Director, Patient and Brand Marketing

About the Role

We are looking for our first Director of Patient & Brand Marketing to join Headway at a pivotal time for our company. In this role, you will lead a team responsible for making Headway the #1 place people turn when they need great mental healthcare built around their unique needs. You will report to the Head of Brand, PMM & Communications and your team’s work will span product marketing and brand marketing including media partnerships and creative strategy.

As Director, Patient & Brand Marketing, you'll own the levers that matter most in building a brand people trust and love. You'll shape the products and experiences that make patients feel seen and heard, define the creative strategies that set Headway apart from everyone else in the market, and decide where and how we show up so that our message breaks through and drives real results.

You'll be accountable for building long-term brand awareness and trust while also driving efficient patient growth, so you'll need to be just as comfortable talking about the cultural relevance and media reach & frequency required to break through the clutter as you are about the testing frameworks and data that proves the work is working to get more patients into great care.

What You'll Do

In this role you’re expected to operate as a player, coach, hiring, leading and working alongside an exceptional team responsible for:

Product Marketing: Bringing best-in-class consumer product experiences to market for the patients on our platform. You'll develop a deep understanding of what people believe, fear, and need at every step of their mental healthcare journey, from first intake through their last session, and translate that into what has to be true in our products, experiences, and messaging to move them forward.

Brand Media & Partnerships: Determining where we show up when we tell our story. Plan 360 advertising campaigns, influencer marketing campaigns, brand partnerships, activations and experiences that capture attention and drive the brand and business outcomes we're aiming for. You’ll be responsible for planning media campaigns that drive intended business results, managing large budgets, testing & optimizing spend and channel mix to maximize impact.

Brand Strategy: Shaping the products, content, and experiences we build and ship so Headway shows up as distinct and differentiated in the market, while driving commercial value. You'll drive the strategy behind what makes for work that is compelling, memorable and something only Headway could deliver.

Measure What Matters: Owning brand and patient marketing outcomes that ladder up to company growth goals, including brand awareness, brand perception, funnel conversion (from intake to booking to first appointment), acquisition efficiency, and experimentation velocity and win rate. As a result, you’re fluent in A/B testing, incrementality testing, brand trackers, media mix and attribution modeling.

Build and Lead the Team: Attract, develop, and retain high-performing marketers who do the best work of their careers under your leadership.

Background That Will Set You Up for Success

• Experience across brand marketing, product marketing, and integrated marketing, ideally a blend of all three.
• At least 3 years of hands-on media experience. You understand media math and know how to optimize campaigns to drive business goals; your background isn't exclusively on the creative side.
• Experience leading or partnering closely with product marketing teams, with a clear point of view on how brand and product marketing work best together.
• Driving brand strategy, creative and partnerships for products or services in highly competitive, regulated categories, where cultural relevance and a strong POV was required to stand out.
• 15+ years of marketing experience, mix of agency and in-house, working at best-in-class consumer tech brands, multi-sided marketplaces a plus.