Description/ResponsibilitiesOur Vice President, Content & Creative leads Tivity Health's brand strategy, content vision, and creative execution, reporting to the Chief Marketing & Engagement Officer. This role combines strategic leadership with creative excellence to shape how B2B and B2C audiences experience Tivity Health and its portfolio of brands. Leading a team of designers and copywriters, the VP develops compelling narratives that translate complex business and healthcare concepts into engaging, audience-centered content that drives awareness, trust, and action.
Success in this role requires building strong partnerships across product, marketing, sales, innovation, and agency teams to deliver integrated brand experiences and high-impact campaigns. The VP will elevate storytelling, strengthen brand consistency, and create memorable content that influences audience perception, supports growth initiatives, and delivers measurable business outcomes. This leader must bring strong executive presence, sound creative judgment, and the decisiveness to move work forward in a fast-paced environment, while building trusted partnerships across teams and aligning creative choices to business outcomes.
Key Responsibilities:
- Set creative and content strategy: Define the creative vision, content priorities, and delivery strategy across Tivity Health's brand portfolio, aligning work to business goals, audience needs, market insights, and growth priorities. Demonstrate deep understanding and application of market, client, and product insights.
- Content Leadership: Develop and execute content strategies for employer, health plan, Medicare, and consumer audiences across B2B and B2C channels. Create audience-centered messaging, sales enablement content, RFP/proposal support, broker and consultant communications, and full-funnel materials that guide health plan and employer buyers from awareness through decision-making, while strengthening engagement, conversion, and member activation.
- Translate complexity into compelling content: Turn healthcare, product, and business concepts into clear, persuasive content for employers, health plans, Medicare audiences, members, and participants across the full funnel.
- Brand design evolution: Own the creative vision for all Tivity Health brands, setting standards for visual identity, messaging and storytelling, partnering with internal teams and external agencies to bring it to life. Lead integrated brand campaigns, driving the overarching narrative, creative concept, and market-facing storytelling that builds preference and elevates the brand.
- Build and develop creative talent: Lead, mentor, and develop a high-performing team of designers, copywriters, content specialists, and creative partners while strengthening collaboration, accountability, and cross-functional partnership. Foster innovation in creative messaging and visuals, and partner with internal teams and external agencies to realize the vision. Empower creative teams to deliver content that makes an impact.
- Ensure creative excellence and compliance: Oversee campaign materials and creative assets for quality, accuracy, brand consistency, legal and editorial review, timely delivery, and effective execution across channels.
- Scale content operations through AI and process: Build AI-enabled editorial workflows, templates, prompts, playbooks, and production processes that improve speed, consistency, quality, and scale without compromising creative standards.
- Measure and optimize business impact: Establish KPIs, reporting routines, and feedback loops to assess brand awareness, campaign performance, content engagement, lead generation, conversion, member activation, sales enablement impact, and creative production efficiency. Use performance insights to refine messaging, improve channel effectiveness, and drive continuous optimization.
Qualifications- 10+ years of progressive experience in content marketing, brand storytelling, editorial strategy, thought leadership, and demand generation, with a demonstrated ability to drive measurable business impact.
- Proven success leading content and creative functions serving both B2B and B2C audiences, preferably within healthcare, wellness, Medicare, consumer engagement, or related industries, and in multi-brand organizations.
- Exceptional editorial and storytelling capabilities, with the ability to translate complex concepts into compelling narratives that build brand authority, engage audiences, and inspire action.
- Deep expertise in content strategy and audience engagement, developing targeted messaging and full-funnel content aligned to distinct customer segments, buyer journeys, and business objectives.
- Demonstrated success building, evolving, and stewarding brands, particularly in periods of growth, transformation, market expansion, or increased competition.
- Strong people leadership experience, including leading and developing high-performing creative, content, and communications teams while fostering collaboration, accountability, and professional growth.
- Experience managing external agencies, freelancers, and strategic partners, ensuring high-quality execution, operational efficiency, and alignment with brand and business priorities.
- Highly effective executive communicator and influencer, with a track record of presenting creative concepts, brand strategies, and business cases that secure stakeholder alignment and support.
- Strong cross-functional leadership skills, with demonstrated success partnering across marketing, product, sales, innovation, operations, and executive leadership teams to deliver integrated campaigns and business outcomes.
- Fluency in modern content operations and marketing technology, including AI-enabled content creation, CMS platforms, project management systems, analytics tools, and emerging technologies, with the ability to scale content effectiveness through data-driven decision-making and innovation.
The salary range for this opportunity is $175,000 to $200,000. 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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