Director, Member Awareness & Activation

Thyme Care•Nashville, TN

6h•$170,000 - $200,000

About The Position

The Director, Member Awareness & Activation is a critical marketing leadership role responsible for driving how prospective members discover, understand, and enroll in Thyme Care. This leader owns the full top-of-funnel strategy and execution, from building market awareness to driving high-conversion lifecycle programs, and plays a critical role in scaling member acquisition across all partnerships. Reporting to the VP of Marketing, you will lead a small team focused on multi-channel acquisition, automated lifecycle journeys, segmentation, experimentation, and continuous optimization. You will work closely with Engagement Marketing, Partnership Operations, Payer Growth, Enrollment Operations, Product, and Technology to design, launch, and continuously optimize campaigns that elevate market awareness and convert members across all channels. You will develop high-impact campaigns in priority markets, deeply integrate into employer and health plan communication ecosystems, and leverage data-driven insights to drive awareness and enrollment at scale. This role is ideal for a marketer who balances creativity with analytical rigor and is excited to build and optimize a high-performing funnel that delivers measurable growth.

Requirements

8+ years of experience in growth marketing, lifecycle/CRM marketing, or multi-channel acquisition programs, ideally in healthcare, benefits, or a complex B2B2C environment. Oncology experience is a significant plus.
A strong experimentation mindset with a proven ability to design, run, and analyze tests across both digital and non-digital channels.
Demonstrated success in top-of-funnel growth, including segmentation, multi-channel campaign development, and conversion optimization.
Ability to work effectively within complex, multi-stakeholder ecosystems, including payer partners and internal operational teams.
Highly analytical and data-driven, with a strong command of funnel metrics, A/B testing, segmentation, and ROI analysis, and the ability to prioritize and advocate for needed reporting in partnership with Enrollment Operations and Data.
Proven ability to collaborate cross-functionally with Payer Growth, Engagement Marketing, Partnership Operations, Enrollment Operations, Product, and Technology teams.
Strong leadership and team development skills, with experience building and mentoring high-performing marketers in fast-paced or high-growth environments.
Clear, compelling communicator, able to translate insights into action and influence stakeholders across technical and non-technical groups.
Comfort with ambiguity and constraints — resourceful, creative, and able to move quickly even when data or resourcing is limited.
Member- and partner-centric perspective, with sensitivity to diverse audiences, benefit structures, and communication needs.

Responsibilities

Own and execute the full member acquisition funnel, from awareness through activation and enrollment.
Build and deploy multi-channel campaigns across email, SMS, digital, paid social, direct mail, and employer and health plan communications.
Develop market-level awareness strategies using partner insights, market dynamics, and message testing.
Create scalable segmentation, targeting, and messaging frameworks that reach diverse member populations.
Architect, implement, and evolve automated lifecycle programs using Customer.io, ensuring timely, relevant, and personalized communication.
Apply behavioral triggers, dynamic content, and robust segmentation to guide members from first touch through enrollment.
Build a disciplined experimentation roadmap across both automated and non-automated channels — testing new journeys, messaging, and engagement tactics that improve funnel performance.
Lead high-impact experiments that go far beyond digital channels — including employer education sessions, onsite or in-office awareness activations, community or plan-sponsored events, high-impact direct mailings, and other creative growth ideas.
Partner with client-facing teams to pilot new partnership-driven initiatives that expand reach and create high-intent moments for members.
Evaluate experiment results rigorously and scale successful tactics across markets and partner portfolios.
Work hand in hand with Partnership Ops and client partners to build aligned acquisition strategies and benefit communications.
Integrate deeply into partner communication ecosystems: benefits portals, HR or care manager workflows, newsletters, and partner events.
Design, launch, and continuously optimize campaigns that elevate market awareness and convert high-intent members across every partner channel.
Develop co-branded and partner-specific marketing frameworks for launches, peak moments (like open enrollment), and recurring outreach.
Build and maintain a rigorous QA process ensuring accuracy, compliance, and flawless execution across all channels.
Create and maintain a comprehensive playbook of best practices for segmentation, outreach cadences, creative, channel mix, and conversion.
Implement operational workflows that support scale, predictability, and quality across internal teams and partner programs.
Define and track key performance metrics across the acquisition funnel: reach, engagement, CTR, CVR, activation, enrollment rate, cost-per-enrollment, and overall ROI.
Partner closely with Enrollment Operations to prioritize essential reporting and funnel visibility, leveraging Data team support where possible but not dependent solely on them.
Identify insights and trends that guide ongoing improvements in targeting, creative, messaging, and channel mix.
Drive continuous experimentation and learning cycles, scaling strategies that deliver measurable lift in acquisition and enrollment.
Lead, mentor, and scale a high-performing lifecycle and acquisition marketing team with clarity, accountability, and strategic direction.
Foster a culture of creativity, testing, operational excellence, and cross-functional alignment.
Establish collaboration rhythms with Product, Engineering, Data, Engagement Marketing, Enrollment Operations, and Client Success to ensure cohesive, end-to-end member experiences.