About Us
InStride Health’s mission is to deliver specialty anxiety and OCD care that works for every kid, teen, young adult, and family who needs it. Through this mission, we are expanding access to insurance-based care, increasing engagement in treatment, and improving treatment outcomes. We are doing this by combining research-backed clinical care and innovative technology to eliminate the major problems with care today: difficulty finding providers, months of waiting to be seen, arduous onboarding processes, and inconsistent use of evidence-based therapies and outcomes tracking. Our vision is to become the nation’s most trusted provider of pediatric anxiety and OCD care.
Team InStride Health: Our Core Values
- Give Heart: We lead with heart, treating patients and their families the way we want our loved ones to be treated.
- Work Smart: We find smarter ways to solve hard problems and fix the broken mental health system by leveraging technology, diversity of thought, and innovation.
- Have Humility: We leave our egos at the door, empowering our team to collaborate, celebrate diversity, and adopt a growth mindset.
- Embrace Community: We all belong. We are in this together, and we never worry alone. We believe in each other and recognize that every voice matters.
About the Role
InStride Health is seeking a Chief Marketing Officer (CMO) to serve as a key member of InStride’s executive leadership team and a thought partner to the CEO. This individual will be responsible for defining and executing an integrated strategy to catalyze revenue growth in new and existing markets. To implement this strategy, the CMO will be responsible for working cross-functionally and also lead the current team of 4 marketing professionals. The CMO will manage our growth strategy (including existing and new markets), acquisition and retention efforts, company-wide B2B and B2C marketing, and service-expansion strategy. They will be responsible for providing overall cohesive direction to internal marketing support teams, outside agencies and vendor partners to ensure all marketing efforts are focused, brand-building, and helping to achieve overall company objectives. Key collaborators will include members of the Executive Team (i.e. SVP Business Development, COO, Chief Medical Officer, the Chief Clinical Officer, VP technology, VP People, SVP Finance).
In this role, this leader will ensure effective development, prioritization, coordination and execution of all growth related activities to enable InStride to expand and accelerate its care model. The company’s success in this endeavor will require creativity, persistence, and the ability to find a path where none has been built previously in the pediatric mental health landscape.
Responsibilities:
Go-To-Market Strategy & Execution
- Create and drive our go-to-market strategy based on business goals considering analytics around multiple factors: in-network payor market penetration, market size and dynamics, competitor offerings, administrative requirements, and financial targets
- Drive top of the funnel growth through a combination of awareness and performance marketing with a focus on driving new and completed/accepted patient applications
- Work with internal departments, as well as stakeholders, to execute against strategy
- Assess and monitor the effectiveness of all levers within go-to-market strategy (i.e. marketing, provider/school business development, payor teams) and ensure their appropriate utilization/metrics to achieve overall go-to-market goals
- Ensure strategy supports CAC to LTV ratio actuals that are in line with expectations
- Direct research, analysis, and implementation of new business efforts including geographic expansion and service line expansion
- Represent InStride through key stakeholder visits and industry events
Champion a dynamic culture by driving growth and scale that is aligned with InStride’s values and missions. Create an “ownership” and “can do” mentality
Marketing Strategy & Execution
- Translate business goals into marketing strategies and objectives that facilitate overall business growth including creating and implementing innovative and effective programs to drive growth, engagement and retention
- Develop a deep data-driven understanding of the current and optimal consumer target, the competition, and each of the channel opportunities for InStride, and make the proper corresponding strategy decisions re: the best way to invest in those channels
- Implement and oversee all initiatives to develop InStride’s reputation and brand to acquire and maintain positive relationships with each channel
- Execute InStride’s brand strategy, multi-media advertising approach, social media strategy, and multi-channel marketing efforts
- Manager PR agency to aid in raising brand awareness and establishing InStride as a thought leader
- Establish and direct all regulated and non-regulated communication plans targeting current and prospective patients
Lead Generation & Sales Support
- Responsible for collaborating to develop InStride’s strategy for provider business development and account management, in partnership with SVP business development. Includes establishing patient/sales goals, compensation structures, and operational processes
- Develop and execute strategy to optimize engagement of prioritized target providers
- Assess and monitor the effectiveness of existing channels and ensure their appropriate utilization to achieve sales goals
- Implement highly scalable solutions for referral source awareness
- Promote referral source engagement and best practices, informed by a tightly integrated feedback loop with marketing, operations, and clinical to identify opportunities for improving referral source attraction, conversion, and retention
Payor Segment Strategy
- In partnership with payor sales team and finance team, develop strategy of top payor targets as well as activities within existing payor portfolio to support patient acquisition
- Ensure we’re providing a compelling value opportunity for prospective payors to support new logo growth and existing payor partnerships to support re-negotiation conversations
- Support prospective payor partners including initial relationship development, business case building, deal negotiation, and closing
- Partner with PR agency and payors to raise awareness of InStride
What You Need to Succeed in the Role:
- 15 years of experience in strategic marketing, with a focus on acquisition and engagement, preferably in a health care setting and preferably with experience in consumer acquisition marketing and/or B2B sales
- Strong understanding of driving proper metrics around each portion of a customer journey across their lifetime ( awareness, familiarity, consideration, purchase and engagement)
- Demonstrated financial acumen (P&L) with experience motivating and working cross-functionally with different teams to create cohesive growth plans and revenue targets; excellent decision-making skills and strong analytical, strategic planning, and financial acumen are required
- Experience/comfort coming up the learning curve quickly around nuanced healthcare contracts (e.g. value-based contracts in a behavioral health setting ideal but not required experience)
- Experience identifying market demands and developing long-term business strategies to drive near term execution
- Proven experience leading the growth and launch of multiple product lines in an entrepreneurial environment
- A willingness to “roll up your sleeves” and problem solve as opposed to having too strong a reliance on your team and external partners
- Ability to move and inspire people to act through an articulated vision and direction; proven skills in building interpersonal relationships and influencing others
- Open leadership style with ability to think collaboratively and problem solve with team members; shows respect and sensitivity with a high EQ; highly effective and active communicator with people at all levels
- Beacon for top talent and reputation of followership. Deeply understands how to grow and motivate a dispersed, remote workforce
- Bachelor’s degree required; Master’s degree preferred in Business Administration, Healthcare Administration, or related field
- You must be passionate about transforming the way we deliver accessible, evidence-based, and clinically excellent care in the pediatric mental health space
Why Join Our Team
- Generous benefits package (401k with match, Flexible PTO, paid holidays, 4 week paid sabbatical, 12 week paid parental leave, health benefits starting on your first day, and more)
- Opportunity to join a mission-driven company that is changing the landscape of pediatric mental health treatment
- Ability to help hundreds of children and families access desperately-needed evidence-based care
- Opportunity to work with talented and experienced team members who have devoted their lives to solving this problem
- Fully virtual: work from the comfort of your home with periodic in-person retreats
Commitment to Diversity, Equity, Inclusion, & Belonging (DEIB)
We want to make our clinical services available for everyone, no matter where you come from, what you look like, or how you identify. To achieve this, we recognize we must continually make progress in building a more diverse, equitable, and inclusive team. Through these efforts, we support two primary objectives at InStride Health:
- Providing high quality patient care to families. We are in a privileged position to support families during a vulnerable time in their lives. We approach all families and each other with compassion and are most effective as a diverse team where all individuals feel valued, respected, and accepted.
- Building a mission-driven business that lasts. Specifically, we believe our commitment to a supportive culture improves innovation, decision-making, and efficiency.
We invite you to share any additional information about yourself or your experiences that may not be reflected in your CV. Inclusion of this information is completely voluntary.
Beware of fake job postings and offers. All official communications from InStride Health will come from email addresses ending in @instride.health. We will never ask for personal information such as Social Security numbers or bank details during the application process. If you receive a suspicious job offer or communication, please contact our recruitment team directly (talent@instride.health) to verify its authenticity.
