Director, Marketing - Health Plans & Health Systems

About the role

Lyra Health, a provider of evidence-based mental health care serving more than 20 million people globally, is seeking an experienced Director of Marketing to scale its Health Plans & Health Systems (HP/HS) vertical. Reporting directly to the SVP, Solutions & Commercialization, you will oversee end-to-end marketing across the HP/HS ecosystem, driving referring provider engagement, B2B/B2B2C messaging and member acquisition, and build an AI-native marketing organization.

Key responsibilities

• Define and execute the multi-channel go-to-market marketing roadmap for the Health Plan and Health System lines of business.
• Elevate brand authority among health plan executives, health system leaders and provider networks, and craft value propositions that accelerate deal conversion.
• Oversee member acquisition, digital partner channels, B2B2C engagement and field marketing across regional and national priorities.
• Build and scale an AI-enabled marketing function focused on data-driven experimentation, and work with internal 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 KPIs such as provider lead generation, member enrollment and campaign ROI.

Required profile

• 12+ years of progressive marketing experience in healthcare, health-tech, health plans or health systems.
• 5+ years of team management experience, leading managers and scaling teams.
• Deep understanding of health plan dynamics, health system referral models, B2B2C enrollment and provider engagement.
• Proven full-funnel expertise: brand positioning, product marketing, performance/consumer acquisition and field/provider marketing.
• Analytical, able to connect marketing strategy to revenue targets and customer retention.

Preferred: experience in a fast-paced, high-growth healthcare or tech-enabled services environment, managing regional multi-market activations and national health system launches, and a deep passion for mental health access.