Director, Marketing - Health Plans & Health Systems

About the Role:

Lyra is seeking an experienced Director of Marketing to scale our Health Plans & Health Systems (HP/HS) vertical. In this leadership role, you will oversee end-to-end marketing across the entire HP/HS ecosystem—driving referring provider engagement, B2B/B2B2C messaging, and member acquisition.

Reporting directly to the SVP, Solutions & Commercialization, you will serve as the marketing leader for this high-growth vertical. You will build and empower a high-performing AI-native marketing organization, oversee cross-channel strategy, align clinical and product offerings with go-to-market execution, and serve as a key partner to business development, account management, and clinical leadership.

Responsibilities

• Set Marketing Strategy: Define and execute the multi-channel GTM marketing roadmap for Lyra’s Health Plan and Health System lines of business to drive vertical growth and commercial objectives.
• Drive Brand Awareness & Positioning: Elevate Lyra’s brand authority among health plan executives, health system leaders, and provider networks with high-impact activations and campaigns. Architect high-impact positioning and product marketing strategies into compelling value propositions that accelerate large-scale health plan and health system deal conversion.
• Grow Membership: Oversee member acquisition, digital partner channels, B2B2C engagement, and field marketing across regional and national growth priorities.
• Direct & Scale the Marketing Team: Build and scale an AI-enabled marketing function with a high-performance culture centered on data-driven experimentation, empathy, and continuous learning. Collaborate with internal shared service partners and external agencies.
• Lead Cross-Functional Alignment: Partner with BD, Customer Success, Product, and Clinical to drive market demand and support key accounts.
• Own ROI & Key Metrics: Track and optimize performance KPIs, including provider lead generation, member enrollment, and marketing campaign ROI.

Qualifications

• 12+ years of progressive marketing experience in healthcare, health-tech, health plans, or health systems.
• 5+ years of team management experience, with a proven track record of leading managers, scaling teams, and building cross-functional organizations.
• Healthcare Domain Expertise: Deep understanding of health plan dynamics, health system referral models, B2B2C healthcare enrollment, and provider engagement strategies.
• Full-Funnel Capabilities: Proven expertise spanning brand positioning, product marketing, performance/consumer acquisition, and field/provider marketing.
• Master Storyteller: Exceptional ability to translate connect complex clinical outcomes, technical capabilities, and healthcare mechanics with the unique needs of members and customers.
• Data-Driven Leader: Highly analytical with deep experience connecting marketing strategy directly to top-line business goals, revenue targets, and customer retention.

Preferred Experience

• Prior experience working in a fast-paced, high-growth healthcare or tech-enabled services environment.
• Experience managing regional multi-market activations and national health system launch expansions.
• Deep passion for mental health access and transforming the behavioral healthcare ecosystem.