# Director, Payer Marketing

**Company:** [Headway](https://hotfix.jobs/companies/headway)
**Location:** Remote
**Role:** Product Marketing
**Salary:** $226k – $282k/yr
**Experience:** 10+ years
**Skills:** Product Marketing, Positioning, messaging, Go-to-Market Strategy, Sales Enablement, Competitive Intelligence, healthcare marketing, B2B Marketing, Stakeholder Management, narrative development, category creation, clinical data translation
**Posted:** 2026-07-21

> Build and lead Headway's Payer Marketing function from the ground up as a player-coach. Own payer positioning, narrative, GTM strategy, category story, clinical proof points, field enablement, and competitive intelligence to drive deeper payer relationships, renewals, expanded partnerships, and new revenue in behavioral health.

## Job Description

## 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.

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