About Visana Health

Visana is a comprehensive virtual women’s health clinic that goes beyond the narrow scope of family building to provide whole person medical care for 100% of women. Our 50-state medical group can diagnose and treat all women's health conditions from menstruation to midlife, specializing in high cost, complex conditions such as menopause, endometriosis and PCOS.

We offer a better model for women’s health that delights women, improves clinical quality, and reduces total cost of care. Our model starts with a whole-person clinical assessment that informs a care plan to address all conditions and concerns. From there, we walk alongside women to manage and support them throughout their health journey.

As we continue to grow, we are looking for a dynamic and experienced Head of Marketing, with Director to VP considerations, to lead our marketing strategy and initiatives.

About The Job

The Head of Marketing will be responsible for driving initiatives to acquire and retain customers and focusing on unique value propositions for payers and employers, with specific focus on marketing to members of our health plan and employer clients to drive awareness of, engagement in, and utilization of Visana programs.

The ideal candidate will have experience in marketing digital health solutions from both a B2B and B2B2C perspective with a proven ability to create and execute successful sales enablement programs, as well as engage and retain health plan members through compelling marketing strategies.

This leadership role requires a data-driven, results-oriented, and collaborative individual who can work closely with the sales, product, and client success teams to ensure alignment across all marketing initiatives and drive measurable results for the business.

What You Will Do

• B2B2C Marketing Strategy:

  • Drive utilization of the Visana Health program: Lead the development of B2B2C marketing strategies aimed at engaging members of our health plan and employer clients to drive awareness of, engagement in and utilization of our services

  • Create targeted campaigns that speak to the unique needs of both the health plan providers and their members

  • Leverage data insights to refine strategies and optimize campaigns, ensuring maximum reach and engagement across channels

  • Develop segmentation strategies and personalized marketing initiatives to ensure relevant and timely communication with health plan and employer members (end consumers)

  • Partner with the sales team to anticipate engagement needs of their prospects and clients

  • Partner with health plan clients to engage, encourage and support their use of marketing, or encourage the use of Visana as a marketing partner to drive broad use of marketing programs to ultimately drive awareness of and engagement in Visana programs

  • Regularly report on marketing performance and growth metrics to executive leadership and Board of Directors

• Sales Enablement:

  • Develop campaigns and content that resonate with business partners and support lead generation and client acquisition goals, supporting the sales team in achieving their revenue and growth targets

  • Partner with sales and business development teams to optimize the customer journey from awareness to acquisition and retention

  • Create compelling sales collateral, presentations, and case studies that effectively communicate the value proposition of our products to health plan decision-makers.

  • Work closely with sales team to ensure marketing materials align with sales goals and buyer personas

  • Manage event calendar and budget to support sales in gaining traction with their targeted audiences

• Online Presence

  • Manage Visana website so it is compelling to both target market (health plan and employer buyers) as well as their respective members

  • Continually refresh and update website so that it is engaging to act as a support to both sales and to consumer engagement

  • Direct social media presence to leverage it to support both sales and consumer engagement

• Marketing Leadership & Execution:

  • Build, lead, and mentor a high-performing marketing team to execute against ambitious goals and KPIs

  • Drive a data-driven approach to measure the effectiveness of marketing programs, using analytics and insights to optimize campaigns and make informed decisions

  • Oversee the budget and resources for marketing programs and ensure the efficient allocation of marketing spend

• Brand Positioning & Communication:

  • Own and enhance the company’s brand and messaging, ensuring consistency across all marketing channels

  • Develop thought leadership content that positions the company as an industry leader in the digital health space

  • Act as the company’s spokesperson in external forums, conferences, and media engagements as needed

• Strategic Leadership

  • Oversee market positioning, brand development, and awareness initiatives to promote Visana services across key markets

  • Partner with senior leadership to align marketing objectives with business goals, driving overall organizational growth

• Cross-Functional Collaboration:

  • Collaborate with the executive team to align marketing strategies with the overall business goals

  • Partner with external agencies and vendors to execute marketing campaigns as needed

• Team/Vendor Development & Management

  • Manage the efforts and scope of marketing agency partner(s)

  • Drive professional development within the team to ensure continuous learning and growth aligned with industry best practices

• Compliance & Regulatory Awareness

  • Ensure all marketing initiatives comply with relevant healthcare regulations and guidelines

  • Collaborate with legal and compliance teams to ensure marketing materials adhere to industry regulations

What You’ll Need

Qualifications

This position requires a Bachelor’s degree in marketing, business or a related field.

• 10+ years of progressive marketing experience in B2B and B2B2C healthcare

• Strong knowledge of healthcare industry regulations, trends and challenges, especially as they relate to payor and large employer B2B partnerships and B2B2C marketing

• Experience working in a business in a multi-state healthcare service operations business

• Demonstrated experience in data-driven marketing, with a strong understanding of analytics, KPIs and ROI measurement

• Strong aptitude for decision-making and innovative problem-solving

• A leader and team builder with a collaborative “roll up your sleeves” mentality

• Energetic and motivated; a good communicator

• Excellent analytical, reasoning, problem-solving, and decision-making skills

• A hands-on leader with a desire to dig-in and work in a dynamic environment

• Integrity, credibility, and character, along with demonstrated moral and ethical behavior

• Executive presence combined with a degree of maturity and solid business judgment

Additional Desired Qualifications

• MBA or Master’s Degree

• 5+ years in marketing leadership roles

Skills

• Expertise in digital marketing, content marketing, email marketing, social media, and marketing automation tools.

• Strong leadership and team management skills with a hands-on approach to execution.

• Excellent communication and presentation skills, with the ability to influence stakeholders at all levels.

• Strong analytical and data-driven mindset, with experience using marketing analytics platforms to optimize campaigns and measure performance.

Benefits

Visana provides industry-leading benefits, including medical, dental, and vision insurance, HSAs & FSAs, 401(k), and more for benefits-eligible employees.

As part of your duties, you may come in contact with sensitive patient information that is governed by HIPAA. Throughout your career, you will be expected to follow the company’s security and privacy procedures to ensure our users’ information remains strictly confidential. Security and privacy training will be provided.

Visana Health is a proud Equal Opportunity Employer – we recruit, train, compensate and promote our team members based on qualifications. We know how important it is not only to include, but to actively seek out a diversity of opinions and voices.

We want to hear from you regardless of your race, religion, national origin, sex, gender identity, sexual orientation, disability, age, veteran status, or any other applicable legally protected characteristics.