Vertical Marketing Manager - Healthcare

About the Role:

Blackbaud unleashes the potential of the people and organizations who change the world. As the leading software provider exclusively dedicated to powering social impact, we help our customers move faster, work smarter, and achieve more. As a Vertical Marketing Manager for Healthcare, you will translate vertical strategy into an integrated plan that builds demand, captures intent, and helps convert pipeline to bookings. You will stay close to buyers, sellers, and performance data, then turn what you learn into sharper programs and better decisions. This is a hands-on leadership role for someone who can connect strategy to execution and help a multi-functional team deliver as one.

What You’ll Do

•  Execute the annual vertical go-to-market plan within the priorities and investment guardrails.

•  Turn approved product and corporate messaging into audience-specific campaigns, field narratives, vertical content, and sales enablement.

•  Coordinate product launch activation for the vertical, using launch strategy, claims, value propositions, and proof supplied by Product Marketing.

•  Serve as the day-to-day marketing partner for vertical Sales leaders and cross-functional teams.

•  Connect demand generation, content, field and event marketing, and industry expertise into one integrated buyer journey.

•  Manage the vertical marketing budget and optimize audience, channel, and program mix for pipeline efficiency and bookings contribution.

•  Review performance with Sales, identify gaps in quality or conversion, and adjust programs and follow-up actions.

•  Create repeatable operating rhythms, briefs, dashboards, and playbooks that improve speed and performance.

•  Guide and develop team members while staying directly involved in campaign reviews, prioritization, messaging adaptation, and content quality.

•  Bring sector, buyer, seller, and competitor signals back to Product Marketing and other partners.

•  Apply AI-enabled tools and automation to improve research, personalization, execution, and reporting.

How Success Will Be Measured

•  Vertical pipeline and bookings contribution.

•  Pipeline per program investment and funnel conversion.

•  On-time, on-message activation of vertical priorities and product launches.

•  Sales adoption of vertical plays and quality of cross-functional delivery.

What You’ll Bring

•  7+ years of B2B marketing experience across multiple disciplines.

•  2+ years leading team members, programs, or complex cross-functional work.

•  Experience managing a marketing budget and optimizing programs against business outcomes.

•  Strong record of partnership with Sales on shared pipeline and bookings goals.

•  Ability to adapt approved product messaging for a vertical without changing product claims or positioning.

Equal Opportunity Employment

Blackbaud is proud to be an equal opportunity employer and is committed to maintaining a diverse and inclusive work environment. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, physical or mental disability, age, veteran status, or any other basis protected by federal, state, or local law.

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Blackbaud powers social impact through purpose‑driven technology and responsible AI. Guided by our Intelligence for Good® vision, we’re building a culture where innovation, trust, and human expertise come together to help organizations make a greater difference in the world.

Blackbaud is proud to be an equal opportunity employer and is committed to maintaining a diverse and inclusive work environment. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, physical or mental disability, age, or veteran status or any other basis protected by federal, state, or local law.

Benefits Include:

• Medical, dental, and vision insurance

• Remote-flexible workforce

• Wellness Programs

• 401(k) program with employer match

• Flexible paid time off

• Generous Parental Leave

• Donations for Doers

• Pet insurance, legal and identity protection

• Tuition reimbursement program

7+ years B2B marketing experience, 2+ years leading teams or complex cross-functional work, experience managing marketing budgets, strong sales partnership, ability to adapt product messaging.

Key Responsibilities

• executing go-to-market plans
• managing marketing budget
• developing sales enablement

Job Details

• Category: Marketing
• Seniority: Senior Level
• Commitment: Full Time
• Workplace: Remote — United States
• Salary: USD 117,200 – 157,500 / year
• Languages: English

Benefits

• 401k matching
• Generous paid time off
• Tuition reimbursement
• Retirement plan
• Generous parental leave

About Blackbaud

A software provider exclusively dedicated to powering social impact. — Industry: Information Technology