• 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. • 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. • 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. • 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. • 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.