Director, Patient and Brand Marketing

Responsibilities

• Product Marketing: Bringing best-in-class consumer product experiences to market for the patients on our platform. You'll develop a deep understanding of what people believe, fear, and need at every step of their mental healthcare journey, from first intake through their last session, and translate that into what has to be true in our products, experiences, and messaging to move them forward.
• Brand Media & Partnerships: Determining where we show up when we tell our story. Plan 360 advertising campaigns, influencer marketing campaigns, brand partnerships, activations and experiences that capture attention and drive the brand and business outcomes we're aiming for. You’ll be responsible for planning media campaigns that drive intended business results, managing large budgets, testing & optimizing spend and channel mix to maximize impact.
• Brand Strategy: Shaping the products, content, and experiences we build and ship so Headway shows up as distinct and differentiated in the market, while driving commercial value. You'll drive the strategy behind what makes for work that is compelling, memorable and something only Headway could deliver.
• Measure What Matters: Owning brand and patient marketing outcomes that ladder up to company growth goals, including brand awareness, brand perception, funnel conversion (from intake to booking to first appointment), acquisition efficiency, and experimentation velocity and win rate. As a result, you’re fluent in A/B testing, incrementality testing, brand trackers, media mix and attribution modeling.
• Build and Lead the Team: Attract, develop, and retain high-performing marketers who do the best work of their careers under your leadership.

Requirements

• Experience across brand marketing, product marketing, and integrated marketing, ideally a blend of all three.
• At least 3 years of hands-on media experience. You understand media math and know how to optimize campaigns to drive business goals; your background isn't exclusively on the creative side.
• Experience leading or partnering closely with product marketing teams, with a clear point of view on how brand and product marketing work best together.
• Driving brand strategy, creative and partnerships for products or services in highly competitive, regulated categories, where cultural relevance and a strong POV was required to stand out.
• 15+ years of marketing experience, mix of agency and in-house, working at best-in-class consumer tech brands, multi-sided marketplaces a plus.

Benefits

• We are committed to offering a comprehensive and competitive total rewards package, including robust health and wellness benefits, retirement savings, and meaningful ownership opportunities through equity.