Responsibilities

• Set the payer marketing strategy. Define the overarching positioning, narrative, and GTM plan for Headway with health plans. The payer story is never just a payer story; it's the synthesis of everything Headway is doing across the platform.
• Build the function from zero. This isn't a role where you inherit a playbook — you'll define the operating model, the team structure, the cadences, and the metrics that make payer marketing a true commercial lever. You'll create milestones without being handed a roadmap and build momentum in ambiguous, high-stakes situations.
• Build the category story everyone wants to be part of. Author a point of view so strong that plans, providers, and partners orient around it.
• Commercialize net-new payer solutions. Partner with Product and Payer/Commercial to take new Headway offerings to market. Define what's buyable, build the proof and positioning that moves a plan from curious to committed, and orchestrate the launch moments that convert the plan relationships you've earned into net-new revenue.
• Turn clinical data into proof, and proof into leverage . Partner with Clinical Strategy and Research to source evidence and translate complex data into compelling outcomes narratives, benchmarks, and a steady drumbeat of Headway-authored insight (data stories, trend reports, category POV).
• Drive field marketing and enablement. Ensure Payer/Commercial has the content library, pitch decks, RFP support, case studies, and tools to grow and deepen accounts.
• Activate the story in the right rooms. Plan and execute the moments that bring the narrative to life — conference presence and customer events, executive experiences and meetings, partner co-presentations, and "to-and-through-the-payer" enablement that equips plans to market Headway to their own members during open enrollment and AEP.
• Keep us on offense with competitive intelligence. Track how competitors and adjacent players (EAPs, telehealth, MSOs, vertically integrated incumbents) position to payers, and arm leadership and commercial teams with sharp, current narratives.
• Measure leverage, not just funnel. Define success around relationship depth and commercial impact.

Requirements

• You're an enterprise B2B product marketing leader with 10+ years of experience (including 5+ years managing teams), and a track record where positioning, messaging, GTM, enablement, and competitive intel are your core craft — not adjacent skills.
• You have experience in or adjacent to health plans, value-based care, or complex B2B healthcare environments — and you're the kind of person who gets deeply curious about the nuances of a new audience fast. Knowing your audience cold is the outcome we're hiring for; the path to get there can vary.
• You can point to work where marketing moved commercial outcomes — win rates, deal terms, expansion, preferred status — not just awareness or reputation. You think about narrative as leverage.
• You've done expand-after-land marketing at enterprise scale — you know how to take a solution a customer has never bought before and build the commercial case, the sales enablement, and the launch moment that gets them to commit dollars to it. You don't just deepen relationships; you convert them into new product revenue.
• You have strong customer-first instincts and can influence without authority, especially in ambiguous, high-stakes moments.
• You're energized by fast-moving environments — comfortable with complexity, undeterred by uncertainty.
• You've built from scratch — a function, a process, a go-to-market motion — not just optimized within a system someone else stood up. You know how to create structure in ambiguity.
• You're proactively curious — you'd ask to sit in on a payer call, shadow a commercial conversation, or join a leadership meeting just to build your own mental model of the landscape. You don't wait to be briefed.
• You're naturally multi-threaded internally. You seek out the patient team's roadmap and the provider go-to-market because you know the payer story can only be as strong as your grasp of the whole platform.