B2B2C Growth Marketing Lead

B2B2C Growth Marketing Lead

Location: Remote (US) or Hybrid in Cambridge, MA or Durham, NC

Why this role

At Goodpath, we help members feel better, faster. Our programs drive real health improvements and many members call it “the best care they’ve ever had.”

As the Member Marketing Lead, you’ll own strategy and execution for member enrollment, activation, and ongoing engagement across channels. You’ll collaborate closely with internal teams and employer partners to design ROI-driven marketing campaigns that reach the right people, at the right time, with the right message.

This is a high-visibility role for someone who’s both strategic and hands-on, with the opportunity to influence the full member journey, from awareness to ongoing utilization, while building scalable processes, data-driven insights, and compelling content along the way.

What you’ll do

Strategy & Planning

• Develop the member marketing strategy across the full lifecycle: awareness, enrollment, onboarding, activation, engagement, and retention.
• Partner with customer success and strategic account teams to build co-branded campaigns that maximize enrollment within employer populations.
• Create annual and quarterly engagement plans with measurable goals.

Campaign Execution

• Design and launch multi-channel campaigns (email, SMS, in-app, webinars, direct mail, social, employer portals) for enrollment, health campaigns (e.g., Mental Health Month), and ongoing engagement.
• Translate clinical and product updates into member-friendly, employer-ready content: toolkits, webinars, newsletters, blog posts, and social content.
• Collaborate with creative, product, and analytics teams to deliver campaigns on time and at high quality.

Engagement & Activation

• Build and optimize onboarding and activation journeys to ensure new members take key actions
• Develop employer marketing toolkits for benefits teams to promote Goodpath services internally
• Test and launch new engagement tactics like milestone campaigns, “Did you know?” content, and in-app nudges.

Data & Optimization

• Analyze campaign performance, enrollment rates, and population or demographic trends to inform future strategies
• Design and maintain dashboards to track activation, engagement, and retention over time.
• Use analytics to identify funnel drop-offs, segment populations, and design A/B tests for messaging, cadence, and channels
• SQL skills (or a desire to learn SQL) a plus for deeper data exploration
• Regularly report insights to leadership and partners; recommend explore/expand strategies based on results.

What success looks like

• Higher member enrollment and activation rates across employer accounts
• Consistent campaign execution on time and at high quality
• Measurable ROI reporting for internal teams and employer partners
• Documented playbooks and templates for scalable campaigns
• Increased member engagement and retention over time

What you bring

• 2+ years in member marketing, lifecycle marketing, or engagement marketing (B2B2C, digital health, HR tech, or benefits experience a plus)
• Experience building multi-channel campaigns with proven impact on activation and retention
• Strong writing and content strategy skills
• Proficiency in marketing automation tools (e.g., Braze, HubSpot) and analytics platforms
• Experience with data analysis; SQL skills and dashboarding experience a plu
• Data-driven mindset with experience running A/B tests and reporting on KPIs
• Comfort collaborating across customer success, product, growth, and employer teams
• Strategic thinker who can execute independently

Bonus points

• Experience with employer benefit communications or health plan marketing
• Familiarity with SMS, in-app, and direct mail channels

Compensation

This role offers a base salary of $85,000-115,000, along with equity and a comprehensive benefits package.

Perks & Benefits

• Flexible PTO – we trust you to take the time you need
• Equity – share in the growth you’re driving
• Remote-first – work from where you’re most productive (or hybrid in Cambridge, MA)
• Health, dental, and vision coverage
• A mission-driven culture that celebrates impact
• Opportunities to grow into leadership and strategy ownership

Culture at Goodpath

Empathy & Collaboration

• We lead with empathy and trust, and always support one another
• Strong communication is key - we encourage speaking up, vocalizing ideas, and learning together.
• Our flat organization ensures transparency and accessibility across all levels.

Excellence & Impact

• We are mission-driven, with a deep commitment to creating meaningful change.
• We hold ourselves to high standards, striving for excellence in execution while remaining lean and scrappy.
• Ownership and accountability are central - we empower individuals to take initiative and deliver results.

Growth & Innovation

• We embrace a growth mindset and foster continuous learning and development.
• Innovation, adaptability, and problem-solving are celebrated and encouraged.
• Through continuous improvement, we build resilience and find better ways to work every day.