VP, Marketing

Overview

Wondr HealthTM  is a digital behavioral change program focused on weight management, that helps participants improve their physical and mental wellbeing through simple, interactive, and clinically proven skills and tools. By treating the root cause of obesity through behavioral science, Wondr reduces risk factors to prevent chronic diseases like diabetes and hypertension, helps enhance employee productivity and engagement, decreases claims costs, and improves overall physical and mental wellbeing.

 A master class of sorts, Wondr Health’s team of renowned doctors and scientists teaches practical, data-backed skills that empower participants to stress less, sleep better, and feel better. The highly personalized program has helped hundreds of thousands of people by flipping diet culture upside down and teaching employees the science of eating the foods they love so they can still lose weight. Through the app, online community, certified coaches, and series of weekly videos that offer a new perspective on better health, participants enter a world where weight loss is a science, small steps lead to big changes, perspectives are flipped, possibilities are infinite, and good habits last. Learn more at www.wondrhealth.com.

Purpose/Essential Functions

PURPOSE:

Wondr Health (“Wondr”) has reached an inflection point in its growth trajectory and is looking to add an experienced, dynamic, senior level leader to manage B2B Marketing and Demand Generation.  In this newly created position, reporting to the CRO, the Vice President of Demand Generation, (“VP”) will be responsible and accountable for the strategy, initial build out, alignment and ongoing performance of B2B acquisition, using demand generation best practices (Marketing Automation, Paid Digital and other digital channels) to fill the pipeline with the right types of corporate and government buyers and supporting the success of the sales organization to convert leads into signed contracts. 

ESSENTIAL FUNCTIONS:

Serving as both an architect and builder, this leader will have the opportunity to shape and run a Marketing team to support the long-term growth of Wondr’s B2B marketing approach. This role is critical to growth and requires a change agent set the foundation for B2B Campaigns and Digital acquisition help Wondr evolve into a more sophisticated, professionalized, and scalable version of itself. 

The successful candidate for this role will be a great leader, creative thinker, and highly data-driven, KPI-oriented, with a digital first mindset. They should also be self-motivated, intellectually curious, and looking for a role to drive change and growth in a Marketing organization.

• Collaborate with the CRO to understand and develop growth goals, pipeline requirements, and lead flow required to achieve company goals.
• Set and manage budgets allocated to the B2B Marketing department to drive the most impact on revenue growth.
• Grow the Hubspot/Salesforce.com database of engaged leads from multiple market data sources, events, and campaigns.
• Build and maintain all buyer personas and support with market research to better understand the criteria, processes, and motivations of Wondr Health’s buyers.
• Develop content that is targeted toward each of these key buyer personas and can be used in nurture paths and campaigns.
• Create, maintain, and execute an annual campaign & event calendar to drive required leads
• Build, maintain nurture paths and scoring models in HubSpot to leverage marketing automation to increase marketing reach and effectiveness.
• Create A/B tests to optimize messaging and media for multiple audiences, times, and topics
• Identify Marketing Qualified Leads (MQLs) and support the transition of those leads into Salesforce.com to the right Sales resources so that they can become Sales Accepted Leads (SALs) and subsequently Sales Qualified Leads (SQLs) for pursuit.
• Based on MQL: SAL:SQL efficiency, collect feedback from the Sales team to better understand buying/purchasing processes, operational systems, lead quality, and analytics to help drive growth.
• Develop daily, weekly, and monthly reports on B2B Marketing analytics to reflect the effectiveness and efficiency of the function and processes for internal customers, peers, C-suite leadership, and the board of directors.
• Drive top of funnel customer acquisition by developing, implementing, and managing the demand generation process. Own execution of its associated plan, including scope, target outcomes, and key metrics.
• Assist the Sales Leaders with pipeline and opportunity review, inspection, and refinement.
• Refine customer segmentation, assist with territory management, and support the plan to enhance new logo, renewal, and up-sell/cross-sell processes.
• Manage and maintain Hubspot system and any interface with Saleforce.com (CRM) or other software programs/data vendors.
• Manage agency relationships as appropriate to support content creation, event management, and campaign execution.

Job Attributes and Abilities/Qualifications

KNOWLEDGE, SKILLS AND ABILITIES:

• Customer Acumen: Understands and empathizes with customer needs, priorities, criteria, and processes.  Must be able to translate those needs and criteria into prioritized critical success factors for Wondr Health by segment with tactical initiatives/activities for internal owners.
• Business Acumen: Understands how Wondr Health makes money, the key drivers, and how market insight, brand awareness, content, and campaigns drive lead for a healthy pipeline and revenue growth.  Adapts solutions to the unique characteristics of the industry.
• Technical Acumen: Understands the foundational platforms and version-specific features of CRM and Marketing Automation, understands details of firsthand and third-party market research techniques.
• Industry Acumen:  The ability to understand the larger dynamics driving the evolution of multiple customer industries and how they influence the digital health industry and the adoption of Wondr Health solutions.  Obtain competitive information from reliable sources and synthesize it into actionable intelligence that informs strategies, campaigns, and initiatives.
• Organization Acumen:  The ability to understand team dynamics, processes, political power, relationships, and the positive & negative implications of human behavior.  Must be able to develop consensus, build support, and find budget for initiatives even in the face of occasional inertia or resistance.
• Financial Acumen:  The ability to understand how a customer’s business makes money and how Wondr Health solutions’ performance and cost impact that equation.  Must be able to create an ROI analysis of Wondr Health as a vendor to show how we add value to a customer’s bottom line.
• Critical Thinking/Problem Solving: Uses structured thinking and logic to systematically seek solutions that improve from the status quo.  Borrows best practices from multiple sources to create new solutions for this industry and company.

• Communication: Coordinates with all internal and external stakeholders with a solution-oriented mentality.  Can quickly, succinctly, effectively, and elegantly convey key messages to multiple different types of personalities and customer segments.

QUALIFICATIONS:

Education:     Bachelors degree required, MBA preferred

Experience:  

• 12 of experience in Marketing and Sales, with at least 5 years of team leadership
• Experience in Health, Wellness or HR/Benefits industry with knowledge of industry issues and purchasing processes/criteria
• Experience with Salesforce.com and Hubspot CRM and Marketing Automation solutions
• Hubspot certified preferred
• Past experience in Private Equity preferred

General Working Conditions/Disclaimer

GENERAL WORKING CONDITIONS:

General office working conditions can be remote work from home or in the office. Each department head determines if position is work from home or hybrid meaning works from home and in the office as needed. Work schedules vary. When working in the office pod workstation area has little or no privacy. Involves extended periods of sitting at a workstation performing computer duties. Constant flow of interruptions by personnel, visitors to area and telephone calls. Private workstations are available as needed. Certain positions are assigned an office.

DISCLAIMER

This description is intended to be sufficient merely to identify the classification and be illustrative of the duties that may be assigned.  It should not be interpreted to describe all the duties an employee assigned to this classification may be required to perform