Senior Principal, Digital Marketing (Web/User Experience Team/UX)

🚀 Job Overview

As a Senior Principal in Digital Marketing at Inovalon, you'll be a critical leader within the Web/User Experience (UX) team, driving digital strategy that transforms healthcare through data-driven solutions. You'll partner with multiple stakeholders to enhance digital channels, optimize marketing automation processes, and execute comprehensive digital marketing strategies. This role balances technical expertise with team leadership, vendor management, and strategic planning to accelerate sales pipelines and improve marketing performance.

ASSUMPTION: Based on the job title and description, this appears to be a senior leadership position that combines both strategic oversight and hands-on technical execution in the digital marketing space.

📋 Key Responsibilities

• ✅ Manage portions of the MarTech stack and ensure system interoperability
• ✅ Contribute to digital marketing roadmap development to transform lead and demand generation efforts
• ✅ Manage SEO partners/agencies and implement data-driven improvements
• ✅ Participate in creating digital marketing strategies across PPC, web traffic, social, and email channels
• ✅ Develop A/B or multivariant testing and optimization processes
• ✅ Provide oversight and maintenance of the company website
• ✅ Partner with marketers to enhance digital channels and campaigns
• ✅ Optimize processes and documentation for key systems
• ✅ Assist with professional development of in-house digital and marketing automation team
• ✅ Oversee relationships with external vendors, contractors, and agencies
• ✅ Maintain compliance with company policies, procedures, and HIPAA requirements

🎯 Required Qualifications

Education: Bachelor's degree in marketing, computer science, information science, or related field (or equivalent experience); Master's degree preferred

Experience: Minimum 12 years of digital marketing experience with 7+ years specialized experience with Marketo or similar marketing automation tools

Skills:

• Mastery of WordPress or other web content management tools
• Working knowledge of Salesforce, Google Analytics, Google Data Studio
• Experience with automation tools (Workato, Zapier, N8N)
• Deep expertise in email, PPC, social, and digital acquisition channels
• Strong collaboration abilities with internal stakeholders
• Strong analytical skills and data-driven thinking
• Excellent time management, attention to detail, and deadline delivery
• Experience with SEO tools (Google Analytics, Keyword Planner, Search Console, SEMrush)
• Technical SEO skills (tags, UI/UX, link building, content marketing)

💰 Compensation & Benefits

Salary Range: $100,000 - $125,000 USD

Benefits: Health insurance, life insurance, company-paid disability, 401k, 18+ days of paid time off, performance-based incentives

Industry Comparison: This compensation range aligns with mid-to-senior level digital marketing leadership roles in the healthcare technology sector in the Tampa area.

ASSUMPTION: The industry comparison is based on standard healthcare technology sector compensation for similar roles in the Tampa metropolitan area. The actual value of the benefits package is not specified in monetary terms.

🔍 Company Context

Industry Position: Inovalon is a well-established healthcare technology company founded in 1998, focused on data-driven solutions that improve healthcare outcomes and economics.

Company Size: Not specified

Company Stage: Mature company with over 20 years in the healthcare technology sector

ASSUMPTION: As a company founded in 1998 with a comprehensive benefits package and established marketing department, Inovalon appears to be a mature organization rather than an early-stage startup, though exact company size is not mentioned in the listing.

📊 Role Analysis

Career Level: Senior leadership position

Reporting Structure: Not explicitly specified

Team Size/Composition: Not specified, but role involves assisting with the development of in-house digital and marketing automation team

Growth Opportunities: Potential to establish industry best practices and share with the B2B marketing community

ASSUMPTION: Based on the "Senior Principal" title and responsibilities for team development and vendor management, this appears to be a high-level position with significant influence, though direct reports and exact team structure are not specified.

🌍 Location & Work Environment

Office Type: Not specified, appears to be in-office based on physical demands description

Geographic Context: Tampa is a growing technology hub in Florida with several healthcare companies

Work Schedule: Standard full-time schedule with less than 10% local travel (mainly for training)

Regional Considerations: Tampa offers a lower cost of living compared to other major tech hubs while providing access to Florida's favorable climate and no state income tax

ASSUMPTION: The physical demands section mentioning "sedentary work" and "inside environmental conditions" suggests this is primarily an in-office position, though remote work flexibility isn't explicitly addressed.

💼 Interview & Application Insights

Typical Process: For senior marketing positions at established healthcare technology companies, expect multiple rounds including initial screening, technical/portfolio review, panel interviews with key stakeholders, and potentially a strategic presentation

Key Assessment Areas: Strategic thinking, technical marketing knowledge, leadership abilities, analytical skills, and healthcare industry understanding

Application Tips: Highlight measurable marketing campaign results, demonstrate knowledge of healthcare compliance requirements, and showcase experience with mentioned marketing technologies

ATS Keywords: Marketo, WordPress, SEO, Salesforce, digital marketing strategy, marketing automation, PPC, UX, Google Analytics, healthcare marketing

ASSUMPTION: These insights are based on standard practices for senior marketing roles in the healthcare technology industry, not specifically stated in the job listing.

🛠️ Tools & Technologies

• Marketing Automation: Marketo
• CMS: WordPress
• CRM: Salesforce
• Analytics: Google Analytics, Google Data Studio
• Automation: Workato, Zapier, N8N
• SEO Tools: Google Keyword Planner, Google Search Console, SEMrush
• Digital Marketing Channels: Email, PPC, Social Media
• Data Analysis: Microsoft Excel

ASSUMPTION: While these tools are explicitly mentioned in the job listing, proficiency with other standard marketing technologies would likely be beneficial though not specifically listed.

👔 Cultural Fit Considerations

Company Values: Data-driven decision making, healthcare transformation, inclusion, innovation, and customer success

Work Style: Collaborative, fast-paced (described as "startup-like environment"), goal-oriented with ability to deliver on tight deadlines

Self-Assessment:

• Are you energized by both strategic planning and hands-on technical execution?
• Do you thrive in collaborative environments that require cross-functional partnerships?
• Are you passionate about healthcare improvement through technology?
• Can you balance analytical thinking with creative marketing approaches?

ASSUMPTION: Company values are inferred from the company introduction and job requirements sections, highlighting their focus on data, healthcare improvement, and inclusion.

⚠️ Potential Challenges

• Balancing strategic oversight with hands-on technical execution across multiple marketing technologies
• Navigating healthcare industry regulations and HIPAA compliance requirements while driving marketing innovation
• Managing both internal team development and external vendor relationships simultaneously
• Meeting demanding KPIs in a "fast-paced, startup-like environment" despite being an established company
• Driving change across multiple departments including Marketing, Sales, Product Development, IT, and Customer Operations

ASSUMPTION: These challenges are inferred from the job responsibilities and requirements, and represent potential considerations rather than confirmed difficulties.

📈 Similar Roles Comparison

This Senior Principal role combines elements of several specialized positions that might exist separately in other organizations:

• Marketing Technology Director: Similar focus on MarTech stack but this role has broader responsibilities
• Digital Marketing Director: Comparable strategic elements but with greater emphasis on technical marketing automation expertise
• SEO/Web Manager: Includes these responsibilities but with additional channel management and team development duties
• UX/Digital Experience Leader: Incorporates user experience oversight within a broader marketing technology context

ASSUMPTION: This comparison is based on standard industry patterns for digital marketing leadership roles and how this position appears to combine multiple specialized functions.

📝 Sample Projects

• Conducting a comprehensive MarTech stack audit to identify integration opportunities between Marketo, Salesforce, and content management systems
• Developing and implementing an enhanced lead scoring model to improve sales pipeline velocity
• Creating A/B testing frameworks for landing pages to optimize conversion rates across digital campaigns
• Leading SEO strategy refinement to improve organic search rankings for key healthcare technology terms
• Establishing standardized documentation processes for marketing automation workflows
• Developing training programs for junior digital marketing team members on marketing automation best practices

ASSUMPTION: These projects are illustrative examples based on the responsibilities listed in the job description and represent typical initiatives for this type of role.

❓ Key Questions to Ask During Interview

1. "How do you measure the success of the digital marketing team, and what KPIs are currently prioritized?"
2. "What are the biggest challenges facing the digital marketing team that you hope this role will help address?"
3. "How does the digital marketing function collaborate with product and sales teams to drive business outcomes?"
4. "What is the current state of the MarTech stack, and what integration improvements are being prioritized?"
5. "How does Inovalon approach balancing healthcare compliance requirements with marketing innovation?"
6. "What professional development opportunities exist for the digital marketing team members I would be supporting?"

ASSUMPTION: These questions are suggested based on the responsibilities in the job description and healthcare technology industry standards, and should be adapted to match the specific interview context.