Head Of Marketing

Build the healthcare brand New York's most discerning people know, trust, and talk about.

This is not a traditional corporate marketing role. You will own the function, report directly to the Founder and CEO, and work across PR, media, speaking engagements, partnerships, brand strategy, content, email, and paid acquisition. You will have access to agencies and freelance specialists, but you must be comfortable setting the strategy, evaluating their work, and stepping in to execute when necessary.

Your north star is clear: make PrimaryMD a healthcare brand that the right people in New York know, trust, and recommend-and turn that recognition into a consistent flow of prospective members.

Location: Hybrid, New York City Reports to: Founder and CEO Compensation: $135,000-$165,000 base salary, commensurate with experience Team: Agency and freelance partners initially, with the opportunity to build the function as PrimaryMD grows
What You Will Own
Build PrimaryMD's public presence

Develop and lead a proactive PR and media strategy that makes PrimaryMD-and our physicians-part of the conversations shaping modern healthcare, longevity, and high-touch service.

You will:

• Build relationships with journalists, editors, producers, podcast hosts, event organizers, and other influential voices.
• Develop compelling story angles and timely points of view.
• Secure meaningful earned media rather than relying on superficial coverage.
• Position our physicians for speaking engagements, panels, podcasts, private events, and corporate presentations.
• Prepare talking points, submissions, pitches, and supporting content.
• Select and manage PR partners while remaining personally engaged in the work.

Own the brand and its message

Translate what makes PrimaryMD exceptional into a brand story that is distinctive, credible, human, and consistent.

You will:

• Own brand positioning, messaging, voice, and campaign strategy.
• Write and edit copy across email, social media, campaigns, presentations, advertisements, and thought leadership.
• Ensure every marketing touchpoint reflects the quality of the clinical and member experience.
• Help our physicians communicate complex medical ideas in ways that are clear, relevant, and compelling.
• Protect the consistency of the brand without allowing perfectionism to slow execution.

Build relationships across New York

Create partnerships that place PrimaryMD in the communities and conversations where our future members already spend their time.

You will:

• Develop collaborations with private clubs, luxury hospitality groups, premium fitness and wellness brands, and other high-quality consumer services.
• Create events and experiences that introduce the brand to the right audiences.
• Build mutually valuable relationships rather than transactional sponsorships.
• Establish PrimaryMD as an active, trusted presence within New York's wellness, hospitality, and lifestyle ecosystem.
• Lead the marketing strategy surrounding the opening of our SoHo flagship.

Generate measurable demand

Brand recognition must ultimately translate into interest in becoming a PrimaryMD member.

You will:

• Own the strategy for generating new prospective-member demand.
• Lead acquisition across Google, Meta, email, content, social media, partnerships, events, and emerging channels.
• Personally understand campaign structure, targeting, creative, copy, measurement, and optimization.
• Develop and improve the marketing nurture journey for people who are interested but not yet ready to join.
• Test new ideas quickly, measure the results honestly, and redirect resources toward what works.
• Establish clear reporting that connects marketing activity to prospective-member interest.

You do not need to personally perform every specialized task indefinitely. You do need enough practical experience to recognize excellent work, challenge weak work, and execute without waiting when the situation requires it.
Build the marketing function

This role begins as a senior individual contributor and player-coach.

You will:

• Own the marketing plan, priorities, calendar, and budget.
• Direct agencies and freelancers across PR, paid media, creative, content, video, and other specialties.
• Set clear expectations and hold external partners accountable for outcomes.
• Create the processes, reporting, and standards that allow the function to scale.
• Determine where specialist support is needed and, over time, help build the internal marketing team.
• Operate with the resourcefulness and urgency of an owner.

How You Will Work With the Membership Team

Marketing and membership conversion are distinct but closely connected functions at PrimaryMD.

You will own brand awareness, prospective-member demand, marketing campaigns, consumer partnerships, and scalable nurture. Our Membership Director owns inbound conversations, the prospective-member journey, professional referral relationships, and conversion.

The two of you will work as close partners: sharing insight, evaluating lead flow, improving the prospective-member experience, and pursuing shared growth goals.
What We Are Looking For
A proven luxury-services marketer

You have successfully marketed a premium, high-consideration service to affluent and discerning consumers. Relevant experience may come from luxury hospitality, private membership clubs, premium wellness, boutique fitness, executive health, concierge medicine, or another high-touch service category.

You understand that trust, reputation, relationships, and experience matter as much as reach.
Meaningful New York relationships

You already understand New York's interconnected media, hospitality, wellness, private-club, and lifestyle communities.

You have relationships you can activate and a demonstrated ability to build new ones. You follow up, create value for other people, and know how to earn entry into the right rooms.
Demonstrated PR and media results

You have secured substantive media coverage, created speaking opportunities, developed compelling narratives, and successfully managed PR partners.

You understand the difference between activity and influence.
Strong brand judgment and writing ability

You can develop a positioning strategy and then write the email, campaign brief, social post, pitch, or talking point that brings it to life.

You have excellent taste, but you are also practical enough to ship the work.
Performance-marketing fluency

You understand Google, Meta, campaign economics, targeting, testing, attribution, and funnel performance.

You may use specialist support, but you do not rely on an agency to tell you whether marketing is working.
Experience building in a lean environment

You have built a marketing capability from scratch or worked in an entrepreneurial, founder-led, or early-stage organization.

You are comfortable working without a large team, established playbook, or layers of infrastructure. You create clarity rather than waiting for it.

Healthcare experience is valuable but not required. A genuine interest in personal, preventive, and relationship-based healthcare is essential.
This Role Is Probably Not for You If

• You primarily want to manage a large internal team.
• Your experience has been limited to one narrow marketing specialty.
• You have only worked in large organizations where execution was delegated to other departments.
• You view PR, events, or partnerships as ends in themselves rather than ways to build trust and demand.
• You are uncomfortable being personally accountable for commercial outcomes.
• You need an established playbook before you can begin.

What Success Looks Like

In your first several months, you will have sharpened PrimaryMD's story, established an active pipeline of media and speaking opportunities, developed the SoHo launch strategy, assessed our existing channels and partners, and begun executing the highest-priority campaigns.

Over time, PrimaryMD will have a consistent presence in the New York communities that matter. Our physicians will be increasingly recognized as trusted voices. Our partnerships will introduce the brand to the right audiences. Marketing will generate a reliable flow of prospective members, and we will have a repeatable playbook that can eventually support San Francisco and future markets.
Why PrimaryMD
Full ownership

You will be PrimaryMD's senior marketing leader, with direct access to the Founder and CEO and the authority to shape the brand and build the function.
An exceptional service to market

The foundation is already here: outstanding physicians, a deeply personal model of care, and a member experience that has generated meaningful word of mouth.
A defining moment for the brand

Our New York presence is expanding, our SoHo flagship is opening, and we are ready to become a much more visible part of the city.
A small team with ambitious standards

You will work closely with senior leaders who move quickly, care deeply about the member experience, and expect both strategic thinking and hands-on execution.