Head of Marketing

Role Overview

• Develop and own the product positioning, messaging framework, and value propositions for both B2B (payers, employers) and B2C (members) audiences.
• Create compelling narratives that translate the new concept of AI care into clear, differentiated, and emotionally resonant stories.
• Build sales enablement materials, pitch decks, case studies, and competitive positioning that help close enterprise deals.
• Partner with product, clinical, and commercial teams to ensure messaging aligns with product capabilities and market needs.
• Lead a new product and feature launches, coordinate cross-functional go-to-market activities, and measure launch effectiveness.
• Serve as the voice of the market, translating customer insights and competitive intelligence into actionable marketing and product strategies.
• Design and execute multi-channel acquisition strategies across digital, email, direct mail, partnerships, and other channels.
• Apply performance marketing rigor to all campaigns, setting clear targets, measuring incrementality, and optimizing based on CAC, LTV, and payback periods.
• Build and manage email and direct mail programs that drive initial sign-ups and early engagement.
• Partner with commercial teams to support enterprise client acquisition and expansion.
• Develop creative testing roadmaps to continuously improve conversion rates across the funnel.
• Balance brand building with performance-driven tactics to achieve both short-term and long-term growth goals.
• Own the end-to-end member journey from onboarding through long-term engagement and retention.
• Build sophisticated lifecycle marketing programs including welcome sequences, nurture campaigns, re-engagement flows, and winback strategies.
• Segment members based on behavior, risk, and engagement levels to deliver personalized, timely communications.
• Partner with product team to align marketing touchpoints with in-product experiences and clinical milestones.
• Design and execute campaigns that drive sustained behavior change and clinical outcomes over 4-12 month timeframes.
• Measure and optimize key retention metrics including activation rates, engagement frequency, and member LTV.
• Lead creative strategy and execution across all marketing touchpoints including web, email, direct mail, social, video, and sales collateral.
• Write compelling copy that resonates with diverse audiences, from healthcare executives to members seeking support.
• Work with designers and agencies to produce high-quality creative assets, while maintaining hands-on involvement in the work.
• Develop and maintain brand guidelines, voice and tone standards, and visual identity for the new initiative.
• Stay current on healthcare marketing trends, consumer insights, and creative best practices.
• Build and mentor a small, high-performing marketing team as the initiative scales, enabled to work at scale with AI tools.
• Partner closely with product, commercial, clinical strategy, operations, and executive leadership.
• Translate business goals into growth strategies and communicate progress to stakeholders.
• Manage external vendors, agencies, and contractors to extend team capabilities.

Requirements

• 8-10 years of marketing experience with at least 4 years in leadership roles, ideally in digital health, healthcare, wellness, or consumer health products.
• Proven track record building marketing functions from early stage through scale, including 0-to-1 product launches.
• Deep expertise in product marketing with ability to craft differentiated positioning and messaging for both B2B and B2C audiences.
• Strong performance marketing background with demonstrated ability to drive measurable outcomes across acquisition, activation, and retention.
• Hands-on experience with email marketing platforms and direct mail campaigns, including segmentation, automation, and optimization.
• Expert-level copywriting skills with portfolio demonstrating range across different formats, audiences, and channels.
• Strong creative sensibility with ability to direct and evaluate design work, even if not a designer yourself.
• Metrics-driven mindset with fluency in marketing analytics, A/B testing, cohort analysis, and ROI measurement.
• Scrappy, hands-on operator who is comfortable executing work directly rather than only delegating.
• Excellent communication skills with ability to influence cross-functional partners and present to executive audiences.

Benefits

• Comprehensive health, dental and vision insurance*
• Life and AD&D Insurance*
• Financial advisory services*
• Supplemental Insurance Benefits (Accident, Hospital and Critical Illness)*
• Health Savings Account*
• Equity shares*
• Discretionary PTO plan*
• Parental leave*
• 401(k)
• Flexible working hours
• Remote-first company
• Paid company holidays
• Free digital therapist for you and your family