Account Based Marketing Specialist - Consumer Healthcare

Job Description:

We believe in bold ideas, diverse perspectives, and the drive to transform knowledge into impact. Here, your curiosity fuels progress, your voice shapes innovation, and your ambition helps redefine what’s possible within science and learning. We are a culture that obsesses over impact, challenges, and drives what’s next to power infinite possibilities for our customers, colleagues and society at large.

About the Role:

Account Based Marketing Manager

Verticals (Life Sciences | Pharma | Health)

The Account Based Marketing Manager will own the account-based marketing programs that drive retention, expansion, and cross-sell/upsell revenue within Wiley's highest-value existing accounts across Life Sciences, Pharma, and Health verticals. This role is the execution engine for Wiley's ambition to access long buying cycles and complex stakeholder environments.

Key Responsibilities

Account Strategy & Planning

• Owns the ABM target account universe across Consumer Health verticals — from initial TAM scoping down to a prioritized set of 40–50 critical accounts for one-to-one and one-to-few engagement
• Builds and maintains account scoring framework covering strategic fit, revenue opportunity, growth potential, and engagement signals — ensuring resources focus on accounts with highest expansion potential
• Maps full stakeholder landscape within each named account: economic buyers, influencers, end users, and new personas for cross-sell (e.g. CMOs, Chief Data/Insights Officers, Regulatory Affairs leaders)
• Critically: plans ABM programs 18–24 months ahead of anticipated decision or renewal cycles

Program Development & Execution

• Designs and executes integrated one-to-one programs for highest-value named accounts with fully customized messaging, outreach sequences, and content
• Develops one-to-few cluster programs for accounts with shared vertical characteristics (e.g. pharma companies with active COA or drug development mandates)
• Builds always-on account engagement programs — replacing reactive, event-triggered outreach with sustained multi-channel presence across email, LinkedIn, direct outreach, events, and content
• Ensures all account communications maps explicitly to the account's known business priorities, messaging must be outcome-led (e.g. drug approval speed, trial cost reduction, research ROI)
• Integrates events into ABM journeys as touchpoints — with pre/during/post event sequences

Sales Partnership & Commercial Alignment

• Works in tight daily alignment with commercial sales team — attends pipeline reviews, contributes to account planning sessions, and co-owns account expansion targets
• Partners with business development and field sales on new business development opportunities within existing account relationships
• Champions ABM methodology and performance across both Marketing and Sales leadership — building understanding and buy-in for the long lead times ABM requires
• Provides regular account-level reporting to commercial leadership: engagement trends, pipeline influence, and expansion opportunity signals

Content & Messaging

• Works closely with Content Marketing to brief and deploy account-specific content assets — including case studies, white papers, webinars, and executive engagement pieces
• Adapts Wiley's core commercial narratives (Applied Research Intelligence, Audience Solutions, COA) into account-specific messaging that speaks to individual account's strategic context
• Ensures content deployed in ABM programs shifts to business outcome framing — targeting buyer personas (CMOs, Chief Data Officers)
• Identifies and fills content gaps per account: demo environments, case studies, and ROI evidence are currently missing for key verticals

Technology, Data & Measurement

• Uses Salesforce as the primary account intelligence and activity tracking platform — segments by job title, domain, account intent, and engagement history
• Leverages tools  for contact database expansion, persona identification, and intent signal monitoring within target accounts
• Tracks account engagement, marketing-influenced pipeline, and expansion revenue
• Monitors and reports account-level MQL progression, pipeline influence, and revenue attribution monthly
• Continuously refines account scoring and program approach based on performance data — building a scalable framework.

Qualifications

• Bachelor’s degree in marketing, Business, or related fields
• 5+ years B2B marketing experience, with minimum 3 years dedicated ABM experience in a complex, long-cycle sale