Senior Digital Marketing Specialist (User Marketing & Product Adoption)

Overview

At Wolters Kluwer Health, we help healthcare professionals around the world make better decisions when it matters most. Products like UpToDate and Medi‑Span deliver trusted clinical and drug insights at the point of care—shaping safer, more effective patient outcomes globally. Our teams are driven by curiosity, purpose, and the opportunity to make a meaningful impact on healthcare through innovation, including AI‑powered clinical decision support.

The Senior Digital Marketing Specialist plays a critical role in building and scaling a best‑in‑class post‑sale, user‑centric lifecycle marketing capability across our portfolio. This role focuses on driving faster time‑to‑value, feature adoption, and sustained product usage—especially for AI‑enabled capabilities and mobile app workflows—within a recurring SaaS business model.

This role is responsible for designing, activating, and optimizing data‑driven, multi‑channel lifecycle programs that engage end users, buyers, and administrators across every stage of the post‑purchase journey. Programs are designed to improve onboarding, activation, feature adoption, engagement, retention, and renewal readiness in a B2B2C environment where user behavior and buyer value realization are deeply connected.

The Senior Digital Marketing Specialist owns hands‑on execution and optimization of lifecycle programs spanning onboarding through renewal readiness and partners closely with Customer Success, Product Marketing, Product, Analytics, and Marketing Operations to deliver cohesive, high‑impact lifecycle campaigns aligned to shared outcomes and OKRs.

Duties & Responsibilities:

Digital Lifecycle Strategy & Execution

• Own the hands‑on execution of post‑sale lifecycle marketing programs across email, in‑product messaging, web, and other scalable digital channels to drive onboarding, activation, feature adoption, engagement, and renewal readiness.

• Design and execute lifecycle journeys that prioritize end‑user success, first meaningful use, and habit formation, while reinforcing value realization for buyers and administrators.

• Build and manage end‑to‑end lifecycle programs—from brief and setup through QA, launch, testing, and optimization—using marketing automation tools (Marketo preferred).

• Apply segmentation, role‑based targeting, lifecycle stages, and behavior‑based triggers to deliver personalized, relevant experiences for users and buyers.

• Translate product usage, feature engagement, and behavioral signals into trigger‑based lifecycle campaigns that reinforce next‑best actions, including adoption of AI‑powered features and mobile workflows.

• Coordinate lifecycle moments where user and buyer journeys intersect, ensuring consistent messaging, timing, and value reinforcement across audiences.

Journey Mapping, Insights & Optimization

• Map and maintain core post‑sale user and customer journeys, identifying friction points and opportunities to accelerate activation, adoption, and retention.

• Monitor and analyze lifecycle performance metrics tied to usage and adoption outcomes (not just engagement), identifying trends and optimization opportunities.

• Execute structured experimentation (A/B testing, holdouts, message and timing tests) across channels to continuously improve lifecycle effectiveness and time‑to‑value.

• Use insights from reporting and analysis to inform prioritization, iteration, and future lifecycle roadmap decisions.

Cross‑Functional Collaboration

• Partner closely with Customer Success, Product Marketing, Product, Analytics, and Marketing Operations to align lifecycle programs with customer needs, product priorities, and business goals.

• Support product launches, feature releases, and strategic initiatives through coordinated post‑sale and user adoption communications, including AI‑enabled feature rollouts.

• Ensure data quality, compliance, and accurate audience targeting in collaboration with Marketing Operations and Analytics teams.

Desired Skills and Attributes

• Strong user‑first, product‑adoption mindset with a passion for improving customer experience and driving behavior change.

• Proven digital execution skills with a strategic lens toward lifecycle journey design and measurable impact.

• Data‑informed and insight‑driven; comfortable working with usage data, behavioral signals, and performance metrics.

• Programmatic, detail‑oriented, organized, and proactive, with the ability to manage multiple initiatives simultaneously.

• Collaborative and comfortable working across cross‑functional, matrixed teams in a fast‑moving