Director, Marketing - Health Plans & Health Systems

Reporting directly to the SVP, Solutions & Commercialization, you will serve as the marketing leader for this high-growth vertical. You will build and empower a high-performing AI-native marketing organization, oversee cross-channel strategy, align clinical and product offerings with go-to-market execution, and serve as a key partner to business development, account management, and clinical leadership.

Responsibilities

Set Marketing Strategy: Define and execute the multi-channel GTM marketing roadmap for Lyra’s Health Plan and Health System lines of business to drive vertical growth and commercial objectives.

Drive Brand Awareness & Positioning: Elevate Lyra’s brand authority among health plan executives, health system leaders, and provider networks with high-impact activations and campaigns. Architect high-impact positioning and product marketing strategies into compelling value propositions that accelerate large-scale health plan and health system deal conversion.

Grow Membership: Oversee member acquisition, digital partner channels, B2B2C engagement, and field marketing across regional and national growth priorities.

Direct & Scale the Marketing Team: Build and scale an AI-enabled marketing function with a high-performance culture centered on data-driven experimentation, empathy, and continuous learning. Collaborate with internal shared service partners and external agencies.

Lead Cross-Functional Alignment: Partner with BD, Customer Success, Product, and Clinical to drive market demand and support key accounts.

Own ROI & Key Metrics: Track and optimize performance KPIs, including provider lead generation, member enrollment, and marketing campaign ROI.

Qualifications

12+ years of progressive marketing experience in healthcare, health-tech, health plans, or health systems.

5+ years of team management experience, with a proven track record of leading managers, scaling teams, and building cross-functional organizations.

Healthcare Domain Expertise: Deep understanding of health plan dynamics, health system referral models, B2B2C healthcare enrollment, and provider engagement strategies.

Full-Funnel Capabilities: Proven expertise spanning brand positioning, product marketing, performance/consumer acquisition, and field/provider marketing.

Master Storyteller: Exceptional ability to translate connect complex clinical outcomes, technical capabilities, and healthcare mechanics with the unique needs of members and customers.

Data-Driven Leader: Highly analytical with deep experience connecting marketing strategy directly to top-line business goals, revenue targets, and customer retention.

Preferred Experience

Prior experience working in a fast-paced, high-growth healthcare or tech-enabled services environment.

Experience managing regional multi-market activations and national health system launch expansions.

Deep passion for mental health access and transforming the behavioral healthcare ecosystem.

"We are an Equal Opportunity Employer. We do not discriminate on the basis of race, color, religion, sex (including pregnancy), national origin, age, disability, genetic information or any other category protected by law.

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