Growth Marketing Specialist - Digital Imaging/Telemedicine

Working withing the Growth Marketing & Education team, the Growth Marketing Specialist, Diagnostic Imaging & Telemedicine (DI+TM) supports demand generation and customer education initiatives, with a focus on channel diversification, experimentation, and optimization.

This role executes and supports user journeys and resources across the DI+TM portfolio and plays an important role in the development and promotion of content and education. 

Partnering closely with Line of Business (LOB) Marketing, Sales, GMO, and Product teams, this individual ensures growth marketing initiatives are diversified across channels, commercially aligned, and directly supportive of DI+TM business objectives.

Key Responsibilities:

In-Product Marketing Channel 

• Execute and support user experiences and promotional journeys within DI+TM products to drive demand generation and customer retention using an AI-powered Digital Adoption Platform (Whatfix) 

• Support the planning, execution, and analysis of A/B and multivariate testing to optimize engagement and performance  

• Develop and maintain segmentation strategies for in-product promotional activities  

• Ensure self-help resources within products are accurate and up to date, and that user feedback is communicated to and actioned by appropriate internal teams  

• Identify and recommend opportunities to influence in-product user behavior in support of business goals 

Demand Generation Campaigns 

• Support the development, build, and execution of tactical components of demand generation campaigns  

• Perform and analyze A/B testing to identify insights and optimization opportunities  

• Participate in post-campaign analysis to assess performance trends and identify areas for improvement  

• Ensure campaigns are executed across appropriate IDEXX-owned and partner channels  

Content and Education  

• Support the development of content aligned with demand generation and customer retention campaigns  

• Identify opportunities for content creation across multiple channels, with a particular focus on in-product experiences  

• Support the DI+TM education strategy through content development, maintenance, and cross-channel promotion and nurturing programs  

• In collaboration with internal partners, support content development for the DI+TM blog, Vetiverse, IDEXX Learning Center, and Whatfix self-help experiences in VetMedStat and Web PACS 

Cross‑Functional Collaboration 

• Collaborate with LOB Marketing, Sales Center of Excellence, Regional Marketing, and GMO teams to deliver commercial and educational objectives 

• Collaborate closely with Product, Support, and Onboarding to plan and execute in-product content 

• Support effective, timely, and efficient internal communication across stakeholders 

What You’ll Need to Succeed:

• Bachelor’s degree or equivalent combination of education and relevant experience required. 

• Master’s degree or equivalent preferred. 

• 1–3 years of experience in marketing, growth marketing, digital marketing, or a related role