VP of Growth & Marketing

Folia Health•Boston, MA

6d•$170,000 - $210,000•Hybrid

About The Position

Folia is seeking a VP of Growth & Marketing to build and lead its marketing function, covering both patient/caregiver (B2C) and pharma/biotech sponsor (B2B) sides of the business. This role offers a unique opportunity to own brand, growth, and demand generation end-to-end at a mid-stage startup, reporting directly to the founding team. The position will inherit a small, capable team and has the potential for growth as the company scales. Folia is the platform for Home-Reported Outcomes (HROs), which are the lived, day-to-day experiences of individuals with complex chronic and rare conditions. On the consumer side, the focus is on reaching individuals who need better health answers and want to drive change, and connecting them with high-quality research studies to expand research impact. On the sponsor side, the goal is to communicate a trusted, science-forward message to Medical Affairs, Clinical, and HEOR leaders in pharmaceutical companies. The VP will ensure both engines work effectively and reinforce each other. The team convenes in a downtown Boston office on Tuesdays and Thursdays, but strong remote applicants are also welcome.

Requirements

Proven track record of leading high-impact initiatives in a startup environment.
Experience across both B2C/DTC growth.
Proficiency in metrics, with experience owning acquisition, retention, and pipeline numbers and reporting them to executives.
Strategic, first-principles thinking combined with a willingness to operate hands-on in a startup environment.
A drive to improve the status quo for individuals living with complex chronic conditions.

Nice To Haves

Healthcare, life sciences, or pharma marketing experience.
Direct or personal experience with a complex, chronic, or rare condition.

Responsibilities

Lead the entire marketing function, owning Folia's growth vision and story across B2C and B2B.
Manage, develop, and grow existing direct reports across both B2C and B2B marketing efforts.
Define the relationship between the patient brand and the sponsor brand to ensure they strengthen each other.
Set and report on key metrics for both B2C and B2B motions to the founding team.
Own patient and caregiver growth (B2C), including patient recruitment into research programs from awareness to long-term engagement and retention.
Achieve and report on recruitment goals such as enrollment targets per study, cost per enrolled patient, time-to-enroll, and retention across the study lifecycle.
Define target condition segments and build repeatable, measurable acquisition funnels through community channels, advocacy partnerships, and the existing user base.
Champion a patient-advocate brand that prioritizes individual users' well-being.
Own Folia's external brand and thought leadership in the HRO and real-world evidence category (B2B).
Oversee the strategy of the demand-generation engine to fill the research sponsor pipeline.
Translate Folia's scientific positioning (HRO validation, PFDD alignment, real-world evidence) into clear, credible, and regulator-aware messaging for sophisticated buyers.
Partner closely with Product and Research to ensure marketing promises align with the actual user experience on both sides of the business.
Grow and shape the marketing team over time, building on existing talent and hiring as the function scales.