Description/Responsibilities

Our VP, Digital Marketing & Analytics is a growth and performance-driven leader responsible for building and expanding a modern, data-driven digital marketing ecosystem that generates demand, increases member engagement, and drives conversion rates across member, employer and health plan audiences.

This role will own the end-to-end digital marketing experience with channel optimization across paid media, web, marketing automation and SEO/SEM using analytics to accelerate pipeline growth and support complex member engagement and commercial buying journeys.

As a key member of the marketing leadership team, this role will partner with our marketing strategists, product directors and engineers to grow our digital capabilities and advance go-to-market strategies for B2B2C, B2B and member-facing digital experiences. The ideal candidate brings deep expertise in performance marketing, digital experience optimization including AI enablement, marketing technology and marketing analytics along with experience in a highly regulated HIPAA-compliant environment.

Key Responsibilities:

Digital Strategy & Channel Leadership

• Define and execute a comprehensive digital marketing strategy aligned to pipeline and revenue goals
• Own performance optimization across key channels including paid search, paid social, display, programmatic, retargeting, and organic search
• Develop channel strategies tailored to member, employer, health plan, and broker/consultant audiences
• Build a growth engine and operating model that uses AI, personalization, and continuous testing to grow engagement optimized against member and business outcomes

Demand Generation & Funnel Optimization

• Partner with Growth Operations, Sales and Client Relations to drive qualified pipeline through digital channels
• Optimize the full digital funnel - from awareness to conversion - using data-driven insights
• Continuously test and refine targeting, creative, messaging, and user journeys to improve conversion rates

Website & Digital Experience

• Own the company websites as a primary demand and conversion engine
• Lead UX/UI strategy, personalization, and conversion rate optimization (CRO)
• Ensure content is aligned to buyer stages and personas, supporting both acquisition and education

Analytics & Performance Management

• Establish KPIs and dashboards to measure digital performance, pipeline contribution, and ROI
• Provide strategic oversight of marketing analytics across B2C, B2B2C, and B2B audiences, ensuring performance data is translated into clear insights, executive-ready reporting, and actionable recommendations that improve campaign effectiveness, channel productivity, audience targeting, member engagement, retention, revenue contribution, and marketing RO
• Oversee advanced marketing analytics capabilities, including data modeling, attribution, segmentation, experimentation/A-B testing, CRM analytics, and marketing automation analytics, ensuring insights are translated into stronger targeting, measurement, and performance optimization
• Lead the infusion of AI into digital marketing workflows and ways of working identifying high-impact use cases, piloting and scaling AI-enabled tools and processes
• Establish a test-and-learn discipline that uses data, experimentation, and performance measurement to continuously optimize marketing campaigns, customer journeys, channel mix, and budget allocation
• Provide actionable insights to marketing and executive leadership

Content Distribution & SEO

• Partner with Content & Creative and Product Marketing to amplify thought leadership and campaign assets
• Own SEO strategy, including technical SEO, keyword strategy, and content optimization
• Ensure content is effectively distributed across digital channels to maximize reach and engagement

Cross-Functional Collaboration

• Work closely across Marketing as well as with Growth Operations, Sales and Client Relations to ensure alignment across campaigns
• Support account-based marketing (ABM) efforts with targeted digital strategies
• Collaborate with Client Success on digital engagement and retention initiatives

Team Leadership & Vendor Management

• Build and lead a high-performing digital marketing team (in-house and agency partners)
• Manage external vendors and media agencies to ensure performance and efficiency
• Allocate and optimize digital budget to maximize ROI

Qualifications

Experience

• 10+ years of digital marketing experience, with at least 3-5 years in a leadership role
• Proven track record of driving measurable pipeline and revenue through digital channels in B2B2C and B2B environments
• Experience in healthcare, supplemental benefits, digital health, or related industries strongly preferred

Capabilities

• Deep expertise in performance marketing, SEO/SEM, paid media, and conversion rate optimization
• Demonstrated ability to turn marketing data into actionable performance improvements across campaigns, channels, audiences, and customer journeys.
• Strong understanding of B2B2C and B2B buyer journeys, especially in complex, multi-stakeholder sales environments
• Data-driven mindset with strong analytical and problem-solving skills
• Experience with attribution models, funnel metrics, and marketing analytics
• Ability to translate strategy into execution with speed and precision

Leadership Attributes

• Player-coach who can operate both strategically and tactically
• Highly collaborative with strong cross-functional influence
• Results-oriented with a focus on accountability and continuous improvement
• Curious, adaptable, and comfortable operating in a fast-evolving environment

Success Metrics Include

• Digital contribution to pipeline and revenue
• Cost per lead (CPL), cost per acquisition (CPA), and return on ad spend (ROAS)
• Website conversion rates and engagement metrics
• Lead quality, scoring accuracy, and funnel velocity
• Member engagement, subscriptions and retention metrics
• SEO rankings, organic traffic growth, and share of voice
• Marketing attribution accuracy and insights

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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