Director, Marketing - Health Plans & Health Systems
Description
Lyra is seeking an experienced Director of Marketing to scale our Health Plans & Health Systems (HP/HS) vertical. In this leadership role, you will oversee end-to-end marketing across the entire HP/HS ecosystem—driving referring provider engagement, B2B/B2B2C messaging, and member acquisition.
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
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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.
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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.
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Grow Membership: Oversee member acquisition, digital partner channels, B2B2C engagement, and field marketing across regional and national growth priorities.
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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.
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Lead Cross-Functional Alignment: Partner with BD, Customer Success, Product, and Clinical to drive market demand and support key accounts.
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Own ROI & Key Metrics: Track and optimize performance KPIs, including provider lead generation, member enrollment, and marketing campaign ROI.
Qualifications
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12+ years of progressive marketing experience in healthcare, health-tech, health plans, or health systems.
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5+ years of team management experience, with a proven track record of leading managers, scaling teams, and building cross-functional organizations.
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Healthcare Domain Expertise: Deep understanding of health plan dynamics, health system referral models, B2B2C healthcare enrollment, and provider engagement strategies.
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Full-Funnel Capabilities: Proven expertise spanning brand positioning, product marketing, performance/consumer acquisition, and field/provider marketing.
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Master Storyteller: Exceptional ability to translate connect complex clinical outcomes, technical capabilities, and healthcare mechanics with the unique needs of members and customers.
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Data-Driven Leader: Highly analytical with deep experience connecting marketing strategy directly to top-line business goals, revenue targets, and customer retention.
Preferred Experience
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Prior experience working in a fast-paced, high-growth healthcare or tech-enabled services environment.
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Experience managing regional multi-market activations and national health system launch expansions.
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Deep passion for mental health access and transforming the behavioral healthcare ecosystem.
Skills
As published by lever · 8 questions · 3 written answers
Basics
Resume/CV, Full name, Pronouns, Email, Phone, Current location, Current company, LinkedIn URL, Twitter URL, GitHub URL, Portfolio URL, Other website, To which gender identity do you most identify?, To which sexual orientation do you most identify?, Do you identify as a person living with a disability?, Are you fluent in any of the following languages?, Do you identify as LGBTQIA+?
Pick from a list (5)
- Are you legally authorized to work in the United States for our Company?
- Do you now, or will you in the future, require sponsorship for employment visa status (e.g., H-1B visa status, etc.) to work legally for our Company in the United States?
- Are you an employee of Lyra, Bend or an affiliated company (Currently or Previously)?
- If yes to the previous question, please select your affiliation: optional
- If you are a Lyra employee, do you certify you have reviewed the Internal Mobility Policy and meet the requirements? optional
Written answers (3)
- If you selected "other", please share your relationship here optional
- Can you share an example of a multi-channel B2B2C GTM strategy? Briefly highlight how you aligned B2B/provider messaging with DTC member acquisition to drive commercial growth.
- What excites you about scaling Lyra’s presence in the behavioral health ecosystem? Describe a time you successfully translated complex clinical outcomes or technical healthcare capabilities into a high-impact story that accelerated enterprise deal conversion.