Head of Marketing - New Initiative at swordhealth

Sword Health is shifting healthcare from human-first to AI-first through its AI Care platform, making world-class healthcare available anytime, anywhere, while significantly reducing costs for payers, self-insured employers, national health systems, and other healthcare organizations. Sword began by reinventing pain care with AI at its core, and has since expanded into women’s health, movement health, and more recently mental health. Since 2020, more than 700,000 members across three continents have completed 10 million AI sessions, helping Sword's 1,000+ enterprise clients avoid over $1 billion in unnecessary healthcare costs. Backed by 42 clinical studies and over 44 patents, Sword Health has raised more than $500 million from leading investors, including Khosla Ventures, General Catalyst, Transformation Capital, and Founders Fund. Learn more at www.swordhealth.com. What you'll be doing: • Product Marketing & Positioning- Develop and own the product positioning, messaging framework, and value propositions for both B2B (payers, employers) and B2C (members) audiences.- Create compelling narratives that translate the new concept of AI care into clear, differentiated, and emotionally resonant stories.- Build sales enablement materials, pitch decks, case studies, and competitive positioning that help close enterprise deals.- Partner with product, clinical, and commercial teams to ensure messaging aligns with product capabilities and market needs.- Lead a new product and feature launches, coordinate cross-functional go-to-market activities, and measure launch effectiveness.- Serve as the voice of the market, translating customer insights and competitive intelligence into actionable marketing and product strategies. • Member Acquisition Growth- Design and execute multi-channel acquisition strategies across digital, email, direct mail, partnerships, and other channels.- Apply performance marketing rigor to all campaigns, setting clear targets, measuring incrementality, and optimizing based on CAC, LTV, and payback periods.- Build and manage email and direct mail programs that drive initial sign-ups and early engagement.- Partner with commercial teams to support enterprise client acquisition and expansion.- Develop creative testing roadmaps to continuously improve conversion rates across the funnel.- Balance brand building with performance-driven tactics to achieve both short-term and long-term growth goals. • Lifecycle Marketing & Retention- Own the end-to-end member journey from onboarding through long-term engagement and retention.- Build sophisticated lifecycle marketing programs including welcome sequences, nurture campaigns, re-engagement flows, and winback strategies.- Segment members based on behavior, risk, and engagement levels to deliver personalized, timely communications.- Partner with product team to align marketing touchpoints with in-product experiences and clinical milestones.- Design and execute campaigns that drive sustained behavior change and clinical outcomes over 4-12 month timeframes.- Measure and optimize key retention metrics including activation rates, engagement frequency, and member LTV. • Creative Direction & Execution- Lead creative strategy and execution across all marketing touchpoints including web, email, direct mail, social, video, and sales collateral.- Write compelling copy that resonates with diverse audiences, from healthcare executives to members seeking support.- Work with designers and agencies to produce high-quality creative assets, while maintaining hands-on involvement in the work.- Develop and maintain brand guidelines, voice and tone standards, and visual identity for the new initiative.- Stay current on healthcare marketing trends, consumer insights, and creative best practices. • Team Leadership & Cross-Functional Partnership- Build and mentor a small, high-performing marketing team as the initiative scales, enabled to work at scale with AI tools.- Partner closely with product, commercial, clinical strategy, operations, and executive leadership.- Translate business goals into growth strategies and communicate progress to stakeholders.- Manage external vendors, agencies, and contractors to extend team capabilities. What you need to have: • 8-10 years of marketing experience with at least 4 years in leadership roles, ideally in digital health, healthcare, wellness, or consumer health products. • Proven track record building marketing functions from early stage through scale, including 0-to-1 product launches. • Deep expertise in product marketing with ability to craft differentiated positioning and messaging for both B2B and B2C audiences. • Strong performance marketing background with demonstrated ability to drive measurable outcomes across acquisition, activation, and retention. • Hands-on experience with email marketing platforms and direct mail campaigns, including segmentation, automation, and optimization. • Expert-level copywriting skills with portfolio demonstrating range across different formats, audiences, and channels. • Strong creative sensibility with ability to direct and evaluate design work, even if not a designer yourself. • Metrics-driven mindset with fluency in marketing analytics, A/B testing, cohort analysis, and ROI measurement. • Scrappy, hands-on operator who is comfortable executing work directly rather than only delegating. • Excellent communication skills with ability to influence cross-functional partners and present to executive audiences. What we would love to see: • Experience marketing products that require sustained behavior change over multiple months. • Background in both B2B enterprise sales cycles and direct-to-consumer growth marketing. • Experience at high-growth startups where you've scaled marketing from early stage to significant revenue or user base. • Understanding of AI products and ability to translate technical capabilities into customer value. • Strong analytical skills with ability to build financial models and marketing mix optimization. • Portfolio of creative work showcasing breakthrough campaigns that drove measurable business results. • Proficiency with leveraging AI tools to accelerate scale and impact. You should feel like your job isn’t possible without AI. US - Sword Benefits & Perks: • Comprehensive health, dental and vision insurance* • Life and AD&D Insurance* • Financial advisory services* • Supplemental Insurance Benefits (Accident, Hospital and Critical Illness)* • Health Savings Account* • Equity shares* • Discretionary PTO plan* • Parental leave* • 401(k) • Flexible working hours • Remote-first company • Paid company holidays • Free digital therapist for you and your family *Eligibility: Full-time employees regularly working 25+ hours per week Note: Applicants must have a legal right to work in the United States, and immigration or work visa sponsorship will not be provided. SWORD Health, which includes SWORD Health, Inc. and Sword Health Professionals (consisting of Sword Health Care Providers, P.A., SWORD Health Care Providers of NJ, P.C., SWORD Health Care Physical Therapy Providers of CA, P.C.*) complies with applicable Federal and State civil rights laws and does not discriminate on the basis of Age, Ancestry, Color, Citizenship, Gender, Gender expression, Gender identity, Gender information, Marital status, Medical condition, National origin, Physical or mental disability, Pregnancy, Race, Religion, Caste, Sexual orientation, and Veteran status.