Director, Payer Marketing

What you'll own

• Set the payer marketing strategy. Define the overarching positioning, narrative, and GTM plan for Headway with health plans.
• Build the function from zero: define the operating model, team structure, cadences, and metrics that make payer marketing a true commercial lever.
• Build the category story everyone wants to be part of. Author a point of view so strong that plans, providers, and partners orient around it.
• Commercialize net-new payer solutions. Partner with Product and Payer/Commercial to take new Headway offerings to market, define what's buyable, build proof and positioning, and orchestrate launch moments that convert relationships into net-new revenue.
• Turn clinical data into proof, and proof into leverage. Partner with Clinical Strategy and Research to source evidence and translate complex data into compelling outcomes narratives, benchmarks, and Headway-authored insights (data stories, trend reports, category POV).
• Drive field marketing and enablement. Ensure Payer/Commercial has the content library, pitch decks, RFP support, case studies, and tools to grow and deepen accounts.
• Activate the story in the right rooms. Plan and execute conference presence, customer events, executive experiences, partner co-presentations, and "to-and-through-the-payer" enablement.
• Keep us on offense with competitive intelligence. Track competitors and adjacent players and arm leadership and commercial teams with sharp narratives.
• Measure leverage, not just funnel. Define success around relationship depth and commercial impact.

Requirements

• 10+ years of experience (including 5+ years managing teams) as an enterprise B2B product marketing leader.
• Track record where positioning, messaging, GTM, enablement, and competitive intel are core craft.
• Experience in or adjacent to health plans, value-based care, or complex B2B healthcare environments.
• Proven work where marketing moved commercial outcomes (win rates, deal terms, expansion, preferred status).
• Experience with expand-after-land marketing at enterprise scale: building commercial cases, sales enablement, and launch moments for new solutions.
• Strong customer-first instincts; ability to influence without authority in ambiguous, high-stakes moments.
• Experience building from scratch (function, process, GTM motion).
• Proactively curious and multi-threaded internally.

Nice-to-haves

• Deep curiosity about audience nuances and eagerness to sit in on calls, shadow conversations, and build mental models independently.