VP, B2B Marketing - remote opportunity

Description/Responsibilities
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 Responsibilities
Strategic Leadership

Define and execute the B2B marketing vision and roadmap aligning marketing investment with company growth and revenue goals across employer and payer markets

Segment target audiences (e.g., national/regional health plans, self-insured employers, TPAs, brokers, consultants) and tailor go-to-market strategies accordingly

Establish positioning and messaging that clearly articulates clinical, financial, and experiential value

Demand Generation & Pipeline Velocity

Establish and leverage marketing analytics to track marketing initiative ROI and make data-driven adjustments to GTM strategies

Build and scale multi-channel demand generation programs (digital, ABM, events, broker channels, partnerships)

Optimize marketing funnel performance, including MQL/SQL conversion, velocity, and attribution

Enterprise & Account-Based Marketing

Design and execute account-based marketing (ABM) strategies for strategic health plan and employer accounts

Partner with Sales to support complex buying cycles with highly customized engagement strategies

Develop sales enablement tools, thought leadership, and ROI-driven content to influence executive stakeholders

Translate product capabilities into clear, differentiated value propositions to position the organization as a trusted partner in improving health outcomes and cost management

Cross-Functional Leadership

Serve as a key strategic partner to Sales, Client Success, Growth Operations, and Executive teams

Align marketing strategies with revenue and growth goals as well as the product roadmap

Build strong feedback loops to inform GTM positioning and innovation

Team Leadership & Operations

Build, lead, and scale a high-performing B2B marketing organization

Establish KPIs, dashboards, and marketing analytics to drive data-informed decisions

Manage budget allocation to maximize ROI across channels and programs

Qualifications
Experience

12-15+ years of progressive B2B marketing experience, with at least 5+ years in senior leadership roles

Proven success in B2B marketing, preferably to health plans, employers, or within the healthcare / benefits ecosystem

Strong track record of driving measurable pipeline and revenue growth

Demonstrated success in launching new products and scaling revenue

Experience supporting enterprise sales with complex deal cycles

Deep familiarity with supplemental benefits, digital health, wellness, or population health solutions preferred

Capabilities

Expertise in demand generation, ABM, and integrated marketing strategy

Strong understanding of healthcare economics, buyer personas, and regulatory considerations

Exceptional storytelling and ability to translate clinical and financial value into compelling messaging

Data-driven mindset with experience leveraging marketing analytics and attribution modelsStrong executive presence and ability to influence cross-functional stakeholders

Leadership Attributes

Strategic thinker with a bias for execution

Collaborative, low-ego leader who thrives in cross-functional environments

Builder mindset with experience scaling teams and processes in growth-stage or evolving organizations

Customer-centric and deeply curious about market needs and trends

Influential leader and mentor within multi-disciplinary teams

Success Metrics

Pipeline realization and contribution to revenue growth

Growth in target segments (health plans, employers, brokers)

Brand awareness and market positioning improvements

Customer acquisition, adoption, and retention metrics

This 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.

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