About the role
Description/Responsibilities
The Vice President of B2B Marketing is a strategic and execution-oriented leader responsible for driving demand, market adoption, and revenue growth across employer and health plan segments. This role will lead the development and execution of integrated marketing strategies that position the company’s fitness and wellness offerings as essential solutions for improving population health, reducing costs, and enhancing member and employee engagement.
As a key member of the marketing leadership team, the VP will partner closely with Sales, Client Relations, Product, and Growth Operations to accelerate pipeline, support enterprise deal cycles, and deepen client adoption. This leader will bring a strong understanding of healthcare buyers - including health plans, brokers, consultants, and employers - and will build scalable programs that translate complex value propositions into compelling, differentiated market narratives.
Key Responsibilities
Strategic Leadership
Define and execute the B2B marketing vision and roadmap aligning marketing investment with company growth and revenue goals across employer and payer markets
Segment target audiences (e.g., national/regional health plans, self-insured employers, TPAs, brokers, consultants) and tailor go-to-market strategies accordingly
Establish positioning and messaging that clearly articulates clinical, financial, and experiential value
Demand Generation & Pipeline Velocity
Establish and leverage marketing analytics to track marketing initiative ROI and make data-driven adjustments to GTM strategies
Build and scale multi-channel demand generation programs (digital, ABM, events, broker channels, partnerships)
Optimize marketing funnel performance, including MQL/SQL conversion, velocity, and attribution
Enterprise & Account-Based Marketing
Design and execute account-based marketing (ABM) strategies for strategic health plan and employer accounts
Partner with Sales to support complex buying cycles with highly customized engagement strategies
Develop sales enablement tools, thought leadership, and ROI-driven content to influence executive stakeholders
Translate product capabilities into clear, differentiated value propositions to position the organization as a trusted partner in improving health outcomes and cost management
Cross-Functional Leadership
Serve as a key strategic partner to Sales, Client Success, Growth Operations, and Executive teams
Align marketing strategies with revenue and growth goals as well as the product roadmap
Build strong feedback loops to inform GTM positioning and innovation
Team Leadership & Operations
Build, lead, and scale a high-performing B2B marketing organization
Establish KPIs, dashboards, and marketing analytics to drive data-informed decisions
Manage budget allocation to maximize ROI across channels and programs
Qualifications
Experience
12–15+ years of progressive B2B marketing experience, with at least 5+ years in senior leadership roles
Proven success in B2B marketing, preferably to health plans, employers, or within the healthcare / benefits ecosystem
Strong track record of driving measurable pipeline and revenue growth
Demonstrated success in launching new products and scaling revenue
Experience supporting enterprise sales with complex deal cycles
Deep familiarity with supplemental benefits, digital health, wellness, or population health solutions preferred
Capabilities
Expertise in demand generation, ABM, and integrated marketing strategy
Strong understanding of healthcare economics, buyer personas, and regulatory considerations
Exceptional storytelling and ability to translate clinical and financial value into compelling messaging
Data-driven mindset with experience leveraging marketing analytics and attribution models
Strong executive presence and ability to influence cross-functional stakeholders
Leadership Attributes
Strategic thinker with a bias for execution
Collaborative, low-ego leader who thrives in cross-functional environments
Builder mindset with experience scaling teams and processes in growth-stage or evolving organizations
Customer-centric and deeply curious about market needs and trends
Influential leader and mentor within multi-disciplinary teams
Success Metrics
Pipeline realization and contribution to revenue growth
Growth in target segments (health plans, employers, brokers)
Brand awareness and market positioning improvements
Customer acquisition, adoption, and retention metrics
This job description is not designed to cover or contain a comprehensive list of activities, duties, or responsibilities for the position. Duties, responsibilities, and activities may change and include special benefits projects.
The salary range for this opportunity is $165,000 to $230,000. Compensation depends on several factors: qualifications, skills, competencies, and experience.
Tivity Health offers a robust benefits package, which includes a competitive salary, company bonus potential, medical, dental, vision, 401k with match, generous paid time off, free gym membership to over 13,000 fitness locations in the US, and other great benefits.
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About Tivity Health® Inc. Tivity Health, Inc. is a leading provider of healthy life-changing solutions, including SilverSneakers®, ForeverFit®, and WholeHealth Living®. We help adults improve their health and support them on life's journey by providing access to in-person and virtual physical activity, social and mental enrichment programs, as well as a full suite of physical medicine and integrative health services. Our suite of services support health plans, employers, health systems and providers nationwide as they seek to reduce costs and improve health outcomes. Learn more at TivityHealth.
Tivity Health is an equal employment opportunity employer and is committed to a proactive program of diversity development. Tivity Health will continue to recruit, hire, train, and promote into all job levels without regard to race, religion, gender, marital status, familial status, national origin, age, mental or physical disability, sexual orientation, gender identity, source of income, or veteran status.
Originally posted on Himalayas