Head of Marketing - New Initiative

What you'll be doing:

• Product Marketing & Positioning
- 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.


• Member Acquisition Growth
- 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.


• Lifecycle Marketing & Retention
- 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.


• Creative Direction & Execution
- 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.


• Team Leadership & Cross-Functional Partnership
- 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.

What you need to have:

• 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.

What we would love to see:

• Experience marketing products that require sustained behavior change over multiple months.
• Background in both B2B enterprise sales cycles and direct-to-consumer growth marketing.
• Experience at high-growth startups where you've scaled marketing from early stage to significant revenue or user base.
• Understanding of AI products and ability to translate technical capabilities into customer value.
• Strong analytical skills with ability to build financial models and marketing mix optimization.
• Portfolio of creative work showcasing breakthrough campaigns that drove measurable business results.
• Proficiency with leveraging AI tools to accelerate scale and impact. You should feel like your job isn’t possible without AI.