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Lyra Health is a leading provider of evidence-based mental health care serving over 20 million people globally through partnerships with employers and health plans. The company has delivered 15+ million mental health sessions and published 35+ peer-reviewed studies demonstrating transformative outcomes, including twice-as-fast recovery and 26% annual reduction in overall healthcare claims costs.
You will serve as Director of Marketing for Lyra's Health Plans & Health Systems (HP/HS) vertical, reporting directly to the SVP, Solutions & Commercialization. This is a leadership role overseeing end-to-end marketing across the entire HP/HS ecosystem, driving referring provider engagement, B2B/B2B2C messaging, and member acquisition.
Key Responsibilities:
- Define and execute the multi-channel go-to-market marketing roadmap for Health Plan and Health System lines of business to drive vertical growth and commercial objectives
- Elevate Lyra's brand authority among health plan executives, health system leaders, and provider networks through high-impact activations and campaigns; architect positioning and product marketing strategies into compelling value propositions that accelerate deal conversion
- Oversee member acquisition, digital partner channels, B2B2C engagement, and field marketing across regional and national growth priorities
- 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
- Partner with Business Development, Customer Success, Product, and Clinical teams to drive market demand and support key accounts
- Track and optimize performance KPIs including provider lead generation, member enrollment, and marketing campaign ROI
Requirements:
- 12+ years of progressive marketing experience in healthcare, health-tech, health plans, or health systems
- 5+ years of team management experience with proven track record of leading managers, scaling teams, and building cross-functional organizations
- Deep understanding of health plan dynamics, health system referral models, B2B2C healthcare enrollment, and provider engagement strategies
- Proven expertise spanning brand positioning, product marketing, performance/consumer acquisition, and field/provider marketing
- Exceptional ability to translate complex clinical outcomes, technical capabilities, and healthcare mechanics into compelling narratives aligned with member and customer needs
- Highly analytical with deep experience connecting marketing strategy directly to top-line business goals, revenue targets, and customer retention
Preferred Experience:
- Prior experience in fast-paced, high-growth healthcare or tech-enabled services environments
- Experience managing regional multi-market activations and national health system launch expansions
- Deep passion for mental health access and transforming the behavioral healthcare ecosystem
