Head of Marketing

Position Overview

The Head of Marketing will lead the development and execution of a comprehensive marketing strategy to strengthen our organizations brand, market positioning, and commercial success. This leader will oversee corporate marketing, product marketing, brand management, and communications, ensuring alignment with our mission, business strategy, and values.

The ideal candidate must have deep industry experience in clinical laboratory testing, genetic testing, diagnostics, or healthcare services, along with a strong understanding of healthcare provider needs, payer marketing, KOL engagement, and regulatory considerations. This role will play a critical part in elevating the company’s brand, driving product marketing initiatives, and ensuring effective communication across all stakeholders.

Key Responsibilities

Corporate & Brand Marketing

• Develop and execute a corporate marketing strategy to enhance brand awareness, thought leadership, and market positioning.
• Oversee brand management, messaging, and visual identity, ensuring consistency across all marketing and communication channels.
• Lead corporate storytelling efforts to position our company as an industry leader.
• Develop and manage content strategies for digital, social media, and industry engagement to enhance credibility and influence.

Product Marketing

• Develop and execute go-to-market strategies for new and existing products, ensuring strong alignment with customer needs and market demand.
• Define product positioning, competitive differentiation, and key messaging in collaboration with product development and commercial teams.
• Partner with sales teams to develop sales enablement tools, training materials, and product marketing collateral.
• Utilize market research and customer insights to refine messaging, identify opportunities, and optimize product marketing strategies.

Healthcare Market Engagement & Stakeholder Relations

• Healthcare Provider Marketing: Design targeted campaigns to engage physicians, genetic counselors, and healthcare systems, ensuring clear communication of our value proposition.
• Payer Marketing: Work closely with market access teams to develop marketing strategies for payers and reimbursement stakeholders, aligning with healthcare economics and regulatory landscapes.
• Key Opinion Leader (KOL) Engagement: Establish and manage relationships with key opinion leaders, advocacy groups, and industry associations to strengthen credibility and influence.
• Regulatory & Compliance Considerations: Ensure all marketing initiatives comply with CLIA, CAP, FDA, HIPAA, and payer regulations.

Corporate Communications & PR

• Develop and execute a corporate communications strategy, covering media relations, executive messaging, and industry engagement.
• Lead public relations efforts, including proactive media outreach, thought leadership content, and crisis communication.
• Serve as a spokesperson when needed and manage relationships with key media outlets and industry analysts.
• Oversee stakeholder and investor communications, including earnings announcements, ESG initiatives, and corporate reporting.

Digital Marketing & Demand Generation

• Lead digital and performance marketing efforts, including SEO, paid media, and content marketing.
• Oversee social media engagement, email marketing, and website strategy to enhance brand visibility and customer engagement.
• Implement customer segmentation and persona-based marketing to optimize messaging and outreach.
• Track and analyze marketing performance metrics, leveraging insights to refine and improve marketing strategies.

Internal Communications & Employee Engagement

• Partner with HR and leadership teams to enhance internal communications, fostering transparency and engagement.
• Support executive messaging, town halls, and leadership communications, ensuring alignment with company goals.
• Reinforce corporate values and culture through strategic internal storytelling.

Crisis & Reputation Management

• Develop and oversee crisis communication strategies to safeguard our reputation.
• Act as a key advisor on public relations and reputational matters, ensuring proactive and strategic responses to industry challenges.
• Monitor industry trends and external factors, preparing the company for potential communication risks.

Qualifications & Experience

• 12 years of marketing leadership experience, preferably in a high-growth or regulated industry.
• Industry experience in clinical laboratory testing, genetic testing, diagnostics, or healthcare services is required.
• Strong understanding of healthcare provider needs, payer marketing, KOL engagement, and regulatory considerations.
• Proven expertise in corporate marketing, product marketing, brand management, and communications.
• Experience in sales enablement, product positioning, and digital marketing strategy.
• Strong background in data-driven marketing, analytics, and performance optimization.
• Bachelor's degree in Marketing, Business, Communications, or a related field; an MBA or advanced degree is preferred.

Key Competencies

• Strategic Leadership: Ability to align marketing initiatives with corporate objectives and business growth.
• Industry Expertise: Deep understanding of clinical laboratory testing, diagnostics, and healthcare provider marketing.
• Execution Excellence: Strong ability to lead complex projects, manage competing priorities, and deliver measurable results.
• Executive Presence: Proven ability to advise, influence, and collaborate with senior executives.
• Cross-Functional Collaboration: Skilled in partnering with sales, product, and clinical teams to drive business success.
• Data-Driven Decision Making: Uses insights to optimize marketing campaigns and enhance customer engagement.
• Cultural Fit: Strong alignment with our values, mission, and long-term vision.

Why Join Us?

• Lead and shape our marketing strategy at a pivotal stage of growth.
• High-impact role with direct influence on brand positioning, customer engagement, and business expansion.
• Oversee corporate marketing, product marketing, brand management, and communications in a unified function.
• Work in a dynamic, innovative, and mission-driven environment with a strong focus on genetic testing and precision medicine.