The Integrated Marketing Specialist is a growth-focused campaign leader responsible for developing and executing full-funnel, omni-channel marketing programs that drive qualified new business pipeline and accelerate revenue growth for Greenway Health’s healthcare solutions. Focused on net new logo acquisition, this role partners closely with Product Marketing, Digital Marketing, Events, Sales, and Revenue Operations to deliver coordinated messaging and integrated activation across awareness, engagement, and conversion stages. Working in alignment with the Manager, Integrated Marketing, the Specialist balances strategic planning with strong execution to deliver scalable, repeatable revenue outcomes. Essential Duties & Responsibilities Full-Funnel Campaign Strategy & Execution - Design and execute integrated marketing campaigns focused on new logo acquisition, spanning awareness, engagement, conversion, and pipeline acceleration - Develop campaign frameworks tied to product launches, industry moments, sales priorities, and growth initiatives - Own the development of campaign content and written assets, including (but not limited to): - Campaign Assets (Benefit Overviews, Brochures, Infographics, Listicles, Whitepapers, eBooks) - Demand Generation Blog articles - Email copy and nurture sequences - Landing page copy - Webinar descriptions, slideware, scripting and promotional content - Campaign messaging briefs - Ensure consistent narrative alignment with Product Marketing positioning and ICP messaging guardrails - Partner with Digital Marketing & Events Marketing to ensure campaigns include coordinated activation across paid search, paid social, retargeting channels, and industry events as part of an integrated omni-channel strategy Pipeline & Revenue Impact - Partner with Sales leadership and Revenue Operations to support defined MQL, SQL, and pipeline targets - Align campaigns to defined ICP segments and growth priorities - Monitor funnel health, identify conversion and velocity gaps, and implement corrective actions - Optimize programs to improve marketing-sourced pipeline contribution and cost efficiency Cross-Functional Alignment - Collaborate with Product Marketing to translate positioning and value propositions into effective campaign execution - Coordinate with Sales to align messaging to field priorities and campaign follow-up strategies - Work with Customer Marketing as appropriate to ensure clean separation between new business and expansion initiatives Data & Performance Optimization - Define campaign KPIs aligned to funnel progression (CTR, CVR, MQL conversion, SQL rate, pipeline contribution, opportunity velocity) - Analyze campaign performance using CRM and BI tools - Leverage A/B testing, audience refinement, creative optimization, and channel mix adjustments to improve ROI - Deliver regular performance reporting and actionable insights to Marketing leadership Messaging & Buyer Journey Integration - Ensure campaign messaging reflects defined ICP pain points, buying committee dynamics, and healthcare IT buyer journeys - Support clear articulation of value propositions and competitive differentiation in campaign execution - Maintain alignment between campaign narrative and approved Product Marketing messaging

• Channel Marketing: Plan and execute joint marketing campaigns with channel partners, resellers, and distributors. • Localize partner enablement materials, toolkits, and content to support sales and demand generation. • Develop marketing content (e.g., case studies, brochures, email campaigns, digital ads) tailored to the local enterprise audience. • Deploy customer-facing campaigns to target enterprise buyers in the assigned markets. • Support the development and execution of regional PR strategies to raise brand visibility and credibility. • Coordinate with PR agencies and internal teams to manage media relations, press releases, interviews, and speaking engagements. • Assist in the planning and execution of enterprise events, tradeshows, and webinars.

• Lead the Integrated Marketing function for Covetrus’, including demand generation, go-to market on new initiatives, account-based marketing, lifecycle programs, content strategy, and customer growth initiatives • Translate Covetrus’ brand and offerings into compelling value propositions for veterinary practices, distributors, and industry partners • Work closely with Sales, Revenue Operations, Product, Channel Owners and Category Management to align marketing strategy with revenue goals and customer needs • Build and execute marketing plans that drive measurable impact on pipeline, acquisition, retention, and customer value • Shape go-to-market approaches for new product launches, service offerings, and strategic initiatives tailored to the vet industry • Leverage data and customer insights to optimize campaign performance, refine targeting, and improve marketing ROI • Represent the voice of Covetrus and our value proposition across our business portfolio across the organization and champion marketing’s role in driving growth. • Mentor and lead a team of experienced marketers, setting direction and holding the team accountable to results • Report on performance, priorities, risks, and opportunities to senior leadership

• Own the strategy, planning, and execution of joint marketing initiatives with strategic channel partners • Develop and maintain joint marketing plans with partners aligned to shared pipeline and revenue goals • Identify opportunities to increase visibility, pipeline generation, and market presence through partner marketing initiatives • Align marketing efforts with partner go to market strategies and sales priorities • Maintain clear reporting on partner marketing activity, pipeline contribution, and program effectiveness • Plan and execute joint marketing campaigns including webinars, content syndication, digital campaigns, and thought leadership initiatives • Collaborate with growth marketing and content teams to develop co-branded assets and messaging • Ensure partner campaigns align with Cyderes’ overall marketing strategy and revenue goals • Manage partner participation in industry conferences, partner summits, executive dinners, and field marketing activities • Coordinate joint event planning with partners and internal teams to maximize pipeline generation and relationship building • Track and report on event performance including meetings, leads, and pipeline impact • Manage Market Development Funds (MDF) with strategic partners including program planning, submission, and reporting • Ensure MDF investments align with measurable marketing outcomes and partner objectives • Track utilization and ROI of partner funded marketing programs • Work closely with the Channel and Alliances team to support partner priorities and joint growth opportunities • Partner with sales to coordinate account targeting and meeting generation through partner programs • Collaborate with marketing operations to ensure accurate tracking of partner campaigns and pipeline