Vice President, D2C Growth Marketing (Alma)

Spring Health•New York, NY

16h•Hybrid

About The Position

Alma, a Spring Health company, is hiring a Vice President, D2C Growth Marketing to lead its consumer growth engine for the MSO consumer line of business. The role is responsible for the vision and roadmap for paid and organic growth, member acquisition, activation, and lifecycle marketing. It builds and leads a high-performing growth team and partners with Product, Data, Creative, Brand, and centralized MarTech teams. Product owns the member funnel and product surface; this role aligns marketing with product-led funnel improvements, including continued momentum for HelloAlma.com. The position owns growth performance across paid, owned, earned, and lifecycle channels; forecasting, budget allocation, and reporting; and rigorous testing, measurement, attribution, and optimization within HIPAA and data privacy constraints. It also advises the COO and senior leadership on consumer growth strategy and investment decisions. The role reports to the President and has executive-level visibility. This is a full-time hybrid position based in Seattle, San Francisco, or New York City, with a minimum of two days in the office. Employees located outside New York City are required to travel quarterly.

Requirements

At least 8 years of experience in performance marketing, demand generation, or growth marketing.
At least 5 years of experience in SaaS and/or high-growth environments.
Senior leadership experience owning a consumer acquisition P&L at scale.
Deep familiarity with consumer growth dynamics and full-funnel strategy.
A track record of building and developing high-performing growth marketing teams.
Experience deploying AI-forward or AI-native marketing strategies and tools.
Data-driven approach and hands-on experience with structured experiments, A/B tests, and developing repeatable playbooks from insights.
Strong MarTech and attribution fluency, including experience with centralized or shared MarTech stacks, incrementality testing, and privacy-preserving measurement.
Clear, direct communication skills, including translating performance marketing topics for executives and non-expert stakeholders.
Comfort working amid ambiguity around shared infrastructure ownership and Product funnel dependencies.

Responsibilities

Own the full-funnel growth vision and roadmap across paid, owned, earned, and lifecycle channels to scale member acquisition efficiently.
Build, mentor, and lead a high-performing team of growth marketers and channel leads focused on acquisition, conversion, and retention.
Own performance across SEM, paid social, programmatic/display, OLV/OTT, and affiliate channels, while expanding into directories and partnership-based growth.
Establish a rigorous culture of testing, measurement, and optimization using analytics, attribution, and incrementality testing, while respecting HIPAA and data privacy constraints.
Partner with Product to align messaging, targeting, and campaign sequencing with product-led funnel improvements, including continued momentum for HelloAlma.com.
Collaborate with Creative and Brand to increase testing velocity across messaging, audiences, and creative assets.
Own growth forecasting, budget allocation, and reporting across paid and lifecycle channels for the line of business.
Partner with centralized MarTech on acquisition and lifecycle program support across systems and the website during evolving shared ownership.
Advise the COO and senior leadership on consumer growth strategy, emerging channels and technologies, and investment decisions.
Drive member acquisition, acquisition efficiency, member activation, lifecycle impact, and channel diversification against defined goals.