Director, Patient Growth Marketing

This role exists to build a growth engine that compounds. You will be responsible for scaling Headway-sourced patients. This begins with high confidence in incrementally, while building the people, tooling, and creative systems that will ultimately make results repeatable.

Reporting directly to the GM of Patient, you will be the first senior growth marketing hire in Headway’s history on the patient side. You will own the full patient growth marketing remit across paid, lifecycle, and organic channels; stand up foundational martech and measurement systems; deploy creative systems that increase testing velocity; and partner across the marketplace to drive outcomes without channel cannibalization.

You’ll work closely with key partners across Engineering, Creative, Data Science/Analytics, Finance, Business Ops, and Provider Marketing, while helping define the long-term strategy for patient growth and broader marketplace dynamics.

• →Patient growth marketing: Own paid acquisition (Search, Social, OLV/OTT, Programmatic/Display), Lifecycle (email/SMS/push), and Organic (SEO, content distribution, Reddit/IG/TikTok/YouTube).
• →Martech & measurement: Lead channel plumbing, experimentation frameworks, attribution, incrementality, MMM, and reporting — co-owning approach with Eng and Data but owning the outcomes.
• →Creative systems for growth: Drive briefing, testing velocity, and learning loops across message × audience × asset × surface.
• →Cross-marketplace levers: Align patient and provider growth to prevent channel overlap and unlock network effects.
• →Team building: Hire, lead, and develop a high-bar, technical, and creative team across paid, lifecycle, and organic.
• →Partner cross-functionally: Work with Product/Eng to build surfaces that drive conversion and quality, not just spend.

• Have deep expertise in growth marketing with explicit experience in Google, Meta, and OTT/OLV channels.
• Have led lifecycle marketing teams and understand how best to deploy email, SMS, and push channels.
• Bring strong martech and attribution experience, including build vs. buy decisions and measurement frameworks (attribution, incrementality, MMM).
• Have partnered closely with Engineering and Product, operating as one team with shared outcomes.
• Have experience deploying AI-forward marketing strategies and maintain personal interest in AI-native marketing stacks.
• Communicate clearly and simply, translating complex performance marketing topics for non-experts, executives, and boards.
• Can build strategies grounded in business outcomes and understand tradeoffs across product, engineering, and operations.
• Have hired and led growth marketing teams of 20+ and built 0→1 systems at scale.
• Work effectively with diverse cross-functional partners across analytics, finance, sales, creative, product, and engineering.