VP, B2B Marketing - remote

Description/Responsibilities

The Vice President of B2B Marketing is a strategic and execution-oriented leader responsible for driving demand, market adoption, and revenue growth across employer and health plan segments. This role will lead the development and execution of integrated marketing strategies that position the company’s fitness and wellness offerings as essential solutions for improving population health, reducing costs, and enhancing member and employee engagement.

As a key member of the marketing leadership team, the VP will partner closely with Sales, Client Relations, Product, and Growth Operations to accelerate pipeline, support enterprise deal cycles, and deepen client adoption. This leader will bring a strong understanding of healthcare buyers - including health plans, brokers, consultants, and employers - and will build scalable programs that translate complex value propositions into compelling, differentiated market narratives.

• Define and execute the B2B marketing vision and roadmap aligning marketing investment with company growth and revenue goals across employer and payer markets
• Segment target audiences (e.g., national/regional health plans, self-insured employers, TPAs, brokers, consultants) and tailor go-to-market strategies accordingly
• Establish positioning and messaging that clearly articulates clinical, financial, and experiential value

• Establish and leverage marketing analytics to track marketing initiative ROI and make data-driven adjustments to GTM strategies
• Build and scale multi-channel demand generation programs (digital, ABM, events, broker channels, partnerships)
• Optimize marketing funnel performance, including MQL/SQL conversion, velocity, and attribution

• Design and execute account-based marketing (ABM) strategies for strategic health plan and employer accounts
• Partner with Sales to support complex buying cycles with highly customized engagement strategies
• Develop sales enablement tools, thought leadership, and ROI-driven content to influence executive stakeholders
• Translate product capabilities into clear, differentiated value propositions to position the organization as a trusted partner in improving health outcomes and cost management

• Serve as a key strategic partner to Sales, Client Success, Growth Operations, and Executive teams
• Align marketing strategies with revenue and growth goals as well as the product roadmap
• Build strong feedback loops to inform GTM positioning and innovation

• Build, lead, and scale a high-performing B2B marketing organization
• Establish KPIs, dashboards, and marketing analytics to drive data-informed decisions
• Manage budget allocation to maximize ROI across channels and programs

• 12-15+ years of progressive B2B marketing experience, with at least 5+ years in senior leadership roles
• Proven success in B2B marketing, preferably to health plans, employers, or within the healthcare / benefits ecosystem
• Strong track record of driving measurable pipeline and revenue growth
• Demonstrated success in launching new products and scaling revenue
• Experience supporting enterprise sales with complex deal cycles
• Deep familiarity with supplemental benefits, digital health, wellness, or population health solutions preferred

• Expertise in demand generation, ABM, and integrated marketing strategy
• Strong understanding of healthcare economics, buyer personas, and regulatory considerations
• Exceptional storytelling and ability to translate clinical and financial value into compelling messaging
• Data-driven mindset with experience leveraging marketing analytics and…