Head of Marketing Atlanta, GA; Baltimore, MD; Chicago, IL; Corporate - Remote; Detroit, MI

Atlanta, GA;
Baltimore, MD;
Chicago, IL;
Corporate - Remote;
Detroit, MI;
Richmond, VA

Head of Marketing

Backpack Healthcare is transforming access to mental and behavioral health care for under-served populations through high-quality virtual care delivery. We serve Medicaid-insured adolescents, adults, and maternal populations across multiple states, partnering with healthcare providers and community organizations to break down barriers to care. As we scale our impact and expand our footprint, we re building a world-class marketing function to amplify our mission and accelerate growth.

The Head of Marketing is a senior strategic leader responsible for building and executing Backpack s comprehensive marketing vision. You will architect the marketing function from the ground up, simultaneously elevating brand positioning, creating scalable demand generation systems, and unifying our story across B2B (payer, provider, schools, and government partnerships) and D2C (patient acquisition) channels.

This is a roll-up-your-sleeves leadership role requiring equal parts strategic vision and tactical execution. You ll partner closely with commercial, clinical, and product leadership to translate Backpack s clinical outcomes and impact into compelling narratives that drive referral partner growth, patient enrollment, and market differentiation. You ll build the processes, systems, and eventually the team that positions Backpack as the leading virtual behavioral health solution for Medicaid populations.

Strategic Foundation & Positioning

• Develop and own the comprehensive marketing strategy in partnership with Growth, Sales, Clinical, and Product teams, aligning marketing initiatives to business objectives and revenue targets
• Evolve Backpack s brand positioning, value proposition, and competitive differentiation for distinct audiences: healthcare providers, payers, patients, and community partners
• Establish clear product marketing frameworks that translate clinical outcomes, quality metrics, and patient testimonials into proof points that resonate with B2B and D2C audiences
• Create the strategic roadmap for marketing maturity - from foundational brand and messaging to scaled demand generation and thought leadership

Demand Generation & Growth Marketing

• Build and execute a multi-channel demand generation engine to drive qualified leads for the referral partnership sales team and patient acquisition funnels
• Design and implement marketing programs across digital channels (paid search, paid social, SEO, email, content) to generate awareness and conversions
• Partner with Sales and Referral Partnership teams to create enablement materials, case studies, ROI calculators, and sales collateral that move prospects through the funnel
• Develop and optimize patient acquisition strategies, including digital campaigns targeting Medicaid-eligible populations and community-based outreach support
• Establish marketing attribution models, performance dashboards, and closed-loop reporting to measure ROI and optimize spend

Brand Execution & Content Development

• Lead comprehensive refresh of Backpack s website, ensuring messaging clarity, user experience optimization, and conversion-focused design
• Elevate existing marketing assets (presentations, one-pagers, partner toolkits) to reflect professional, consistent, and compelling brand standards
• Develop content strategy and thought leadership platform, including white papers, blog content, webinars, and industry conference presentations
• Identify and secure earned media opportunities, speaking engagements, and industry recognition to build brand authority in digital behavioral health
• Create ongoing communications strategies to engage and activate referral partners, including newsletters, success stories, and educational resources

Hands-On Execution

• Personally create and execute marketing materials, campaigns, and content, this is not a delegation-only role
• Manage relationships with external agencies, freelancers, and vendors to extend capabilities as needed
• Own event strategy and execution, including industry conferences, community events, and partnership activation
• Manage social media presence and community engagement across platforms
• Lead public relations efforts and serve as brand spokesperson when appropriate

Infrastructure & Team Building

• Establish marketing operations infrastructure including tech stack (CRM integration, marketing automation, analytics), workflows, and project management systems
• Define metrics, KPIs, and reporting cadence to track marketing effectiveness and business impact
• Build business cases for marketing budget allocation and manage spend with fiscal discipline
• Position the marketing function for future scale, including documenting processes and identifying when to hire additional team members

Success Metrics

• B2B Pipeline Growth: Qualified leads generated for referral partnership sales team; contribution to partnership acquisition targets
• D2C…