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Director, Growth Marketing - Account Based Marketing

Lyra Health

Lyra Health

Marketing & Communications, Sales & Business Development
Remote
Posted on Saturday, April 6, 2024
About Lyra Health
Lyra is transforming mental health care through technology with a human touch to help people feel emotionally healthy at work and at home. We work with industry leaders, such as Morgan Stanley, Uber, Amgen, and other Fortune 500 companies, to improve access to effective, high-quality mental health care for their employees and their families. With our innovative digital care platform and global provider network, 10 million people can receive the best care and feel better, faster. Founded by David Ebersman, former CFO of Facebook and Genentech, Lyra has raised more than $900 million.
About The Role
The Growth Marketing team is seeking an experienced Growth and Account Based Marketing Leader to help us meet our ambitious goals leveraging best in class demand generation, ABM strategies and competitive campaigns to create, accelerate and convert pipeline.

Responsibilities:

  • Develop Integrated Growth and Account Based programs to support building, accelerating and converting pipeline
  • Collaborate with sales leadership to ensure agreement on priorities, adjusting as required by changing market conditions and emerging opportunities.
  • Oversee and track execution of growth and ABM programs, including measurement and reporting performance against KPIs and goals.
  • Effectively communicate across the marketing and broader organization, sharing project updates, timelines, processes and results, while also championing the marketing team and demonstrating our impact on the business.
  • Collaborate with key leaders and stakeholders to align demand generation with sales efforts.
  • Manage the development and execution of Lyra’s ABM, Field and Competitive marketing programs to drive leads and optimize funnel conversion rates. Optimize campaigns to maximize leads, pipeline, and revenue value while driving efficiency.
  • Continuously look for ways to take performance to new levels. Maintain a constant cadence of testing and analysis. Drive opportunities for smart experimentation and risk-taking, while learning and failing fast as needed. Work across functional teams to develop new business processes to yield improvements in funnel performance.
  • Leverage data to understand performance, trends, issues and solutions. Build data-driven recommendations and champion data-driven decision-making. Forecast, measure, analyze and report the impact of demand creation programs and campaigns on MQL, SQL, sales pipeline, revenue and sales cycle length. Leverage analytical and quantitative skills to interpret data, generate insights and translate it into actionable changes for the whole Go-to-Market team.
  • Build trusted relationships with the Sales team, across Marketing, and with other critical departments such as Customer Success. Provide cross-functional leadership and drive discussion on key issues on sales pipeline and revenue-generating initiatives. Collaborate and develop strong alignment with marketing and sales leadership.

Qualifications:

  • 10 + years of B2B marketing experience with proven success in developing and managing teams and executing high volume digital and demand generation programs through rapid growth.
  • Track record for innovative, ground-breaking Growth marketing and ABM programs.
  • Deep knowledge and experience in building and executing growth and account based marketing plans utilizing email, webinars, digital/inbound marketing, social media and face-to-face events.
  • Exceptional interpersonal and relationship building skills with proven ability to collaborate across functions to achieve and scale results. Deep understanding of demand generation best practices, and how to engage prospects and customers at multiple points through the customer journey with a keen test-and-learn mindset.
  • Results and data driven with excellent attention to detail; excellent analytical and quantitative skills to interpret data and translate it into actionable changes. Used to operating in a velocity business rich with data.
  • Demonstrated experience measuring and managing performance metrics at a granular level to optimize performance at the vendor, keyword, and sub-campaign level.
  • A strong communicator, confident and articulate in presenting to internal stakeholders and external audiences.
  • In-depth experience in marketing analytics, automation and CRM platforms (e.g. Tableau, Marketo, 6sense, Sendoso and Salesforce)
  • Strong program leadership skills with the ability to lead, communicate, implement and analyze initiatives in a fast-paced environment.
  • Understanding of and passion for mental health industry transformation
We are an Equal Opportunity Employer. We do not discriminate on the basis of race, color, religion, sex (including pregnancy), national origin, age, disability, genetic information or any other category protected by law.
By applying for this position, your data will be processed as per Lyra Health Workforce Privacy Notice. Through this application, we will collect personal information from you including your name, email address, gender identity, employment information, and phone number for the purposes of recruiting and assessing suitability, aptitude, skills, qualifications, and interests for employment with Lyra. We may also collect information about your race, ethnicity, and sexual orientation, which is considered sensitive personal information under the California Privacy Rights Act (CPRA). Providing this information is optional and completely voluntary. If you are a California resident and would like to limit how we use this information, please use the Limit the Use of My Sensitive Personal Information form. This information will only be retained for as long as needed to fulfill the purposes for which it was collected, as described above. Please note that Lyra does not “sell” or “share” personal information as defined by the CPRA. For more information about how we use and retain your information, please see our Workforce Privacy Notice.