Director, Consumer Marketing

Posted 3.14.24
Location
Remote
About Lyra Health
Lyra is transforming mental health care through technology with a human touch to help people feel emotionally healthy at work and at home. We work with industry leaders, such as Morgan Stanley, Uber, Amgen, and other Fortune 500 companies, to improve access to effective, high-quality mental health care for their employees and their families. With our innovative digital care platform and global provider network, 10 million people can receive the best care and feel better, faster. Founded by David Ebersman, former CFO of Facebook and Genentech, Lyra has raised more than $900 million.
About The Role
The Director, Consumer Marketing will lead Lyra’s direct-to-member marketing strategy and manage a growing team of high-performing marketers to achieve member acquisition and engagement goals. This person will build and own strategic marketing initiatives and campaigns, rooted in customer/member insights and data. The director will work with marketing, product, clinical, and analytics teams to create industry leading integrated programs and exceptional results while consistently putting care for the member first.
We are a fast growing, dynamic organization looking for someone who can embody our mission and values as they build and lead a world-class consumer marketing team. The ideal candidate is a consumer-obsessed strategist who brings a mix of brand, product, and performance marketing expertise to the role. 
Responsibilities:
  • Lead our consumer-focused global marketing strategy and team in developing and executing programs that drive product adoption and business growth.
  • Identify and develop acquisition and retention marketing campaigns and programs that leverage online and offline channels including web, email, direct mail, webinars, paid social/search, and print.
  • Work cross-functionally with stakeholders in product and customer success to ensure well coordinated, high-touch experiences throughout the member experience.
  • Develop creative briefs and see through project plans with cross-functional stakeholders in marketing, product, analytics, and data science. 
  • Work with B2B product marketing team to craft positioning and messaging across all products and services for diverse B2C audiences.
  • Create recommendations and plan (in partnership with product) for building new websites and optimizing conversion rates on existing websites. 
  • Build customer-facing pitch decks to outline and gain commitment for consumer marketing efforts.
  • Coordinate closely with design and content teams to ensure campaign messaging and collateral are on-brand. 
  • Assess the effectiveness of specific campaigns on an ongoing basis (in partnership with the analytics team) to deliver regular reporting of integrated campaign performance and metrics, highlighting key successes and areas of opportunity for improvement. 
  • Manage a high-performing team responsible for engagement marketing, lifecycle marketing, email marketing, and content production.
Qualifications:
  • 10+ years experience in a B2C or B2B2C marketing leadership position, and at least 5+ years of previous management experience 
  • Digital health, or fast-growing technology company experience preferred
  • Track record of developing B2C marketing strategies & messaging that accelerates product adoption based on understanding of consumer audiences
  • Strong cross-functional team player – you have on-the-job experience managing and communicating complex projects with many stakeholders 
  • Effective feedback gathering & collaboration across marketing, product, customer success, and operations teams
  • Ability to manage multiple projects at once, recommend prioritization, timelines, and processes to ensure all success criteria are met
  • Have successfully launched and executed impactful campaigns across a wide range of channels 
  • Balance the need for impactful story-telling with data-driven growth marketing
  • Bring a strong entrepreneurial mindset and can build operational systems from scratch
  • Are excited about navigating a hyper-growth, rapidly changing, and often ambiguous environment
  • Have exceptional communication skills and can build buy-in across data- and non-data-oriented stakeholders
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