VP, Integrated Marketing

About the Role

Personify Health's commercial growth depends on a marketing engine that turns strategy into pipeline, market presence, and brand equity across the Wellbeing and TPA businesses. This leader owns that engine end to end: demand generation, the operational backbone that runs it, and the brand, creative, communications, and events work that puts Personify in front of the market credibly and consistently. This is a builder's and integrator's seat, not a caretaker's. It reports into Commercial/Growth leadership rather than a CMO, and it takes target customer profiles and unmet-need definitions as inputs from Product, validated by Commercial. Within that frame, this leader is expected to run marketing as one connected system rather than a set of siloed functions — bringing an informed point of view, challenging assumptions, and originating ideas on how brand, content, and demand generation compound each other, not simply executing a playbook handed to them.

Responsibilities

• Build and run demand generation programs against the target profiles and unmet needs Product and Commercial define, translating them into channel strategy, messaging, and campaign execution across TPA and Wellbeing.
• Lead Marketing's side of a joint problem-led pipeline model with Sales: problem-led content paths, message frameworks, and SDR conversation guides for each activated hypothesis, plus execution of generative search, LinkedIn, ABM, and intent-data targeting.
• Own the digital channel mix — website, paid media, email, and organic — as the execution layer behind demand generation and brand visibility.
• Be evaluated against the quality of leads generated, not just quantity of leads generated. Success in this role is the conversion rate of a high number of MQLs into SQLs and their associated velocity through commercial pipeline stages.
• Own the operational backbone — CRM data quality, marketing technology and automation, targeting infrastructure, campaign reporting — needed to run targeted, signal-based marketing at scale.
• Establish operating rhythms, service levels, and decision frameworks that make campaign planning, launch readiness, and post-campaign optimization predictable rather than reactive.
• Build and report funnel, attribution, and signal-quality metrics jointly with Sales on a regular review cadence.
• Own brand governance and visual identity — the standards that keep every customer-facing touchpoint consistent, modern, and differentiated across campaigns, communications, events, and sales support.
• Own the creative production and content engine behind demand generation and market presence, including closing any gap between problem-focused content and solution-focused content.
• Partner with Product Marketing and Strategic Marketing to turn positioning and unmet-need research into deployable campaign and brand assets.
• Own the PR agency relationship and the external communications strategy — press, thought leadership, executive visibility, and speaking/awards programs — that position Personify as the market leader in engagement-driven clinical cost containment.
• Provide executive communications support to Commercial and Executive Leadership, ensuring the company's external voice is consistent with brand and market strategy.
• Set the national events strategy — which industry conferences, trade shows, sponsorships, and hosted or customer events Personify invests in, how budget is allocated, and how each event ties back to pipeline or brand objectives.
• Partner with account management to support client innovation councils and lead the organization of our annual client conference.
• Build, coach, and develop a high-performing, multidisciplinary team across demand generation, marketing operations, brand, creative, communications, PR, and national events.
• Create clear accountability, decision rights, and performance expectations across teams so each function knows what it owns and how it's measured.
• Foster cross-functional partnership with Sales, Product Marketing, Client Growth & Account Management, and Executive Leadership — marketing as a connected system, not a request queue.

Qualifications

• 12+ years in B2B marketing leadership
• Run B2B demand generation incorporating ICP and target customer profiles defined by product/strategy, translated into an integrated marketing playbook spanning digital, ABM, and content.
• Personally led a team through a shift from broad-based/volume marketing metrics to account-based or signal-based qualification.
• Directly owned brand governance, a PR agency relationship, and a multi-event portfolio — conferences, trade shows, sponsorships, hosted events — with real budget accountability.
• A track record of building integrated marketing functions from the ground up — brand, communications, content, demand generation, and marketing operations working as one team.
• Experience in healthcare technology, employer health, or another regulated, multi-stakeholder enterprise market with long sales cycles and mixed economic buyers.

How We'll Measure Success

• MQL-to-SQL conversion and close rate of marketing-sourced leads
• Win-rate and sales-cycle-velocity differential, marketing-sourced/influenced vs. Sales-originated
• Marketing operations discipline — campaign launch reliability, data/attribution accuracy, reporting turnaround
• Brand and creative consistency across customer touchpoints, plus measured market awareness (tracked via win/loss interviews)
• Communications and PR impact — earned media, executive visibility, thought leadership placements
• Events ROI — pipeline and brand impact per event, relative to spend

Benefits

• Competitive base salary and benefits effective day one
• Comprehensive medical and dental through our own health solutions (yes, we use what we build)
• Unlimited PTO—rest and recharge time is non-negotiable
• Mental health support, retirement planning, and financial protection
• Professional development with clear career progression and learning budgets
• Mission-driven culture where diverse perspectives drive real impact on people's health

Pay

• Base salary range of $220,000 - $250,000, depending on location, skills, and experience
• Eligible for full benefits package starting day one