Vice President of Marketing

CaptionCall by Sorenson•Annapolis, MD

17h

About The Position

Modernize and Operationalize Performance Marketing: Redesign Sorenson’s marketing approach from primarily brand/event-led activity to measurable, performance-driven acquisition and lifecycle marketing. Establish robust funnel analytics across awareness, acquisition, activation, engagement, and retention. Implement clear ROI frameworks, attribution models, and campaign optimization processes. Allocate budget dynamically based on performance data and business impact. Drive Consumer Acquisition and Activation: Lead B2C marketing efforts focused on driving app downloads, user adoption, and engagement. Leverage consumer insights, segmentation, and behavioral data to inform targeting and messaging. Optimize paid digital channels, owned media, and lifecycle programs to improve conversion and retention. Test, learn, and iterate using disciplined experimentation methodologies. Strengthen Digital Foundations: Overhaul the company’s digital presence, including website architecture, messaging clarity, UX, and conversion pathways. Improve marketing technology stack utilization to enhance targeting, automation, and reporting. Elevate content strategy and channel integration to create a cohesive digital experience. Reinforce Product Marketing and Messaging: Clarify value propositions across Sorenson’s offerings for consumers, healthcare providers, enterprises, and partners. Ensure differentiated, consistent messaging across channels. Partner closely with Product and Sales to support launches, platform enhancements, and go-to-market execution. Lead External Communications and Narrative Development: Oversee PR and external communications efforts. Help define and articulate a sharper, more consistent corporate narrative aligned with Sorenson’s mission and growth strategy. Manage external agencies (e.g., creative, media, PR) with clear performance expectations and accountability. Build and Develop the Marketing Organization: Assess current team capabilities and upgrade talent, processes, and accountability where needed. Serve as a player-coach: hands-on in analytics, channel strategy, and campaign design while developing junior team members. Establish performance management standards tied to measurable outcomes. Foster a culture of ownership, experimentation, and continuous improvement. Cross-Functional Partnership: Partner with Sales, Product, Operations, and Finance to align marketing initiatives with broader business priorities. Contribute actionable insights based on data to inform company-level decision-making. Serve as a pragmatic, execution-focused marketing leader within the executive team.

Requirements

This position manages employees and is responsible for the performance management and hiring of the employees.

Responsibilities

Redesign Sorenson’s marketing approach from primarily brand/event-led activity to measurable, performance-driven acquisition and lifecycle marketing.
Establish robust funnel analytics across awareness, acquisition, activation, engagement, and retention.
Implement clear ROI frameworks, attribution models, and campaign optimization processes.
Allocate budget dynamically based on performance data and business impact.
Lead B2C marketing efforts focused on driving app downloads, user adoption, and engagement.
Leverage consumer insights, segmentation, and behavioral data to inform targeting and messaging.
Optimize paid digital channels, owned media, and lifecycle programs to improve conversion and retention.
Test, learn, and iterate using disciplined experimentation methodologies.
Overhaul the company’s digital presence, including website architecture, messaging clarity, UX, and conversion pathways.
Improve marketing technology stack utilization to enhance targeting, automation, and reporting.
Elevate content strategy and channel integration to create a cohesive digital experience.
Clarify value propositions across Sorenson’s offerings for consumers, healthcare providers, enterprises, and partners.
Ensure differentiated, consistent messaging across channels.
Partner closely with Product and Sales to support launches, platform enhancements, and go-to-market execution.
Oversee PR and external communications efforts.
Help define and articulate a sharper, more consistent corporate narrative aligned with Sorenson’s mission and growth strategy.
Manage external agencies (e.g., creative, media, PR) with clear performance expectations and accountability.
Assess current team capabilities and upgrade talent, processes, and accountability where needed.
Serve as a player-coach: hands-on in analytics, channel strategy, and campaign design while developing junior team members.
Establish performance management standards tied to measurable outcomes.
Foster a culture of ownership, experimentation, and continuous improvement.
Partner with Sales, Product, Operations, and Finance to align marketing initiatives with broader business priorities.
Contribute actionable insights based on data to inform company-level decision-making.
Serve as a pragmatic, execution-focused marketing leader within the executive team.