The Vice President of B2B Marketing is a strategic and execution-oriented leader responsible for driving demand, market adoption, and revenue growth across employer and health plan segments. This role will lead the development and execution of integrated marketing strategies that position the company’s fitness and wellness offerings as essential solutions for improving population health, reducing costs, and enhancing member and employee engagement.As a key member of the marketing leadership team, the VP will partner closely with Sales, Client Relations, Product, and Growth Operations to accelerate pipeline, support enterprise deal cycles, and deepen client adoption. This leader will bring a strong understanding of healthcare buyers - including health plans, brokers, consultants, and employers - and will build scalable programs that translate complex value propositions into compelling, differentiated market narratives.Key ResponsibilitiesStrategic LeadershipDefine and execute the B2B marketing vision and roadmap aligning marketing investment with company growth and revenue goals across employer and payer marketsSegment target audiences (e.g., national/regional health plans, self-insured employers, TPAs, brokers, consultants) and tailor go-to-market strategies accordinglyEstablish positioning and messaging that clearly articulates clinical, financial, and experiential valueDemand Generation & Pipeline VelocityEstablish and leverage marketing analytics to track marketing initiative ROI and make data-driven adjustments to GTM strategiesBuild and scale multi-channel demand generation programs (digital, ABM, events, broker channels, partnerships)Optimize marketing funnel performance, including MQL/SQL conversion, velocity, and attributionEnterprise & Account-Based MarketingDesign and execute account-based marketing (ABM) strategies for strategic health plan and employer accountsPartner with Sales to support complex buying cycles with highly customized engagement strategiesDevelop sales enablement tools, thought leadership, and ROI-driven content to influence executive stakeholdersTranslate product capabilities into clear, differentiated value propositions to position the organization as a trusted partner in improving health outcomes and cost managementCross-Functional LeadershipServe as a key strategic partner to Sales, Client Success, Growth Operations, and Executive teamsAlign marketing strategies with revenue and growth goals as well as the product roadmapBuild strong feedback loops to inform GTM positioning and innovationTeam Leadership & OperationsBuild, lead, and scale a high-performing B2B marketing organizationEstablish KPIs, dashboards, and marketing analytics to drive data-informed decisionsManage budget allocation to maximize ROI across channels and programsQualificationsExperience12–15+ years of progressive B2B marketing experience, with at least 5+ years in senior leadership rolesProven success in B2B marketing, preferably to health plans, employers, or within the healthcare / benefits ecosystemStrong track record of driving measurable pipeline and revenue growthDemonstrated success in launching new products and scaling revenueExperience supporting enterprise sales with complex deal cyclesDeep familiarity with supplemental benefits, digital health, wellness, or population health solutions preferredCapabilitiesExpertise in demand generation, ABM, and integrated marketing strategyStrong understanding of healthcare economics, buyer personas, and regulatory considerationsExceptional storytelling and ability to translate clinical and financial value into compelling messagingData-driven mindset with experience leveraging marketing analytics and attribution modelsStrong executive presence and ability to influence cross-functional stakeholdersLeadership AttributesStrategic thinker with a bias for executionCollaborative, low-ego leader who thrives in cross-functional environmentsBuilder mindset with experience scaling teams and processes in growth-stage or evolving organizationsCustomer-centric and deeply curious about market needs and trendsInfluential leader and mentor within multi-disciplinary teamsSuccess MetricsPipeline realization and contribution to revenue growthGrowth in target segments (health plans, employers, brokers)Brand awareness and market positioning improvementsCustomer acquisition, adoption, and retention metricsThis job description is not designed to cover or contain a comprehensive list of activities, duties, or responsibilities for the position. Duties, responsibilities, and activities may change and include special benefits projects.The salary range for this opportunity is $165,000 to $230,000. Compensation depends on several factors: qualifications, skills, competencies, and experience.Tivity Health offers a robust benefits package, which includes a competitive salary, company bonus potential, medical, dental, vision, 401k with match, generous paid time off, free gym membership to over 13,000 fitness locations in the US, and other great benefits.About Tivity Health® Inc.Tivity Health, Inc. is a leading provider of healthy life-changing solutions, including SilverSneakers®, ForeverFit®, and WholeHealth Living®. We help adults improve their health and support them on life's journey by providing access to in-person and virtual physical activity, social and mental enrichment programs, as well as a full suite of physical medicine and integrative health services. Our suite of services support health plans, employers, health systems and providers nationwide as they seek to reduce costs and improve health outcomes. Learn more at TivityHealth.Tivity Health is an equal employment opportunity employer and is committed to a proactive program of diversity development. Tivity Health will continue to recruit, hire, train, and promote into all job levels without regard to race, religion, gender, marital status, familial status, national origin, age, mental or physical disability, sexual orientation, gender identity, source of income, or veteran status.
