Homethrive is revolutionizing the way enterprises support their employees and their families through caregiving and aging challenges. We deliver a unique, digital first solution that delivers industry-leading utilization, improves well-being and reduces stress while helping employers enhance workforce productivity and retention. Our mission is simple yet powerful: to redefine caregiving support by offering transformative programs that create measurable impact for employees, their families, and the organizations they serve.

General Overview

The B2B Marketing Director will be responsible for the strategic creation and execution of multichannel marketing efforts to acquire new clients and grow revenue. This is a role with a great deal of autonomy and will work directly with the leaders of the Product, Sales, and Client Success teams to identify new and creative approaches to acquire new business with employers and payors.

To be successful, you will have deep expertise in reaching a business audience and knowledge of what levers to use across the entire sales funnel and when to use them to build a well-oiled demand generation engine. These levers include, but are not limited to performance marketing, events and webinars, sales materials, content, social media, and earned media. The B2B Marketing Director will be able to influence key stakeholders and C-Suite leaders to support marketing efforts that directly drive awareness, lead generation, and revenue.

Key Responsibilities:

Own insights and strategy across the B2B marketing journey from lead to referral, partnering closely with our CRO and Sales team.
Direct audience targeting strategy, refining our ICP and buyer personas as new data and insights are uncovered..
Own KPIs of marketing qualified leads (MQLs) and sales qualified leads (SQLs), and closely monitor diagnostic marketing metrics that support these.
Support Sales team with strategic positioning and marketing materials.
Scale development of robust marketing campaigns that establish Homethrive as a leader in family caregiving benefits across performance marketing (paid ads, SEO/SEM), events and webinars, sales material development, LinkedIn, and strategic partnerships, and PR.
Develop and execute A/B test plans, processes, and tools across Homethrive B2B marketing channels to continually look for ways to improve performance. Actively test, report, and optimize on a recurring basis.
Lead customer segmentation analysis and manage the most effective messaging/channel for customer segments. Have a clear understanding of which channels, messages, and creative yield the strongest ROI for all customer segments.
Become a subject matter expert in Homethrive’s solution and translate our value propositions into a compelling story that addresses challenges, needs, and differentiates us from competitors.
Provide continued feedback on the direction of the B2B brand, tone and image. Oversee creative (copy/visual) development to ensure adherence. Maintain a mindset as the voice of the client.

Qualifications

7+ years marketing experience in B2B marketing, with 2+ years in a managerial or leadership role
Experience working closely with sales teams and client success teams
Experience managing and optimizing a demand generation engine
Consistent track record of exceeding annual KPI goals (company acquisition, product utilization, revenue)
Experience with customer segmentation and personas
Proven results in increasing brand/product awareness
Salesforce experience or similar tool required
Hands-on email marketing automation and execution experience is a must
Prior work experience with selling to corporate HR teams in the benefits, health, or recruiting space is ideal
Experience with levers within product marketing (i.e. product positioning, communication of value prop, launch strategy, PR, sales and partner materials, etc.)

EEO

Homethrive provides equal employment opportunities to all employees and applicants without regard to race, color, religion, sex (including sex stereotyping), national origin, ancestry, citizenship status, pregnancy (which included pregnancy, childbirth, and medical conditions related to pregnancy, childbirth, or breastfeeding), physical disability, mental disability, age, military status or status as a Vietnam-era or special disabled veteran, marital status, registered domestic partner status, gender, gender identity, gender expression, medical condition (including, but not limited to, cancer-related or HIV/AIDS-related), genetic information, sexual orientation, or any other status protected by applicable federal, state, and local laws.