ABOUT THE ROLE

PatientIQ is searching for its next VP of Marketing - a pipeline-obsessed, commercially-minded leader who will build and operate a high-velocity go-to-market engine responsible for driving the demand generation, pipeline development, and marketing infrastructure required to support 30%+ year-over-year growth. This is a full-stack marketing leadership role: the VP owns the GTM engine across all three business segments, sets and reports marketing KPIs to commercial and executive leadership, and is directly accountable for sourced pipeline - not just awareness.

This is not a brand stewardship role. The VP of Marketing is a commercial executive who steps into an active marketing team - including a website and content lead, a demand generation lead, and an event and conference strategy lead - and takes over from a fractional VP holding the seat during transition. The expectation is immediate impact on pipeline and full ownership of all marketing performance metrics from day one.

ROLE RESPONSIBILITIES

DEMAND GENERATION & PIPELINE

Drive qualified pipeline across three buyer segments.

• Drive consistent growth in MQLs, SQLs, and converted pipeline across Provider, MedTech, and Marketplace buyer segments - with increasing contribution targets tied to the annual commercial growth plan
• Build and manage paid channel strategy (LinkedIn, Google, content syndication) with direct accountability for CAC and pipeline ROI
• Build and execute a rigorous account-based marketing strategy for the enterprise segment - target account selection, multi-stakeholder engagement programs, and coordinated AE/CSM touchpoints that compress sales cycles and improve win rates on high-ACV health system opportunities
• Develop and execute inbound and outbound demand programs aligned to specialty AE expansion - Neuro/Spine (Q1 2027), Cardiology/Oncology (Q2 2027)
• Deliver $8M+ in marketing-influenced pipeline each quarter; scale contribution targets in step with the annual commercial growth plan

BRAND POSITIONING & MESSAGING

Own PatientIQ's position as the outcomes intelligence platform for healthcare.

• Lead PatientIQ's repositioning from "patient outcomes software" to "the outcomes intelligence platform" - translating the brand into buyer-facing messaging across all three segments and all products (ClinicalPRO, ResearchPRO, DataPRO)
• Build and maintain segment-specific messaging frameworks for health systems, specialty practices, medical device companies, and societies - each with differentiated value propositions and proof points
• Develop specialty content campaigns aligned to cardiovascular, neuro/spine, and oncology market entry - coordinating with the Outcomes Research & Registries team and Provider Sales on clinical messaging accuracy
• Own the PatientIQ brand voice across all external channels: website, sales collateral, conference presence, email programs, and social

EVENTS, CONFERENCES & FIELD MARKETING

Maximize ROI across every marketing investment and customer touchpoint.

• Own the commercial events and field marketing strategy in partnership with the Marketing Programs & Events lead, who manages execution and logistics for PatientIQ
• Define ROI measurement standards across all marketing investments - events, paid channels, content programs, and field activity - with consistent metrics: pipeline sourced, meetings booked, MQLs generated, and ACV influenced
• Prioritize event and conference investment toward specialty society alignment: ACC, ASCO, NASS, STS, and AAOS
• Build pre- and post-event outbound sequences in coordination with the BDR team and AEs to convert marketing activity into pipeline within 30 days

TEAM & ORG DEVELOPMENT

Build the marketing function that scales with the commercial org.

• Lead and develop the current marketing team: website and content lead, demand generation lead, and Marketing Programs & Events lead
• Build out the marketing team in FY2027 in step with commercial growth - own the hiring plan, JD development, and onboarding for all marketing headcount additions
• Partner with Sales Enablement to ensure the AE team has the content, tools, and messaging infrastructure to win at each stage of the sales cycle
• Develop and own an annual marketing plan built in direct partnership with the commercial leadership of each business segment - Provider, MedTech & RWE, and Marketplace & Strategic Partners - ensuring marketing investment, content, and campaign strategy are tightly aligned to each segment's pipeline targets, ICP, and buying cycle

MARKETING KPIS & REPORTING

Own the marketing scorecard and report it to commercial and executive leadership.

• Develop and maintain a comprehensive marketing KPI framework covering demand generation, pipeline contribution, brand, and channel performance - reported on a regular cadence to the CRO and ELT
• Own and report pipeline metrics: MQLs generated, MQL-to-SAL conversion rate, marketing-sourced pipeline by segment, marketing-influenced pipeline, and cost per MQL by channel
• Track and report account-based marketing performance against the enterprise target account list: account engagement scores, multi-stakeholder reach, and AE-marketing coordinated touchpoints
• Build a conference and events ROI scorecard - pipeline sourced, meetings booked, ACV influenced, and cost-per-opportunity for every conference investment
• Establish a monthly marketing performance review cadence with commercial leadership across all three segments - Provider, MedTech & RWE, and Marketplace & Strategic Partners - to ensure marketing activity is visibly tied to segment-level pipeline targets
• Deliver an annual marketing plan with defined KPI targets, channel investment rationale, and a clear line of sight from marketing spend to 30%+ YOY commercial growth

PERFORMANCE EXPECTATIONS

The VP of Marketing will be measured against the following milestones:

The VP of Marketing inherits an active, capable marketing team executing against a set of defined programs. No ramp period exists - these individuals are running and need senior leadership now.

30 Days:

• Focus Area: Team immersion, demand gen audit, HubSpot setup review
• Success Measure: Full understanding of current MQL state; gaps identified; quick wins in market

60 Days:

• Focus Area: Paid channel programs live; marketing infrastructure in place
• Success Measure: Paid campaigns running; conference calendar locked; HubSpot attribution confirmed

90 Days:

• Focus Area: MQL and SQL run rate established; ROI framework in place
• Success Measure: Measurable growth in MQLs and SQLs; pipeline contribution tracking live; first conference debrief

FY2026:

• Focus Area: MQL, SQL, and pipeline targets owned; GTM engine operational
• Success Measure: Consistent pipeline growth across all three segments; marketing KPI scorecard live and reporting to ELT

FY2027:

• Focus Area: Specialty content campaigns live; marketing team scaled
• Success Measure: Neuro/Spine and Cardio/Onco campaigns in market; FY2027 headcount plan executed

YOUR TEAM

The VP of Marketing inherits an active, capable marketing team executing against a set of defined programs. No ramp period exists - these individuals are running and need senior leadership now.

• Website & Content Lead: Day-to-day owner of the website and content program; manages CMS, content calendar, and blog program. Key institutional knowledge holder during the marketing transition.
• Demand Generation Lead: Owns paid channels, MQL reporting, and demand program execution. Launching Demand Gen Program Q3 2026 - paid channels and conference automation.
• Marketing Programs & Events Lead: Owns PatientIQ's full conference calendar, logistics, and on-site presence. VP Marketing sets the strategic framework and ROI targets.

COMMERCIAL CONTEXT

Why this role matters now.

PatientIQ is executing a three-phase commercial build targeting aggressive year-over-year growth across three segments. Marketing is the demand engine that underpins each phase. Without a VP of Marketing in seat and producing qualified pipeline, the FY2027 specialty AE expansion (Neuro/Spine Q1 2027, Cardiology/Oncology Q2 2027) cannot scale as designed, and the three-segment commercial model cannot reach its targets. The incoming VP is not backfilling a function - they are activating one.

Structural tailwinds supporting demand:

• CMS PRO-PM compliance: mandatory patient-reported outcome collection for orthopedic, cardiac, and spine procedures - creating compliance-driven urgency across hundreds of health systems
• Value-based care expansion: 850+ healthcare organizations on PatientIQ's platform are operationalizing outcomes data for quality reporting and contract performance
• Registry mandates: AAOS, STS, NASS, ACC, and ASCO registry requirements are creating new demand entry points - especially in specialty practice expansion markets
• 50M+ outcomes collected across the platform - a data differentiation story that must be communicated at scale
• 50+ EHR integrations - removing the primary implementation objection for new buyers

Requirements
IDEAL QUALIFICATIONS

• 8-12+ years of B2B SaaS or health technology marketing experience, with at least 3 years in a VP-level or equivalent leadership role
• Demonstrated ownership of MQL targets, pipeline contribution metrics, and demand generation programs at scale - you have carried a number and hit it
• Expert-level HubSpot proficiency: pipeline ops, MQL attribution, campaign tracking, multi-touch reporting, and CRM integration
• Experience building and managing paid channel programs (LinkedIn Ads, Google Ads, content syndication) with direct ROI accountability
• Full-stack marketing leadership: brand, demand gen, content, web, and events - not a specialist in one area
• Experience managing a small, high-output team; ability to both lead strategically and execute operationally during a period of organizational build
• Track record of delivering measurable pipeline impact within 90 days of starting - this role does not have a 6-month runway

WHAT WILL ACCELERATE YOUR IMPACT

• Healthcare SaaS, digital health, or clinical technology marketing experience - familiarity with health system buying cycles, compliance messaging, and clinical-administrative stakeholder mapping
• Experience marketing to multiple buyer segments simultaneously from a single platform (e.g., enterprise health systems, specialty practices, and device manufacturers)
• Familiarity with clinical content marketing: registries, value-based care, quality measurement, CMS regulatory programs (PRO-PM, MIPS, ACO REACH)
• Experience with specialty conference marketing (medical society annual meetings, surgical society conferences)
• Comfort working in a RevOps-integrated model where marketing is accountable to sourced pipeline and MQL-to-SAL conversion rates, not just impressions or top-of-funnel vanity metrics

Benefits
COMPENSATION & BENEFITS

Competitive package for a commercial executive role.

PatientIQ offers a competitive base salary and performance-based variable compensation commensurate with VP-level marketing leadership in B2B health technology. Equity participation, full benefits (medical, dental, vision), 401(k) with match, and a professional development budget are included. Specific ranges are shared during the interview process.