Note: The job is a remote job and is open to candidates in USA. Tivity Health is a leading provider of healthy life-changing solutions, and they are seeking a Vice President of B2B Marketing to drive demand, market adoption, and revenue growth across employer and health plan segments. This role involves developing integrated marketing strategies and collaborating with various teams to enhance client adoption and support enterprise deal cycles.
Responsibilities
- Define and execute the B2B marketing vision and roadmap aligning marketing investment with company growth and revenue goals across employer and payer markets
- Segment target audiences (e.g., national/regional health plans, self-insured employers, TPAs, brokers, consultants) and tailor go-to-market strategies accordingly
- Establish positioning and messaging that clearly articulates clinical, financial, and experiential value
- Establish and leverage marketing analytics to track marketing initiative ROI and make data-driven adjustments to GTM strategies
- Build and scale multi-channel demand generation programs (digital, ABM, events, broker channels, partnerships)
- Optimize marketing funnel performance, including MQL/SQL conversion, velocity, and attribution
- Design and execute account-based marketing (ABM) strategies for strategic health plan and employer accounts
- Partner with Sales to support complex buying cycles with highly customized engagement strategies
- Develop sales enablement tools, thought leadership, and ROI-driven content to influence executive stakeholders
- Translate product capabilities into clear, differentiated value propositions to position the organization as a trusted partner in improving health outcomes and cost management
- Serve as a key strategic partner to Sales, Client Success, Growth Operations, and Executive teams
- Align marketing strategies with revenue and growth goals as well as the product roadmap
- Build strong feedback loops to inform GTM positioning and innovation
- Build, lead, and scale a high-performing B2B marketing organization
- Establish KPIs, dashboards, and marketing analytics to drive data-informed decisions
- Manage budget allocation to maximize ROI across channels and programs
Skills
- 12–15+ years of progressive B2B marketing experience, with at least 5+ years in senior leadership roles
- Proven success in B2B marketing, preferably to health plans, employers, or within the healthcare / benefits ecosystem
- Strong track record of driving measurable pipeline and revenue growth
- Demonstrated success in launching new products and scaling revenue
- Experience supporting enterprise sales with complex deal cycles
- Deep familiarity with supplemental benefits, digital health, wellness, or population health solutions preferred
- Expertise in demand generation, ABM, and integrated marketing strategy
- Strong understanding of healthcare economics, buyer personas, and regulatory considerations
- Exceptional storytelling and ability to translate clinical and financial value into compelling messaging
- Data-driven mindset with experience leveraging marketing analytics and attribution models
- Strong executive presence and ability to influence cross-functional stakeholders
- Strategic thinker with a bias for execution
- Collaborative, low-ego leader who thrives in cross-functional environments
- Builder mindset with experience scaling teams and processes in growth-stage or evolving organizations
- Customer-centric and deeply curious about market needs and trends
- Influential leader and mentor within multi-disciplinary teams
- Pipeline realization and contribution to revenue growth
- Growth in target segments (health plans, employers, brokers)
- Brand awareness and market positioning improvements
- Customer acquisition, adoption, and retention metrics
- Deep familiarity with supplemental benefits, digital health, wellness, or population health solutions
Benefits
- Company bonus potential
- Medical
- Dental
- Vision
- 401k with match
- Generous paid time off
- Free gym membership to over 13,000 fitness locations in the US
Company Overview
Tivity Health is provider of fitness and health improvement programs, with strong capabilities in developing and managing network solutions. It was founded in 1981, and is headquartered in Franklin, Tennessee, USA, with a workforce of 501-1000 employees. Its website is http://www.tivityhealth.com.