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Company

InStride Health · 18 hours ago

Chief Marketing Officer

Boston, MA

Full-time

Remote

Director/Executive

15+ years exp

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Health CareMental Health

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Responsibilities

Create and drive our go-to-market strategy based on business goals considering analytics around multiple factors: in-network payor market penetration, market size and dynamics, competitor offerings, administrative requirements, and financial targets

Drive top of the funnel growth through a combination of awareness and performance marketing with a focus on driving new and completed/accepted patient applications

Work with internal departments, as well as stakeholders, to execute against strategy

Assess and monitor the effectiveness of all levers within go-to-market strategy (i.e. marketing, provider/school business development, payor teams) and ensure their appropriate utilization/metrics to achieve overall go-to-market goals

Ensure strategy supports CAC to LTV ratio actuals that are in line with expectations

Direct research, analysis, and implementation of new business efforts including geographic expansion and service line expansion

Represent InStride through key stakeholder visits and industry events

Translate business goals into marketing strategies and objectives that facilitate overall business growth including creating and implementing innovative and effective programs to drive growth, engagement and retention

Develop a deep data-driven understanding of the current and optimal consumer target, the competition, and each of the channel opportunities for InStride, and make the proper corresponding strategy decisions re: the best way to invest in those channels

Implement and oversee all initiatives to develop InStride's reputation and brand to acquire and maintain positive relationships with each channel

Execute InStride's brand strategy, multi-media advertising approach, social media strategy, and multi-channel marketing efforts

Manager PR agency to aid in raising brand awareness and establishing InStride as a thought leader

Establish and direct all regulated and non-regulated communication plans targeting current and prospective patients

Responsible for collaborating to develop InStride's strategy for provider business development and account management, in partnership with SVP business development. Includes establishing patient/sales goals, compensation structures, and operational processes

Develop and execute strategy to optimize engagement of prioritized target providers

Assess and monitor the effectiveness of existing channels and ensure their appropriate utilization to achieve sales goals

Implement highly scalable solutions for referral source awareness

Promote referral source engagement and best practices, informed by a tightly integrated feedback loop with marketing, operations, and clinical to identify opportunities for improving referral source attraction, conversion, and retention

In partnership with payor sales team and finance team, develop strategy of top payor targets as well as activities within existing payor portfolio to support patient acquisition

Ensure we're providing a compelling value opportunity for prospective payors to support new logo growth and existing payor partnerships to support re-negotiation conversations

Support prospective payor partners including initial relationship development, business case building, deal negotiation, and closing

Partner with PR agency and payors to raise awareness of InStride

Qualification

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Strategic MarketingAcquisition MarketingB2B SalesFinancial AcumenData-Driven Decision MakingBrand StrategyMulti-Channel MarketingCustomer Journey MetricsHealthcare ContractsMarket AnalysisEntrepreneurial ExperienceTalent DevelopmentMaster's Degree

Required

15 years of experience in strategic marketing, with a focus on acquisition and engagement, preferably in a health care setting and preferably with experience in consumer acquisition marketing and/or B2B sales

Strong understanding of driving proper metrics around each portion of a customer journey across their lifetime (awareness, familiarity, consideration, purchase and engagement)

Demonstrated financial acumen (P&L) with experience motivating and working cross-functionally with different teams to create cohesive growth plans and revenue targets; excellent decision-making skills and strong analytical, strategic planning, and financial acumen are required

Experience/comfort coming up the learning curve quickly around nuanced healthcare contracts (e.g. value-based contracts in a behavioral health setting ideal but not required experience)

Experience identifying market demands and developing long-term business strategies to drive near term execution

Proven experience leading the growth and launch of multiple product lines in an entrepreneurial environment

A willingness to 'roll up your sleeves' and problem solve as opposed to having too strong a reliance on your team and external partners

Ability to move and inspire people to act through an articulated vision and direction; proven skills in building interpersonal relationships and influencing others

Open leadership style with ability to think collaboratively and problem solve with team members; shows respect and sensitivity with a high EQ; highly effective and active communicator with people at all levels

Beacon for top talent and reputation of followership. Deeply understands how to grow and motivate a dispersed, remote workforce

Bachelor's degree required; Master's degree preferred in Business Administration, Healthcare Administration, or related field

You must be passionate about transforming the way we deliver accessible, evidence-based, and clinically excellent care in the pediatric mental health space