Lead, B2B Growth Marketing
SonderMind
About SonderMind
At SonderMind, we believe everyone deserves one personalized, connected, and effective mental health destination to take care of their mental health and well-being at any stage of life. SonderMind care encompasses everything from therapy and medication management to meditation and mindfulness exercises. Our clinicians leverage our digital tools and research to deliver increasingly high-quality care and to develop thriving practices. Combining technology and human connection, SonderMind drives better outcomes through our comprehensive approach. Learn more about SonderMind at sondermind.com or download the mobile app, available on iOS and Android.
To follow the latest SonderMind news, get to know our clients, and learn about what it’s like to work at SonderMind, you can follow us on Instagram, Linkedin, and Twitter.
About the Role
We are seeking a strategic and results-oriented player-coach B2B Marketing Lead to drive our demand generation, sales enablement, account-based marketing, and provider marketing efforts as we build our nascent B2B business. In addition to its robust D2C business, SonderMind is expanding its national reach through various critical B2B businesses:
- Partnering with health systems, to drive physician referrals of new patients;
- Partnering with Veterans Affairs (VA);
- Partnering with provider directories (e.g. ZocDoc and Psychology Today).
- Partnering with payors and other strategic digital health partners
- Broadening and deepening our partnership with our Provider group
As the B2B Marketing Lead, you’ll be responsible for both strategy & execution– developing, executing, and optimizing marketing campaigns across multiple channels to generate qualified leads, engage critical enterprise partners, and increase revenue.
You will begin as an individual contributor and then become a manager, with an anticipated 1-2 direct reports within your first 6 months in role. The ideal candidate will have a proven track record of growing B2B businesses from 0 to 1, developing and executing company-wide growth strategies, managing paid advertising campaigns, creating organic, lifecycle, and content marketing collateral, leveraging data-driven insights. You will also own and drive our efforts around mobilizing our provider group and delivering on our provider value proposition. This is a special opportunity to have a front-row seat to building our B2B business into a robust engine of growth. This role reports directly to the VP, Head of Marketing.
Essential Functions
If you are a strategic executor, a self-starter, a collaborative team player, and a data-driven B2B healthcare marketer who thrives in fast-paced environments, this role is made for you. This will be an execution-heavy role, and we are looking for a scrappy, self-starter, player-coach who is highly self-motivated, strategic, and low-ego, who gets high caliber work done with a bias for action.
What you’ll be doing:
- Own the B2B marketing roadmap and drive high-velocity execution. Thoughtfully prioritize requests to manage time-sensitive sales enablement, demand generation, and ABM campaigns/collateral based upon strategic priority and impact
- Develop and execute a comprehensive demand generation strategy for health systems, driving measurable growth in qualified leads, pipeline, and revenue.
- Craft strategic messaging and positioning frameworks, tailored to each unique audience and key decision-maker (health plan executive, a physician, a therapist or psychiatrist, a provider referral coordinator, a physician liaison, or a VA referral administrator, etc.), which articulate the unique & differentiated value of SonderMind.
- Develop sales enablement materials by creating pitch decks, one-pagers, case studies, white papers, thought leadership content, and other sales enablement materials to support the sales team in fostering relationships and closing deals with health systems.
- Design and execute targeted account-based marketing campaigns for high-priority health systems and referral partners, optimizing for engagement and conversion.
- Plan and organize webinars, conferences, and in-person events to connect with health systems and partners at industry-leading gatherings. You’ll be responsible for managing the SonderMind sponsorship and event activation at the HLTH, ViVE, and Behavioral Health Tech (BHT) conferences.
- Measure, track, analyse, and report on campaign performance, providing insights to leadership and recommended adjustments to improve KPIs such as lead volume, conversion rates, pipeline growth, and ROI. Forecast demand generation results and track progress against KPIs and revenue targets.
- Provider Marketing: Develop campaigns and content to engage therapists and psychiatrists, fostering a sense of support and community, including driving adoption of our premier membership tier and working closely with the provider growth and success teams on improving recruiting and activating
- Work cross-functionally with the Enterprise team and Product Marketing Manager
What does success look like?
- Seamless Sales Alignment: Establish a strong partnership with the Enterprise sales team, resulting in an efficient lead scoring, handoff, and follow-up process that improves lead-to-opportunity conversion rates.Achieve Pipeline and Revenue Targets: Consistently meet or exceed quarterly and annual pipeline and revenue goals through successful demand gen campaigns that drive high-quality leads and conversions.High-Performing Campaigns: Develop and execute multi-channel campaigns that meet or exceed KPIs, including lead volume, conversion rates, and engagement metrics, while effectively nurturing prospects through the funnel.
- Data-Driven Decision Making: Regularly analyze and leverage data to refine and enhance demand generation strategies, resulting in continuous improvements in campaign effectiveness and overall growth marketing performance.
- Cross-Functional Collaboration: Successfully partner with digital marketing, content, brand, product marketing, and marketing ops teams to create campaigns that resonate with target personas and address pain points at each stage of the buyer’s journey.
- Team Leadership: Lead and mentor a high-performing, small-but-mighty team, fostering a culture of continuous improvement, innovation, and accountability.
- Elevated Brand Presence: Contribute to a strong SonderMind brand presence through effective campaigns that increase awareness, market positioning, and engagement within target audiences.
Key Metrics
- MQLs and SQLs
- Provider referral growth
- Campaign ROI (CTR%)
- Customer acquisition cost (CAC)
- Customer lifetime value (LTV)
Who You Are
- Experience: 10+ years in demand generation or growth marketing with a demonstrated ability to achieve lead and pipeline growth.
- Expertise: Strong understanding of B2B digital marketing channels, including SEM, paid advertising, email marketing, SEO, ABM, and content marketing.
- Technical Skills: Proficient in CRM, marketing automation platforms (e.g., SalesForce) and analytics tools (e.g., Google Analytics, Tableau, Looker).
- Analytical Mindset: A data-driven leader with strong quantitative and analytical skills to guide strategic decisions.
- Collaborative Leader: Proven track record of working cross-functionally and leading high-performance teams to meet business goals.
- Industry Knowledge: Experience in Healthcare, Mental Healthcare, SaaS, or technology industries is strongly preferred. Experience marketing to health plans, health systems, payors, and physicians a plus.
- Startup Experience: Experience in a digital health growth-stage startup is a plus.
Our Benefits
The anticipated salary range for this role will be $132,000-165,000 per year.
As leaders in redesigning behavioral health, we walk the walk with our employees' benefits. We want the experience of working at SonderMind to accelerate people’s careers and enrich their lives, so we focus on meeting SonderMinders wherever they are and supporting them in all facets of their lives and work.
Our benefits include:
- A commitment to fostering flexible hybrid work
- A generous PTO policy with a minimum of three weeks off per year
- Free therapy coverage benefits to ensure our employees have access to the care they need (must be enrolled in our medical plans to participate)
- Competitive Medical, Dental, and Vision coverage with plans to meet every need, including HSA ($1,100 company contribution) and FSA options
- Employer-paid short-term, long-term disability, life & AD&D to cover life's unexpected events. Not only that, we also cover the difference in salary for up to seven (7) weeks of short-term disability leave (after the required waiting period) should you need to use it.
- Eight weeks of paid Parental Leave (if the parent also qualifies for STD, this benefit is in addition which allows between 8-16 weeks of paid leave)
- 401K retirement plan with 100% matching which immediately vests on up to 4% of base salary
- Travel to Denver 1x a year for annual Shift gathering
- Fourteen (14) company holidays
- Company Shutdown between Christmas and New Years
- Supplemental life insurance, pet insurance coverage, commuter benefits and more!
Application Deadline
This position will be an ongoing recruitment process and will be open until filled.
Equal Opportunity
SonderMind does not discriminate in employment opportunities or practices based on race, color, creed, sex, gender, gender identity or expression, pregnancy, childbirth or related medical conditions, religion, veteran and military status, marital status, registered domestic partner status, age, national origin or ancestry, physical or mental disability, medical condition (including genetic information or characteristics), sexual orientation, or any other characteristic protected by applicable federal, state, or local laws.