Senior Marketing Specialist

Position Summary The Senior Marketing Specialist creates and executes compelling, integrated marketing that drives conference registrations and elevates the attendee experience. The role leads conference thematic development and cross-channel storytelling, represents Marketing in event planning, and partners closely with Creative, UX, and internal SMEs to deliver high-quality assets across email, web, social, paid media, direct mail, and on-site channels. This Specialist turns program goals and audience insights into clear campaigns and channel plans that extend event reach and convert interest to registrations. Responsibilities Integrated Campaign & Channel Strategy Plan and execute integrated event campaigns that drive registrations, translating goals and audience insights into positioning, offers, Calls To Action (CTAs) and a multi-channel mix (email, web, social, digital paid, direct mail, enterprise outreach, and on-site comms). Lead conference thematic development and messaging architecture, ensuring consistent expression across copy, creative, and event web experiences (headlines, benefits, proof points, CTAs). Build clear activation calendars; route work with complete specs and deadlines; manage proofs, feedback cycles, and version control to keep production on schedule. Enablement & Amplification Own “amplify” enablement by creating ready-to-share toolkits/templates for attendees, speakers, volunteers, sponsors, and enterprise member champions. Develop enterprise engagement plays that help large member organizations promote HFMA events internally (email language, share graphics, talking points, internal-invite templates). Marketing Ops, Tech & Performance Partner with the HubSpot SME to scope and QA deployments (emails, nurtures, lists, forms, UTMs), uphold naming/tracking hygiene, and ensure deliverability best practices. Lead day-to-day paid media execution with partners by defining objectives and audiences, developing creative asks, and monitor pacing with in-flight adjustments. Monitor performance vs. registration pace; recommend tests and adjustments to offers, sequencing, channels, and creative; lead concise post-event marketing reports. Lead streamlined post-event marketing performance reports and insights. Cross-Functional & On-Site Coordination Provide timely marketing inputs for event web pages (positioning, copy, and content blocks) Coordinate on-site deliverables (booth/signage lists, slide templates, on-site promotional assets, last-mile attendee comms). Represent Marketing in event/status meetings to identify opportunities, capture actions, communicate changes and ensure alignment with campaign plans. Coordinate vendors/contractors in partnership with the Senior Marketing Manager; maintain organized campaign documentation and manage asset libraries. Cross-Functional & On-Site Coordination Protect and uphold HFMA brand standards through consistent tone, message and visual identity across all event-related deliverables. Perform other duties as needed Qualifications & Experience Bachelor’s degree in Marketing, Advertising, Communications, or equivalent work experience 5–8 years in B2C or association marketing with hands-on event/campaign ownership across multiple channels (email, web, social, paid, direct mail) Excellent writing and editing for benefit-driven, conversion-oriented copy; meticulous QA and brand consistency. Strong project management, prioritization, and follow-through; operations calmly under tight timelines. Data-driven mindset; comfortable reading dashboards, proposing A/B tests, and optimizing cadence/offers/creative. Experience with marketing automation software tools (HubSpot preferred) Experience with digital campaigns (SEM, retargeting, social, etc.) Experience with Monday.com or similar project management tools Proficiency with Microsoft Office applications Familiarity with Salesforce Knowledge of healthcare preferred Critical Competencies Highly organized, with strong attention to detail across multiple simultaneous projects. Demonstrated ownership and autonomous project management Creative problem solver open to new ideas, and able to collaborate to bring concepts to life Acts with urgency and reliably meets deadlines Self-driven, results-oriented professional with a positive solutions-focused outlook Exceptional relationship building skills with SMEs and cross-functional partners. Proven marketing copywriting ability Resource management skills, including budget management and external resource management Excellent communication skills Committed to a high-quality experience for all members and target audiences Key Relationships Participate in assigned cross-functional collaborative teams Work closely with creative services team to develop effective cross-channel marketing deliverables Coordinate with SMEs for content review and approvals This position reports to the Senior Marketing Manager