Head of Marketing

Backpack Healthcare•Baltimore, MD

1d•$180,000 - $200,000•Remote

About The Position

Backpack Healthcare is transforming access to mental and behavioral health care for under-served populations through high-quality virtual care delivery. We serve Medicaid-insured adolescents, adults, and maternal populations across multiple states, partnering with healthcare providers and community organizations to break down barriers to care. As we scale our impact and expand our footprint, we're building a world-class marketing function to amplify our mission and accelerate growth. The Head of Marketing is a senior strategic leader responsible for building and executing Backpack's comprehensive marketing vision. You will architect the marketing function from the ground up, simultaneously elevating brand positioning, creating scalable demand generation systems, and unifying our story across B2B (payer, provider, schools, and government partnerships) and D2C (patient acquisition) channels. This is a roll-up-your-sleeves leadership role requiring equal parts strategic vision and tactical execution. You'll partner closely with commercial, clinical, and product leadership to translate Backpack's clinical outcomes and impact into compelling narratives that drive referral partner growth, patient enrollment, and market differentiation. You'll build the processes, systems, and eventually the team that positions Backpack as the leading virtual behavioral health solution for Medicaid populations.

Requirements

15+ years of marketing experience in healthcare, with demonstrated progression to senior leadership roles
Digital health marketing expertise required, proven track record building and scaling marketing functions at healthcare technology, telehealth, or digital health companies
Dual B2B and D2C marketing mastery: deep experience marketing to healthcare providers/organizations AND direct-to-consumer patient populations
Demonstrated success developing brand positioning and go-to-market strategies in complex, regulated industries
Expert-level knowledge of demand generation, growth marketing, and full-funnel campaign management
Strong analytical capabilities and comfort with marketing metrics, attribution modeling, and data-driven decision making
Exceptional storytelling and communication skills, ability to translate clinical and business complexity into clear, compelling narratives
Hands-on execution mindset with willingness to do the work, not just direct it

Nice To Haves

Mental health or behavioral health industry experience highly preferred
Medicaid, value-based care, or underserved population marketing experience
Experience marketing to Federally Qualified Health Centers (FQHCs), health systems, or primary care practices
Background in mission-driven or social impact organizations
MBA or advanced degree in marketing, business, or related field
Existing relationships in digital behavioral health ecosystem

Responsibilities

Develop and own the comprehensive marketing strategy in partnership with Growth, Sales, Clinical, and Product teams, aligning marketing initiatives to business objectives and revenue targets
Evolve Backpack's brand positioning, value proposition, and competitive differentiation for distinct audiences: healthcare providers, payers, patients, and community partners
Establish clear product marketing frameworks that translate clinical outcomes, quality metrics, and patient testimonials into proof points that resonate with B2B and D2C audiences
Create the strategic roadmap for marketing maturity - from foundational brand and messaging to scaled demand generation and thought leadership
Build and execute a multi-channel demand generation engine to drive qualified leads for the referral partnership sales team and patient acquisition funnels
Design and implement marketing programs across digital channels (paid search, paid social, SEO, email, content) to generate awareness and conversions
Partner with Sales and Referral Partnership teams to create enablement materials, case studies, ROI calculators, and sales collateral that move prospects through the funnel
Develop and optimize patient acquisition strategies, including digital campaigns targeting Medicaid-eligible populations and community-based outreach support
Establish marketing attribution models, performance dashboards, and closed-loop reporting to measure ROI and optimize spend
Lead comprehensive refresh of Backpack's website, ensuring messaging clarity, user experience optimization, and conversion-focused design
Elevate existing marketing assets (presentations, one-pagers, partner toolkits) to reflect professional, consistent, and compelling brand standards
Develop content strategy and thought leadership platform, including white papers, blog content, webinars, and industry conference presentations
Identify and secure earned media opportunities, speaking engagements, and industry recognition to build brand authority in digital behavioral health
Create ongoing communications strategies to engage and activate referral partners, including newsletters, success stories, and educational resources
Personally create and execute marketing materials, campaigns, and content, this is not a delegation-only role
Manage relationships with external agencies, freelancers, and vendors to extend capabilities as needed
Own event strategy and execution, including industry conferences, community events, and partnership activation
Manage social media presence and community engagement across platforms
Lead public relations efforts and serve as brand spokesperson when appropriate
Establish marketing operations infrastructure including tech stack (CRM integration, marketing automation, analytics), workflows, and project management systems
Define metrics, KPIs, and reporting cadence to track marketing effectiveness and business impact
Build business cases for marketing budget allocation and manage spend with fiscal discipline
Position the marketing function for future scale, including documenting processes and identifying when to hire additional team members