AVP Growth Marketing

JOB SUMMARY

The Assistant Vice President, Growth Marketing leads Baylor Genetics' commercial growth strategy by developing and executing integrated marketing programs that accelerate demand generation, strengthen customer engagement, and drive measurable pipeline, revenue, and business growth.

This leader oversees Growth Marketing, Digital Marketing, Account-Based Marketing (ABM), Commercial Events, Social Media Activation, and Marketing Performance & Attribution. Working closely with Product Marketing, Corporate Affairs, Marketing Operations, Commercial Leadership, Sales Operations, and Business Development, this role translates commercial priorities into integrated campaigns that generate qualified pipeline, optimize customer engagement, and demonstrate marketing's contribution to revenue.

The ideal candidate is a strategic, data-driven marketing leader with expertise in building high-performing commercial marketing organizations that leverage digital marketing, customer insights, and performance analytics to accelerate growth.

KEY RESPONSIBILITIES

Commercial Growth Strategy

• Develop and execute Baylor Genetics' commercial growth strategy aligned with corporate objectives, commercial priorities, and revenue goals.
• Translate annual business priorities into measurable quarterly marketing plans that accelerate demand generation and pipeline growth.
• Identify growth opportunities across target customer segments, strategic accounts, and priority products.
• Recommend marketing investments based on business priorities, performance data, and commercial impact.

Demand Generation & Digital Marketing

• Lead integrated demand generation strategies across digital marketing, email, paid media, webinars, nurture programs, and customer engagement initiatives.
• Develop scalable customer acquisition, engagement, and conversion strategies.
• Optimize campaign performance through audience segmentation, personalization, testing, and marketing automation.
• Improve lead generation, marketing-qualified opportunities, and conversion throughout the customer journey.

Integrated Campaign Strategy & Activation

• Lead development of integrated marketing campaigns supporting Baylor Genetics' commercial priorities, product launches, and strategic initiatives.
• Partner with Product Marketing to translate approved messaging and value propositions into multi-channel commercial campaigns.
• Coordinate campaign activation across digital channels, account-based marketing, events, webinars, email, paid media, sales outreach, and partner marketing.
• Build annual and quarterly campaign roadmaps aligned to business objectives.
• Continuously optimize campaign performance using marketing attribution, customer engagement, and pipeline performance.

Account-Based Marketing (ABM)

• Lead Baylor Genetics' enterprise and strategic account marketing strategy.
• Partner with Sales and Business Development to identify target accounts, whitespace opportunities, and commercial priorities.
• Develop personalized account engagement programs combining digital marketing, events, executive engagement, and sales activation.
• Measure account engagement, opportunity progression, pipeline contribution, and revenue impact.

Commercial Events

• Lead strategy, planning, and performance for conferences, customer events, regional programs, webinars, and field marketing activities.
• Align event investments with commercial priorities, strategic accounts, and target customer segments.
• Establish success measures for every event, including attendance, target account participation, pipeline generation, opportunity creation, customer engagement, and ROI.
• Ensure effective pre-event promotion, onsite engagement, and post-event commercial follow-up.
• Evaluate the event portfolio and recommend investments based on business impact and return on investment.

Social Media Activation

• Partner with Corporate Affairs, which owns Baylor Genetics' corporate messaging, editorial strategy, thought leadership, reputation management, and organic social media content.
• Lead the commercial activation and amplification of approved social media content to support campaigns, product launches, events, and strategic business priorities.
• Own paid social strategy, audience targeting, campaign distribution, channel optimization, and performance measurement.
• Drive audience growth, customer engagement, website traffic, campaign response, and lead generation through social media channels.

Marketing Performance & Attribution

• Own Baylor Genetics' marketing attribution strategy, establishing clear visibility into marketing's contribution from awareness through qualified pipeline and revenue.
• Define the marketing performance framework across campaigns, digital marketing, events, ABM, and social media activation.
• Partner with Marketing Operations and Sales Operations to develop and continuously improve attribution models, lead lifecycle reporting, and executive dashboards.
• Analyze campaign, channel, account, and funnel performance to identify opportunities for optimization and improved commercial performance.
• Translate marketing performance data into actionable recommendations that improve investment decisions, channel strategy, campaign effectiveness, and return on marketing investment.
• Deliver executive reporting on marketing-generated pipeline, marketing-influenced revenue, campaign performance, funnel conversion, and marketing ROI.
• Champion a culture of data-driven decision-making across the marketing organization.

Cross-Functional Leadership

• Partner with Product Marketing to align portfolio strategy, positioning, product launches, and commercial campaigns.
• Partner with Corporate Affairs to ensure campaign execution aligns with Baylor Genetics' brand strategy, corporate messaging, thought leadership, and editorial priorities.
• Partner with Marketing Operations to optimize campaign execution, marketing technology, lead management, reporting, and operational processes.
• Partner with Sales, Commercial Leadership, Business Development, and Sales Operations to align marketing investments with commercial priorities and revenue objectives.
• Establish planning cadences, shared KPIs, and cross-functional accountability to maximize marketing effectiveness.

Leadership & Team Development

• Lead and develop high-performing teams responsible for Growth Marketing, Commercial Events, and Social Media Activation.
• Foster a culture of accountability, collaboration, innovation, and continuous improvement.
• Establish clear performance expectations, coaching plans, and career development opportunities.
• Manage departmental budgets, agency relationships, technology investments, and external partners.

QUALIFICATIONS

Required

• Bachelor's degree in Marketing, Business, Communications, or related field required.
• MBA or advanced degree preferred.
• 12+ years of progressive marketing leadership experience in healthcare, biotechnology, diagnostics, life sciences, or medical technology.
• 5+ years leading integrated commercial marketing organizations.
• Demonstrated success building demand generation, ABM, digital marketing, and commercial event programs that drive measurable business growth.
• Experience developing marketing attribution models, performance reporting, and executive dashboards.
• Experience managing cross-functional teams, agency partners, and multimillion-dollar marketing budgets.
• Strong knowledge of Salesforce, Pardot/Marketing Cloud, marketing automation platforms, Demandbase, Tableau, and digital marketing technologies.

Preferred:

• Master’s degree

COMPETENCIES

• Commercial marketing strategy
• Demand generation and pipeline acceleration
• Integrated campaign planning and activation
• Account-Based Marketing (ABM)
• Digital marketing and marketing automation
• Event marketing strategy and ROI measurement
• Paid social and audience development
• Marketing performance measurement and attribution
• Pipeline analytics and funnel optimization
• Executive communication and presentation
• Budget management and resource allocation
• Cross-functional leadership and influence
• Team development and performance management

PHYSICAL DEMANDS AND WORK ENVIRONMENT

• Frequently required to sit.
• Frequently required to stand.
• Frequently required to utilize hand and finger dexterity.
• Frequently required to talk or hear.

SUCCESS METRICS

Success in this role will be measured by:

• Marketing-generated and marketing-influenced pipeline growth.
• Marketing contribution to revenue and commercial objectives.
• Adoption, accuracy, and executive confidence in Baylor Genetics' marketing attribution model.
• Improvements in lead conversion and funnel performance.
• Campaign effectiveness and return on marketing investment.
• Strategic account engagement and ABM performance.
• Commercial event ROI, pipeline influence, and target account participation.
• Digital marketing performance, including website engagement, campaign conversion, and customer acquisition.
• Social media contribution to campaign engagement, website traffic, and lead generation.
• Executive satisfaction with marketing performance reporting and commercial partnership.

EEO STATEMENT

Baylor Genetics is proud to be an equal opportunity employer committed to fostering an inclusive and diverse workplace. We welcome and encourage applicants from all backgrounds to apply. We do not discriminate on the basis of race, color, religion, national origin, sex, sexual orientation, gender identity, age, veteran status, disability, genetic information, pregnancy, childbirth, or any other status protected by applicable federal, state, or local law. If you need an accommodation during the application process, please contact our Human Resources team.

Note to Recruiters:  

We value building direct relationships with our candidates and prefer to manage our hiring process internally. While we occasionally partner with select recruitment agencies for specialized roles, we do not accept unsolicited resumes from recruiters or agencies without a written agreement executed by the authorized signatory for Baylor Genetics ("Agreement"). Any resumes submitted to Baylor Genetics in the absence of an Agreement executed by Baylor Genetics' authorized signatory will be considered the property of Baylor Genetics, and Baylor Genetics will not be obligated to pay any associated recruitment fees.