VP of Marketing - Telehealth
FSAStore.com · United States · $190,000–$230,000 (stated in the posting)
About the role:
Health-E Commerce is growing Patiently, our owned digital health and telehealth business, into new conditions and new distribution channels. We're hiring a VP of Marketing to lead the brand's marketing strategy as it expands — leading the team, refining how we go to market, and driving growth across a growing set of conditions and channels.
The VP, Marketing is the most senior marketing role on Patiently. You’ll own the brand’s growth strategy, positioning and brand, go-to-market for each new condition and channel, demand generation and lifecycle, budget, and measurement. This person will draw on the resources and infrastructure of Health-E Commerce while moving quickly and owning outcomes directly.
The role is both strategic and hands-on. You’ll set the direction for the brand and make the case for it to executive leadership; you’ll also write the positioning, review the creative, and get into the funnel data when a launch isn’t converting. The team is growing, and the right leader is energized by building the strategy, the team, and the playbook rather than inheriting one.
Reporting to the Chief Marketing Officer, this role will work closely with the Chief Digital Health Officer and his team and cross functionally with Product, Sales, Design, Clinical/Compliance, and executive leadership to grow Patiently across conditions and channels.
Key responsibilities:
- Own the marketing strategy for Patiently. Set the growth plan for the brand in tandem with the CMO and Chief Digital Health Officer and translate it into annual and quarterly priorities, budgets, and targets the team will be accountable for.
- Lead the brand. Define and steward Patiently’s positioning, identity, voice, and narrative. Keep them consistent as the brand stretches across conditions and adapt the messaging so it lands with each new patient population.
- Build and run go-to-market. Own the launch plan for every new condition and distribution channel — audience segmentation, channel strategy, messaging, creative, and launch sequencing — and turn what works into a repeatable playbook.
- Develop DTC and B2B Strategies. Lead the vision for the DTC business while partnering with Strategy and Sales on B2B growth. Understand how Patiently connects to the broader business — affiliate partnerships and core OTC products included — and integrate digital health into that larger picture.
- Drive demand across channels. Lead acquisition and CRM programs across paid, organic, content, partnerships, and B2B2C channels to drive awareness, traffic, conversion, and retention, and know the funnel well enough to diagnose problems yourself.
- Own the budget and the numbers. Manage the marketing budget for Patiently. Allocate spend across conditions and channels, set KPIs and a testing agenda, and report performance and ROI to executive leadership.
- Build and lead the team. Hire, coach, and develop a marketing team that can support multiple conditions and channels at once, and put in place the processes, tools, and agency/partner relationships a scaling brand needs — filling the gaps yourself while the team grows.
- Be the voice of marketing at the leadership table. Partner with the Chief Digital Health Officer to translate strategy into action — aligning with Product on roadmap input, with Sales/Growth on funnel performance, and with Clinical, Compliance, and Legal to keep healthcare marketing accurate and compliant. Represent marketing in decisions about where Patiently goes next.
By the end of your first 6 months, you will have:
- Established a clear positioning and brand architecture for Patiently that scales across conditions.
- Launched new conditions and channels with a go-to-market playbook the team can run again.
- Built a team, an operating rhythm, and a measurement framework that give leadership clear visibility into what’s working and where to invest next.
- Delivered growth against plan, with acquisition efficiency improving across conditions and channels.
What you'll need:
- Minimum of 10+ years of marketing experience, including 3+ years leading a marketing function or a major part of one (VP, Head of Marketing, or equivalent scope) — owning the plan, the budget, the team, and the results.
- Range across brand and performance: you’ve built positioning and narrative, run acquisition, conversion, and retention programs, and can speak credibly to both.
- Experience taking a brand into new product lines, conditions, or market segments, ideally in digital health, telehealth, or consumer health.
- Experience marketing across multiple distribution channels (e.g., D2C, telehealth platforms, employer/benefits, payer/PBM, retail/pharmacy) is a strong plus.
- Experience in multi-faceted businesses across DTC and B2B.
- A track record of building teams — hiring, developing people, and setting up the structure and processes that let a team scale.
- Fluency with data: you set the KPIs, read the dashboards yourself, and make budget calls based on what they say.
- Executive presence: you can build a business case, present it to senior leadership, and defend the tradeoffs.
- Comfort in a fast-growing environment with expanding product lines and shifting priorities — knowing when to stay strategic and when to get into the details.
- Strong collaborator across Product, Design, Sales/Growth, and Clinical/Compliance.
- Familiarity with healthcare marketing regulatory considerations (e.g., FTC, HIPAA-adjacent marketing compliance) is a plus.
Note for Current Employees:
Please use the internal job board in Greenhouse to apply. Applications submitted through this external link will not be tagged as internal.
Compensation, Benefits, & Additional Details:
Health-E Commerce's compensation philosophy is grounded in market data and internal equity to ensure fairness and consistency across the team. Individuals new to the company should generally expect offers to fall between the entry point and midpoint of the salary range. Our goal is to provide an offer that supports growth potential within the role and allows for future salary progression.
- Compensation: $190,000 - $230,000
- Discretionary Annual Bonus Eligibility: Up to 25%
- Medical, Dental, Vision, and 401K with a company match
- Dependent Care, FSA & HSA accounts
- Paid Parental & Bonding Leave
- Flexible PTO & office closure on all major holidays
- Monthly wellness & internet reimbursements
- Professional development including certification support & leadership coaching
- Mental Health resources
- 100% remote within the United States
- Must be able to work EST hours