Note: The job is a remote job and is open to candidates in USA. Tivity Health provides healthy life-changing solutions and health and wellness services for adults, health plans, employers, health systems, and providers. The VP, Digital Marketing & Analytics will lead the company’s data-driven digital marketing ecosystem, owning channel optimization, demand generation, digital experiences, analytics, AI enablement, and conversion growth. The role also involves cross-functional leadership, team and vendor management, and optimization of marketing performance and budgets.
Responsibilities
- Define and execute a comprehensive digital marketing strategy aligned to pipeline and revenue goals
- Own performance optimization across key channels including paid search, paid social, display, programmatic, retargeting, and organic search
- Develop channel strategies tailored to member, employer, health plan, and broker/consultant audiences
- Build a growth engine and operating model that uses AI, personalization, and continuous testing to grow engagement optimized against member and business outcomes
- Partner with Growth Operations, Sales and Client Relations to drive qualified pipeline through digital channels
- Optimize the full digital funnel - from awareness to conversion - using data-driven insights
- Continuously test and refine targeting, creative, messaging, and user journeys to improve conversion rates
- Own the company websites as a primary demand and conversion engine
- Lead UX/UI strategy, personalization, and conversion rate optimization (CRO)
- Ensure content is aligned to buyer stages and personas, supporting both acquisition and education
- Establish KPIs and dashboards to measure digital performance, pipeline contribution, and ROI
- Provide strategic oversight of marketing analytics across B2C, B2B2C, and B2B audiences, ensuring performance data is translated into clear insights, executive-ready reporting, and actionable recommendations that improve campaign effectiveness, channel productivity, audience targeting, member engagement, retention, revenue contribution, and marketing RO
- Oversee advanced marketing analytics capabilities, including data modeling, attribution, segmentation, experimentation/A-B testing, CRM analytics, and marketing automation analytics, ensuring insights are translated into stronger targeting, measurement, and performance optimization
- Lead the infusion of AI into digital marketing workflows and ways of working identifying high-impact use cases, piloting and scaling AI-enabled tools and processes
- Establish a test-and-learn discipline that uses data, experimentation, and performance measurement to continuously optimize marketing campaigns, customer journeys, channel mix, and budget allocation
- Provide actionable insights to marketing and executive leadership
- Partner with Content & Creative and Product Marketing to amplify thought leadership and campaign assets
- Own SEO strategy, including technical SEO, keyword strategy, and content optimization
- Ensure content is effectively distributed across digital channels to maximize reach and engagement
- Work closely across Marketing as well as with Growth Operations, Sales and Client Relations to ensure alignment across campaigns
- Support account-based marketing (ABM) efforts with targeted digital strategies
- Collaborate with Client Success on digital engagement and retention initiatives
- Build and lead a high-performing digital marketing team (in-house and agency partners)
- Manage external vendors and media agencies to ensure performance and efficiency
- Allocate and optimize digital budget to maximize ROI
Skills
- * 10+ years of digital marketing experience, with at least 3–5 years in a leadership role
- * Proven track record of driving measurable pipeline and revenue through digital channels in B2B2C and B2B environments
- * Deep expertise in performance marketing, SEO/SEM, paid media, and conversion rate optimization
- * Demonstrated ability to turn marketing data into actionable performance improvements across campaigns, channels, audiences, and customer journeys
- * Strong understanding of B2B2C and B2B buyer journeys, especially in complex, multi-stakeholder sales environments
- * Data-driven mindset with strong analytical and problem-solving skills
- * Experience with attribution models, funnel metrics, and marketing analytics
- * Ability to translate strategy into execution with speed and precision
- * Player-coach who can operate both strategically and tactically
- * Highly collaborative with strong cross-functional influence
- * Results-oriented with a focus on accountability and continuous improvement
- * Curious, adaptable, and comfortable operating in a fast-evolving environment
- * Experience in healthcare, supplemental benefits, digital health, or related industries strongly preferred
Benefits
- Company bonus potential
- Medical insurance
- Dental insurance
- Vision insurance
- 401k with match
- Generous paid time off
- Free gym membership to over 13,000 fitness locations in the US
Company Overview