Own the payer marketing function end-to-end, building the strategy, operating model, and narrative that commercializes new payer solutions and drives revenue, while translating clinical data into compelling proof and enabling field, events, and competitive intelligence.

Define GTM and milestones to accelerate adoption
Lead cross-functional partnerships with Product, Clinical Strategy, and Sales

Job Description

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.

Headway

Headway is building a new mental healthcare system that everyone can access making it easy for therapists to accept insurance and grow their practice. 1 in 4 people in the US have a treatable mental health condition, but the vast majority do not get the care they need. The primary reason is cost: the majority of therapists do not accept insurance, meaning paying for therapy is prohibitively expensive for prospective patients. This is where we got our start – Headway has built the first software-enabled network of therapists who accept health insurance, making it easy for therapists to grow their practices, and possible for patients to find quality care they can afford. Headway was founded in 2019 and are now powering 600,000+ appointments per month. To scale its vision, Headway has raised over $325 million in funding from a16z (Andreessen Horowitz), Thrive, Accel, and GV (formerly Google Ventures), Spark Capital, Forerunner Ventures and Health Care Service Corporation. Join us, and make an impactWe believe a team's strength is in its people, and we cannot achieve this mission without a team that reflects the diversity of this problem - across race, ethnicity, gender, sexuality, age, national origin, religion, family status, disability, military status, and experience.Headway employees work remotely across the US, with the option to work from our NYC (HQ) or SF offices. Headway is committed to the full inclusion of all qualified individuals. As part of this commitment, Headway will ensure that persons with disabilities are provided with reasonable accommodations. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact talent@findheadway.com.

Founded in 2019

New York, New York, USA

3.4K employees (197 in marketing)

headway.co

Traffic Signals

Monthly Visitors

4.2M

Monthly Google Ads Budget

$594.4K

Traffic Source Mix

24.8%

Direct

70.3%

Referral

4.3%

Social

0.3%

Paid

0.2%

Headcount Trend

Current headcount: ~3.4K

Marketing Team

Marketing Team Size

171 (5% of company)

Median Career Experience

11 years

Median Tenure

2.3 years

Marketing Roles Posted (Last 30 Days)

People

Marketing Leadership

Jake Poses

VP, Head of Product (PM, Design, Prod/Brand Marketing)

At the company for 1 year 6 months

Sida Lu

Head of Growth Marketing

At the company for 1 year 11 months

Erin Fitzgerald

Head of Communications & Payer Marketing

At the company for 4 years 5 months

Gabriella Lourie

Director, Corporate Communications & PR

At the company for 2 years 4 months

Funding

Total Funding

$325.5M

Last Raise

$100M

Series D, 2 years ago

Funding History

Jul 2024
Series D • $100M
Oct 2023
Series C • $125M
May 2021
Series B • $70M

Recent News

Premera Blue Cross Expands Access to Affordable Behavioral Health Care as Seasonal Stress, Demand Rise

Sep 23, 2025 • PR Newswire

Headway Launches Enhanced EHR Platform for Mental Health Providers

Sep 11, 2025 • MedCity News

Headway expands EHR with AI-assisted notes, embedded telehealth

Sep 9, 2025 • Fierce Healthcare

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.