Head of Marketing

3 months ago

Boston, United States Bluebird Kids Health Full time

About Bluebird Kids Health

Bluebird Kids Health is a dynamic, early-stage organization that provides underserved communities with new access to value-based pediatric primary care. We are on a mission to provide exceptional care, so every child can thrive. We offer comprehensive, evidence-based primary and urgent care services to children and their families, with support around-the-clock. Our care model includes robust care coordination, chronic disease management, and other population health supports. Our success is measured by exceptional health outcomes, lower medical costs, an outstanding child and family experience, and a rewarding environment for our clinicians and staff.


Position Description

Bluebird Kids Health is seeking a strategic growth leader to develop and execute a comprehensive, multi-channel growth strategy to drive patient acquisition, engagement, and retention. This role requires a data-driven and patient-centric leader who can leverage brand marketing, digital marketing, analytics, and innovative strategies to accelerate growth and achieve business objectives. The Head of Marketing will work closely with cross-functional teams to ensure alignment and drive impactful marketing initiatives. This pivotal role requires robust marketing, growth, and business development skills, an in-depth understanding of the healthcare industry, and strong leadership capabilities to guide cross-functional teams.


What You’ll Do


Strategy Development:

  • Develop and implement a multi-channel growth marketing strategy aligned with Bluebird Kids’ overall business goals.
  • Identify key growth channels then develop and execute plans to drive rapid, repeatable growth curves in existing and new markets.
  • Set clear KPIs and performance metrics to track and measure the success of growth initiatives.


Patient Acquisition:

  • Lead the development and execution of patient acquisition campaigns across various channels, including digital marketing, social media, SEO/SEM, email marketing, and partnerships.
  • Optimize marketing funnels to maximize conversion rates and patient lifetime value.
  • Explore and implement new acquisition channels and tactics.


Patient Engagement and Retention:

  • Develop strategies to enhance patient/family engagement and loyalty, driving repeat business and reducing churn.
  • Implement personalized marketing initiatives to improve patient experience and satisfaction.
  • Leverage data and insights to understand patient/family behavior and tailor marketing efforts accordingly.


Analytics and Optimization:

  • Utilize data analytics to track, analyze, and report on the performance of marketing campaigns.
  • Conduct A/B testing and other optimization experiments to continuously improve marketing effectiveness.
  • Provide regular updates to Executive team on performance.
  • Stay updated with industry trends and best practices to ensure innovative and competitive marketing strategies.


Brand Management:

  • Drive the development and execution of marketing initiatives to enhance brand awareness and reputation.
  • Ensure consistent messaging and branding across all marketing channels and materials.
  • Monitor and analyze brand performance and make necessary adjustments to improve impact.


Market Research and Analysis:

  • Conduct market research to identify patient needs, preferences, and market trends.
  • Analyze market data and patient insights to inform marketing strategies and decisions.
  • Monitor competitor activities and adjust marketing plans accordingly.


Budget Management:

  • Develop and manage the marketing budget (once developed), ensuring effective allocation of resources.
  • Monitor and report on budget performance, making adjustments as needed to achieve marketing goals.
  • Ensure marketing activities deliver maximum ROI.


Leadership and Collaboration:

  • Lead and mentor a high-performing growth marketing team, fostering a culture of innovation and continuous improvement.
  • Collaborate with operations, real estate, tech/product, finance, and other teams to ensure cohesive and aligned marketing efforts.
  • Manage relationships with external partners, agencies, and vendors.


*Other Duties as Assigned


What You’ll Need

  • 7 to 9 years of progressive leadership experience in brand marketing, growth marketing, digital marketing, sales, or related roles with a track record of driving significant business growth.
  • Strong understanding of digital marketing channels, tools, and best practices.
  • Excellent analytical and problem-solving skills, with the ability to interpret data and make data-driven decisions.
  • Excellent organizational, communication, and leadership skills, capable of motivating and driving teams to exceed expectations.
  • Ability to manage high-stress situations and act with professionalism and tact.
  • Ability to thrive in a fast-paced, dynamic environment and adapt to changing priorities.
  • Bachelor’s degree in Marketing, Business Administration, or related field.
  • Advanced degree in a relevant field (e.g., MBA, MHA, MS, or equivalent) strongly preferred.


Bluebird Kids Health is an Equal Employment Opportunity Employer. We embrace the richness of diversity and do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. We recognize that traditional job requirements can sometimes inadvertently exclude talented individuals from underrepresented backgrounds or those who have taken non-traditional paths to acquire their skills. Therefore, even if you do not meet every listed requirement or have gained your qualifications in unconventional ways, we wholeheartedly encourage you to apply. We value passion, potential, and the drive to learn just as highly as formal qualifications, and we are committed to building an inclusive workplace where everyone’s contributions are valued.


What We Offer

  1. The opportunity to lead best-in-class marketing and growth activities within a mission-driven pediatric care delivery organization.
  2. A competitive compensation package with performance incentives and, for some roles, equity participation.
  3. A collaborative and dynamic workplace with significant professional growth opportunities.
  4. A diverse and inclusive company culture that values every team member's contribution to our mission.
  5. Competitive medical, vision, and dental insurance products.
  6. Other programs including employee assistance, caregiver support, commuter benefits, flexible spending accounts, health savings accounts, short and long term disability benefits, and other exclusive employee benefits.
  7. Generous paid time off.

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