Vice President of Marketing

PatientIQ · United States · 3 days ago

RemoteRemoteMarketing$8/hrFull-time

About Us

Smarter medicine starts here. PatientIQ is the leading outcomes intelligence platform for healthcare — purpose-built to help health systems, specialty practices, medical device companies, and medical societies collect, analyze, and act on patient-reported outcomes data at scale. Our platform — ClinicalPRO, ResearchPRO, and DataPRO — powers clinical research, post-market surveillance, registry management, and value-based care programs across 850+ healthcare organizations and some of the largest medical device manufacturers in the world. We are on a clear and funded growth trajectory across three commercial segments: Provider, MedTech & RWE, and Marketplace & Strategic Partners. Marketing is the demand engine that accelerates all three.

About the Role

PatientIQ is searching for its next VP of Marketing — a pipeline-obsessed, commercially-minded leader who will build and operate a high-velocity go-to-market engine responsible for driving the demand generation, pipeline development, and marketing infrastructure required to support 30%+ year-over-year growth. This is a full-stack marketing leadership role: the VP owns the GTM engine across all three business segments, sets and reports marketing KPIs to commercial and executive leadership, and is directly accountable for sourced pipeline — not just awareness. This is not a brand stewardship role. The VP of Marketing is a commercial executive who steps into an active marketing team — including a website and content lead, a demand generation lead, and an event and conference strategy lead — and takes over from a fractional VP holding the seat during transition. The expectation is immediate impact on pipeline and full ownership of all marketing performance metrics from day one.

Responsibilities

DEMAND GENERATION & PIPELINE

Drive qualified pipeline across three buyer segments.
Drive consistent growth in MQLs, SQLs, and converted pipeline across Provider, MedTech, and Marketplace buyer segments — with increasing contribution targets tied to the annual commercial growth plan
Build and manage paid channel strategy (LinkedIn, Google, content syndication) with direct accountability for CAC and pipeline ROI
Build and execute a rigorous account-based marketing strategy for the enterprise segment — target account selection, multi-stakeholder engagement programs, and coordinated AE/CSM touchpoints that compress sales cycles and improve win rates on high-ACV health system opportunities
Develop and execute inbound and outbound demand programs aligned to specialty AE expansion — Neuro/Spine (Q1 2027), Cardiology/Oncology (Q2 2027)
Deliver $8M+ in marketing-influenced pipeline each quarter; scale contribution targets in step with the annual commercial growth plan

BRAND POSITIONING & MESSAGING

Own PatientIQ's position as the outcomes intelligence platform for healthcare. Lead PatientIQ's repositioning from "patient outcomes software" to "the outcomes intelligence platform" — translating the brand into buyer-facing messaging across all three segments and all products (ClinicalPRO, ResearchPRO, DataPRO)
Build and maintain segment-specific messaging frameworks for health systems, specialty practices, medical device companies, and societies — each with differentiated value propositions and proof points
Develop specialty content campaigns aligned to cardiovascular, neuro/spine, and oncology market entry — coordinating with the Outcomes Research & Registries team and Provider Sales on clinical messaging accuracy
Own the PatientIQ brand voice across all external channels: website, sales collateral, conference presence, email programs, and social

EVENTS, CONFERENCES & FIELD MARKETING

Maximize ROI across every marketing investment and customer touchpoint.
Own the commercial events and field marketing strategy in partnership with the Marketing Programs & Events lead, who manages execution and logistics for PatientIQ
Define ROI measurement standards across all marketing investments — events, paid channels, content programs, and field activity — with consistent metrics: pipeline sourced, meetings booked, MQLs generated, and ACV influenced
Prioritize event and conference investment toward specialty society alignment: ACC, ASCO, NASS, STS, and AAOS
Build pre- and post-event outbound sequences in coordination with the BDR team and AEs to convert marketing activity into pipeline within 30 days

TEAM & ORG DEVELOPMENT

Build the marketing function that scales with the commercial org.
Lead and develop the current marketing team: website and content lead, demand generation lead, and Marketing Programs & Events lead
Build out the marketing team in FY2027 in step with commercial growth — own the hiring plan, JD development, and onboarding for all marketing headcount additions
Partner with Sales Enablement to ensure the AE team has the content, tools, and messaging infrastructure to win at each stage of the sales cycle
Develop and own an annual marketing plan built in direct partnership with the commercial leadership of each business segment — Provider, MedTech & RWE, and Marketplace & Strategic Partners — ensuring marketing investment, content, and campaign strategy are tightly aligned to each segment's pipeline targets, ICP, and buying cycle

MARKETING KPIS & REPORTING

Own the marketing scorecard and report it to commercial and executive leadership.
Develop and maintain a comprehensive marketing KPI framework covering demand generation, pipeline contribution, brand, and channel performance — reported on a regular cadence to the CRO and ELT
Own and report pipeline metrics: MQLs generated, MQL-to-SAL conversion rate, marketing-sourced pipeline by segment, marketing-influenced pipeline, and cost per MQL by channel
Track and report account-based marketing performance against the enterprise target account list: account engagement scores, multi-stakeholder reach, and AE-marketing coordinated touchpoints
Build a conference and events ROI scorecard — pipeline sourced, meetings booked, ACV influenced, and cost-per-opportunity for every conference investment
Establish a monthly marketing performance review cadence with commercial leadership across all three segments — Provider, MedTech & RWE, and Marketplace & Strategic Partners — to ensure marketing activity is visibly tied to segment-level pipeline targets
Deliver an annual marketing plan with defined KPI targets, channel investment rationale, and a clear line of sight from marketing spend to 30%+ YOY commercial growth

PERFORMANCE EXPECTATIONS

The VP of Marketing will be measured against the following milestones:

30 Days: Focus Area: Team immersion, demand gen audit, HubSpot setup review Success Measure: Full understanding of current MQL state; gaps identified; quick wins in market
60 Days: Focus Area: Paid channel programs live; marketing infrastructure in place Success Measure: Paid campaigns running; conference calendar locked; HubSpot attribution confirmed
90 Days: Focus Area: MQL and SQL run rate established; ROI framework in place Success Measure: Measurable growth in MQLs and SQLs; pipeline contribution tracking live; first conference debrief
FY2026: Focus Area: MQL, SQL, and pipeline targets owned; GTM engine operational Success Measure: Consistent pipeline growth across all three segments; marketing KPI scorecard live and reporting to ELT
FY2027: Focus Area: Specialty content campaigns live; marketing team scaled Success Measure: Neuro/Spine and Cardio/Onco campaigns in market; FY2027 headcount plan executed

Your Team

The VP of Marketing inherits an active, capable marketing team executing against a set of defined programs. No ramp period exists — these individuals are running and need senior leadership now.

Website & Content Lead: Day-to-day owner of the website and content program; manages CMS, content calendar, and blog program. Key institutional knowledge holder during the marketing transition
Demand Generation Lead: Owns paid channels, MQL reporting, and demand program execution. Launching Demand Gen Program Q3 2026 — paid channels and conference automation
Marketing Programs & Events Lead: Owns PatientIQ's full conference calendar, logistics, and on-site presence. VP Marketing sets the strategic framework and ROI targets

Commercial Context

Why this role matters now. PatientIQ is executing a three-phase commercial build targeting aggressive year-over-year growth across three segments. Marketing is the demand engine that underpins each phase. Without a VP of Marketing in seat and producing qualified pipeline, the FY2027 specialty AE expansion (Neuro/Spine Q1 2027, Cardiology/Oncology Q2 2027) cannot scale as designed, and the three-segment commercial model cannot reach its targets. The incoming VP is not backfilling a function — they are activating one. Structural tailwinds supporting demand:

CMS PRO-PM compliance: mandatory patient-reported outcome collection for orthopedic, cardiac, and spine procedures — creating compliance-driven urgency across hundreds of health systems
Value-based care expansion: 850+ healthcare organizations on PatientIQ's platform are operationalizing outcomes data for quality reporting and contract performance
Registry mandates: AAOS, STS, NASS, ACC, and ASCO registry requirements are creating new demand entry points — especially in specialty practice expansion markets
50M+ outcomes collected across the platform — a data differentiation story that must be communicated at scale
50+ EHR integrations — removing the primary implementation objection for new buyers

Requirements

IDEAL QUALIFICATIONS

8-12+ years of B2B SaaS or health technology marketing experience, with at least 3 years in a VP-level or equivalent leadership role
Demonstrated ownership of MQL targets, pipeline contribution metrics, and demand generation programs at scale — you have carried a number and hit it
Expert-level HubSpot proficiency: pipeline ops, MQL attribution, campaign tracking, multi-touch reporting, and CRM integration
Experience building and managing paid channel programs (LinkedIn Ads, Google Ads, content syndication) with direct ROI accountability
Full-stack marketing leadership: brand, demand gen, content, web, and events — not a specialist in one area
Experience managing a small, high-output team; ability to both lead strategically and execute operationally during a period of organizational build
Track record of delivering measurable pipeline impact within 90 days of starting — this role does not have a 6-month runway

WHAT WILL ACCELERATE YOUR IMPACT

Healthcare SaaS, digital health, or clinical technology marketing experience — familiarity with health system buying cycles, compliance messaging, and clinical-administrative stakeholder mapping
Experience marketing to multiple buyer segments simultaneously from a single platform (e.g., enterprise health systems, specialty practices, and device manufacturers)
Familiarity with clinical content marketing: registries, value-based care, quality measurement, CMS regulatory programs (PRO-PM, MIPS, ACO REACH)