBS, VIVE, HIMSS, KLAS K2 Summit, Payer Executive Summit, and the Payer track at athenahealth’s annual Thrive customer conference.

• Build an annual proprietary and third-party event calendar with clear goals (awareness, demand gen, executive engagement).

• Shape content, speaking abstracts, booth messaging, executive briefs, and customer narratives.

• Influence and support the Payer–Provider Customer Council agenda and outputs.

• Serve as the primary marketing partner to Payer Sales leadership, Sales Development, Account Management, and Executive Sponsors.

• Develop frameworks for pipeline acceleration, account-based marketing (ABM), and strategic customer engagement.

• Work with Marketing Ops to define KPIs, dashboards, funnel metrics, and performance reporting.

Typical Qualifications

• Bachelor’s degree in Marketing, or a related field; Master’s degree preferred.

• 8+ years of healthcare marketing experience, with at least 5+ years in the health plan / payer industry (health plan, health tech vendor, or relevant healthcare consulting) and team leadership experience.

• Deep understanding of payer business models, operations, quality/risk programs, interoperability, analytics, and member experience functions.

• Demonstrated success building buyer-centric personas, messaging, and campaigns for complex B2B audiences.

• Strong experience collaborating with product, sales, and demand gen teams in a matrixed environment.

• Track record of leading integrated marketing programs that drive measurable awareness and pipeline  growth.

• Excellent written and oral communication, storytelling, and executive presentation skills.

• Ability to thrive in a fast-paced, high-growth environment with high ownership expectations.

Expected Compensation

The base salary range shown reflects the full range for this role from minimum to maximum. At athenahealth, base pay depends on multiple factors, including job-related experience, relevant knowledge and skills, how your qualifications compare to others in similar roles, and geographical market rates.  Base pay is only one part of our competitive Total Rewards package - depending on role eligibility, we offer both short and long-term incentives by way of an annual discretionary bonus plan, variable compensation plan, and equity plans.