Director, Marketing - Health Plans & Health Systems

The role

Lead the marketing strategy for Lyra's Health Plans and Health Systems business. Build and manage a marketing team, and drive referring provider engagement, member acquisition and B2B/B2B2C messaging.

What you will do

• Define and execute the multi-channel go-to-market marketing roadmap for the Health Plan and Health System lines of business
• Elevate Lyra's brand among health plan executives, health system leaders and provider networks
• Build positioning and product marketing strategies that support large health plan and health system deals
• Oversee member acquisition, digital partner channels, B2B2C engagement and field marketing
• Build and scale an AI-enabled marketing team; work with shared service partners and external agencies
• Partner with Business Development, Customer Success, Product and Clinical to drive demand and support key accounts
• Track and optimize KPIs including provider lead generation, member enrollment and campaign ROI

Required qualifications

• 12+ years of progressive marketing experience in healthcare, health-tech, health plans or health systems
• 5+ years of team management experience, including leading managers and scaling teams
• Deep understanding of health plan dynamics, health system referral models, B2B2C enrollment and provider engagement
• Full-funnel capabilities across brand positioning, product marketing, performance acquisition and field/provider marketing
• Ability to translate complex clinical outcomes and technical capabilities into clear messages
• Highly analytical; able to link marketing strategy to revenue targets and customer retention

Nice to have

• Experience in a fast-paced, high-growth healthcare or tech-enabled services environment
• Experience managing regional multi-market activations and national health system launch expansions
• Passion for mental health access and transforming behavioral healthcare

About the company

Lyra Health is a provider of evidence-based mental health care, working with employers, health plans and partners. It offers the Lyra Empower platform, which combines care and AI-powered technology.